I received this great question and enlisted the input of some experienced OR sales reps for answers.
“In the med device industry, while in the OR and working with surgeons, what is the best approach to tell a surgeon they are making a mistake or doing something wrong without losing their business and them going ballistic on you?”
While it is not necessarily true that a surgeon will go ballistic if corrected, situations like this need to be handled tactfully, especially during moments of stress. Here are three different responses, each with useful thoughts on addressing this challenging scenario in the operating room.
- The direct approach
It sometimes depends on the doctor you’re working with. You have to have a feel for how they are while in the OR. I have found that the best way for me is to speak up very loudly and clearly about what I am going to tell them. Don’t be hesitant. If you know something is wrong, be very confident in the way that you speak and be very clear for them to understand. The more you speak up in the OR, the more respect surgeons will give you.All surgeons are different and react differently, so there’s really no right or wrong way to speak to them in the OR. Over time you just have to get a feel for how to talk to them in the surgical suite.
- The proactive approach
The scenario you pose is a challenging position to be in. I’ve personally been in that situation several times and I’ve found that it’s always better to be vocal with the surgeon, even though it’s a fine line to walk. A bad outcome or a poor reflection of your product is not worth biting your tongue during these instances and losing a potential user.Before the case even starts, it’s important to use your time wisely to educate your surgeon on proper use (surgical pearls) of your product and any pitfalls you’ve experienced with new users. Educating the staff (e.g. techs, circulators) is also important for set-up and understanding how a product works. It’s also helpful to state that you, the rep, may be a little more vocal during the first few cases if necessary and ask if your input is welcome. Most doctors appreciate this proactive approach and it gives the rep an opportunity to offer product expertise and the chance to differentiate yourself from the competition.
If by chance you do see a problem or misuse of your product about to occur, you have already set the stage for providing input.Soliciting feedback from the surgeon throughout the case is also a good idea, to make sure the product is meeting expectations. If a problem does arise, offer techniques that you have seen work best for other surgeons and explaining why is an effective way of not insulting intelligence or ego. Following up with the surgeon one-on-one after the case is also a non-threatening way of delivering a message without being confrontational.
- The diplomatic approach
One experienced rep I spoke to told me that he will sometimes talk to the tech loud enough so that the surgeon can hear him. That way, the surgeon gets the information without the rep correcting him or her directly. When the rep is “teaching” the tech, the surgeon can draw his or her own conclusions and adjust before things get too sticky.“If you have good rapport with the surgeon, they want you there and want you to critique, but it’s important not to be too cocky or aggressive,” the rep said.
As mentioned above, referring to the surgeons’ peers is another helpful way to deliver the message and lessens the chance the rep will be seen as presumptuous. If the surgeon begins to struggle with some part of the procedure, this rep might might calmly interject, “A lot of people have found that they get better results in this stage of the procedure if they…”
Despite everyone’s best efforts, some cases are challenging. After a difficult procedure, the rep said he might approach the surgeon for a one-on-one conversation. He would say something like, “Dr. So-and-So, I noticed you did (this or that), but I know you want to get the best results. Next time, you might try…” or “I would be doing you a disservice if I didn’t tell you this…”
With some personalities, offering suggestions can be really difficult and awkward, no matter how you approach it. Even with the most respectful phrasing, sometimes there is no getting around it.
“You have to be comfortable being uncomfortable in this job,” the rep said. “But if you have the patient’s best interest in mind, you’ll be okay 98 percent of the time.”
What do you think is the best way to head off trouble in the OR?
The difference between a smart man and a wise man is that a smart man knows what to say; a wise man knows whether or not to say it. — Frank Garafola
Lisa McCallister specializes in recruiting for medical device sales and marketing positions with an operating room focus, such as orthopedics, electrosurgery, endoscopy and a wide range of surgical specialties. She has recruited two Rookie of the Year award winners. Connect with her on LinkedIn or check out her blog, MyJobScope.com.