Meet Cherese Paloni, a dynamic and accomplished healthcare professional with a proven track record in driving growth and fostering relationships within the healthcare industry. As the Founder and CEO of MDLiaison, a platform that connects top medical sales reps and physician liaisons with healthcare companies, she brings an innovative approach to the healthcare recruitment landscape.
Cherese has an impressive background, having held key roles in various healthcare companies across the United States. She served as a Community Marketing Liaison at the Centre for Neuro Skills in San Francisco Bay Area, where she managed partnerships with hospitals, clinics, and organizations, contributing to significant revenue growth. Her achievements include obtaining a revenue goal of $1.3 million in 2018 and $2.1 million in 2019, demonstrating a 56% growth of referrals in her territory from 2018-2019.
Prior to that, she was part of the team at Saint Thomas Health in Greater Nashville Area, TN, where she was responsible for growing referrals for outpatient rehabilitation and various therapies. She also worked at Tennessee Orthopaedic Alliance, where she was instrumental in growing orthopedic physician referrals in the Nashville area.
Cherese’s commitment to the healthcare industry extends beyond her professional roles. She has been a Health Literacy Volunteer at Siloam Family Health Center, teaching new arriving refugee families how to navigate the US healthcare system.
In addition to her professional achievements, Cherese holds a Bachelor’s degree in Psychology and an MBA. She also contributed her expertise as a Co-Editor of the Chapter Newsletter for the American College of Healthcare Executives (ACHE).
With her extensive experience and dedication to the healthcare sector, Cherese Paloni is making a significant impact in the industry, particularly in the realm of healthcare recruitment.
Thank you for taking time to share your knowledge and experience with our audience. Can you start by telling the audience about yourself?
Yes! I am the Co-Founder and CEO of MDliaison and what I do everyday is help medical sales talent find quick, flexible, contract job opportunities and companies to find their dream sales talent. I was a medical sales rep for 10 years myself working for hospitals, tech companies, outpatient rehab, and orthopedics. I started in the medical field as a mental health tech in the ER and quickly found out how broken our healthcare system is. I had 2 options when I was working on the clinical side: go to medical school or go to nursing school. I thought if I stayed clinical sure I would help patients, but the system would still be broken. So I transitioned to business school and got my first sales job in Orthopedics as a physician liaison.
During my career as a physician liaison I found that the turnover was really high, and these jobs were not as stable as I thought they were. In fact, its a 30% turnover rate that medical sales reps face, which is 3x higher than any role in the medical field. Finding someone an opportunity after a layoff or work transition really motivates me. Also, the current recruiting process of taking 6+ months to find a new job, the ghosting culture with recruiting, and the non-transparency with compensation also motivates me that this industry is ripe for disruption.
Can you tell our audience about MDLiaison? What is the problem it is addressing and how is it doing so?
MDliaison’s medical sales staffing platform empowers professionals to take control of their careers. We provide a direct line of communication between healthcare companies and experienced sales talent, enabling professionals to work where and when they want, and healthcare companies to hire sales reps when and where they need it…all via technology and all in real time. No staffing agencies. No recruiting contracts. No maximums or minimums. We are here to disrupt the $20 billion a year typical healthcare staffing model when it comes to sales reps.
The old way of hiring sales talent was to post your job on your website or via a job board. But companies are waiting 4+ months for the right candidate to apply, they are spending hundreds or thousands of dollars to promote job posts, or use a staffing agency, and half of the time they are not reaching the right candidates. The average tenure of a sales rep is 24 months, and the cost to hire a sales rep can range from $20,000-$40,000, before a rep even starts working, if you account for job postings, recruiting salaries or fees, and onboarding costs. It is a lot of money for a role that has 3x higher turnover than a non-sales role.
Our solution allows healthcare companies to hire contract experienced sales talent with no recruiting fees, when they need, and where they need them. Allowing them flexibility to try a rep before you hire them full-time, and also allows smaller companies access to top talent at a fraction of the cost of normal hiring costs.
