Medical Device CRM That Tracks Every Device Through Its Lifecycle

Connected systems for distribution visibility, patient support, and regulatory compliance

Medical device companies struggle to maintain visibility as they scale. Sales reps can't see which patients received devices or completed training. Operations teams lose track of inventory across multiple distributors and specialty pharmacies. Quality teams manage complaints in spreadsheets instead of connecting them back to serial numbers and patient outcomes.

Capital S builds Salesforce CRM systems that unify medical device sales, distribution tracking, patient support, and regulatory compliance in one platform. Whether you're launching diabetes management devices, cardiovascular products, or orthopedic implants, we create connected systems that give every team the visibility they need without forcing separate databases

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Field Sales & Territory Management

Medical device companies deploy sales reps to build physician relationships and drive adoption, but territory coverage becomes inefficient without centralized data. Reps waste time visiting practices that don't perform relevant procedures while high-potential physicians remain unengaged. Demo devices get lost between territories. Sales managers lack visibility into field activity and pipeline health.

We configure CRM systems that help medical device sales teams target the right physicians, manage territories strategically, and track every customer interaction in real time. Our systems improve sales efficiency through better pipeline management and automated territory coverage analysis

Physician & Practice Targeting

Identify physicians by specialty, procedure volumes, and practice type. Track hospital affiliations and referral networks to understand which providers influence device adoption decisions and drive prescription patterns in your territory. Healthcare sales teams access physician data that reveals prescribing patterns and hospital networks relevant to device adoption

Territory & Account Planning

Assign territories based on procedure volumes and physician specialties rather than arbitrary geography. Balance workload across field sales teams while ensuring every high-potential practice receives appropriate attention from medical device sales representatives. Territory management systems improve sales efficiency through data-driven coverage models

Sales Activity Tracking

Centralize every physician interaction, including office visits, calls, emails, and product demonstrations. Sales managers gain real-time visibility into rep activity and customer engagement without manual reporting requirements. Real-time insights into customer interactions support sales forecasting and opportunity identification

Demo Device Management

Track demo unit inventory, allocation, and location across your sales organization. Medical device companies maintain complete visibility into which physicians are evaluating which products and for how long. Automated alerts notify reps when demo periods expire or units need to be reallocated to higher-priority opportunities

Procedure Intelligence

Integrate physician databases and hospital system data to identify practices performing high volumes of relevant procedures. Sales reps prioritize accounts based on actual surgical activity and patient populations rather than guessing which physicians need your medical devices. Territory management decisions rely on data instead of intuition

Distribution & Inventory Management

Medical device companies lose visibility as products move through complex supply chains. Operations teams can't determine which distributor holds what inventory or when specialty pharmacies receive shipments. Serial number tracking breaks down across multiple systems. When patients call asking about device delivery, customer support has no answers.

Inventory management becomes reactive instead of proactive without automated workflows that trigger inventory alerts. Capital S integrates distribution networks, specialty pharmacy systems, and shipping logistics into unified CRM platforms that maintain complete inventory visibility from manufacturer to patient

Multi-Distributor Tracking
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Connect your CRM to multiple distributor systems through API integrations. Track inventory levels, order status, and shipment timing across Cardinal Health, McKesson, AmerisourceBergen, and regional distributors without toggling between separate portals or spreadsheets

Serial Number & Lot Visibility
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Maintain serial number and lot number traceability throughout the distribution chain. Medical device companies track which specific devices shipped to which distributors, when they transferred to specialty pharmacies, and ultimately which patients received each unit

Specialty Pharmacy Integration

Integrate specialty pharmacy systems to track device fulfillment and patient delivery. Customer support teams answer patient questions about shipment status without calling pharmacies or searching through disconnected systems for order information

Consignment Inventory

Manage consignment inventory at physician practices and ambulatory surgery centers. Track which devices are placed at which locations, monitor usage patterns, and automate replenishment workflows. Medical device companies maintain accurate consignment records for financial reporting and regulatory compliance without manual spreadsheet reconciliation every month. Automated workflows trigger inventory alerts when stock levels require replenishment.

Shipping & Logistics APIs

Connect shipping carriers directly into your CRM through FedEx, UPS, and freight forwarder APIs. Track shipments in real time as devices move through supply chains. Automated alerts notify operations teams and customer support when delivery exceptions occur, enabling proactive patient communication before problems escalate

Patient Onboarding & Training

Medical device companies ship products to patients but lose visibility after delivery. Customer support can't confirm whether patients received devices, completed training, or understand how to use products correctly. When devices fail or patients report issues, teams can't determine if problems stem from product defects or inadequate onboarding. Support tickets disconnect from device serial numbers and patient records. Sales automation and contract management systems fail to track patient-specific agreements or refill schedules.

