12 targeting strategies from top-performing medical device reps. Use claims data, competitor analysis, and payer mix to find your best physician prospects.
Data-driven targeting is how top medical device sales reps consistently find high-value physicians in their territory. If you've been stuck with a spreadsheet of stale leads, unsure where to focus, you're not alone.
We’ve spoken to many reps who told stories of being forced to surface new opportunities through nothing but instinct and guesswork.
“We used to do everything manually,” says one seasoned urology device rep. “It was a lot of Google Searches, a lot of hit-and-miss, and a lot of time wasted.”
But what if there were a better way? What if you could harness the power of data to uncover hidden opportunities, build stronger relationships with physicians, and achieve consistent success in your territory?
With claims data at your fingertips, your top prospects are just a few clicks away. “It’s invaluable,” says a pulmonary device rep. “I no longer waste time cold-calling random offices or scheduling appointments with a target physician, only to learn that they have never done an interventional procedure.”
But raw data alone isn’t enough. To unlock your territory's full potential, you need to translate that data into actionable insights.
That’s why we created this guide.
At MedScout, our mission is to empower medical device sales reps with the data, insights, and tools they need to navigate their territories with confidence and consistently exceed their sales targets.
To help you cut through the noise and focus on the most effective targeting approaches, we’ve interviewed some of the industry’s top-performing sales professionals. They’ve shared their favorite strategies for using data to surface opportunities that their competitors miss.
In this guide, you’ll discover:
While each strategy can be powerful on its own, the true magic happens when you combine them and attack your territory from multiple angles. By building a diverse portfolio of targeting approaches, you'll be able to identify more qualified leads, accelerate your sales cycle, and hit your number every quarter.
So, whether you're a seasoned rep looking to add some fresh targeting techniques or a newcomer eager to make your mark, this guide is your blueprint for success.
Let’s kick off with the easiest way to get started using claims data.
Run a simple search based on procedure volumes. Identify the physicians billing the highest volumes for the procedures associated with your device, and pinpoint where those procedures are taking place.
This will give you a stack-ranked list of high-value targets in your territory, which is a solid foundation for your prospecting efforts. It’s a great first step (and vastly better than Googling “Gastroenterologists near me”), but it barely scratches the surface of what’s possible with data-driven targeting.
To improve your targeting, consider expanding your search beyond procedure codes. Look for the ICD-10 diagnosis codes associated with the conditions your device treats. This will help you identify physicians and treatment centers that see a high volume of patients eligible for your device, even if they're not currently performing your target procedures.
Tactical tips
Want to tap into a goldmine of potential customers? Target physicians billing for procedures linked to your competitors' products. This approach is about more than just expanding your target list. It's about redefining your strategy for physician engagement and education.
As one device rep explains, "Convincing a physician to switch from a competitor's product to yours requires a deep understanding of their preferences and decision-making process. It's not just about the features of your device; it's about showing them how your solution aligns with their treatment philosophy and delivers better outcomes for their patients."
By identifying the specific procedures your target physicians currently perform, you can craft a tailored value proposition that speaks directly to their needs and priorities. This opens the door to more meaningful conversations that go beyond surface-level product details and focus on the tangible benefits of adopting your device.
“It’s about building trust,” explains another rep. "When physicians grasp the tangible benefits of switching, whether it’s better patient outcomes, superior technology, or more favorable reimbursement scenarios, they start to view you as more than just a vendor. They start to see you as a partner in delivering exceptional care.”
Embracing a competitor-focused targeting strategy not only helps you identify untapped opportunities but also challenges you to refine your pitch, and make it as patient-centric as possible. By doing so, you won’t just expand your reach — you’ll deepen your impact.
Tactical tips
Looking for a shortcut to identify high-potential prospects? Try "piggybacking" off procedures and providers that are adjacent to or complement your device.
