Explaining Medical Sales: Part I

I receive several calls every single week from people asking about the difference between revenue opportunities in the clinical revenue field, and which personalities might fit best.  So, to address these queries, here is the first part of a 3-part series explaining different types of medical sales. 

There are two basic types of sales that occur in all areas of pharmaceutical sales, which includes clinical diagnostics sales, laboratory sales, clinical sales, imaging sales, DNA products sales, cellular/molecular products sales, medical equipment sales, surgical supplies sales, hospital equipment sales, pathology sales, or biotechnology sales.  Today’s episode will explain Capital Sales, as opposed to Consumable Sales. 

My favorite way to explain this is to talk about the difference between buying a car (capital sales) vs. shampoo (non-capital, or consumable sales).  Buying a car requires research, consultation with your spouse, test-driving, maybe a loan, and a major outlay of cash.  It takes a while. 

A consumable sale is the shampoo.  Much easier decision, because the consequences are less.  Not as much commitment, (partly because there’s a lot less cash required), and it’s easy to change vendors.  So, the relationship isn’t as solid. 

Capital sales in the clinical field usually mean things like software (hospital information systems, pharma info system, workflow software, billing or recruiting software) or equipment.  Those affect many departments… there’s lots of outlay, many decision makers, and it typically has to be budgeted.  The customer needs a really fine reason to switch from what they were doing/using.  Laboratory equipment means tangible products…anything from thermometers to imaging equipment, medical equipment, or beds, even.

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