Today’s fast-paced, tech-driven world is causing a massive shift in the medical device sales industry. The days of relying solely on face-to-face sales meetings are over. Digital selling is the game, and you must have a strategy that ensures your team succeeds in medical device digital sales.

In fact, research from McKinsey & Company shows that 80% of B2B buyers now prefer virtual engagements over in-person interactions. This trend is even more pronounced in healthcare, where 50% of physicians favor mostly virtual engagement, a stark increase from just 20% only four years ago, research from Bain & Company reveals. To stay competitive, medical device companies must embrace this new reality and adapt to digital sales.

Shifting to digital sales comes with its own set of hurdles. Sales teams now must master new skills while figuring out how to keep personal connections alive in a virtual setting. Not to worry, though. Through our experiences with companies that have already made the shift, we’ve uncovered several best practices to help your sales team thrive in this rapidly evolving landscape. But first, let’s look closer at the state of medical device sales.

The State of Medical Device Digital Sales

The rise of virtual selling is reshaping how medical device manufacturers approach the market. Today, it’s not just about face-to-face interactions—it’s about reaching buyers where they are: online.

As a result, the traditional field sales model is giving way to a more flexible, hybrid approach. In medical device digital sales, manufacturers are combining digital outreach, inside sales, and self-service platforms to offer buyers more ways to engage. This new model not only meets the demands of today’s buyers but also reduces sales costs and increases efficiency.

The companies that thrive in this new environment are the ones embracing change and adapting their strategies to meet the needs of digital-savvy buyers. By leveraging technology and refining their digital strategies, they reach more prospects, engage with them more effectively, and stay ahead of the competition. This approach not only extends their reach but also creates more touchpoints for buyers to engage with their products on their own terms.

While the benefits of digital sales are clear, many medical device sales teams struggle with the practical challenges of adapting to this new environment. Here are three common obstacles that they need to overcome.

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Excel in Today’s Digital Sales World

Digital sales practices are becoming standard. Ensure your sales team has the skills to succeed. Download the Sales Success Playbook for Medical Devices and get actionable advice, plus see real-world examples, to help your sales team succeed in this new digital-first era.

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3 Key Challenges in Medical Device Digital Sales

Adapting to digital selling isn’t as simple as flipping a switch. While the benefits of virtual engagement are clear, many sales teams in the medical device industry struggle to keep up with the pace of change. Three key challenges stand in their way. These challenges can hinder even the most experienced sales teams from adapting to a digital-first approach, but recognizing them is the first step to overcoming them.

1. Developing digital selling skills, processes, and incentives.

Moving from in-person to virtual sales in medical device sales requires more than just learning to use new tools. Sales reps need to be equipped with the right digital skills to effectively engage buyers in virtual environments. This includes mastering video calls, navigating online platforms, and using digital sales tools to personalize outreach. However, according to Prophet research, 33% of healthcare companies report that their teams lack the necessary digital proficiency.

Clear processes and incentives are crucial for aligning with digital sales goals. Without structured medical device sales training and ongoing support, reps will struggle to keep up, and valuable opportunities to build strong relationships may slip away.

2. Balancing personalization with digital efficiency.

Balancing personalization with efficiency is one of the biggest challenges in medical device digital sales. In fact, nearly 25% of healthcare sales teams say they struggle to maintain meaningful relationships while offering the kind of digital experience buyers want, Prophet reports.

25% of healthcare sales teams struggle to maintain meaningful relationships while offering the kind of digital experience buyers want. — Prophet

When communication happens through a screen, it can feel transactional rather than personal, making it harder to build trust. The key is to use technology to enhance—not replace—relationship building. For example, sharing personalized video messages, tailored product recommendations, or creating customized Digital Sales Rooms (DSRs) can help humanize the interaction and keep the buyer engaged.

3. Lacking consistent data and metrics for decision-making:

Many sales teams lack the data infrastructure needed to measure the effectiveness of their digital selling efforts. Prophet’s research shows around 25% of healthcare companies struggle with gathering accurate, consistent data to assess how well their virtual sales strategies are working.

Without these insights, it’s difficult to determine what’s driving success and what needs to change. Sales metrics like engagement levels, conversion rates, and buyer interaction history are crucial for making informed decisions. By leveraging analytics tools that track buyer behavior and integrate with CRM systems, sales teams can get a clear view of how their digital strategies are performing, allowing them to refine their approach and provide targeted support where it’s needed most.