Start by targeting physicians who frequently perform procedures that align with or precede the use of your product. As one rep shares, "I focus on physicians doing high volumes of procedures that are indicated for my biologic. These physicians are already treating my target patient population, so they're prime candidates for my product."
You can also look for diagnostic events or referral patterns that signal a need for your device. By identifying providers who frequently diagnose your target condition or refer patients for related treatments, you can surface new opportunities to expand your product's reach.
Another proven piggybacking approach is to leverage your partners' commercial efforts. Use Open Payment data to identify physicians who receive payments from companies offering products or services that complement your own. These physicians may be more receptive to your outreach, as they're already familiar with solutions in your treatment area.
As one rep notes, "When a complementary company has invested heavily in a physician, it’s like they’ve laid the groundwork for us. We’re already halfway in the door, thanks to our partnership.”
By strategically aligning your targeting efforts with the commercial activities of complementary companies, you'll uncover new leads, increase the relevance of your sales pitch, and accelerate your product's adoption in your territory.
Tactical tips
As you build your target list, don't stop at the individual physician level. Once you've identified a high-potential doctor, zoom out and examine their practice affiliations. Explore what opportunities exist with other providers in the same practice or group.
"Sometimes, when I look at the spread of individual physician volumes, no one really stands out,” explains one rep. “But most physicians don’t work by themselves. When I roll up the volumes of all the physicians at the same site, I sometimes spot practices doing massive volumes that I never would have discovered otherwise."
”When I see that, I target the practice as a whole,” the rep explains. “I know that if I can win one physician, I can start to snowball the rest, and that grows into a huge business win.”
To execute this strategy effectively, be sure to tailor your approach to each practice's unique dynamics. In larger groups where physicians may not interact as closely, focus on communicating the value of your device across the entire care team. Emphasize how your solution can drive better outcomes, increase efficiency, and boost the practice's overall performance.
Tactical Tips
While it's tempting to focus solely on the big fish in your territory, don't overlook the hidden gems lurking beneath the surface. Target physicians who are performing meaningful procedure volumes but flying under your competitors' radar.
As one orthopedics rep shares, "I've learned that the busiest surgeons aren't always the best targets. It’s an uphill battle with them. They’re getting called on the most, their calendars are full of dinners, and they’re getting paid large consulting fees. Instead, I've built a huge book of business by focusing on surgeons getting less industry attention, and picking them off one-by-one."
To find these hidden treasures, look for physicians with a combination of meaningful procedure volumes and low industry payments. Use Open Payment data to identify doctors who perform significant volumes of your target procedures but receive minimal compensation from device companies.
Geographic targeting can also uncover promising opportunities off the beaten path. If your territory includes rural or underserved areas, look for physicians performing above-average procedure volumes in these markets. They may have less competition for their business and more flexibility to try new solutions.
“Look, we tend to stay close to what we know, and we don’t like to drive venture out farther than we have to,” one rep admits. “But when you have this data, it’s worth taking the drive, because those docs aren’t getting any industry love. It’s a massive, easy win.”
Tactical Tips
To accelerate your sales cycle and drive faster product adoption, prioritize targeting sites with streamlined approval processes, such as ambulatory surgery centers (ASCs) and independent physician practices.
As one device rep explains, "Getting product approvals in hospitals can drag on forever, but ASCs and smaller practices typically have much shorter decision-making timelines.”
When targeting ASCs and independent practices, look for physicians performing high volumes of your target procedures. Identify key decision-makers within these organizations, such as physician owners or medical directors, and tailor your outreach to highlight how your device aligns with their priorities.
"I’ve had great success by first getting surgeons to use my products in their ASCs, where approvals come swiftly. Once they see the benefits, these surgeons become champions and advocate for our products in the hospital setting."
In addition to established ASCs and practices, keep an eye out for new surgery centers and physician groups entering your market. These sites are often more open to innovative solutions as they look to differentiate themselves and attract patients. By engaging with them early in their development, you can position your device as a key part of their success strategy and build lasting partnerships.
