Rep-less Model Raising Eyebrows


What most of the general public does not know, is that there are specific reps that stand in on surgeries such as hip and knee replacement procedures in order to assist the surgeon. No one knows the implants and instruments better than the rep who sells them. The problem is that hospitals are in the midst of a giant push to reduce costs, especially in the OR. Because the reps work for their manufacturers, not the hospitals, the relationship between vendor and hospital tends to be a complicated one. Some hospitals have decided to take this into their own hands.

In order to reduce OR costs some facilities are looking to adopt a “rep-less model.” This means that the hospital itself trains its staff on the implants and instruments instead of having sales reps in their OR. For example, Loma Linda is one of the first facilities to fully exercise this model, and have found a 50% markdown on the price of implants as well as many other cost savings. In addition, a large medical distributor, Smith &Nephew, has also decided to roll out their own version of the “rep-less model,” Syncera. Through Syncera, they were able to cut costs by a 30% discount. Smith & Nephew believes that the rep-less model can coexist with the traditional model.


About Peter Coffaro 1436 Articles
A growth-driven and strategic executive, Peter Coffaro commands more than 20 years of progressive management success within the medical device industry. As a District Sales Manager for Stryker Orthopaedics, Peter was responsible for managing and directing a regional sales force to achieve sales and profit goals within the Rocky Mountain region. Previously, he was the Director of Sales & Marketing for Amp Orthopedics. In this role, Peter was responsible for planning, developing, and leading all sales and marketing initiatives. Peter is a former orthopedic distributor in the Pacific Northwest. He has also worked with DePuy Orthopaedics as well as Zimmer, and held positions in sales, sales training, and sales management. Peter has an extensive background in organizational development, business development, sales management, negotiating and P&L management. Peter holds a B.S. degree in Biology from Northern Illinois University.

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