The CRM that knows a surgical case is not a sales deal.
Medical device work is case driven, hospital contracted, physician preference aware, and FDA regulated. Strkr ships a CRM shaped around surgical cases, hospital accounts, physician preference cards, and GPO contracts with HIPAA posture and audit-ready records.
A general CRM assumes a quarterly sales motion with a linear funnel. Medical device sales is a weekly surgical case schedule, a hospital contract renewal cadence, a physician preference card management flow, and an FDA regulatory posture. The pain points below are what Strkr onboarding hears on every call with orthopedic, cardiovascular, spine, trauma, and endoscopy device companies running teams of 20 to 400 reps across US territories.
Case-driven motion
The surgical case is the unit of work, not the deal.
Medical device sales happens one surgical case at a time. The rep is in the operating room, hands tools to the surgeon, counts implants, and submits the case report for billing. A sales CRM with deal stages and opportunity amounts does not fit a 180-case-per-month rep workload. Strkr models surgical case as a first-class object with surgeon, hospital, procedure, implant list, case date, and billing status.
Hospital contract depth
GPO contracts, IDN pricing, value analysis committee.
A hospital account carries GPO contract (Vizient, Premier, HealthTrust), IDN pricing tier, value analysis committee approval, product formulary status, and implant preference list. A general CRM captures none of this. Strkr hospital account object templates GPO contract type, IDN parent, approved product list, VAC approval status, and renewal cycle so the rep walks into the hospital with the context.
Physician preference cards
Each surgeon wants a implant stack.
A spine surgeon has a preference card: this screw size, this plate, this cage, this biologic. The rep who knows the card and brings the right inventory wins the case. The rep who shows up with the wrong inventory loses the surgeon. Strkr physician preference card object templates per surgeon by procedure type with implant list, tray setup, backup options, and recent case notes.
Implant and lot tracking
FDA requires implant traceability.
Every implanted device carries a UDI (unique device identifier) that must be captured, tied to the patient encounter, and retained for the FDA-required duration. A general CRM does not track implants, lots, or UDIs. Strkr implant object captures UDI, lot number, expiration date, surgical case tie, and consignment inventory position for FDA Part 820 traceability.
FDA regulatory posture
Field complaint reports and adverse events.
Medical device companies have FDA MDR (medical device reporting) obligations for adverse events. A rep who hears a complaint from a surgeon must capture it, triage it, and route it to Regulatory within the FDA-required window. Strkr field complaint object captures the complaint on the surgical case, triages against complaint categories, and routes to Regulatory with the audit log preserving the chain of custody.
Consignment inventory
The 180 trays in hospital inventory.
A device company places 180 to 2,400 trays of consignment inventory across hospital accounts in a region. Tracking what tray is at which hospital, what expires when, what has been consumed, and what needs rebalancing is a logistics problem the CRM has to see. Strkr consignment inventory object tracks tray location, expiration cadence, consumption velocity, and rebalance recommendations.
The medical device schema
Objects shaped like device sales work.
Strkr ships a tunable medical device schema with Surgical Case, Hospital Account, Physician, Preference Card, Implant, Consignment Tray, Field Complaint, and GPO Contract as first-class objects.
Surgical case object
Date, surgeon, hospital, procedure, implants.
A surgical case ties to the hospital and surgeon with case date, procedure type (total knee arthroplasty, posterior lumbar fusion, PCI, mitral valve repair), implant list with UDIs and lots, case report notes, billing status, and tray assignment. The rep schedule aggregates upcoming cases across hospitals.
Hospital account object
IDN, GPO, VAC status, formulary.
A hospital account carries IDN parent (HCA, Ascension, Advocate, Kaiser), GPO contract (Vizient, Premier, HealthTrust Supply Chain, Intalere), VAC approval status, formulary status for each product SKU, contract renewal date, and credentialing status for the rep team.
A physician carries specialty (orthopedic surgeon, interventional cardiologist, spine surgeon, trauma surgeon), hospital affiliations (admitting privileges), preference cards per procedure type, case volume (annual case count by procedure), and relationship context with the rep team.
Preference card object
Per surgeon per procedure implant stack.
A preference card ties to the physician and procedure type with implant list, backup options, tray configuration, special instructions, and change history. When the surgeon changes a preference the audit trail captures when, by whom, and the surgeon-approved context.
Implant object
UDI, lot, expiration, consignment location.
Implants carry UDI (per FDA 21 CFR 830 unique device identification), lot number, expiration date, product SKU, consignment location (hospital tray, rep car, regional warehouse), and surgical case tie once implanted. The audit log preserves every scan and movement for FDA Part 820 traceability.
Field complaint object
Captured on case, triaged, routed to Regulatory.
A field complaint ties to the surgical case with complaint category (device failure, adverse event, package issue, labeling, user error), severity assessment, surgeon statement, and Regulatory routing status. The audit log preserves the chain of custody for MDR obligations.
