Transforming the role of the orthopaedic sales rep in the hospital supply chain

Abstract

The intent of this paper is to evaluate critical elements in transforming the role of the orthopaedic sales rep and determine the next generation business model for either a ‘Rep-less’ or ‘Rep-Lite’ model by understanding the current role and the functions the rep performs in the operating room. An overview of trends in volume and reimbursement changes impacting the orthopaedic service line will be discussed along with a possible path to a new care model with a clinical support function outlined as a compromise to the current sales rep model. Finally, a proposed framework will be presented that transforms the value analysis and service line functions into a new care management model that integrates resource management into a more robust evidence based practice framework for realising the full value of the cost, quality, outcome movement.