Should always try to understand “why” a surgeon buys something. During this episode we will be talking to Mitch Doyle. Mitch was the 2019 US Sports Med Rep of the year for Smith & Nephew. He started out as an Assistant Athletic Trainer at the University of Arizona. He then became the Director of Athletic training and Assistant professor at Coe College in Cedar Rapids, IA. Shortly after taking a role as a Sports Medicine Instructor at the International Academy of Orthopedic Medicine, he started working at TOSA Medical, a Medical Sales Distributorship representing Orthofix, Exactech, Arthrosurface, etc. Three years later, he moved to Arizona and worked at Arthrex in Orthopedic Surgical Sales for 4+ years. Eventually after his non-compete was up, he transitioned to a role in Orthopedic Surgical Sales at Smith and Nephew in Arizona. He has been there for 5+ years. For those currently in medical sales or right about to break in, this episode will be an incredible listen to start you out on the right foot! We discover the importance of using the "sniper" approach rather then the "shotgun" approach to find your first medical sales job. This also translates to when you are targeting a surgeon in your territory. We also learn about uncovering a surgeon's "why." Throwing brochures with features and benefits at a surgeon is not enough in this arena.
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