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source: Using the term Artificial Intelligence in product descriptions reduces purchase intentions | Eric Hollenbeck, Carson College of business| Scholarly article.

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source: Using the term Artificial Intelligence in product descriptions reduces purchase intentions | Eric Hollenbeck, Carson College of business| Scholarly article.

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How does AI affect the field of medical device sales?

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Study Focus: Researchers at Washington State University investigated the effect of using "artificial intelligence" (AI) in product descriptions on consumer behavior.

Key Finding: The use of AI in product descriptions reduces purchase intentions, especially for high-risk products such as medical or security devices.

Reason: Consumers tend to perceive AI as complex or untrustworthy, particularly for products where safety and reliability are critical.

Emotional Impact: Mentioning AI can undermine emotional trust, which is crucial for driving consumer decisions.

Marketing Recommendation: Marketers should minimize AI references unless essential. Instead, emphasize practical benefits and user-friendly features to enhance trust and improve purchase intentions.

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This is a scholarly article because it is written by Eric Hollenbeck who is at the Carson College of business. This source is published in the journal of hospitality marketing and management. It is written with the language of medical professionals who also have some background in business.

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The Washington State University study found that using "artificial intelligence" (AI) in product descriptions can reduce consumer purchase intentions, especially for high-risk products like medical devices or security systems. I liked how short and sweet it was it got to the point and made no excess. It answered the question "how does ai affect the field of medical device sales?". The reason is that AI can evoke complexity and uncertainty, reducing emotional trust. Marketers are advised to focus on tangible benefits and user-friendly features instead of emphasizing AI, as consumers value reliability and safety more than technological novelty, especially for products requiring trust. This research highlights the importance of balancing innovation with consumer comfort.

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Source: Bridging gaps in healthcare: three key takeaways from the 2024 Future Health Index| Shez Partovi| Trade article

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Source: Bridging gaps in healthcare: three key takeaways from the 2024 Future Health Index| Shez Partovi| Trade article

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Bridging gaps in healthcare: three key takeaways from the 2024 Future Health Index

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This is how healthcare leaders are taking action to bridge pressing gaps in healthcare and deliver better care to more people.

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This is a trade source. It is more so written for people already in the field that understand what's happening. It was also published by a big well known company that deals with that line of work. It goes much more in depth about all the work that is put in the technologies in medical device sales which makes it much more interesting. It talks about how technology is improving the field making it better for everyone involved.

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what new technologies are being introduced to medical device sales?

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Digital Transformation in Healthcare: There's an urgent need for digital technologies to improve efficiency, enhance patient outcomes, and meet the increasing demands for healthcare services. Digital tools can streamline processes and facilitate better care coordination.

Improving Data Interoperability: Effective data sharing between various healthcare systems is critical for providing coordinated and personalized care. The lack of interoperability has been a major barrier to delivering comprehensive and accurate healthcare. By improving data integration, healthcare providers can offer more informed and effective care.

Focus on Equitable Healthcare: The report emphasizes the need for healthcare systems to not only adopt new technologies but to ensure that these innovations reach all patient populations, especially those in remote or underserved regions.

Technology as an Enabler: Healthcare technology is seen as a powerful enabler of improved patient care, but it must be implemented in a way that addresses both the technological and human aspects of healthcare, ensuring that it is accessible and beneficial for all.

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The article on the 2024 Future Health Index by Philips highlights the crucial role of digital transformation in healthcare, which aims to improve both operational efficiency and patient outcomes. The article was very complex and well detailed for professionals in the field. It had a variation of graphs and other established people in the field. It answered the question "what new technologies are being introduced to medical device sales", It identifies the ongoing challenge of bridging access gaps, especially for underserved populations, emphasizing that technological advancements must benefit all. Additionally, the article stresses the importance of data across systems to provide more integrated, personalized care. Overall, the report advocates for collaboration between healthcare stakeholders to create a more equitable, efficient healthcare system.

