System-Wide Laparoscopic Scissor Conversion

Opportunity

Convert Ethicon laparoscopic scissor business systemwide across all three hospitals of New Jersey IDN

Obstacles

• Competing against Johnson & Johnson and a very strong contract
• Strained relations between administration and surgeons
• "Outnumbered” in OR 3 reps to 1 for entire trial

What HCP Did

• Utilized strong corporate relationship to gain trial
• Inserviced on Valentines Day and gave boxes of chocolate to each nurse who completed training (still the candy guy at the hospital 5 years later)
• Gained support of two most important/difficult surgeons
• Offered one free scissor handle for each box of scissor tips ordered. As a result, we were given a $15,000 stocking order
• Utilized momentum to convert 2 smaller hospitals with a minimal trial

Result

$150,000/yr for 3+ years and counting