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Medical device manufacturers · Sales metrics

Track tender win rate and demo-to-order rate, not just revenue.

Sales metrics for a medical device manufacturer are the numbers that show whether the sales effort is converting. Demonstration requests completed, tender win rate and repeat maintenance contract renewals matter most. GullySales sets these up and reports them.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of medical device manufacturers at work in India

What sales metrics means

Sales metrics are the specific numbers, such as call volume, conversion rate and average deal size, that show whether a sales team is actually improving. GullySales reports these by enquiry outcome rather than activity, the same enquiry-based reporting used across every engagement.

Also for medical device manufacturers

Sales and marketing for medical device manufacturers, the overview.

Last updated 5 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For medical device manufacturers

Where it usually goes wrong, and what we would do.

  • “Tender win rate deserves its own tracked number”

    A manufacturer bidding on many tenders but winning few needs to know that rate specifically to decide whether to change pricing, documentation or which tenders to pursue.

  • “Demo-to-order rate reveals a sales or product gap”

    A high rate of completed demonstrations that do not convert to orders often points to a pricing or service concern raised during the demo, worth investigating directly.

  • “Maintenance contract renewal rate predicts future revenue”

    A falling renewal rate on annual maintenance contracts is an early warning about service quality, visible months before the revenue line shows it.

What we do

What we deliver for medical device manufacturers.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Tender win rate tracking

    Your tender win rate tracked by device category, against your own baseline recorded before work starts.

    Result: You know whether pricing or documentation is costing you tenders.

  2. Demo-to-order conversion tracking

    The rate of completed demonstrations that convert to an order, tracked to surface a pricing or service concern raised during the demo.

    Result: A conversion gap gets investigated instead of ignored.

  3. Maintenance contract renewal rate

    Your annual maintenance contract renewal rate tracked as an early sign of service quality, before it shows up in revenue.

    Result: A slipping renewal rate is caught before it becomes a bigger problem.

  4. Metrics report against baseline

    A report of these numbers against the baseline recorded before work started, reviewed with your team.

    Result: You see whether the numbers are moving in the right direction.

How the result is measured

  • Conversion rate
  • Average deal size
  • Sales cycle length

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full sales metrics and KPI development page

Numbers worth tracking

The numbers a device maker can work out from demo records, tender files and distributor orders.

Enquiries by buyer type
Mark each enquiry as hospital biomedical team, purchase committee, distributor or individual doctor, and count by type. Each needs a different follow-up, and the mix shows which pages or listings are working.
Days from demo request to demo held
List demonstration requests with the date asked and the date held, and note any cancelled or never scheduled. A long gap here loses evaluations before the device has even been seen.
Tender documents missing at bid time
After each tender, list any document that was late or missing, such as the CDSCO licence copy, ISO 13485 certificate or test reports. A document that goes missing again belongs in a ready bid folder.
Distributor purchases against reported sales
Compare what each distributor bought from you with what they report placing in hospitals. Stock building up with one distributor means that territory needs support or a different partner.
Consumables ordered per installed device
For devices that use disposables or kits, match consumable orders to each installed unit. A unit with no consumable orders may be idle or supplied by someone else, and both are worth a visit to find out.

Who it is for

This is written for these medical device manufacturers.

  • Diagnostic equipment manufacturers
  • Surgical instrument manufacturers
  • Hospital furniture and equipment makers
  • Disposable and consumable device manufacturers
  • Implant and orthopaedic device makers
  • Home healthcare device manufacturers
  • In-vitro diagnostic kit manufacturers
  • Export-focused medical device units

Not for

It is not the right fit if.

  • You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
  • You need enquiries by next week and have nobody to answer them.
  • You want posts and reach reported, not enquiries and orders.

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is reply time, a follow-up sequence, the page buyers land on or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the sales metrics work runs

  1. 1

    Review current metrics

    We look at what is currently tracked and how consistently it is defined and calculated.

  2. 2

    Select the core set

    We agree, with you, the small number of metrics that actually matter for decisions.

  3. 3

    Write the definitions

    Exact calculation rules are documented for each one.

  4. 4

    Build the scorecard

    A simple, regular report is built around the agreed metrics and definitions.

  5. 5

    Train the team

    We run a short session on using the scorecard in reviews, not just producing it.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
What is a reasonable tender win rate?
It varies by device category and competition, so we record your own baseline before work starts rather than quoting an industry figure.
How often should these be reviewed?
Monthly, alongside a closer look at any tender or demonstration outcome that changed unexpectedly.
Distributors do not share their hospital sales with us. Can we still track anything?
Yes, from your own records. Track what each distributor orders, how often and which devices, against the size of their territory. Ask for installation and service reports, which distributors are often more willing to share than sales figures. Together these show where your devices are in use without seeing the distributor's books.
Our tender win rate looks good but margins are falling. Is the win rate misleading us?
It can be. A high win rate built on the lowest bid shows price, not preference. Record the margin on each won tender beside the result, and note which were won on technical evaluation and which on L1 price alone. That split tells you whether hospitals are choosing the device or the discount.
Should our product pages state the device's risk class?
Yes. Under the Medical Devices Rules, 2017, each device falls in class A, B, C or D, and a biomedical engineer checks that class against your licence. Showing both on the page saves a round of emails before the demo.
Can we name the hospitals that already use our device?
Only with each hospital's written permission, and stated as a fact rather than an endorsement. Many hospitals refuse, so we plan the page to work without names. An installation count by city or specialty is a safer form of proof when you can verify it.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.

From the blog

Further reading for medical device manufacturers.

All articles

More for medical device manufacturers

Everything else we would do for you.

Closest to this: sales craft

Also for medical device manufacturers

Or start from the overview: sales and marketing for medical device manufacturers.

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Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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