‍Our patient engagement workflows track every step from device delivery through ongoing support and resupply

Device Delivery Confirmation
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Track device delivery status and patient receipt confirmation in real time. Customer engagement teams verify patients received correct products and serial numbers match shipping records, eliminating confusion about what device each patient actually has

Training Completion Tracking

Document patient training completion, education materials provided, and follow-up sessions scheduled. Medical device companies maintain records showing which patients completed onboarding requirements, supporting regulatory compliance and reducing user error that leads to complaints or adverse events

Patient Support Workflows
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Route patient questions and technical support requests to appropriate teams based on device type and issue severity. Track resolution time and patient satisfaction to identify recurring problems requiring product or training improvements

Service & Maintenance Scheduling

Automate service reminders and maintenance scheduling based on device type and usage patterns. Patient support teams proactively reach out before devices require service rather than waiting for patients to call with problems. Medical device companies reduce device downtime while improving patient experience through predictive maintenance rather than reactive troubleshooting

Refill & Resupply Automation

Track supply usage patterns and automate refill reminders for devices requiring recurring supplies like sensors, test strips, or consumables. Customer engagement workflows notify patients when resupply orders are due, process orders through specialty pharmacies, and confirm delivery. Patients receive supplies before running out, improving adherence and outcomes. Refill schedules automate based on usage patterns, ensuring patients never experience supply gaps.

Post-Market Surveillance & Compliance

Medical device companies face strict FDA requirements for complaint tracking, adverse event reporting, and device recall management. When complaints arrive through multiple channels and disconnect from serial numbers, regulatory teams can't identify patterns or assess risk. Spreadsheet-based tracking creates audit vulnerabilities and delays MDR submissions.

Capital S configures CRM systems that centralize post-market surveillance and automate regulatory compliance workflows while maintaining complete device traceability

Complaint Tracking & MDR Reporting

Capture complaints from patients, physicians, distributors, and customer support in one system. Link complaints to specific serial numbers, lot numbers, and patient records. Automate Medical Device Report submissions to FDA while maintaining audit trails that demonstrate regulatory compliance during inspections

Device Recall Management & Traceability

Execute device recalls efficiently using serial number traceability data. Identify which patients and distributors received affected devices, coordinate return logistics, and document recall completion. Medical device industry regulations require complete traceability. CRM systems provide audit-ready records demonstrating recall effectiveness and patient notification compliance

Adverse Event Documentation

Document adverse events with complete context including device serial numbers, patient information, clinical outcomes, and investigation findings. Medical device companies track event severity, root cause analysis, and corrective actions in systems that support FDA reporting requirements and regulatory inspections

Device Returns, Inspections, Replacements

Track device returns through structured intake and inspection workflows. Quality teams determine whether issues stem from product defects or user error, documenting findings for regulatory compliance. Serial number tracking connects returns to manufacturing lots, patient records, and training completion data. Customer support coordinates replacement shipments while investigations proceed

Why Choose Capital S

Medical device companies need CRM systems that connect sales teams, distribution networks, patient support, and regulatory compliance instead of forcing separate platforms. Your CRM should be more than a customer database - it needs to connect device tracking, compliance workflows, and operations.

The user interface should feel intuitive for sales reps, operations teams, and quality personnel without extensive training. Generic CRMs lack the architecture for serial number traceability and multi-distributor visibility. Pre-built medical device solutions force rigid workflows that don't match how your teams actually operate.

Capital S configures Salesforce for the complete medical device lifecycle from territory planning through post-market surveillance

API Integration Expertise

We build custom integrations connecting ERP systems, distributor platforms, specialty pharmacies, and shipping carriers directly into your CRM. Medical device companies gain unified visibility across SAP, Oracle, NetSuite, Cardinal Health, McKesson, FedEx, and UPS without manual data entry or portal switching between disconnected systems.

Cross-Functional Platform

Support sales teams, operations, patient support, quality, and regulatory compliance in one CRM platform. Unified systems eliminate data silos between departments while maintaining appropriate access controls. Every team sees the information they need without duplicating device records or patient data across multiple databases.