Addressing those challenges will not only help your sales team adapt to the digital-first world, but it will also set them up for long-term success in a rapidly evolving marketplace.

How to Succeed in Medical Device Digital Sales: 3 Best Practices for Sales Teams

To thrive in today’s digital-first sales environment, medical device companies must adopt strategies that equip their teams with the skills, tools, and processes necessary for success. Here are five best practices from top-performing organizations to help you elevate your digital selling approach.

1. Create Self-Guided Training and Certification Programs

Empowering your sales reps with the right skills begins with providing flexible, accessible sales training. Self-guided training and certification programs allow reps to learn at their own pace, which is crucial for teams spread across different regions or time zones. Virtual training programs not only save time and resources but also help reps build their skills without disrupting their daily workflows.

For example, a leading diagnostic systems manufacturer used a sales enablement platform to replace traditional in-person training with dynamic, self-guided programs. The result was a more engaging, flexible learning experience that fit seamlessly into reps’ schedules, reducing the time spent away from selling. The company’s ability to provide on-demand feedback and continuous reinforcement helped improve their sales performance—without additional costs.

Action item: Record and share bite-sized training videos and virtual role-play exercises. Enable managers to offer real-time feedback using AI-powered coaching tools.

2. Use Virtual Coaching to Improve Sales Performance

Virtual coaching is a game-changer for sales teams. By allowing reps to record practice pitches or role-play scenarios, sales managers can review and provide feedback asynchronously, making the process more efficient. AI-driven sales coaching tools also provide valuable insights by analyzing sales calls and suggesting areas for improvement. This approach ensures reps receive personalized feedback and can improve their skills continuously, without the constraints of traditional in-person coaching sessions.

Baxter, for instance, created a virtual coaching program that enabled sales reps to submit video pitches for review and feedback. This method allowed managers to provide targeted coaching while maintaining a flexible, scalable program that boosted performance across the team.

Action item: Encourage sales reps to record role-play sessions and pitches, and use AI-powered coaching tools to provide actionable, personalized feedback.

3. Share Personalized Content to Maintain Buyer Relationships

Maintaining strong relationships with buyers requires more than just delivering information—it demands personalized, ongoing engagement. DSRs are an effective way to create a customized experience for each buyer, allowing you to share videos, documents, and other materials in a single, easily accessible location. Personalized DSRs help deepen buyer relationships and provide insights into which content resonates most, so you can tailor your approach accordingly.

Enovis adopted this strategy to keep buyers engaged during and after meetings. By using DSRs to share personalized content, such as product information and custom videos, they were able to create a unique buying experience for each customer. This personalized approach not only built stronger relationships but also provided the sales team with insights into buyer engagement, helping them refine their messaging and close more deals.

Action item: Set up DSRs for each buyer or account. Include personalized content, such as videos and relevant resources, and track engagement to refine your messaging.

By adopting these best practices, medical device sales teams can effectively navigate the complexities of digital selling, improve their performance, and provide a seamless, personalized experience for today’s digitally savvy buyers.

Embracing the Future of Medical Device Sales

The shift to medical device digital sales is more than a trend—it’s a fundamental change in how business is done. Companies that embrace digital tools, personalized engagement, and flexible training will position their sales teams for success in this new era. By tackling the challenges of digital selling head-on and implementing best practices like self-guided training, virtual coaching, and personalized buyer interactions, your team can build stronger relationships and close more deals.

As the industry continues to evolve, the companies that thrive will be those that adapt quickly and strategically. Now is the time to evaluate your digital strategies, refine your approach, and invest in the tools and training that will keep your team competitive in the world of medical device digital sales. The future of medical device sales is here—and with the right mindset and practices, you’ll be ready to lead the way.

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About the author: Erik Fowler is Chief Revenue Officer of Allego where he is responsible for the company’s customer acquisition and sales goals. He has 20 years of sales leadership experience, focused on maximizing sales opportunities through strategic planning and streamlined sales processes.

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Excel in Today’s Digital Sales World

Digital sales practices are becoming standard. Ensure your sales team has the skills to succeed. Download the Sales Success Playbook for Medical Devices and get actionable advice, plus see real-world examples, to help your sales team succeed in this new digital-first era.