Consignment tray object
Location, expiration, consumption velocity.
A consignment tray ties to the hospital with contents (implants with lots and expirations), consumption velocity, rebalance recommendations, and audit history. The field service team runs the rebalance cadence from the tray dashboard across the region.
Rep day in the field
What a surgical rep day looks like on Strkr.
A medical device rep covers 3 to 8 surgical cases per day across 2 to 4 hospitals, 90 minutes of OR coverage per case, drive time between hospitals, physician office visits, and tray rebalancing. The cards below show how Strkr fits the real workflow.
0530 to 0700
The day schedule loads from the OR.
The rep opens Strkr before dawn. The schedule view shows the days surgical cases pulled from the hospital OR schedule (through the HL7 or scheduling integration) with surgeon, procedure, implant list, tray assignment, and drive-time between cases. The rep knows the day without logging in to three hospital portals.
0700 to 1900
Case coverage with mobile capture.
The rep is in the OR covering cases. Mobile capture logs implant UDIs as they are opened and used, captures surgeon preference changes in real time, and records the case report at close. The rep is not re-entering data at the end of the day because capture happens on the floor.
1900 to 2000
The day close in 20 minutes.
At day close the rep reviews the auto-populated case reports, confirms the billing codes, and files the day. Strkr AI drafts the surgeon thank-you note from the case detail. The rep sends in batch. Day close drops from 90 minutes of CRM paperwork to roughly 20 minutes.
Monthly tray rebalance
The consignment inventory read.
Once a month the rep works through the tray rebalance view. Expiring lots surface for return. Low-consumption SKUs flag for pull. High-consumption SKUs flag for replenishment. The field service team runs the rebalance across the region on the same workflow.
Hospital quarterly review
The GPO contract renewal context.
For hospital accounts up for GPO contract renewal Strkr pulls the case volume, implant SKU mix, revenue contribution, and VAC approval history into a quarterly review brief. The rep walks into the hospital procurement meeting with the context instead of flying blind.
Field complaint capture
The 24-hour MDR window.
When a surgeon reports a complaint the rep captures it on the surgical case with the complaint category, severity, surgeon statement, and photos if applicable. The complaint auto-routes to Regulatory for MDR assessment within the FDA-required window. The chain of custody preserves in the audit log.
Strkr AI for medical device drafting
The AI jobs that fit device sales.
Strkr AI drafts in a clinical, deadline-conscious tone with retrieval scope strictly scoped to the surgeon and the hospital. The AI calls do not train on tenant data.
Case report draft
The post-case summary for the record.
Strkr AI drafts the post-case summary from the case date, surgeon, procedure, implant list, and rep notes. The rep reviews and files in two minutes. The case report feeds the billing system and the sales activity dashboard.
Surgeon thank-you
The post-case touchpoint in a clinical voice.
After a case Strkr AI drafts the surgeon thank-you note with specific case detail, procedure outcome commentary, and next-case setup. The rep reviews and sends in batch. Surgeon relationship cadence lifts without the time cost.
VAC submission draft
The value analysis committee pitch.
For hospital VAC submissions Strkr AI drafts the clinical and economic case for a new product with the surgeon support context, comparable hospital outcomes, and GPO contract alignment. The regional manager reviews and submits.
Field complaint draft
The initial complaint narrative for Regulatory.
When a rep captures a complaint Strkr AI drafts the initial complaint narrative with event description, severity assessment, product and lot context, and surgeon statement. Regulatory reviews and refines before MDR filing.
Quarterly business review
The regional sales presentation.
For quarterly business reviews Strkr AI drafts the regional sales presentation from case volume, implant SKU mix, surgeon engagement, and hospital account performance. The regional manager tunes and presents to the national team.
Rep coaching note
The manager one-on-one brief.
Before a weekly rep one-on-one Strkr AI drafts the coaching brief with case volume trends, surgeon relationship signals, implant SKU performance, and open coaching topics. The regional manager uses the brief to run the one-on-one as coaching rather than status reporting.
Head-to-head
Strkr vs a general CRM for medical device.
Device companies try Salesforce Veeva, HubSpot, or SPM once and run into the schema mismatch. The comparison is Strkr versus a general sales CRM applied to the same device team.
Feature
Strkr
Generic sales CRM for medical device
Surgical case as first-class object
Yes with implant list and UDIs.
Deal object workaround.
Physician preference card tracking
Per surgeon per procedure.
Google Sheet workaround.
Implant and UDI capture
Mobile scan with FDA trace.
None.
Hospital GPO and IDN context
Templated with VAC and formulary.
Custom field.
Consignment tray management
Location, expiration, velocity.
None.
Field complaint to MDR routing
Captured on case, routed to Regulatory.
