How to Get More Sales in Pharmaceutical and Medical Device Sales

Getting more pharmaceutical sales is harder than it was ten years ago. Many prescribers limit rep visits, health systems control what can be used through formularies and value committees, and every message must stay within approved labeling. Yet some reps and small life science companies still grow steadily. They do it by targeting better, earning access through real help to the practice, working with the whole care team and staying strictly compliant. This guide explains why sales stall and what to do about each cause, for both pharma and medical device sales.

Why do pharmaceutical reps miss their sales targets?

Most missed targets come from four causes: calling on the wrong prescribers, getting no real time with them, focusing on the product instead of the patient access problem, and ignoring the staff who influence what actually happens in the practice.

• Poor targeting. Equal time for every office in the territory instead of focusing on prescribers who treat the most relevant patients.
• No access. A drop-off of samples and a two-minute hallway chat do not change prescribing.
• Product-only messages. Doctors already know the clinical data headlines. What often blocks use is coverage, prior authorization and patient cost.
• Talking only to the prescriber. Nurses, pharmacists, practice managers and prior authorization staff shape daily decisions.
• Inconsistent follow-up. One good call followed by weeks of silence.

How should you target prescribers?

Rank your territory by potential, not by who is friendly. Use the prescribing and patient data your company provides to find practices that treat the most patients your product helps, then focus most of your time on the top group and plan lighter contact for the rest.

Look beyond volume. A mid-size practice that is part of a growing health system, adds a new specialist or opens a new clinic may be worth more next year than a large practice locked into a competitor. Review your target list every quarter, because practices change faster than territory plans.

How do you earn access when doctors limit rep visits?

Earn access by being useful to the practice, not just to your product. Help with coverage questions, prior authorization processes, patient support programs and practical resources the staff can use, within what your company allows.

Ask the office manager what slows them down with therapies like yours. If the answer is prior authorizations, become the rep who knows each major payer's requirements and your company's patient support services inside out. If the answer is patient cost, know the approved savings and assistance programs. The practice starts to see you as a resource, and resources get time with the prescriber.

How is medical device sales different?

Medical device sales often depend on hospital purchasing processes, clinical training and case support. A surgeon may love the device, but a value analysis committee, purchasing contracts and operating room staff decide whether it gets used.

Factor	Pharmaceutical sales	Medical device sales
Main decision	The prescriber writes the prescription	Clinician preference plus hospital approval and contracts
Key gatekeepers	Payers, formularies, prior authorization	Value analysis committees, purchasing groups, supply chain
Rep role	Education within approved labeling, access support	Training, in-service sessions, often case support
Proof buyers want	Clinical data, coverage, patient outcomes	Clinical evidence plus cost, efficiency and training impact
Sales cycle	Ongoing, prescription by prescription	Often longer, with formal approval steps

For device sales, build your case for the committee early. Bring the clinical evidence, a clear cost and efficiency picture, a training plan for staff and a plan for the first cases. A clinician champion who presents with you carries more weight than any rep alone.

Why does working with the whole care team help?

Nurses, pharmacists, practice managers and prior authorization specialists often decide whether a prescription is actually filled and continued. A rep who helps them do their jobs easily sees better results than one who speaks only to the physician.

Learn each person's role and what makes their day harder. A pharmacist worried about interactions needs different information from a nurse who trains patients on an injection device. Respect their time, bring approved materials that solve their specific problem, and follow up on what you promised.

What compliance rules shape pharmaceutical sales?

Promotion must match the approved labeling, give a fair balance of benefits and risks, and follow industry codes on interactions with healthcare professionals. Payments and transfers of value to many US clinicians are reported publicly under the Open Payments program.

In the United States, the FDA oversees prescription drug and device promotion, the PhRMA Code and the AdvaMed Code guide interactions with clinicians, and the federal Open Payments database shows many payments from manufacturers to clinicians. Other countries have their own rules, such as the ABPI Code in the UK. Follow your company's compliance training and never discuss off-label use proactively. Compliance is not a barrier to sales; it is what lets you keep selling.

How can digital tools support field sales?

Approved emails, virtual meetings, webinars and LinkedIn presence let reps stay in contact between visits and reach clinicians who rarely see reps in person. They work best as a supplement to strong in-person relationships, using only approved content.

Small life science companies benefit most from a clear website with approved product information, a strong LinkedIn presence for their medical and sales teams and educational content for healthcare professionals. The same steps we use for B2B LinkedIn marketing apply to medical and sales teams in life sciences.

What daily habits help reps sell more?

• Plan each week around your top targets, not around geography alone.
• Prepare one specific, approved point for each call, based on that practice's needs.
• Ask every office one question about what slows them down.
• Record what you promised and follow up within the week.
• Review your numbers monthly to see which practices are growing and which are slipping.

Frequently asked questions

Why do pharmaceutical sales reps struggle to get sales?

Common reasons are poor targeting, limited access to prescribers, product-only messages, ignoring the care team and weak follow-up.

How do pharma reps get access to doctors?

By being useful to the whole practice, for example with coverage, prior authorization and patient support knowledge, within company rules.

What is the difference between pharma and medical device sales?

Pharma sales focus on prescribers and payer access. Device sales often depend on hospital approval, contracts, training and case support.

What is a value analysis committee?

A hospital group that reviews new products for clinical value, cost and safety before they can be used.

What rules apply to pharmaceutical sales?

In the US, FDA promotion rules, industry codes such as the PhRMA Code and AdvaMed Code, and Open Payments reporting. Other countries have their own codes.

Can digital marketing help pharmaceutical sales?

Yes, with approved content. Websites, approved emails, webinars and LinkedIn support field reps and reach clinicians between visits.

Getting more pharmaceutical and medical device sales today means focusing on the right practices, earning access by helping the whole care team, building a strong case for hospital committees and staying strictly compliant. Reps who are genuinely useful get the time, and time with the right people is what moves sales.