Companies create and account and post a job to a curated network of reps. Our technology matches your role with reps that meet your needs, you can view their experience, sales videos, and assessments and request to interview them. All of this can be done in less than 1 week and for free.
Once you find your top performing rep, we continue to help you manage your sales team by offering time tracking, expense reporting and payment processing. We deal with all the 1099 and onboarding paperwork.
Our platform allows for companies of all sizes to get access to top talent faster, allowing their product or service to help more patients and physicians. We have worked with companies helping patients in cardiology, endocrinology, pediatrics, and more.
No longer is there only “40 hrs” a week to hire for. You can post a role on our platform for as little as 5 hrs per week. We are giving companies the flexibility to hire as they need, and for sales reps to pick up work on their terms.
How has the role of physician liaisons evolved over the years and what are the current key responsibilities of a physician liaison?
Traditionally, when you think of a physician liaison it used to be a role only working for physician practices or hospitals. Where a liaison would educate providers about a specialist’s services, provide referral materials, and work with the admin team to send that referral.
Today, we see that a physician liaison can work with tech companies, digital health companies, and even Pharma and Med device companies who are looking to build relationships with physicians.
They not only build relationships but also serve as advocates for physicians, providing them with resources and support to help them navigate the increasingly complex healthcare environment. They act as a bridge between the clinical and administrative sides of healthcare, helping to streamline communication and improve patient care.
Physician liaisons are also involved in strategic planning, helping to identify growth opportunities and align the interests of physicians with the goals of the hospital or healthcare system. They play a critical role in facilitating collaboration and promoting a culture of mutual respect and trust.
What are some key skills required for a successful physician liaison?
Being a successful physician liaison requires a unique combination of skills. First and foremost, excellent communication skills are crucial. A physician liaison must be able to clearly and effectively communicate services with a variety of stakeholders, from physicians and administrators to patients and families.
In addition to communication skills, a strong understanding of the healthcare industry is essential. This includes knowledge of medical terminology, the healthcare delivery system, the regulatory environment, and your prospective competition.
Problem-solving skills are also important, as physician liaisons often need to navigate complex situations and find solutions that meet the needs of all parties involved. Finally, relationship-building skills are vital. A physician liaison’s ability to build and maintain strong relationships can greatly influence their effectiveness in their role.
How has the rise of digital health impacted the recruitment of medical sales talent?
The rise of digital health has had a significant impact on the recruitment of medical sales talent. We are seeing a high number of recruiting platforms entering the space, which I think is going to change the way we recruit clinical staff. I think this is going to continue for medical sales talent. These platforms are making it easier for hospitals and physician practices to find nursing talent, and fill their gaps in their nursing shortages.
As healthcare continues to be a competitive landscape with an increase of mergers and acquisitions, it would only make sense that healthcare sales recruiting is going to increase, as healthcare companies look to get an edge over their competitors.
We also see a lot of digital health companies entering with more niche patient technology who are looking for ways to get in front of doctors with their technology. Which has increased the need for these positions.
What strategies can organizations use to attract top medical sales talent?
Attracting top medical sales talent requires a multi-faceted approach. First, organizations should ensure they have a strong employer brand that clearly communicates their mission, values, and culture. This can help attract candidates who align with their organization’s goals and way of working. This is especially true of smaller organizations who don’t have the budget for a rep that a larger organization may. We have seen people take lower pay packages because a company has a defined and clear mission.
Offering competitive compensation packages is also crucial. This includes not only salary and commission, but also benefits like health insurance, retirement plans, and professional development opportunities.
In addition, organizations should invest in training and development programs to help employees grow in their roles and advance their careers. Providing clear career pathways can also make an organization more attractive to ambitious sales professionals.
Finally, organizations should leverage technology to streamline the recruitment process and make it as easy as possible for candidates to apply for positions.
What role does diversity play in medical sales recruitment?
Diversity plays a crucial role in medical sales recruitment. A diverse sales team can bring a wide range of perspectives, experiences, and ideas, which can lead to more innovative solutions and better decision-making.
I think looking at people who have sold different products or services instead of just 1 type of product their whole career is important for diversity of team members who bring different sets of skills and experience.