Scalability for Growth

Whether you're an emerging medical device company launching your first product or an established manufacturer expanding into new therapeutic areas, we configure systems that scale with your business. Add new distributors, specialty pharmacies, and sales territories without rebuilding infrastructure. Your CRM grows as you grow

Medical Device Experience

We understand medical device operations require serial number traceability, multi-distributor inventory visibility, patient onboarding workflows, and FDA compliance documentation. Our medical device industry experience means we configure CRM systems that handle the complexity of device tracking from manufacturing through patient delivery without forcing workarounds or manual processes

Client Spotlight - Beta Bionics

Building a Unified Medical Device Platform

The Challenge

‍Beta Bionics, a diabetes care company developing bionic pancreas technology, faced critical scaling challenges as they grew past $1 billion in market capitalization. Patient data, distributor networks, pharmacy systems, warehouse operations, and training platforms operated independently with no central connection. Sales teams worked separately from manufacturing. Patient training tracking was disconnected from device orders. Manual data entry and information silos prevented efficient scaling.

‍The Solution
‍Capital S established Salesforce as the integration hub, connecting patient databases, distributor APIs, pharmacy systems, and training platforms through custom API integrations. These integrations created cross-functional visibility from order to delivery to patient training. Beta Bionics now operates from an integrated system where sales, operations, and patient support teams work from shared, real-time data across all platforms.

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Frequently Asked Questions

Why can't medical device companies use the same CRM as pharmaceutical companies?

Medical device companies face fundamentally different operational challenges than pharmaceutical companies. Pharma CRM focuses on healthcare provider promotion, sample management, and prescription influence. Medical device operations require serial number traceability, multi-distributor inventory visibility, consignment tracking, and patient delivery confirmation.

Pharmaceutical companies target physicians to write prescriptions. Medical device companies track which specific devices shipped to which distributors, when specialty pharmacies received them, and ultimately which patients received each serial number. Device recalls require complete traceability back to manufacturing lots. Patient support teams need visibility into device delivery, training completion, and ongoing supply needs.

Generic pharmaceutical CRM systems lack the architecture for device-level tracking. Medical device companies attempting to use pharma CRM platforms end up managing serial numbers in spreadsheets outside the system, defeating the purpose of centralized visibility. Purpose-built medical device CRM handles the complexity of tracking individual units through distribution networks to patient delivery.

Should we use Salesforce or Veeva for our medical device business?

Veeva Vault CRM was originally built on Salesforce infrastructure but recently announced plans to migrate to its own technical backend, creating uncertainty about future platform stability. While Veeva provides medical device-specific features, its rigid structure forces companies into predefined workflows that may not match your operations.

Salesforce offers complete customization for territory models, distributor integrations, consignment tracking, and patient support workflows. Both platforms charge per-user licensing, but Salesforce typically provides shorter contract terms than Veeva's multi-year commitments. The platform supports broad integrations with ERP systems, specialty pharmacies, and shipping carriers without vendor lock-in.

Medical device companies need flexibility as they expand into new therapeutic areas, add distributors, or launch direct-to-patient programs. Salesforce adapts to evolving commercial strategies rather than forcing teams into rigid vendor templates. As your business scales, your CRM should match how you actually operate.

How do medical device sales reps become more efficient with a well-designed CRM?

Territory coverage becomes strategic rather than geographic. Instead of visiting every cardiologist in a region, reps prioritize physicians who actually perform high volumes of relevant procedures. A well-designed CRM integrates procedure volume data so field teams spend time with the right accounts, rather than making courtesy calls to low-potential practices.

Demo device management eliminates wasted time. Reps know exactly where demo units are located and how long each physician has been evaluating equipment. When a high-priority opportunity emerges, managers can reallocate demos from extended evaluations to active opportunities. Field teams stop searching for missing equipment and letting valuable demo units sit unused.

Administrative burden drops dramatically. Activity tracking captures visit notes and physician interactions during calls rather than requiring manual reporting at day's end. Reps spend more time with physicians and less time updating spreadsheets. Sales managers see real engagement patterns across territories instead of relying on rep-submitted forecasts.

Pipeline accuracy improves because the system tracks actual physician behavior rather than optimistic projections. Medical device sales cycles become predictable when you measure evaluation stages and conversion rates rather than guessing.

Can my CRM track consignment inventory at physician practices?

Yes, with proper architecture. Medical device CRM systems track consignment inventory placement, usage, and replenishment at physician practices and ambulatory surgery centers. Each consignment location appears as a distinct inventory site with serial number tracking for devices placed there.

When physicians use consigned devices during procedures, usage gets recorded against specific serial numbers and lot numbers. This triggers both billing workflows and replenishment alerts. Inventory management systems automatically generate restocking orders when consignment levels fall below thresholds, ensuring practices never run out of critical devices.

