A vacant commercial role can look like a recruitment problem. For a MedTech business preparing to launch a product, enter a market or grow an established territory, it is also a commercial planning question.
Who is developing relationships with hospitals and clinical stakeholders? Who is progressing opportunities with distributors? And what happens to those plans while the business searches for the right person?
There is no credible industry-wide figure for the revenue lost when a MedTech role remains vacant. Every business has a different product, sales cycle, territory and support structure. But there is a useful way to understand the scale of the opportunity that remains uncovered.
Start with the responsibility attached to the role
Suppose a commercial hire will be responsible for €1.5 million in annual revenue. That equates to €125,000 of revenue capacity per month.
If the role remains vacant for 90 days, €375,000 of annualised capacity falls within that period.
That does not mean the business has lost €375,000 in sales. Existing colleagues, distributors and established accounts may continue to generate revenue. The calculation shows the value of the capacity the business intended this person to own, and gives leaders a starting point for assessing the effect of a delay.
The next questions are more revealing: which opportunities need active attention during those three months? Which customers require a dedicated relationship? Will a product launch, tender or territory plan move forward at the intended pace?
The vacancy is only part of the timeline
Appointing someone does not bring them to full productivity on their first day.
A new MedTech commercial hire may need time to understand the technology, clinical workflows, procurement processes and people involved in purchasing decisions. They may also need to build credibility with customers, key opinion leaders and channel partners.
That means a delayed search can have an effect beyond the vacancy itself. A business might fill the role in six weeks, for example, but still need several more months before its new hire is operating at full capacity. The exact ramp-up period will depend on the role and market.
For a company entering a new geography or launching a technology, the most useful question is therefore: when does this person need to be in place to deliver the commercial plan?
Speed matters, but so does the right experience
Rushing an appointment can create a different delay. Someone with an impressive sales record may still need experience in the relevant therapy area, customer network or route to market.
The requirements will vary by role. A country leader may need to establish a team and distributor strategy. A sales specialist may need strong hospital relationships and the ability to work through a complex clinical sale. A commercial leader joining a growing business may need to build the plan as well as deliver against it.
Defining those requirements early makes the search more focused. It also helps a business assess candidates against evidence of what they have achieved, rather than job titles alone.
Plan the hire around the commercial objective
A specialist search should begin with the reason for the appointment. Is the business preparing for market entry? Rebuilding an underperforming territory? Launching a product? Adding leadership to support growth?
From there, the business can identify where relevant experience sits, approach people who are already delivering results and assess how their background fits the opportunity. That work can help leaders make a confident decision while keeping the search aligned with the commercial timetable.
Aspire Life Sciences partners with Medical Device and MedTech businesses across Europe and the United States on commercial and executive search. Its work spans Sales, Business Development, Go-to-Market, Strategy, country and regional leadership, and senior appointments.
What next?
Want to explore the figures and methodology in more detail? Download the full report for the market data, revenue-capacity scenarios and sources behind this article.
Planning a critical commercial hire? Speak to James Allen about the market you need to reach, the experience your business needs and the timetable behind the appointment.