Email to Regulatory.
HIPAA BAA for PHI
Available on request.
Enterprise tier gate.
FDA Part 820 audit log
Record read and write with retention.
Partial write-only.
How teams use Strkr
Three medical device playbooks.
Pattern A
The 40-rep orthopedic implant company.
A 40-rep orthopedic implant company covering total joint and spine ran a mix of Salesforce for pipeline, a custom Access database for consignment, and surgeon preference cards in individual rep notebooks. The CRO wanted one view of case volume, implant SKU mix, surgeon preferences, and tray position across the region. Strkr onboarding ran a 32-business-day migration consolidating the surgical case object, physician preference cards, and consignment inventory into Strkr. Case report completion time dropped from 90 minutes to 20 minutes per rep per day, which freed about 11 hours per rep per week for actual customer-facing work.
Pattern B
The 180-rep cardiovascular device team.
A 180-rep cardiovascular device team covering structural heart and electrophysiology ran a mix of Veeva CRM and ServiceNow for complaint management. The Regulatory team wanted field complaints routed through the CRM with the surgical case context preserved for MDR filing. Strkr onboarding integrated with Veeva as the system of record for pipeline and added Strkr as the case, preference card, and complaint layer. Field complaint-to-MDR cycle time dropped from 11 days to under 48 hours, which brought the company back into FDA alignment on the MDR reporting posture.
Pattern C
The emerging-market endoscopy device company.
A 24-rep emerging-market endoscopy device company covering GI and pulmonology ran out of a shared Google Workspace with no CRM. The CEO wanted a system that scaled with the team without a Salesforce implementation partner retainer. Strkr onboarding ran a 11-business-day setup. The physician preference card workflow and the surgical case object landed on day one. By month three the team had the full surgeon roster, preference cards, and case volume dashboarded for the board deck.
Run a device sales motion on a CRM shaped for surgical cases.
Book a 30 minute call. We will walk through the surgical case object, the physician preference card workflow, and the consignment tray dashboard with your procedure mix and territory structure.
Does Strkr integrate with hospital OR schedules through HL7?
Strkr integrates with hospital OR schedules through HL7 interfaces where the hospital exposes a feed. Where HL7 is not available Strkr accepts CSV imports or manual case entry on the rep mobile app. The surgical case object populates with surgeon, procedure, hospital, and date so the rep walks into the day with the schedule loaded. For hospitals that use Epic OpTime or Cerner SurgiNet Strkr integrates through the API where available or through the published hospital integration specification.
How does Strkr handle UDI capture and FDA Part 820 traceability?
Strkr captures UDI through mobile barcode scan on the rep app at the point of use (opened implant in the OR). The implant object preserves UDI, lot number, expiration date, product SKU, surgical case tie, and consignment location through the chain of custody. The audit log preserves every scan and movement for FDA Part 820 traceability. The retention policy defaults to the FDA-required duration tunable per tenant.
What is the HIPAA posture for medical device CRM?
Strkr is HIPAA compliant with a BAA available on request. The device company signs the BAA with Strkr before PHI touches the system. The AI retrieval scope limits to non-PHI fields by default (surgeon name, hospital, procedure type) and the admin can tune scope per field. For field complaints that touch patient PHI the retrieval scope restricts further to the complaint record. The audit log preserves every record access for HIPAA compliance posture review.
Can Strkr handle the GPO contract renewal cadence?
Yes through the hospital account object. The account carries GPO contract (Vizient, Premier, HealthTrust, Intalere), contract renewal date, pricing tier, VAC approval status per SKU, and formulary status. The quarterly business review brief pulls case volume, implant SKU mix, revenue contribution, and VAC history for the renewal conversation. The regional manager walks into the GPO review with the context instead of rebuilding it from Excel.
What does Strkr cost compared to Veeva CRM for medical device?
Strkr runs flat per seat at $29 Starter, $59 Pro, $119 Scale per user per month with a 14-day trial. For a 180-rep team on Scale the monthly spend runs $21,420 for seats plus $49 for AI Enhancement. Veeva CRM pricing varies by contract but typically runs $150 to $225 per user per month plus implementation partner retainer. Strkr sits roughly 40 to 60 percent below Veeva at seat level and avoids the implementation partner retainer. The compound 36-month saving is often 2 to 3 million dollars for a mid-size device company.
How does field complaint routing work for MDR obligations?
When a rep captures a complaint on a surgical case the complaint auto-routes to the Regulatory inbox with the surgical case context, product and lot context, surgeon statement, and severity assessment preserved. Regulatory reviews the complaint, confirms the MDR classification (adverse event, serious injury, death, malfunction), and files with FDA within the required window (30 days for serious injury or death, 10 days for certain reportable events). The audit log preserves the chain of custody from field capture through Regulatory filing for the FDA inspection posture.
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