In orthopedic surgery, precision, timing, and outcomes reign supreme, the presence of a medical device sales representative in the operating room (OR) has become a familiar sight.
But why?
What fundamental needs justify their presence amidst the sterile gowns, humming machines, and focused clinicians?
To answer this, let’s strip the question down to its first principles: What are the real needs that a sales rep fulfills in the OR?
From there, we can rebuild the case—or challenge it—with clarity.
Step One: Define the Core Needs of the OR
At its essence, an orthopedic operating room exists to...
The Orthopedics Industry 