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Source: Spinoffs, sales and tuck-ins top medtech deal priorities: Moody’s| Nick Paul Taylor| Popular article

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Source: Spinoffs, sales and tuck-ins top medtech deal priorities: Moody’s| Nick Paul Taylor| Popular article

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Spinoffs, sales and tuck-ins top medtech deal priorities: Moody’s

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After J&J’s $13.1 billion purchase of Shockwave Medical, Moody’s analysts see the potential for other larger pick-ups “if interest rates substantially decrease.”

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How is Technology improving the field for med tech?

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This is a popular article. It is designed by a big news company that can deal with a lot of funding and also has a lot of ads on its page. It is easily digestible information so it's not too hard for the regular person to be reading it fort it to make sense at all. It also was not hard to find at all and it has an audience that could be interested in medical devices but also just general readers.

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Medical device companies are increasingly pursuing spin-offs, sales, and tuck-in acquisitions to improve financials and refocus on core activities.

Moody’s analysts highlight recent deals by companies like 3M, Zimmer Biomet, Baxter, and Edwards Lifesciencesas part of a growing trend.

Baxter plans to split off its kidney care unit to simplify its business and focus on connected-care technologies.

Edwards Lifesciences will spin off its critical care unit to better focus on heart valve technologies and interventional heart failure.

Tuck-in acquisitions will focus on high-growth, high-margin sectors like medical technologies.

Larger acquisitions, like J&J’s recent $13.1 billion Shockwave buy, may occur if interest rates decrease significantly.

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The article answers the question above. It also discusses how medical device companies are increasingly turning to spin-offs, sales, and tuck-in acquisitionsas part of a strategy to refocus on core competencies and improve profitability. It is digestible enough to someone who is just doing a little bit of research or searching up certain topics on it. Notably, companies like Baxter and Edwards Lifesciences are making strategic moves to simplify their business structures. Moody’s analysts suggest that these shifts are expected to continue, especially in high-growth areas such as connected-care technologies. Acquisitionsmay ramp up when interest rates decrease, further shaping the medtech landscape.

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Source: 6 key challenges and roadblocks for med tech sales growth| Alex Tolmasoff| trade article 

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Source: 6 key challenges and roadblocks for med tech sales growth| Alex Tolmasoff| trade article 

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6 key challenges and roadblocks for Medtech sales growth

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Now is the time to evolve your sales model.

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What challenges do medical device sales representatives face in adopting new technologies, and how can they be addressed?

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This is a trade article. This is written by professionals in the field. It uses the complex languages that someone already in the field would need to navigate the article. The author is someone already well established in the business which makes it an even more credible source. It provides insight to questions that might be asked by professionals in the field.

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The article from KPMG highlights key challenges hindering MedTech sales growth, such as regulatory pressures, evolving customer needs, and supply chain disruptions. It emphasizes the importance of adapting to new technologies, like digital tools, to enhance customer engagement and streamline operations. The article emphasizes that MedTech companies need to focus on creating value beyond the product, fostering trust, and aligning with the changing dynamics of healthcare systems. Addressing these challenges can help companies unlock future growth opportunities in the sector. Therefore the question I proposed in answered.

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Regulatory Challenges: Companies face growing regulatory complexities that delay product approvals and increase compliance costs.

Shifting Customer Needs: The healthcare ecosystem is evolving, and MedTech companies must adapt to new buyer preferences and expectations.

Supply Chain Disruptions: Global disruptions impact the availability of materials and delivery timelines, affecting sales growth.

Technological Integration: Incorporating advanced digital tools and AI is necessary to enhance sales and operations.

Competition: Increased competition from both established players and new entrants is a growing concern.

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Source: EU Medical Device Regulation (MDR) Compliance: The Full Guide| Delyan Hristov| Trade article

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Source: EU Medical Device Regulation (MDR) Compliance: The Full Guide| Delyan Hristov| Trade article

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EU Medical Device Regulation (MDR) Compliance: The Full Guide

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What does EU MDR compliance mean for medical device manufacturers? Discover key changes, classification systems, and steps to achieve compliance.