Furthermore, as the patient population becomes increasingly diverse, having a sales team that reflects this diversity can help organizations better understand and meet the needs of their patients.
Recruiting a diverse team also sends a strong message about the organization’s commitment to inclusivity and respect for all individuals, which can help attract a wider pool of talent.
How does the recruitment process differ for medical sales talent compared to other types of sales roles?
The recruitment process for medical sales talent often requires a deeper understanding of the healthcare industry compared to other types of sales roles. Sales professionals in this field need to be able to communicate effectively with physicians, understand their needs and challenges, and present solutions that can help them improve patient care.Healthcare is continuously evolving due to heavy government regulation, so making sure candidates are experts in their therapeutic area or industry is key.
In addition, because building relationships with physicians often takes time, recruiters may also look for candidates with patience, persistence, and excellent relationship-building skills.
What are some common challenges in recruiting physician sales talent and how can they be overcome?
One of the main challenges in recruiting physician sales talent is finding candidates with the right mix of sales skills and healthcare knowledge. To overcome this challenge, recruiters can broaden their search to include candidates from diverse backgrounds, including those with experience in healthcare but not necessarily in sales, or vice versa.
Another challenge is the competitive nature of the job market. To attract top talent, organizations need to offer attractive compensation packages, opportunities for career advancement, and a positive work environment.
Finally, the recruitment process itself can be a challenge. To streamline this process, organizations can leverage technology to automate tasks like resume screening and interview scheduling, and use data analytics to make more informed decisions quicker so you don’t lose good candidates to other companies.
How has COVID-19 impacted the recruitment of physician liaisons and medical sales professionals?
COVID-19 has had a profound impact on the recruitment of physician liaisons and medical sales professionals. With many healthcare organizations facing financial challenges due to the pandemic, there has been a shift in focus towards cost-saving measures and efficiency improvements.
Also, during the pandemic many medical sales teams were laid off because they were not able to reach physicians during this time. Most field reps had to transition to inside sales reps which is another set of skills that they had to learn.
I would say now you can see reps who have both inside sales skills as well as in the field, and that would not have happened if it were not for Covid. From a recruitment perspective we are seeing the return of the field reps, and companies re-hiring these positions.
What are some emerging trends in physician liaison and medical sales ?
One trend is the use of technology in the recruitment process. With advances in artificial intelligence (AI) and machine learning, recruiters are now able to automate parts of the recruitment process, like resume screening and interview scheduling, and use predictive analytics to identify top candidates.
There is also a growing focus on diversity and inclusion in recruitment. More and more organizations are recognizing the benefits of a diverse workforce and are taking steps to attract and retain talent from a wide range of backgrounds.
We are also seeing companies be less market specific in their sales needs. They are more focused on experience with certain physician call points, instead of needing someone in a specific city. So this is opening more opportunities for sales reps.
How do you envision the future of recruitment in physician liaison and medical sales roles?
The future of recruitment in physician liaison and medical sales roles is likely to be shaped by several key factors. I think companies are going to continue to look for ways to cut costs in their recruiting processes, so looking at more automation. We are already seeing talent marketplaces become more relevant when it comes to hiring for nurses and other clinical positions. So I see more of these types of platforms launching and being used by healthcare organizations.
I think the reps themselves are shaping the industry by overwhelmingly wanting more flexibility and control on their work and personal life balance. Making more gig roles or contracting more enticing for them.
Finally, as the focus on patient-centric care continues to grow, there will be a need for professionals who can build strong relationships with physicians and other healthcare providers, understand their needs and challenges, and help them provide the best possible care for their patients.
Overall, I believe the future of recruitment in these roles will be about meeting the needs of the sales talent because people are becoming more picky in the companies they choose to work for and companies need to provide an easy recruitment process, top tier benefits, and clear communication about work life at their company.
Contact Details:
- Business website: https://www.mdliaison.com/
- Business email: contact@mdliaison.com
- Business Linkedin: https://www.linkedin.com/company/mdliaison/
- Personal Linkedin: https://www.linkedin.com/in/cherese-paloni/
