Manufacturer Reps to Watch
Lisa Hoglund
Territory Account Manager
Quidel
Riverview, Florida
30+ years in medical sales
Primary call point: Hospital and physician office lab
Snapshot
Born/raised: Born in Lansing, Michigan (a Spartan baby – MSU), grew up in Portage, Michigan.
Undergraduate degree: BS in business marketing from University of South Florida
First “real” job: Physician Sales & Service (now McKesson Medical-Surgical)
Complete this sentence: The one thing I did NOT expect when I got into medical sales was/is: To build so many lifetime relationships.
Family info: Married to an amazing husband for five years; three beautiful children, ages 20, 23 and 24. Truly blessed. Although I am 39 and holding …
Hobbies/activities: Boating, traveling, spending time with family and friends.
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Repertoire: When, how and why did you get into medical sales?
Lisa Hoglund: In my senior year at USF, I attended a job fair in which PSS had a booth to recruit new candidates. Intrigued with the company, I circled back to the booth several times to learn more about the role, responsibilities and expectations. I was determined to get an interview and obtain an offer. My interest in medical sales stemmed from the years I worked for my father, a veterinarian, through high school and college. I had the opportunity to meet and speak with several sales consultants who shared their experience and knowledge of the business.
Repertoire: Mentor or role model?
Hoglund: This is a difficult question to answer, as I have had the good fortune to work with so many amazing people over the years who have impacted my life in a positive way. However, I do want to acknowledge one particular individual, Ed Read (aka Mr. Ed), who early in my career taught me the importance of discipline, organization, the power of knowledge and follow-up. He provided me the foundation that I still to this day embrace and practice in my career and personal life.
Repertoire: What are the 2-3 most important things you can do for distributor reps to enhance their sales?
Hoglund: Be of value in educating on products and on how to best position to the end user, then strategize and prospect to earn new business. Always be responsive in a timely manner, and provide support in any way I can to achieve the goals of the partnership.
Repertoire: How can distributor reps help in your sales efforts?
Hoglund: Embrace the opportunity to work together in targeting accounts to grow and win new business. Share in customer-facing to identify the gaps which we can fill with products and solutions to offer quality care for their patients.
Repertoire: What is the biggest change you anticipate in medical products sales in the next 5 years?
Hoglund: We will continue to see consolidation of both the end user customer and the medical companies who sell into this market segment. It will be more important than ever to have relationships with key decision-makers and gain the knowledge of how best to partner in achieving the goals of both parties.
Repertoire: Ride-days with distributor reps: What’s to like? What’s not to like?
Hoglund: I absolutely love ride-days with reps. It’s the No. 1 reason why I do this job. Gives us both the chance to have real time in front of the customer, talk about products and sell! There is no opportunity too big or too small. It’s all relevant in growing business. The relationships and friendships that I have grown over the years with distributor reps are priceless.
Repertoire: Care to share a memorable ride-day story?
Hoglund: I have had so many memorable ride-days over the years, it’s difficult to single out one particular day. Having a plan for the day is ideal. Of course, closing new business on those days makes it all worthwhile, but having FUN in doing so is the key in loving what you do.