Proud namesake
Quidel’s Claire Bishop glad to carry her grandmother’s name
Claire Elliott, M.D., was the first woman in the United States to be invited to attend two medical schools. She earned board certification in three fields of pathology, and served as an advisor to the Alabama Department of Environmental Management. She passed away two years ago.
“She was a strong leader in her time, and it is an honor to carry on her name,” says her granddaughter and namesake Claire Bishop, hybrid account manager for Quidel in Washington, D.C., and the 2020 manufacturer recipient of the Repertoire/HIDA Excellence in Sales Award.
Bishop was born and raised in Birmingham, Alabama, and got a bachelor’s degree in business administration with a concentration in marketing and computer science from the University of Alabama. After graduating, she took an account manager job with Pitney Bowes, the Stamford, Connecticut-based shipping, e-commerce and financing firm.
Learning curve
“It was my first shot at managing a geographical territory as an outside rep,” she says. “Everything was new to me. I gained the independence that allowed me to learn what works best for me and gave me the autonomy to take risks, learning from my mistakes. I gained valuable knowledge of how to manage my time effectively and to hit a monthly sales goal.”
After two years at Pitney Bowes, Bishop joined Abbott to begin her career in diagnostic equipment sales. Despite the fact that she hadn’t any previous experience in medical sales, her manager knew she could handle it.
“He distinctly remembers my interview, when he asked what made me successful. My answer was simple: ‘They require us to make eight calls a day; I make 16. I work longer and harder than my competition.’”
With her new position came a learning curve about medical technology, distribution and the industry itself. It also came with what she considers some of the most valuable sales training of her career, from Simon Letchford, who at the time was CEO of Scotwork North America, a firm specializing in negotiation training and consulting. (Today he is CEO of Swagger Sales in New York City.)
“I learned how to identify customers’ true priorities, navigate complex sales faster, and engage confidently as a trusted advisor rather than as ‘just a salesperson.’ It changed how I viewed the sales process, and I still use these skills every single day.”
In September 2017, she joined Quidel.
Industry lessons
In 2018, when Bishop was featured as one of Repertoire magazine’s “Ten Manufacturer Reps to Watch,” she predicted that consolidation and new performance measures for providers would be two of the biggest changes in medical sales in the coming years.
“Consolidation is often the result of new demands for value-based care vs. volume-based care,” she said at the time. “The shift has required healthcare organizations to reshape their internal and external operations, combining best practices. In the last year I have seen many new partnerships and acquisitions designed around maximizing patient satisfaction and extending services to new patient populations.”
She stands by her prediction today.
“I believe consolidation and performance measures are even more impactful in our current climate. Everyone in our industry is being tasked to do more with less. Consolidation can help increase clinical efficiency and meet the needs of our customers today and in the future. Performance measures have become increasingly more valuable in driving valuable decisions and accountability among peers.
“We are seeing more consolidation from hospital mergers and acquisitions,” she continues. “As value-based care increases, there is a rise in financial pressure on our providers. Large systems acquiring physician office groups have increased the need for standardization and created new challenges for distributors. Changes in ownership of our accounts often results in changes in responsibility for the decision-makers within both hospital and physician offices.”
Not surprisingly, salespeople have to remain educated about all the changes taking place, and adapt accordingly, she says. Distributors are an essential part of the process.
“It is imperative to work together with your distribution partners to be supportive of changes and continue to uncover new opportunities. Together as a partnership, it is our role to introduce solutions to their changing needs.”
A good place to be
Medical sales is a good place to be today, and will remain so in the future, says Bishop. She advises recent graduates seeking a career in medical sales to apply for outside sales jobs with upward mobility.
“Continue to build your brand and expand your skillset relevant to the medical industry. Keep an ongoing file to save awards and acknowledgements. Take advantage of every opportunity to network and learn from peers. Connect with a good medical sales recruiter who can connect you with any open positions.”
On February 8, the Bishops welcomed home a healthy baby girl, Charlotte Ann Bishop. Born at only 32 weeks, she was 3 pounds, 5 ounces, and 16 inches long. After a month’s stay in the NICU, she came home to meet her “brother,” the pug, Arch Bishop.