Tactical Tips
As you build your target list, don't overlook the importance of payer mix. While clinical benefits and technical specifications are critical selling points, financial considerations can make or break a deal.
"I've seen it time and again," shares a med device marketing leader. "Our product’s clinical and technical value is very obvious when we’re talking to new facilities. But then they ask, “Are we going to get paid for this?” Ultimately, it comes down to cost and reimbursement.”
To set yourself up for success, prioritize targeting physicians and sites with a payer mix that aligns with your device's reimbursement strategy. Focus on providers with a high proportion of commercially insured patients or favorable contracts with payers that cover your procedure.
As one rep explains, "When I'm selling a high-priced device, I make a point to target physicians with a large volume of patients from our top commercial payers. By aligning my efforts with our existing reimbursement agreements, I can minimize financial barriers and make it easier for physicians to say yes to my solution."
For even more precise targeting, analyze the specific payer mix at the physician and site level. Identify providers who see a high percentage of patients from payers with whom you've negotiated strong reimbursement rates. This alignment between your device's price point, the site's payer mix, and established contracts can significantly accelerate the adoption process.
When engaging with providers, be prepared to address their financial concerns proactively. Highlight your device's potential to improve patient access and outcomes while maintaining profitability for the practice. Share case studies or examples of how other customers have successfully navigated reimbursement challenges and achieved a strong return on investment.
By targeting providers with a favorable payer mix and proactively addressing financial considerations, you'll be better positioned to drive adoption, retain customers, and maximize the impact of your device in the market.
Tactical Tips
Looking to expand your physician base? Target doctors who are already treating your ideal patients but aren't yet performing your procedure.
To find these prospects, look for physicians with high volumes of diagnoses relevant to your device, but low volumes of the associated procedures. These physicians are likely referring their patients to other providers for treatment.
"Many of these physicians are fully capable of performing your procedure," says one orthopedic device rep. "They may just lack the confidence because they didn't train on it in residency."
By offering comprehensive training and support, you can help these physicians bring your procedure in-house, keeping referrals within their practice. As the rep explains, "When you teach doctors how to do your procedure, it can be life-changing for the surgeon. You’re giving them the tools to grow their practice — and after that, they’ll never leave you.”
Even if a doctor isn't interested in performing your procedure themselves, you may be able to train one of their colleagues. That way, you can help you physicians keep their referral and procedure volume in-house, within their ASC, practice, or hospital.
Tactical Tips
As you analyze claims data, keep an eye out for significant changes in physicians' procedure volumes over time. These shifts can provide valuable insights into each doctor's evolving treatment approaches and present unique opportunities for your device.
"When I spot a physician whose volumes of my procedures have declined over the past few years, I make it a priority to understand why," says one rep. "I want to know what alternative treatments they've switched to and how I can win back that business."
Falling procedure volumes may indicate a physician has had negative experiences with your device or similar products in the past. By understanding their concerns and highlighting your product's unique benefits, you can help them see your offering in a new light.
"Physicians' perceptions are often based on outdated technology," the rep explains. "If you can show them how your device is different - and better - you can change the narrative, reverse those declining volumes, and unlock significant growth."
On the flip side, identifying physicians with rapidly growing procedure volumes can help you spot emerging trends and key opinion leaders in your market. By understanding what's driving their success and aligning your offering with their goals, you can accelerate adoption and expand your market share.
Tactical Tips
As you build your target list, don't overlook the next generation of physicians. Newly minted doctors and recent arrivals to your territory can be valuable additions to your prospect pool.
"In my experience, younger physicians are often more open to trying new technologies and techniques," shares one rep. "They're eager to differentiate themselves and make their mark, which creates a unique opportunity to shape their treatment approaches from the start."
To find these fresh faces, look for physicians who have recently completed their training or just moved to your territory. These doctors are likely still building their referral networks and patient base, making them more receptive to products that can help them grow their practice.
