By Brian Sullivan
How top medical sales reps win deals with 160 characters or less (even without a cell number).
Let’s start with a simple truth: If your last text to a client said, “Just checking in,” you owe your CRM an apology. And if you’re not texting your prospects at all? You’re leaving sales on the table.
In an industry where medical decision-makers are busier than ever, short and well-timed texts might just be your most powerful (and underused) weapon. But here’s the catch: You have to earn the right to text, and once you have it, you better use it like a pro.
Why texting works in medical sales
Hospital administrators, office managers, and yes, even clinicians are drowning in emails, dodging cold calls, and skipping meetings like it’s an Olympic sport. But they do check their phones. A well-written text gets read. A bad one gets ignored – or worse, blocks future access.
Let me tell you about Lauren. She sells surgical equipment into hospital ORs. After months of polite email follow-ups and unanswered voicemails with one of her top prospects – a busy OR manager named Jake – she finally worked her way into a 10-minute in-person meeting. At the end of it, instead of asking, “Should I follow up by email?”, she simply said: “Text or email – what’s easier for you when I send that comparison sheet?”
He didn’t hesitate: “Text me.”
She sent a crisp, no-fluff message the next day: “Jake – attached the comparison. Let me know if you want to review before EOM. Units may backorder again.” He responded within five minutes. That deal closed two weeks later. And that text thread? It’s still their go-to way of communicating.
How to earn the number
Here’s the deal: Most reps don’t have the cell numbers of their buyers because they never ask. Let’s fix that.
- At the end of a meeting: “Would it be OK if I text you the follow-up info too, in case email gets buried?”
- Via gatekeepers: “Can you let [Name] know I’ll send a brief follow-up? Happy to text it if that’s easier. What’s the best number?”
- During conversation: “A lot of my clients prefer text over email – is that true for you too?”
Texting isn’t a right. It’s a privilege you earn through professionalism and value.
What to text (and what never to text)
Let’s make one thing painfully clear:
Don’t send:
- “Just following up.”
- “Touching base again.”
- “Hope you’re well!”
Those are textual Ambien. You’re better off saying nothing.
Do send:
- “Dr. Lee, here’s the link to that clinical study you asked about. Let me know if you’d like me to walk your team through it.”
- “Good timing: another cardiology group just switched to this platform last week. Can I send you the 2-min overview?”
- “We’ve got units hitting backorder again. Want me to reserve one for you before Thursday?”
Short. Useful. Personal. That’s the holy trinity.
When to text
Texting is a scalpel, not a sledgehammer. Use it:
- After a meeting: Send a quick recap or a resource.
- Before a meeting: Confirm the time and reduce no-shows.
- When you’re ghosted: A friendly nudge works better than a 6-paragraph email.
- To share urgent or exclusive info: Timing is everything.
There’s a difference between being helpful and being annoying. Helpful reps deliver value with minimal friction. Annoying reps create more noise. The best know when to text, when to call, and when to simply wait.
Templates that work
Here’s your starter pack:
- Meeting reminder: “Looking forward to our 2:30 today. I’ll keep it short and valuable. Let me know if you need to reschedule.”
- Post-meeting follow-up: “Great meeting today, Dr. Patel. Here’s the link to the ROI calculator we discussed: [link]”
- Re-engagement ping: “Hey Sam – quick Q: Would this be useful for your team before Q3 planning?”
- Urgency text: “Quick heads up: allocation’s almost gone on this SKU. Want me to set one aside for you?”
- Soft ask: “Let me know if you’d like a quick call this week to review next steps – I can keep it under 10.”
These aren’t scripts to memorize. They’re prompts to help you sound like a confident human who’s worth replying to.
Final Word: Respect the channel.
The best reps don’t abuse texting. They master it. They know how to:
- Personalize without being creepy
- Follow up without sounding desperate
- Ask for the meeting without sounding like a bot
If used right, texting is how you stay top of mind, reduce no-shows, earn faster responses, and close deals faster.
So yes, texting in medical sales works, but only if you do it right.
Start earning the number. Then start earning the business.
Brian Sullivan, CSP, is the founder of PRECISE Selling and a leading voice in the world of medical sales training. He believes salespeople should stop apologizing for being in sales and start mastering the small skills that lead to big wins. Learn more at preciseselling.com.