Believe in the Value of the Rep
Scott Adams
It is our annual Hall of Fame issue, and I am happy to say this year’s inductee, McKesson Medical Surgical’s Paul Julian, was a straight commission rep calling on primary care. In his day, reps made a huge difference in the med/surg industry. I spoke with Gary Keeler about Paul a few weeks ago, and he emphasized how important it was that people know Paul was a rep who carried a bag and believed in the value of the rep.
Do the people who carry a bag still matter as much now?
For the past few years, we have watched the supplier community move away from the rep and focus more on health systems. Given the acquisition of practices and changes in policy, I can’t blame them for this strategy. It made sense, as long as practices were selling and systems were creating formularies and driving compliance.
Except, that’s not what happened. The truth is that perhaps 30 percent of practices are on formulary, and that is being kind. Over the last 4-6 months, I have seen a growing trend of manufacturers reinvesting in the distribution channel. New alternate site sales teams are being formed, and national sales meetings are themed around best practices when riding with a dealer rep. This is very encouraging.
Practices trust their rep. The rep shows up every week and takes care of their needs. She knows the practice owner’s family, she personally delivers product when a practice runs out, she finds a substitute EKG when one is being repaired, she takes bad product back, and so many other things.
2018 is the year of the comeback for the dealer rep. I have spoken at five national sales meetings since November on working with reps. Very large, best-in-class suppliers like Welch Allyn, Midmark, BD, Abbott, and Roche are all dedicating time back into the field with distribution. This is more than a trend – it’s a reality. The dealer still controls the business.
To the dealer rep, I would challenge you to work with you suppliers again and show them that at the end of the day you control the accounts.
I am excited for this year’s Hall of Fame, where we honor an individual that carried a bag and made a difference.
Dedicated to our industry,
Scott Adams