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Your assessment is completely wrong and it leads me to believe that your the platform diver initiating a goal of falling instead of raising the bar of ethical salesmanship selling to the surgeons on clinical features and benefits with cost savings being the motivation for the material management side.  Since you admit toward not being a Applied Medical employee then I can understand your negative slant and thinking that Applied wins on price and being negative when that is not the case. 


For instance I converted a surgeon who was using a Covidien visiport for optical entry to Applied Kii optical entry, there was no discussion of cost saving and it was over half the cost.  The discussion was completely on clinical benefit and the cast presented itself.  There are distinct differences in product lines and patents prove that along with clinical features and benefits.  If your argument is that its all commodity then price will sell the product however; get in front of a surgeon and they will argue why not all of these are commodity's and that's when your clinical sales training comes into play.  Surgeons don't give a shit about price unless they are affected by monetary constraints.