Vessel Dissection Sales Model
Super fast medical device demo models for all your sales reps
Vessel dissection is a common condition created by balloon angioplasty. When the many layers which comprise a vessel “delaminate,” blood can become trapped among the layers, leading to multiple complications and conditions such as thrombosis or occlusion.
The first challenge this assignment presented was an obvious one: our client, an early-stage medical device company, wanted us to develop a model which the sales reps could educate clinicians how their endovascular tack device corrected this problem. The specific issues they aimed to address were physician doubt that tack will sit where they place it and physician skills training to increase comfortable with deployment.
Demonstrating functionality is critical. Talking a physician through tacking a vessel is not effective to build experience and skill. By giving physicians a tactile experience, our client can build acceptance and enthusiasm for the procedure.
The second challenge was more daunting: This company needed 300 models in six weeks. Usually, the challenges we face stem from the need to faithfully replicate the physiologies involved, not compressing production times. To meet this accelerated delivery, we channeled our design expertise not solely on clinical replication, but on dramatically speeding things up.
In addition to the accelerated delivery, Pulse MDM added their own criteria. We wanted the model to be compact for easy transport and use by sales representatives. It had to display the client’s branding in an effective, though unobtrusive way. Graphically, we opted to display fluoroscopic background imagery to mimic the visual ecosystem a surgeon would experience during a procedure and to provide context. Pulse planned for a sale rep kit that included a storage compartment to hold used vessels that had been tacked, and a supply of fresh vessels for later use.
Although the client’s model was frequently used for arterial conditions below the knee, it could address upper extremities as well. As a result, the vessel needed to be generic, not specific to the lower or upper leg, but to adhere in the most basic aspects of the physiologies of both.
Finally, the vessel itself was subject to exacting specifications with an interior diameter of 4mm to accommodate a catheter of between 4Fr and 6Fr. The length of the vessel needed to accommodate up to six tacks.
With six weeks to work with Pulse quickly rejected the idea of specialized tooling to create a custom vessel. We could dramatically shorten manufacturing and assembly time by using standard clear tubing, which could be ordered in the 4 mm diameter the customer specified. We sourced clear tubing to enable the physician to see the position and progress of the catheter during the demonstration. Dry erase markers were added to the kit so the dissected area could be marked to show where the tack should be deployed.
Once the tack implants were in place, how could the model be “loaded up” again for another demonstration? The tacks themselves were delicate and difficult to handle. Removing them for reuse in the field was out of the question so Pulse designed a model to accommodate replaceable vessels.
Once the tack implants were placed within the vessel tubing, that section of the vessel was removed, placed in a tray within the kit, and a new “virgin” vessel was put into place for the next demonstration. Ultimately, the used vessels were returned to the factory for recovery.
Using the model as a sales tool, the reps transfer deep product knowledge to the physicians which ultimately results in improved patient safety. Tacks can be deployed at the exact location indicated by dry erase mark to alleviate concern about tacks staying where they are placed.
For smaller medical device companies competing against global giants, being able to educate clinicians on the merits of their product at a can be the difference between success or failure.
In this case model design was the critical component. It solved all of the customary demonstration challenges, but also overcame manufacturing and assembly constraints to meet this client’s compressed time frame.
“I LOVE the new design of the Tack demo model! Much thanks to all involved who designed, followed up, approved and stroked that check 💰! Even the case and placement of the demo inside, places for demo catheters and the vessel image… perfection!
I am truly appreciative! Can’t wait to pull it out of my bag, LOTS!!
In my 20 year sales career of medical devices, I feel someone finally listened, understood and made the most perfect demo model ever!
So much thanks! I will be proud to show it off!
Sincerely and respectfully,
Although this custom model is not available for sale to the public, we are delighted to make you a version that is specific to your unique medical device and procedure. Please use this link to start the process of receiving a model concept; a visual representation of how clinicians and patients will experience your product and procedure. Pulse MDM does not charge for model concepts or the conversations around them so there is no risk to see how we can help you to tell your story in the most engaging and memorable way possible.