By Pete Mercer
As procedures shift into ASCs, Cardinal Health’s Jason Castro says reps must balance relationships, data and supply challenges to support leaner care models.
Jason Castro is a non-acute/ambulatory surgery center (ASC) sales representative for Cardinal Health, based out of northwest Louisiana. Repertoire Magazine spoke to Castro about some of the biggest challenges in medical sales, the value of clinical knowledge and what makes the ASC market different from traditional healthcare.
Serving ambulatory surgery centers
As a territory manager for non-acute sales for Cardinal Health’s U.S. Medical Products and Distribution team, Castro serves ambulatory surgery centers and surgical hospitals throughout the state of Louisiana and into Central Mississippi. Most of his time is spent traveling and meeting with customers to ensure that Cardinal Health’s products are continuing to meet their needs, as well as looking for other opportunities to provide additional products and solutions.
Castro said, “I offer our customers a variety of products for use in the operating room, including surgical gloves, drapes, gowns, surgical procedural kits and personal protective equipment. I also manage other items including Cardinal Health wound care products, syringes, sharps containers, electrodes, compression therapy solutions and other medical products essential for patient care.”
Because of the wide range of products in the Cardinal Health portfolio and the various moving parts within an ASC, Castro typically will have multiple call points with a single customer. “In any given visit, I may meet with several clinicians and staff members – from the director of nursing to materials management to infection control. These providers have different needs and use a variety of products; it’s my responsibility to build a holistic approach to meet their expectations.”
Navigating challenges with clinical knowledge
Castro believes that every healthcare sales rep should have a strong understanding of how these products are being used in clinical settings. He works with Cardinal Health clinicians to develop better clinical knowledge related to the products he offers.
Developing that clinical knowledge is one of the many challenges that medical sales reps must navigate in this industry. He said, “Our Cardinal Health clinical team members provide regular support to our sales organization – whether it’s new product training, product recommendations, or one-off clinical questions, our clinicians are critical to our organization. They can also serve as liaisons with our customers for more detailed clinical inquiries or challenges.”
As for the challenges faced by ASCs specifically, Castro said that even ASCs are not immune to the issue of supply health. He’s found that he still navigates changes to product availability since the COVID-19 pandemic. Castro sees these scenarios as opportunities to become a trusted advisor for his customers.
Finding other solutions and substitute products becomes a collaborative effort. With access to Cardinal Health’s full portfolio of products and the strong relationships across a wide network of vendors, Castro has a wealth of options and flexibility to support his customers.
“With the breadth of solutions available, it often comes down to working closely with each facility to identify products they’re confident using and that are aligned with their overall objectives.”
How ASCs are different than hospitals
For Castro, the biggest difference between ASCs and hospitals, from a sales perspective, is the ownership structure. “Many ASCs are physician-owned and operate with fewer layers of decision makers, which often results in a more streamlined and efficient sales process. Compared to large hospital systems, we typically see less administrative complexity, which allows for more streamlined decision making and faster implementation for products and solutions.”
Due to the nature of ASCs, they use products and solutions that are designed to help increase efficiencies and improve patient outcomes. To do this effectively, Castro says he benefits from having a strong understanding of the various roles and responsibilities within ASC teams. For instance, certain team members may be required to wear multiple hats at once, performing multiple functions within the facility.
This gives Castro the opportunity to work with a wide range of stakeholders within a single facility. “By understanding the diverse responsibilities of ASC team members, I can tailor solutions that support efficiency across multiple roles. We consistently focus on ways to simplify workflows, enhance productivity, and help make our customers’ day-to-day operations easier through dependable products and practical solutions.”
The future of the ASC market
According to Castro, one of the major trends currently shaping purchasing decisions is cost containment. Rising supply costs and continued reimbursement pressures are prompting ASC leadership to find ways to manage those expenses without compromising patient care.
“I’ve had to think more creatively with customers. I work closely with them, often leveraging customer data and usage reports, to identify conversion opportunities item by item. These data reviews help customers see where alternative products or adjustments in practice could help control costs.”
Building relationships with the customer from the outset makes it much easier to have those tough conversations about pricing. Castro says if that relationship already has a foundation of trust and understanding, those moments can foster open and solution-oriented dialogue.
Over the next few years, Castro believes that the ASC market is going to continue to evolve with more procedures shifting from hospitals to the ASC setting. As overall costs continue to rise throughout the industry, ASCs will offer a more cost-effective option without sacrificing quality, which will continue to push volume towards ASCs.
“During my 19 years with Cardinal Health, I’ve seen that advancements in medicine, technology, and surgical techniques have made it possible for more complex procedures to be performed safely and efficiently in ASCs,” Castro said. “As margins tighten, ASCs will continue to look for more manufacturers and distributors like Cardinal Health to help them manage costs, navigate change, and support both clinical and operational goals.”
3 Key Takeaways
- ASC sales require a multi-stakeholder approach.
Reps like those at Cardinal Health engage across nursing, infection control, and materials management teams – balancing clinical needs with operational priorities across a single facility. - Clinical knowledge drives credibility and problem-solving.
Strong understanding of product use, supported by clinical teams, helps reps navigate supply variability and recommend substitutes when availability or costs change. - Cost pressure is reshaping ASC purchasing.
Rising supply costs and reimbursement constraints are pushing ASCs toward data-driven product conversions, while continued migration of procedures from hospitals reinforces ASCs as a lower-cost care setting.