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This is a trade article. It has very complex wording throughout the article making it a more professional article. The author is someone well established in the field. It is quite lengthy filled with a lot of information from other people in the profession along with the author.

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The EU's Medical Device Regulation (MDR) enhances safety, incorporating modern technological advances and stricter clinical data requirements.

MDR emphasizes post-market surveillance and lifecycle traceability of devices.

The FDA’s Unique Device Identification (UDI) system improves traceability, patient safety, and post-market surveillance.

Both regulations focus on better reporting of adverse events, reducing medical errors, and enhancing device recalls.

Regulatory affairs professionals are key to ensuring compliance throughout the product lifecycle.

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The article highlights the significant impact of new medical device regulations, including the EU's Medical Device Regulation (MDR) and the FDA's Unique Device Identification (UDI) system. These regulations emphasize enhanced safety, traceability, and post-market surveillance, which are essential for patient safety and device accountability. As these regulatory changes increase the focus on lifecycle traceability and adverse event reporting, companies must adapt their processes to ensure compliance and maintain patient trust.

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Technology in Medical Device sales.

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Source:The Dual Role of the Medical Device Representative | Cathy Lively| scholarly article

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Source:The Dual Role of the Medical Device Representative | Cathy Lively| scholarly article

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The Dual Role of the Medical Device Representative | Voices in Bioethics

