Medical device commercial teams sell through hospitals, to surgeons, under GPO contracts, with consignment inventory in the hospital's stockroom. Horizontal CRM shapes do not model any of that. Strkr's medical-device CRM shape handles hospital accounts, surgeon contacts, consignment stock, GPO pricing, 510(k) status, and the adverse-event capture a regulated industry requires.
Medical-device commercial teams running on horizontal CRM compile 60 custom fields to approximate the real shape of the business. Six months later the ops lead reports in a spreadsheet because the CRM reports are unreliable. The breakdowns below repeat when the ops lead starts over.
A hospital account is not a single company; it is a system (CommonSpirit), a facility (CommonSpirit Marin), and a department (General Surgery). Horizontal CRMs model one layer; Strkr models three with roll-up permissions so a rep covering the facility sees the department data and the system contract.
Procurement writes the PO; the surgeon drives the use decision. Horizontal CRMs model the procurement buyer and ignore the surgeon. Strkr makes surgeon a first-class contact with case volume, product preferences, affiliated hospitals, and visit cadence per facility.
Consignment inventory in the hospital's stockroom (every case uses product off that stock) is tracked in a spreadsheet by the rep because the CRM has no inventory model. Strkr's consignment module tracks lot number, expiration, usage per case, replenishment status, and par-level per facility.
GPO contracts (Vizient, Premier, HealthTrust) set tiered pricing that applies to member facilities. Horizontal CRMs do not model the contract; reps calculate pricing on the fly and the margin erodes. Strkr's Products module reads GPO contract tiers and auto-applies pricing per facility's membership.
A regulated commercial team needs the 510(k) status of each product, a channel to capture adverse events (MDR candidates), and UDI tracking per unit shipped. Horizontal CRMs do not ship these primitives. Strkr's medical-device shape surfaces 510(k) status on the product, routes adverse-event signals from the field to RA/QA, and carries UDI on the shipment record.
Reps cover surgical cases (standing in the OR to support product use). The case schedule lives in a hospital system the rep accesses by phone or email. Strkr integrates with case-scheduling feeds where available and otherwise captures case commitments as calendar events tied to the surgeon and facility, with reminders and coverage-conflict detection.
The hierarchy matters because contracts, pricing, and relationships live at different layers. Below is how each layer is modeled.
The system account carries the IDN relationship (CommonSpirit, HCA, Ascension), the GPO affiliation, system-level contracts, and the system-level KPIs. The system account is a roll-up; reports can read system-level or facility-level depending on the cut.
The facility account carries the physical hospital, ASC, or clinic record. Facility fields include trauma level, bed count, service lines, and the consignment-stock status. Facility-level pricing applies if the system-level contract is overridden by a local addendum.
The department account carries the service line (General Surgery, Orthopedics, Cardiology, Interventional Radiology). Departments drive case-volume forecasting and the rep-coverage schedule because case volume is a department-level number.
A surgeon contact carries case volume (monthly cases, trailing 12 months), product preferences (which SKUs they use), affiliated facilities (surgeons work at multiple), visit cadence per facility, and the next-step playbook. A rep covering a facility sees the surgeons on the department record.
Procurement contacts cover value-analysis committee (VAC) members, materials-management buyers, and system-level sourcing leads. They attach at facility or system level with role tags that drive routing (VAC approval needed for a new product trial requires the VAC contact loop).
A field rep sees the facility and its departments; a key-account manager sees the system and all facilities; an executive sees the system plus the GPO relationship. Permissions scope by layer; the rep cannot see system-level contract pricing unless policy says so.
Consignment inventory is the operational heart of a medical-device commercial function. The inventory module exposes the following capabilities.
Each facility carries a consignment stock record per SKU: on-hand quantity, lot number, expiration date, par level, replenishment lead time. The rep updates on-hand count after case support; the dashboard surfaces stock near par or near expiration for proactive action.
