Just a few thoughts in the air…
Yesterday, I stumbled upon an article by Jameil ‘Jay’ Pendleton™ discussing the key rules for medical device representatives. The first rule stuck with me: “The patient is always first. ALWAYS. Forget your quota, it is a human being”. I could not agree more. But then I began to wonder:
Are patients always the top priority?
Yes and no. Companies aim to assist patients with effective devices, but they also have to consider the needs of surgeons and hospitals while keeping their sales and profits in mind. Surgeons seek devices that are reliable and user-friendly, and they require support and training from companies. Hospitals, on the other hand, prioritize cost-effective devices.While everyone wants safe and efficient devices, their priorities differ. Patients prioritize safety and effectiveness, while surgeons also emphasize support and training. Moreover, hospitals consider cost. Occasionally, a device that benefits patients and is user-friendly for surgeons may be cost-prohibitive for hospitals.
So, where do companies direct their focus?
Typically, they prioritize surgeons. Surgeons are mainly the deciders on which devices to use, so companies invest heavily in training them and ensuring their satisfaction. However, hospitals are the ones making the actual purchases.
But what about the patients?
The patient’s decision-making role is rare and often not the primary focus of commercial strategy, yet their presence is always implicit. Companies prioritize developing products that are not only effective but also FDA-approved, supported by studies validating positive outcomes. Furthermore, companies invest in training surgeons on their products, increasing the likelihood of successful surgeries and benefiting the patients.
However, prioritizing patients has its challenges. Sometimes, in the pursuit of growth and profit, some companies may be tempted to introduce products with excessive risks or expand usage indications improperly, leading to situations that compromise patient safety.
Companies must prioritize patient safety and adhere to stringent ethical standards and control systems. Individual ethical conduct of the management and salespersons are equally important in this regard. As Jameil ‘Jay’ Pendleton™ rightly puts it: “The patient is always first. ALWAYS. Forget your quota, it is a human being”.
But if it is not motivating enough, I would add:
“Forget your sales quota, because tomorrow, you or someone you love will be the patient, and you will want the best for them”.