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INTRODUCTION
Surgeons have an increasingly strong relationship with the medical device industry prompting several questions about the duty owed to patients and the financial motives of the industry’s sales representatives. Sales representatives are crucial to the profit-driven medical device industry with $180 billion in US sales revenue for 2017.[1] Device manufacturers market aggressively. Manufacturers’ sales representatives are on the front lines of these marketing efforts, acting as liaisons between surgeon and manufacturer.
ANALYSIS
Device representatives perform a dual role both as a clinical advisor to the surgeon and as an agent of the manufacturer. Representatives have the expertise to support surgeons and facilitate procedures, but they also have financial motives to influence surgeons to select expensive or brand-specific devices. This relationship creates conflict between the surgeon’s ability to do what is best for the patient and the representative’s ability to make a profit. Given the competing interests of surgeons and device representatives, is it not ethically justifiable for representatives to be present in the operating room unless they can be untethered from the commission-based sales structure.[2]
The pharmaceutical industry’s questionable practices receive substantial media attention. Mylan’s astronomical increase in the price of the EpiPen and Purdue’s targeted marketing of oxycontin are two prime examples. By comparison, the practices of the medical device industry receive little attention. Both industries have a myopic focus on profit and threaten the integrity of medical practice in similar ways. A November 2018 byline of an NPR commentary suggests that medical device representatives “may be wearing out their welcome in the operating room,” though this is primarily because of attention to rising costs and not ethical conflicts.[3] Rather than banning representatives from operating rooms, I suggest dividing their roles and restricting sales in the clinical setting. Recognized by the American College of Surgeons (ACS) “by their training, knowledge, and expertise,” representatives provide technical assistance to expedite procedures and facilitate the safe and effective application of products and technologies.[4] Manufacturers provide representatives with extensive training and education, making them experts in the use of medical devices. Because it is not feasible for surgeons to be experts on every device, the support that representatives provide is essential. Also, surgeons depend on representatives to provide 24/7 on-call support. Over time, representatives learn the surgeons’ specific preferences and style, ensuring the availability of necessary device components and anticipating the need for alternative sizes, instruments, and components. Confident that representatives will provide technical support and guidance, surgeons may forego industry-offered training. In short, representatives make surgeons’ jobs easier. Nevertheless, the experts providing this support should have no financial motive.
Representatives depend on surgeons for commission, making their relationship symbiotic. According to HealthTrust, the average representative earns a 10 to 25 percent commission on top of their salary.[5] Simply put, representatives are “upselling” because they have a financial incentive to encourage surgeons to select the most expensive device. Manufacturers coach representatives to promote the newest, most expensive models, even if they are not yet proven superior.[6] The FDA approval process allows manufacturers to bypass stringent premarket testing if the new device has “substantial equivalence” to already marketed products.[7] An unofficial quid pro quo exists: representatives provide a concierge level of service, and in return surgeons feel obligated to accept suggestions to use the newer device.[8]
Upselling also has a broad effect on resource allocation. Representatives and hospital administrators negotiate contracts and prices with the representative offering what is often a confidential price.[9] If the representative is the only one who knows the cost, the surgeon selects the device without being fully informed. The manufacturer bills the hospital, and the hospital bills the insurer or patient. Increasingly, payors reimburse on a flat fee per case, meaning the hospital may not recover the actual cost. As with the skyrocketing costs of pharmaceuticals, the overutilization of expensive devices depletes funds, ultimately harming the patient and society.
Additionally, representatives who observe poor surgical skills may be reluctant to become whistle blowers due to their dependence on commission. In 2014, a survey of representatives found that 40 percent had observed surgeries in which they questioned the surgeon’s competence. In one account, a former orthopedic device representative personally observed a surgery which he described as a “train wreck.” The surgeon, who had refused training, struggled to perform a procedure. The emphasis on profit resonates in the words of the representative’s supervisor: “You just earned $1,000 for three hours’ worth of work, what are you complaining about?”[10] The surgeon purchases and the representative protects.
Due to the nature of surgical procedures, patients are unaware of what happens in the operating room. Surgeons owe a fiduciary duty to patients [11] and must focus exclusively on patients’ well-being.[12] This fiduciary duty is eroded if the surgeon selects a device for reasons other than clinically-proven efficacy. By contrast, representatives have a fiduciary duty to their employer and any perceived moral duty to patients is secondary. Patients are not privy to the conversations or the data and may not be aware of the device selection process.
Disclosure and patient consent are essential elements of autonomy. Despite the recommendations of ACS and the not-for-profit watchdog, ECRI,[13] surgeons do not always inform the patient about representatives’ involvement in their procedure. The surgeon should select clinically proven devices as doing so benefits the patient. If surgeons lack training and skill in using the devices, they can harm the patient. Patients may experience poorer outcomes if they are not informed about the role of sales representatives in their procedure.