A case usage record captures the SKUs used (by lot number), the surgeon, the procedure, and the patient-case identifier (hashed per HIPAA policy). The usage draws down consignment; the resulting PO draft routes to procurement with the case backup.
A Flow surfaces products aging past 90 days to expiry per facility and per rep. The rep rotates stock, requests a trade, or coordinates with the hospital. Expired product writes off; the write-off record carries lot and cost for finance.
When on-hand drops below par, a Flow raises a replenishment task to the rep (confirm actual usage), posts the PO draft to procurement, and books an ETA on the facility record. The surgeon sees nothing of this; the rep and procurement run the loop.
Case usage logs the lot number; the lot ties back to the shipment record and the UDI (Unique Device Identifier). The chain is one-click traceable, which matters for recalls and MDR investigations.
Reps carrying trunk stock (demo units, loaner trays) track that inventory separately from facility consignment. The trunk inventory moves with the rep; trades between trunks are logged. A rep leaving the territory hands off trunk stock through a documented transfer.
Medical-device commercial motion is case coverage plus surgeon relationship. These capabilities support that motion.
Where the hospital allows a case-scheduling feed (via a block-schedule export, a vendor like Casetabs, or a direct integration), Strkr pulls scheduled cases and surfaces them on the facility and surgeon records. The rep sees upcoming case load and plans coverage accordingly.
When a rep commits to cover a case, the commitment is logged on the surgeon and facility records with the case date, time, procedure, and expected product. Conflict detection raises a flag if the same rep is committed to two cases at the same time.
A Flow fires 24 hours before each covered case: pull the surgeon's prior case notes, confirm consignment stock for the expected procedure, surface any VAC approvals needed, and queue a reminder for the rep. The brief is a single page in the mobile app.
After the case, the rep captures outcome notes (procedure variant, products used, surgeon feedback, follow-up needed) through the mobile app. The debrief feeds into the usage log, the surgeon preference profile, and the next-step playbook.
A surgeon cadence target (visits per month, cases per quarter) sits on the surgeon record. The dashboard surfaces surgeons below cadence for proactive outreach and surgeons above cadence as high-value relationships to protect.
Clinical in-services and staff training sessions log as records on the facility with the attendees list and the training content delivered. Repeat training surfaces for staff on long-form products; coverage reports show which facilities and departments are training-current.
Regulatory posture is where commercial and regulatory meet. The following capabilities keep the two aligned without manual effort.
Products carry 510(k) number, clearance date, indications for use, and any post-market conditions. The field rep sees the regulatory status before pitching; new indications roll out with a documented date so field positioning stays accurate.
The rep captures an adverse event signal from the field through a structured form (what happened, when, which product, which lot, patient outcome category). The form routes to RA/QA with a hard SLA for triage. The capture is one-click and sits inside the case debrief.
Shipments carry UDI at the unit level where regulations require. The UDI ties back to the lot, the case usage, and the facility, which makes recall traceability a one-click report.
Field-reported complaints route to QA with the structured form, prior case history, and the rep's observation notes. QA logs the triage result (not an MDR, MDR candidate, MDR confirmed) and the record links back to the originating facility and surgeon.
FDA inspections and ISO 13485 audits review the commercial-regulatory interface. Strkr's audit log carries every regulated event (MDR capture, UDI handoff, 510(k) status change) with actor, timestamp, and before/after state. The export is one click.
MDR text, patient identifiers, and specific adverse-event fields are permissioned so only RA/QA sees the full record. The rep sees enough to confirm the triage status but not the full clinical detail. Permissions apply server-side.
The medical-device pricing model is layered: list price, GPO tier, local addendum, rebate. The cards below are how Strkr handles the layers.
Products carry list prices and GPO tier pricing per contract. When a rep builds a quote for a facility, the system reads the facility's GPO membership and applies the correct tier automatically. No manual lookup; no margin leak.
A facility-specific local addendum (negotiated lower price for a particular SKU) overrides the GPO tier. The override is logged with effective dates and the authorizing manager. Reports can filter on addendum usage.
