(With insights from Raj Khalsa, MD, Chief of Vascular & Interventional Radiology at Harbor-UCLA)
In medical device sales, few things are more valuable than a rep who truly understands the physician’s world.
To explore what makes these relationships effective—and how data and technology can help—we sat down with Dr. Raj Khalsa, Chief of Vascular & Interventional Radiology at Harbor-UCLA Medical Center.
From trust and credibility to personalization and follow-through, Dr. Khalsa shares what physicians value most in their industry partners—and how reps can elevate every interaction.
1. Trust as the Foundation
At the heart of every successful physician–rep relationship is trust. A good rep is more than a salesperson—they’re a reliable partner who shows up, supports the team, and helps ensure the best outcomes for patients.
Reps prepare the way for change. As technology advances, they play a crucial role in introducing new tools, educating teams, and ensuring that innovation translates into better care. There’s no replacing the personal touch that a trusted rep brings to the table.
2. Turn Data into Meaningful Conversations
While technology won’t replace the rep, it can make them far more effective. Teams equipped with data-driven insights—like those delivered through S2N’s RepSignal platform—can provide practice-specific recommendations that are far more actionable than generic sales materials.
Personalization matters. Understanding a facility’s unique workflow or patient mix helps reps align new technology with real clinical needs. Those who show up informed—ready to discuss data, not just devices—earn deeper trust and faster adoption.
3. Champion the Process, Not Just the Product
One of the biggest hurdles in IR is getting new technology adopted. Even when physicians are eager to use a new device, there are still approval processes, value analysis committees, and administrative barriers that can slow things down.
Reps can make or break that process. The best ones act as champions for the physician, keeping requests from stalling and backing proposals with clinical and economic data.
4. Know the Landscape: Trends Shaping Interventional Radiology
Dr. Khalsa highlighted several key forces driving change in the field:
- Interventional Oncology: Expanding minimally invasive cancer care through embolization and targeted therapies.
- Ambulatory Care Expansion: The shift to ASCs and office-based labs that increase accessibility and lower costs.
- Disease-Specific Practice Clusters: Hybrid practices combining IR with vascular, cardiac, or orthopedic specialists.
For reps, this means success depends on understanding how and where physicians deliver care, and tailoring conversations accordingly. As IR evolves from a “for-hire” specialty to one that manages the full treatment journey, reps who understand the shifting landscape will be best positioned to align their solutions with emerging clinical realities.
5. Collaborating to Create Value
As IR expands, so does the complexity of devices and workflows. That’s where collaboration becomes critical. Reps who bring clarity, context, and credible data lighten the load for busy physicians—and help extend advanced care to more patients.
The future of interventional radiology will be built on two pillars: innovative technologies and the trusted partnerships that bring it to life in the OR.
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