In addition to targeting individual physicians, consider building relationships with key residency and fellowship programs in your area. By exposing trainees to your device during their educational journey, you can cultivate a pipeline of future adopters and advocates.
"I make it a point to connect with the residency directors in my territory," says the rep. "By providing training opportunities and educational resources, I can help shape the next generation of physicians and create lasting relationships that pay dividends for years to come."
When engaging with new physicians, tailor your messaging to their unique needs and goals. Position your device as a way to help them build their reputation, attract patients, and establish themselves as leaders in their field.
Tactical Tips
Building relationships with physician educators can be a powerful way to expand your reach and influence in the market. By aligning with the individuals shaping the next generation of physicians, you can drive adoption of your device and establish your company as a trusted partner in medical education.
"Forging strategic partnerships with residency and fellowship directors was a game-changer for me," shares one orthopedic device rep. "These educators are always looking for ways to expose their trainees to the latest technologies and techniques, which creates a natural opening for my product."
To find potential education partners, look for key opinion leaders and high-volume physicians who are actively involved in teaching, research, or training related to your device's area of care. Engage these targets with opportunities to collaborate on educational initiatives showcasing your product's value and real-world applications.
"When I approach a residency director, I emphasize the importance of a well-rounded training experience," explains the rep. "I might say something like, 'I know your trainees are using a lot of [competing product], but to be fully prepared, they need exposure to alternative technologies and techniques as well.'"
By providing educators with resources, training support, and compelling data on your device's outcomes, you can help them see the value of incorporating your offering into their curricula. As these leaders share their knowledge and experience with your product, they become powerful advocates for your brand, driving adoption among their colleagues and trainees.
Tactical Tips
As you work to expand your customer base, it's essential to focus your efforts on prospects that are most likely to see value in your device. With data at your fingertips, you can easily identify the pattern of what works best in your territory — and then scale it.
Start by analyzing your top-performing accounts to identify common threads. Look for similarities in their procedure mix, payer mix, patient demographics, and technology adoption patterns. Use these insights to create a profile of your ideal customer - a "lookalike" that embodies the attributes most closely associated with success.
"By understanding what makes our best customers tick, we can be much more targeted and efficient in our prospecting efforts," explains one rep. "Instead of chasing after every potential account, we can focus on those that are most likely to see the value in our offering and become long-term partners."
Once you've developed your ideal customer profile, use data to search for other accounts that match those key characteristics. Prioritize these "lookalike" prospects in your outreach efforts, tailoring your messaging to highlight how your device has driven success for similar customers.
As you engage with these prospects, be sure to track their responses and feedback. Use this information to continuously refine your ideal customer profile over time, ensuring that you're always focusing your efforts on the accounts with the highest potential for success.
By taking a data-driven approach to identifying and targeting best-fit accounts, you can accelerate your sales cycle, improve your win rates, and ultimately drive more revenue for your business.
Tactical Tips
Congratulations on making it to the end of this guide! By now, you should have a solid understanding of how to leverage claims data to uncover hidden opportunities, prioritize your targets, and tailor your approach to each physician's unique needs and preferences.
But knowing is only half the battle. The true power of these strategies lies in their implementation. That's why we've created a downloadable playbook to help you put these insights into action. Use this tool to map out your targeting plan, track your progress, and refine your approach over time.
Remember, the most successful medical device reps are always learning and adapting. They use data not just to identify targets, but to understand their customers on a deeper level. They listen to feedback, track results, and continuously optimize their strategies to stay ahead of the curve.
So don't let this be the end of your data-driven selling journey. Make it a habit to review your targeting approach regularly, incorporating new insights and best practices as you go. Seek out opportunities to collaborate with your peers, sharing your successes and learning from their experiences.
Most importantly, never lose sight of the ultimate goal: improving patients' lives. By using data to match the right physicians with the right devices at the right time, you're not just driving sales - you're making a meaningful difference in the lives of the people you serve.
We can't wait to hear about the incredible success you'll achieve with these strategies in your arsenal.
