sponsored: Siemens Healthineers
New approach offers a single point of contact, faster quoting, and tools for consultative selling.
Jennifer Murphy understands how much distributor reps have coming at them every day. As Senior Vice President and Head of Laboratory Solutions and National Strategic Accounts for Siemens Healthineers, Murphy recognizes the “inch deep, mile wide” nature of distributor reps’ roles. As such, at the start of its 2025 fiscal year, Siemens Healthineers announced it was restructuring its diagnostic division, one of the key reasons being to better support and simplify the relationship with their distributor partners.
In an interview with Repertoire Magazine Publisher Scott Adams, Murphy discussed what the restructuring means for distributors reps and the customers they call on. The following are five key takeaways:
No. 1: Single Point of Contact
Siemens Healthineers has moved from having separate field sales teams for its core lab solutions and specialty products to a regional model, where field account executives (FAEs) and business development executives handle all product lines.
Why it matters: Distributor reps no longer have to track down multiple Siemens Healthineers contacts based on product. Now, they can work with one consistent person per region, simplifying communication and speeding up sales processes.
No. 2: Dedicated Field Distribution Specialists
Siemens Healthineers created a new role: Field Distribution Specialists (FDS), one in each U.S. region (East, Central, West).
Why it matters: FDSs support distributor reps directly with quotes, opportunity management, and field coordination. “They’ll do the quotes, they’ll do opportunity management, they’ll be the liaison between distributors and our team making sure we’re all working together,” Murphy said.
No. 3: Customer-Centric Campaigns & Selling Tools
Campaigns like the Immulite Compliment Campaign demonstrate Siemens Healthineers shift to consultative, customer-focused sales.
Why it matters: Distributor reps will have access to educational tools (e.g., comparison grids showing gaps in lab testing) to help customers bring tests in-house — creating value and enabling better customer conversations.
No. 4: Go-To-Market Strategy Built on Customer Voice
Siemens Healthineers works “from the customer backwards,” Murphy said, using customer feedback to shape product development and strategy.
Why it matters: Distributors can be confident that new innovations (like the troponin assay that supports prognosis) are directly tied to customer needs. This makes Siemens Healthineers products more relevant and easier to position during sales calls.
No. 5: Distributor Flexibility and Early Partnership Alignment
Siemens Healthineers aims to avoid product or market restrictions, allowing reps to sell broadly and based on customer preference.
Why it matters: Reps can maintain trust with long-time customers by working with Siemens Healthineers regardless of region or account type, and engage Siemens Healthineers early in the sales cycle for a unified, aligned customer experience.
“We are really committed to creating programs that encourage engagement for distributor partners, but also that bring solutions for our customers. The restructure that we implemented absolutely benefits the distributor reps, and that is not on accident,” said Murphy. “It streamlines their connections across our product lines and provides them a single point of contact for all things distribution.”
To listen to the podcast, visit: https://repertoiremag.com/siemens-healthineers-restructures-with-distributor-reps-in-mind.html