Hospital ethics committees can mitigate any ethical concerns. Hospitals should complete an ethics review to identify, analyze, and resolve the ethical concerns presented by the representatives’ presence in the clinical setting.[14] There is a need for preventive ethics to identify, prioritize, and address this ethical issue.[15] This process will lead to interventions, such as policies and procedures prohibiting direct sales during a procedure and restricting the representative’s role to providing resources and support.[16] Most hospitals do not call an ethics committee meeting unless a doctor reports an ethical breach or conflict. Patients tend to not know they can also access the ethics committee.
Transparency is critical: hospitals, surgeons, and the medical device industry should inform and educate the public. Patients should be encouraged to ask questions about costs and options if the price of devices were public and easily accessible. Surgeons need to know the actual cost of devices to discern whether upselling is occurring. Patients and insurance companies should ask questions about the surgeon’s device selection criteria and degree of training and experience. They should also ask about the involvement of a device representative during the procedure.
CONCLUSION
In conclusion, the medical device representative’s dual role should be changed. Since the representatives are trained in the products, rather than barring them from the operating room, they could act as trained clinical specialists and drop their role as sales representatives while in the operating room. Alternatively, increased device training for surgeons may alleviate the need for representatives in the operating room but this may not be feasible. A compromise would be to allow another employee of the manufacturer who does not operate based on commission to have an advisory role in the clinical setting. Hospital ethics committees, surgeons, patients, and the medical device industry can each contribute to a solution that eliminates the conflict and better serves patients, the insurers who pay for devices, and doctors who owe their patients the best care.
[1] Zacks.com. (2018, June 14). Medical Device Industry Outlook - June 2018. Retrieved from https://www.nasdaq.com/article/medical-device-industry-outlook-june-2018-cm978557
[2] The ethical issues include, issues of patient autonomy, and informed consent, the outsourcing of clinical expertise, the surgeon’s over reliance on the representative the representative overstepping boundaries, the delegation of responsibility, the surgeon’s financial gains from the industry, and an array of legal issues.
[3] Farmer, B. (n.d.). Sales Reps May Be Wearing Out Their Welcome In The Operating Room. Retrieved from http://www.krwg.org/post/sales-reps-may-be-wearing-out-their-welcome- operating-room.
[4] 1, 2. R. (n.d.). Revised Statement on Health Care Industry Representatives in the Operating Room. Retrieved from https://www.facs.org/about-acs/statements/91-industry-reps-in-or
[5] Farmer
[6] O’Connor, B., Pollner, F., & Fugh-Berman, A. (2016). Salespeople in the Surgical Suite: Relationships between Surgeons and Medical Device Representatives. Plos One, 11(8). doi:10.1371/journal.pone.0158510
[7] O’Connor, B., et al.., p.15
[8] O’Connor, B., et al., .p.8
[9] How Much do Medical Devices Costs? Doctors have no idea. (n.d.). Retrieved from https://www.bloomberg.com/news/articles/2014-01-23/how-much-do-medical-devices-cost- doctors-have-no-idea
[10] Bedard, J., Moore, C. D., & Shelton, W. (2014). A survey of healthcare industry representatives’ participation in surgery: some new ethical concerns. The Journal of clinical ethics, 25(3), 238–244.
[11] Grundy, Q., Hutchison, K., Johnson, J., Blakely, B., Clay-Williams, R., Richards, B., & Rogers, W. A. (2018). Device representatives in hospitals: Are commercial imperatives driving clinical decision-making? Journal of Medical Ethics, 44(9), 589-592. doi:10.1136/medethics- 2018-104804
[12] O’Conner, Supra.; Furrow, B. R., Greaney, T. L., Johnson, S. H., Jost, T. S., & Schwartz, R. L. (2018). Health law: Cases, materials, and problems. St. Paul, MN: West Academic Publishing.
[13] ECRI.org. A not for profit watchdog that monitors, inter alia, medical devices
[14] Ethics Consultation: Responding to Ethics Questions in ... (n.d.). Retrieved from http://www.ethics.va.gov/docs/integratedethics/ec_primer_2nd_ed_080515.pdf
[15] INTEGRATEDETHICS: AN INNOVATIVE PROGRAM TO IMPROVE ETHICS ... (n.d.).Retrieved from http://www.ethics.va.gov/IEoverview.pdf
[16] Farmer

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This is a scholarly article. It is written by Cathy Lively but it is published by Columbia university. It is attached to the library. It uses formal scholarly language that someone not in the field can kind of understand but mostly people in that field would. It provides insight and gives a lot of information regarding the question.

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In the article it discusses the ethical complexities surrounding medical device representatives who work directly with surgeons in clinical settings. Lively talks about the dual responsibility these representatives face: aiding in patient care by offering technical support while simultaneously fulfilling a sales role. This dual role may create conflicts between patient welfare and commercial objectives, raising concerns about ethical priorities in healthcare. The article urges reflection on policies that define and regulate these dual roles for patient-centered ethics.

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Dual Role of Representatives: Medical device reps have both support and sales roles, which can lead to conflicting priorities.

Ethical Tensions: Balancing patient care with sales objectives raises ethical concerns in clinical settings.

Influence on Medical Decisions: Presence of reps may impact surgeons’ product choices, potentially prioritizing profit over patient needs.

Policy and Regulation: Lively advocates for clearer guidelines to address ethical concerns and ensure patient-centered care.