Breaking Down Barriers: How Top Reps Use Data + Tech to Sell Smarter and Scale in 2025
Sponsored by AcuityMD
The game has changed. The best reps are changing with it.
In a post-pandemic, multi-stakeholder landscape, medical sales has officially entered its era of complexity. For reps, that means more hoops to jump through - and more power in their tech stack.
Between bolstered Value Analysis Committees, the rise of outpatient purchasing power, and a rapidly shifting provider workforce, the strategies that once moved a deal forward are now more likely to stall it.
The reps who are still winning? They're working smarter, not louder - leveraging data, AI insights, and enablement tools to anticipate friction and drive alignment.
Whether you're building your book in year two or leading a region through a tough quarter, here's what the most forward-thinking teams are doing today.
The landscape has shifted - and so should your approach.
If you're still selling like it's 2015, you're getting lapped. Here's why:
80% of U.S. physicians are now employed by health systems or corporate groups, not independent practice.
ASCs and outpatient sites are rising in influence, often operating on tighter budgets and faster timelines.
Value Analysis Committees (VACs) are gatekeeping product decisions with a blend of clinical and financial criteria.
The days of winning over a single surgeon and calling it done are over. A typical B2B healthcare purchase now involves 11+ stakeholders and sometimes up to 20.
Today's reps need to sell across departments - not just to clinicians, but to procurement, finance, operations, and IT. And each of those stakeholders needs a different version of value.
Data can help you speak their language.
Data is your differentiator.
“Call it enablement, intelligence, or just better prep - the reps who know their numbers are closing more deals.
Healthcare is constantly becoming more complex, forcing MedTech commercial teams to work harder than ever to find and close deals.
Organizations clinging to outdated strategies of relying on anecdotal information to understand their territories and leverage existing relationships to close deals are falling behind.”
CRM adoption is nearly universal, and reps who lean into it see a 29% lift in sales and 40%+ boost in forecast accuracy.
Sales teams using enablement platforms report a 49% higher win rate on forecasted deals.
Reps using AI to guide their motion are not only more efficient - they're more effective. Think: targeted insights, call coaching, smart prioritization.
This isn’t about automating your job. It’s about augmenting it. Reps who harness tech are better positioned to:
Spot high-potential accounts (before the competition does)
Map multi-stakeholder orgs with surgical precision
Customize their pitch to what matters - outcomes, budgets, workflows, etc…
And platforms like AcuityMD are helping teams get that edge. By combining market data, AI recommendations, and CRM functionality, they're giving reps a clearer path from territory to closed-won.
A 'no' isn’t a dead end. It’s a data point.
“Just think about this — around 10,000 providers are retiring every year. Do you think you’re going to understand where their business is going and which providers are replacing them just by pounding the pavement?
You might. But it will take you months, maybe even years. While the reps who are using data to inform their priority targets will have that information in just minutes.
Which side would you rather be on?”
You pitched the surgeon. They loved it. The committee passed. What now?
Top reps treat rejection as a breadcrumb - not a wall.
Maybe you were too early in the budget cycle. Maybe the hospital just locked into a competitor’s contract. Maybe the VAC wanted stronger health economics data. If you're tracking trends at the account level, those patterns help you course correct.
With AI-powered platforms, reps are identifying:
Which stakeholders are the true decision-makers
What kinds of objections surface at which stage
How to reposition value when a deal is stalling
Tech doesn’t replace tenacity - but it helps focus your energy where it counts. In a high-stakes, multi-touch environment, it pays to know exactly where to press.
The rep of the future is already here.
Builders, here’s your wake-up call: your ramp time just got shorter.
Tools like CRM-integrated sales training, AI-powered call analysis, and centralized enablement hubs mean reps are onboarding faster - and getting to quota sooner.
Pillars, this isn’t just for the rookies. In a world where 30% of physicians are 60+ and retirement cliffs are real, your relationships are changing faster than you can handshake.
Your competitive advantage is no longer tenure - it’s adaptability.
Whether you’re managing a team or managing a tough territory, your ability to lead with insight - not instinct - sets the tone. And the market is watching.
The future is tech-enabled and human-led.
Reps still close deals. But tech is what helps them get to the right room, at the right time, with the right strategy.
For Builders, this means accelerating their growth curve. For Pillars, it's how they scale their teams, hit goals and build long-term rep success.
Want to go deeper?
Join Colt Howey and the AcuityMD team for a live conversation on what’s working in 2025:
From Numbers to Knockouts: Using Data to Close More Deals
Tuesday, May 20 at 6:00 PM CDT
Central Machine Works | 4824 E Cesar Chavez St. Austin, TX 78702
