Cyber Security: A Challenge in the Medical Device Field

26 Jun, 2018

A wide range of industries are witnessing a rise in the so-called internet of things: a world in which smart devices connect to one another, downloading and sharing data without manual involvement. At the same time, many of these industries — from manufacturing to service provision — are becoming increasingly dependent on digital interconnectivity and offsite data storage. Healthcare is no exception, of course, and as medical devices become “smarter,” cyber security becomes a considerable threat. Not only are digital and wireless data management and data transfer systems subject to hacking, the devices themselves are subject to an increasingly complex potential for counterfeiting, hijacking, and other forms of intrusion, disruption, damage and unreliability that all begin with cyber security weaknesses.

The challenges for medical device sales teams can be vast, and can include data breaches of the company itself (hacks into customer databases, etc.), but can also include disruptions in the chain from manufacturing to sale to distribution. Poor cyber security, for example, may allow a shipment of counterfeit parts to enter an assembly facility undetected. So as a sales manager, how can you coach your sales teams to respond to customer concerns regarding cyber security issues? Keep these tips in mind.

Don’t pretend they don’t exist.

If customers express concern that, for example, a brain implant or knee replacement may be generated in a way that suggests vulnerabilities to cyber-intrusion, don’t dismiss these concerns. Listen carefully and acknowledge the potential weakness in the existing chain. If you’re ready to dismiss a concern because it simply isn’t valid or you’ve put a reliable control mechanism in place, explain your reasons for the dismissal. Keep the explanation detailed and thorough, and don’t move on until the client expresses satisfaction with the explanation. If you can’t dismiss the concern, take it seriously — even if you may not be able to act on it now.

Always allow junior reps to connect clients to senior executives and medical experts.
Clients occasionally become frustrated with a lack of in-depth medical or financial knowledge on the part of junior sales reps. Don’t expect the rep to resolve this frustration using charm alone — and of course, recognize that junior sales reps cannot be expected to demonstrate MD or CEO levels of medical knowledge or contract law. Always keep the channels of communication open, and allow junior reps to enlist the support of experts and senior IT teams when they need to.

Arm your teams with statistics.

If you know that cyber security issues will likely arise during a given medical sales presentation, provide your reps with access to data that can put these concerns to rest. Don’t leave them floundering in the deep end with no hard data to back up their reassuring claims.

Start by hiring the best sales reps.

If you are looking for the best medical sales representatives to join your team, contact the medical sales recruiters at Buckman Enochs Coss and Associates today!