Medical Devices
Empowering Medical Device Teams to Sell Smarter and Faster with Sales Performance Software
Pharma companies use gamification to address several common challenges:
- Keeping large field sales teams motivated
- Reinforcing knowledge of complex drug portfolios
- Encouraging frequent interactions with healthcare providers
- Improving adoption of new therapies
Large pharmaceutical companies use gamified training and sales engagement tools to improve rep productivity.
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Gamification in the Med Device Industry
Sales gamification in the medical device industry uses game mechanics—points, leaderboards, challenges, badges, and rewards—to motivate device sales representatives to increase engagement with hospitals, physicians, and surgical teams while improving sales performance.
Because medical device sales often involve long sales cycles, complex products, and strong physician relationships, gamification focuses on behaviors that drive adoption, not just revenue.
Key Activities That Are Gamified
Unlike traditional sales, medical device reps often influence decisions through education, demonstrations, and operating room support.
Physician and Hospital Engagement
Programs often track:
- Surgeon meetings
- Hospital visits
- Device demonstrations
- Product evaluations
10
Points
Physician visit
20
Points
Product presentation
40
Points
Medical education session
Surgical Case Support
Device reps frequently assist during procedures.
Gamified metrics may include:
- Surgical cases supported
- First-time surgeon adoption
- Successful procedure outcomes
- Training sessions with surgical teams
Example
reps promoting devices used in procedures like Total Knee Replacement or Cardiac Catheterization may receive points when surgeons adopt the technology.
Product Training and Certification
Medical devices require deep technical knowledge.
Gamification can reward:
- Completion of product training
- Passing clinical certification exams
- Mastering new surgical techniques
- Learning regulatory guidelines
This is especially important for advanced technologies like surgical robotics.
Sales and Market Growth
Performance metrics can include:
- Units sold
- Territory growth
- Market share within hospitals
- Expansion into new accounts
However, because hospital procurement processes are complex, these metrics are often combined with activity-based metrics.
Common Gamification Mechanics
Points Systems
Points are awarded for activities and milestones.
10
Points
Physician visit
25
Points
Product demonstration
100
Points
Hospital contract secured
50
Points
First procedure using device
Leaderboards
Leaderboards track performance across reps or territories.
Categories might include:
- New hospital accounts
- Devices placed
- Surgical procedures supported
- Training certifications completed
Leaderboards are typically reset monthly or quarterly.
Sales Missions and Campaigns
Short-term challenges drive focus.
Examples:
- “New Drug Launch Challenge”
- “Surgeon Training Month”
- “Hospital Expansion Campaign”
These missions encourage reps to accelerate adoption of new technologies.
Badges and Recognition
Common achievements include:
- First hospital adoption
- Surgical expert certification
- Top territory growth
Recognition is often shared internally during national sales meetings.
Example Gamification Campaign
New Surgical Device Launch
Goal: encourage adoption of a new device. Rules:
30
Points
surgeon training session
50
Points
first procedure using the device
100
Points
securing a hospital contract
Top performers are recognized at the annual sales meeting.
Benefits of Gamification in Medical Device Sales
Organizations that implement gamification often see:
- Increased rep engagement
- Faster adoption of new devices
- Stronger surgeon relationships
- Better product knowledge
Why Gamification Is Used In Medical Device Sales
Medical device sales teams face several challanges:
- Long hospital purchasing processes
- Complex technical products
- Need for surgeon education and training
- Heavy travel and field work
- Competitive product launches
Gamification helps companies
Increase Rep Motivation
Accelerate Adoption Of New Devices
Improve Product Knowledge
Encourage Collaboration With Clinicians
