MedTech Opinion Leader: Kashif Ikram talks MicroPort advancing robotics surgery, how to build high performing MedTech teams and bring success.

Stan: How does MicroPort advance robotics surgery?

Kashif: MicroPort Medbot is unique in that it works in 6 different medical areas when it comes to medical and surgical robotics. MicroPort Medbot has several robots in its stable including, but not limited to, Toumai Endoscopic Surgery Robot, Skywalker Orthopaedic Surgical System and 3 others in development, as well as collaborations with Robocath on their R-One Vascular Interventional Surgery System, and Biobot Surgical PTE LTD′s Mona Lisa Prostate Puncture Surgical System.

There are certain technical core competencies that are required for all medical robotics systems. Working in several medical market segments allows Microport Medbot can gather a great amount of clinical and technical experience and leverage that expertise across multiple platforms to enhance hybridization and efficiencies. Medbot also manufactures and develops its core systems and instruments in-house which allow for maximum design flexibility, fast development times, and lowest manufacturing costs.

Stan: What makes MicroPort? MedBot?'s Toumai??Endoscopic Surgery Robot special?

Kashif: The Toumai??Endoscopic Surgery Robot has been in development for 10 years and was approved by China′s regulatory authority, NMPA in January 2022 and currently is the only Asian surgical robot that has CE Mark approval. The Toumai??Endoscopic Surgery Robot has performed over 5,000 complex Urology, Gynaecology, Thoracic and General surgical procedures. Many of them performed for the first time in China using a surgical robot. It’s in active use in over 100 medical institutions.?

The system has many advanced features including advanced 3D immersive stereo vision, Force sensing technology and the ability to perform Telesurgery through a series of networked Toumai??Endoscopic Surgery Robots. Imagine the patient being treated in one hospital while the treating surgeon is in another. Well, this has already been performed over 200 times with distances spanning over 5,000 kilometres between the surgeon and patient. This enables hospitals to bring expertise wherever it is needed, whether that be remote areas or overburdened centres. We are already seeing fascinating use cases for Telesurgery in emerging and developed countries. We are proud to pioneer this Telesurgery technology and capability to healthcare systems throughout the world. This is truly game-changing technology for the global delivery of healthcare.

Stan: How do you build a high performing Medical Device Capital Sales team?

Kashif: Well, the first thing to know when you are selling new highly technical medical devices with a relatively high price tag is that you will be performing what’s known as a “Complex Matrix” Sale. This means that the information will be of a highly technical nature and there will be a lot of it, multifaceted and detailed. Also, the purchasing team will bring in a lot of experts from different areas of the hospital and they will probably be senior in status, often including the C-Suite of the hospital. The sale may include disposable items, capital items and services, adding to the complexity. So, you need to hire the right talent and support and train them well. I look for people with a good understanding of the healthcare systems who have the emotional intelligence to understand the needs of each stakeholder in the matrix. They also must be able to demonstrate problem solving in their past and be confident in leading the process.

Once you have identified the right people they need to be trained on the product, the medical procedures/treatments. They should understand the science and the disease states their customers are looking to treat. Its, never a bad idea to review sales techniques, there is always new things to learn about the sales process, purchasing processes, value propositions, pricing and using these days using new technology in your sales process.

It’s also good practice to have a user-friendly CRM system to manage this Complex Sales Process. You will need to carefully map out the process then create the right metrics and KPIs. These should be relevant and not collected for collection’s sake. You want your salespeople selling and working in the hospital, not doing admin. The more complex the sale the more beneficial is a team approach. This could involve bringing in subject matter experts form the company, but also other salespeople. In my experience having salespeople helping each other leads, not only to a great team spirit and camaraderie but also, to better sales results! In my opinion it yields better results than having sales reps compete with one another. Although its important as a manager to have frequent check-ins with your salespeople, once you have the right people, set the goals and guard rails and provided the resources, get out of their way. Smart, determined, talented salespeople will achieve the results, the manager`s roles is then to support them.?

Incentives is always a hot topic. Salespeople in the medical device area are motived by many things, it’s a rewarding job, but monetary rewards feature in their top three. Whether it’s a commission-based structure or bonus tied to a target make it motivational The companies that grow fastest, often reward the best.

Stan: Being an extraordinary Leader in MedTech what in your opinion makes and breaks companies success?

Kashif: This is a huge question, where do you start? Primarily the company must have the foundations. By this I mean a good product-market fit for the time and strong financial management. You also need effective leaders who have defined a clear vision, a strong strategy and allocated appropriate resources to achieve set goals.

So, what is it that these leaders should focus on, well, what`s important in the medical device field are the Values that the people in the company hold. Medical device employees are attracted to strong values. At the end of the day, we are helping people when they are not well, and in need. A set of strong values then builds into a high-quality Company Culture. So, it’s a good start to look at the values your company has and see which ones your wish to strengthen and celebrate. The Culture, (which as I said is a made up of Values) will evolve through this management process. A strong culture attracts the best talent, and these talented people will drive innovation, efficiencies and results – in a word success. A positive culture drives the right incentives, clear focus and provided resilience in tough times.? This combination of talent and culture builds a company that people will want to do business with. After all, people buy from people (or companies) they like. This drives greater value. The one caveat I will add is never to become complacent, the world turns, and your company employees need to be continuously learning and developing, or your will be out competed or supplanted. The companies that adapt best to changing environments have the most motivated employees.

Stan: Where can we meet MicroPort Toumai Endoscopic Surgery Robot devices next time?

Kashif: The European Toumai Endoscopic Surgery Robot is in high demand at this moment in time. We expect to bring some more to prominent European Training centres in the coming months as well touring some hospitals in Europe. Stay connected to find our when the Toumai Endoscopic Surgery Robot is coming to your area!

Stan Kalinin draws on an extensive track record of more than 14 years of search and executive team-building expertise. He is the host of MedTech Opinion Leader supporting growth of MedTech industry and creating insightful stories with key market executives forging alternative narrative about the sector current and future trends.