Financial reconciliation becomes straightforward because medical device companies maintain audit trails showing which devices were placed at which locations, when physicians used them, and what replacement inventory was shipped. Monthly consignment statements generate automatically from CRM data instead of requiring manual spreadsheet reconciliation between sales, operations, and finance teams. Regulatory compliance documentation proves device traceability from manufacturing through patient use for FDA audits.

How do you manage complex sales cycles and pipeline for medical devices?

Medical device sales cycles involve extended evaluation periods, multiple stakeholder approvals, and regulatory considerations. Opportunity management in your CRM tracks each evaluation stage from initial physician interest through demo placement, clinical evaluation, value committee approval, contracting, and implementation. All of these stages can be customized to match your exact process, rather than a pre-defined workflow.

Sales pipeline visibility requires tracking more than just deal value and close dates. Medical device companies monitor which physicians are actively evaluating devices, how long demo periods have lasted, what clinical feedback has emerged, and which hospital committees need approval. Complex sales involve physician champions, purchasing departments, clinical engineering teams, and executive leadership.

Pipeline management becomes predictable when your CRM captures evaluation stage duration and conversion rates. Sales managers identify stalled opportunities when demo periods exceed normal timelines or committee approvals take longer than expected. Forecasting accuracy improves because the pipeline reflects actual evaluation progress rather than sales rep optimism. Medical device companies scale efficiently when opportunity management provides visibility into where deals truly stand in lengthy sales cycles.

What supply chain systems need to integrate with medical device CRM?

Medical device CRM requires integration with ERP systems, distributor platforms, specialty pharmacies, and shipping carriers to maintain complete supply chain visibility. ERP integrations with platforms like Rootstock, SAP, Oracle, or NetSuite provide manufacturing data, lot numbers, and initial inventory allocation. This establishes the foundation for tracking devices as they move through distribution.

Distributor integrations can connect Cardinal Health, McKesson, AmerisourceBergen, and regional distributors directly into your CRM through API connections. Operations teams see inventory levels and shipment status across all distributors without logging into separate portals. Specialty pharmacy integrations track patient fulfillment, confirming which serial numbers shipped and when delivery occurred.

Shipping carrier APIs from FedEx, UPS, and freight forwarders provide real-time tracking throughout transit. Customer support teams answer patient questions about delivery timing without manually checking tracking numbers. Supply chain integrations eliminate manual data entry while maintaining complete device traceability from manufacturing through patient delivery. Medical device companies gain unified visibility across previously disconnected systems.

Is Salesforce Life Sciences Cloud the right platform for medical device companies?

Salesforce Life Sciences Cloud includes pre-configured objects for sample management, consent tracking, and medical affairs workflows, plus offline mobile capabilities. However, most medical device companies start with Sales Cloud because it offers complete customization control for device-specific workflows like serial number tracking, consignment inventory, and multi-distributor visibility.

Life Sciences Cloud works well for companies wanting standardized Life Sciences workflows out of the box, particularly if field reps require offline access in hospitals or surgical centers with connectivity restrictions. The pre-built structures still need customization to align with the actual operations of the medical device firm.

Sales Cloud provides flexibility to build systems matching your specific distribution model, patient support workflows, and regulatory requirements. This approach requires more initial configuration but delivers CRM precisely fitted to your operations. Most medical device companies discover their workflows differ significantly from pharmaceutical operations, making Sales Cloud customization more effective than adapting pre-built Life Sciences objects. Starting with Sales Cloud enables complete control over how you track devices through their lifecycle.

How long does CRM implementation take for a medical device company?

Implementation timelines vary significantly based on your supply chain complexity and operational requirements. The number of systems requiring integration drives project duration more than any other factor.

Consider what needs to connect: manufacturing systems generating serial numbers, warehouse management platforms tracking inventory, ERP systems managing financial data, multiple distributor networks, specialty pharmacies fulfilling patient orders, shipping carriers providing tracking, complaint management systems for FDA reporting, and training platforms documenting patient education. Each integration requires API analysis, data mapping, testing, and validation.

Business model affects complexity. One-time device sales with straightforward distribution require less infrastructure than subscription models with recurring supply replenishment, patient support workflows, and automated refill scheduling. Companies needing immediate complaint tracking and adverse event reporting for regulatory compliance face longer implementations than those phasing in post-market surveillance later.

Realistic timelines range from 12 weeks for straightforward configurations to 6+ months for complex multi-system integrations. Medical device CRM implementation depends on your specific supply chain architecture, the number of systems requiring connection, and API availability from your partners. Implementation speed reflects your operational complexity, not system limitations.