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Medical device manufacturers · CRM

One hospital is three contacts, a serial number and a service history.

A CRM for a device manufacturer is an installed-base register with a sales pipeline attached: the institution, the people in it, the configuration you supplied, the warranty and contract dates, the distributor's territory and every service call. GullySales agrees those fields and gets the field team filling 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 CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for medical device manufacturers

Sales and marketing for medical device manufacturers, the overview.

Last updated 17 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.

  • “A hospital is three people and the record needs all of them”

    The department head who wants the device, the biomedical engineer who checks it and the purchase officer who signs. A record with one name means the day that person moves to another hospital you have lost the account and gained nothing.

  • “Service history and the sales pipeline belong in one place”

    A complaint about a slow spare part reaches the tender committee before it reaches you. If the person quoting cannot see what your service side has been doing at that hospital, they walk into the meeting blind.

  • “Distributor territory has to be a field, not an understanding”

    Two distributors quoting one hospital two different prices happens because nobody wrote down who owns the account. Record the institution against a territory and the argument stops being yours to referee.

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. Institution records with all three roles held

    Department head, biomedical engineer and purchase officer stored against the hospital, each with their own contact and history.

    Result: A transfer or a resignation does not erase the account.

  2. An installed-base register with serial numbers

    Device, configuration, serial number, commissioning date, warranty expiry and contract status recorded against every site.

    Result: Anyone can see what you have running and where.

  3. Service calls logged against the same record

    Complaints, spare part requests, engineer visits and resolution recorded where the sales team can read them before quoting again.

    Result: You go into a renewal knowing what the customer knows.

  4. Distributor and territory as required fields

    Each institution tied to one distributor and territory, with head office able to see the pipeline underneath each of them.

    Result: Two of your own people stop competing for one hospital.

  5. Tender references carried on the account

    Notice number, submission date, documents lodged and the outcome stored with the institution rather than in a separate folder.

    Result: The next bid to that hospital starts from what happened last time.

  6. A short updating routine the field team can keep

    An agreed minimum each engineer and sales person fills in after a visit, checked in the review rather than assumed.

    Result: The record is current enough to make a decision on.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

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

Read the full CRM implementation and customisation page

What to record, and when

What a medical device manufacturer should record about every hospital enquiry and every unit supplied, and whether software is needed yet.

Who asked and who has seen it working
Record the clinician who asked, the biomedical engineer and the purchase officer as separate names, and mark which of them has watched the device run. An unseen device rarely reaches a purchase order.
Direct, distributor or export agent
Note how the enquiry arrived and the distributor's territory. Without it you cannot see which distributor is sitting on a hospital you could serve directly.
Demonstration given and what was asked next
Log the date, the unit used and who attended, then what they asked for: a trial period, a price against a specification or a reference site. Set the next step before the team leaves.
Model, serial number or lot, warranty end
Record model and configuration with the serial number, or the batch and lot for disposables and kits, plus warranty end and service contract. If a safety question arises you can see which hospitals hold the affected units.
Reason an enquiry was lost
Mark price, an installed rival brand, a tender specification you could not meet, or no decision. Specification losses show which product page or datasheet needs work.
Do you need software yet?
A sheet will do for a handful of hospitals and one salesperson. Move to a CRM when distributors, service engineers and sales all need the same hospital and serial-number information, and a lookup takes a phone call.

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.

  • Your installed units have no serial-number list, and the first job would be building one before any record could hold it.
  • The distributor will not agree to share hospital details, and fields built for them would stay empty.
  • You plan to store patient information from hospitals, which a sales record should not hold.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Our distributors will not share their hospital contacts. What then?
Record what you can see and be straight about the gap. The installations, the serial numbers, the service calls and the consumable reorders are yours whatever the distributor says, and they tell you most of what you need. Ask for contact detail as part of the distributor agreement rather than as a favour.
Should regulatory documents live in the CRM?
The reference should, not the file. Record which certificate version was submitted with which quotation or tender, and where the signed copy sits. Your quality system stays the master. The CRM only needs to answer what went out and when.
Can the CRM hold patient information from the hospitals we supply?
It should not. Record the institution, the people you deal with and the device, not patients. If a service call involves a patient incident, note the device and your complaint reference, and keep clinical detail in your quality system under your own regulatory procedures.
How do we move our old hospital contact list and installed-base sheet in?
Merge them into one clean sheet first: one row per hospital, and one row per serial number linked to it. Fix duplicate hospital names and people who have moved. Import it once, then retire the old files so two versions never run together.
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.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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: leads and follow-up

Also for medical device manufacturers

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

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