Volume-based rebates accrue as case usage logs. A dashboard shows accrual per contract, projected year-end rebate, and the volume target. Finance signs off on the rebate math quarterly.
Chargebacks (distributor claims for the margin between list and contract tier) reconcile against logged case usage. Discrepancies surface for the operations lead to investigate; approved chargebacks post to finance.
A new-product trial (with VAC approval) runs under pilot pricing for a defined period. The pricing is time-boxed; the Flow switches to standard contract pricing at the end of the trial or on VAC conversion.
Contracts carry an expiration date and a renewal-trigger Flow 90 days ahead. The key-account manager sees the upcoming renewal queue; the renewal negotiation runs with the prior contract's performance data (volume, revenue, service levels) attached.
The medical-device commercial function has structural requirements horizontal CRM cannot approximate with custom fields.
| Feature | Strkr | Horizontal CRM retrofit |
|---|---|---|
| System / facility / department hierarchy | Three-layer native model | One layer with workaround |
| Surgeon contacts with case volume | First-class with preference profile | Generic contact |
| Consignment inventory tracking | Lot, expiration, usage, replenishment | Spreadsheet |
| GPO tier pricing auto-apply | Vizient, Premier, HealthTrust | Manual |
| 510(k) status on products | Visible on product record | Custom field |
| MDR candidate capture Flow | Field-to-RA/QA with SLA | Email channel |
| UDI tracking on shipments | Unit-level traceability | Rare |
| Case coverage with conflict detection | Schedule integration + commits | Calendar workaround |
| Rebate accrual and chargeback reconciliation | Native | Spreadsheet |
| HIPAA BAA, SOC 2 Type II in progress | Yes; Q4 2026 target | Varies |
Three recurring deployment shapes based on product category and sales model.
An orthopedic implant company runs surgeon preference profiles, facility consignment at par levels tied to surgeon case volume, and daily case coverage with a conflict detector. Rebate accrual against Vizient and HealthTrust tiers runs quarterly.
A capital equipment company runs a longer-cycle motion: VAC approval tracking, demo-unit trunk inventory, in-service training records, and a service-contract renewal cadence. The commercial pipeline integrates with the services team's install calendar.
An interventional disposables company runs high case volume with chargeback discipline. Daily consignment usage, lot-level traceability, and chargeback reconciliation against distributor claims run inside Strkr. The 510(k) status on each new indication surfaces to field positioning.
Hospital hierarchy. Surgeon cadence. Consignment with lot tracking. GPO tiers. 510(k) status. MDR capture. The structure your business already has.
Three layers: system (IDN or GPO member), facility (hospital, ASC, clinic), and department (service line). Permissions scope by layer; a field rep sees facility and department, a key-account manager sees system, an executive sees the full roll-up.
Yes. Consignment stock per facility carries on-hand quantity, lot number, expiration date, par level, and replenishment lead time. Case usage draws down consignment; replenishment Flow fires below par; expiration tracking surfaces products aging past 90 days.
Products carry list prices and GPO tier pricing per contract. When a quote is built for a facility, the system reads the facility's GPO membership (Vizient, Premier, HealthTrust) and applies the tier automatically. Local addenda override the tier where negotiated.
Yes. A structured capture form routes adverse-event signals from the field to RA/QA with a hard SLA. The capture includes product, lot, patient outcome category, and the rep's observation. QA logs the triage result (MDR candidate, MDR confirmed, non-MDR) back on the record.
Yes. Shipments carry UDI at the unit level where regulations require. The UDI ties back to the lot, the case usage, and the facility. Recall traceability (from a UDI back to every facility that received it) is a one-click report.
Strkr is HIPAA compliant with a BAA available on request. SOC 2 Type II is in progress with completion targeted for Q4 2026. The audit log carries every regulated event with actor, timestamp, and before/after state. Access to MDR text and patient-reference fields is permissioned to RA/QA.
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