Manufacturers voted in
MISSION,
KS—Sept. 16, 2002--IMDA members have voted to allow manufacturers to join the
association as non-voting allied members. It marks a rapid turnaround for the
association, which only hosted its first Manufacturers Forum about four years
ago. But, according to IMDA President Dave Campbell, the time was right.
“In the context of the sales and marketing of innovative new
technologies, we’re confronted with many of the same issues as manufacturers,”
he says. GPO contracts are just one example.
But even more important, the addition of manufacturers to the IMDA ranks
will create “a stronger communication link and relationship between
manufacturers and distributors and reps,” he says. “The traditional
arm’s-length, distant sort of ‘dance’ isn’t conducive to the kinds of tight,
successful relationships that both parties really desire.”
Campbell approached several manufacturers who exhibited at the most
recent Manufacturers Forum (held in conjunction with last June’s Annual
Management Conference in Tucson) to gauge their interest in IMDA membership.
Their response was enthusiastic. “When manufacturers have a chance to encounter
us, they’re usually very excited about what they find,” he says.
At press time, IMDA’s board of directors, staff and legal counsel were
working out the details of the new membership category. Initial benefits for
manufacturers will probably include access to product liability insurance as
well as IMDA’s annual conferences, many topics of which are just as suited to
manufacturers of innovative medical technologies as they are to distributors and
reps, says Campbell.
Commenting on the vote, Campbell notes that specialty sales and marketing
organizations have more success selling a manufacturer’s product if they share
more than just a contract with that manufacturer. Putting a rep out in the field
to work side by side with the specialty distributor or rep is one way to
solidify their relationship, he says. “Now we’re adding another element – the
opportunity to spend some time with us shoulder to shoulder at least once a
year, helping us improve our conferences.
“I envision that long-term, our relationships will be heightened and
enhanced by having a common place to share and communicate and learn together.”
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