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Medical Product Reps in the OR
Medical sales representatives may feel like they have become an endangered species, what with heightened regulation and criticism of what they do. Physicians who allow medical sales reps into operating rooms may also be caught in the crossfire of litigation and liability that can result from sales rep presence and activities.
Despite concerns over having medical product sales reps in operating rooms, the practice persists. Sales reps are common where doctors must size and assemble an implant in the operating room. Often, in cases involving orthopedic implants and fixation devices, hospitals cannot afford to stock every possible size. Accordingly, the physician calls a sales rep to bring component parts to the operating room and to help pick the right size. Other physicians who are still learning the finer points of using a new device may feel the need for assistance and input from a product representative during a procedure.
Further, legitimate business reasons underpin the willingness of medical device firms to accommodate physician needs. Medical device firms often consider operating-room sales reps a plus and a marketing advantage. Surgeons ' especially those with less experience with a particular device ' value the advice and product support.
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