Join the conversation as Chelsea Root, a powerhouse in ophthalmic medical device sales, steps into our studio to share her unprecedented journey from dental dreams to dominating the cataract surgery sales scene. With her at the helm, listen as we dissect the intricacies of ophthalmology and the indispensable role sales professionals occupy in this high-stakes field. Chelsea not only takes us through the day-to-day of managing a robust team across the eastern United States, but she also imparts her wisdom on nurturing surgeon relationships and fostering a team environment primed for success in the competitive realm of medical sales.
Throughout the podcast, Chelsea illuminates the striking similarities between ophthalmology sales and other patient-paid medical sectors, revealing the precision and steady hand required to excel. The discussion delves into the personal and professional harmony that can be achieved in medical sales, providing a glimpse into the life of a leader balancing high travel demands and team development. Get ready to be inspired by Chelsea’s story and gain actionable insights that could set you on a path to making your mark in the transformative world of medical device sales.
Also, you can reach out to her by Instagram @chelsearoot
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Episode Transcript
00:00 – Samuel Adeyinka (Host)
Hello and welcome to the Medical Sales Podcast. I’m your host, Samuel, founder of a revolutionary medical sales training and mentorship program called the Medical Sales Career Builder, and I’m also host of the Medical Sales Podcast. In this podcast, I interview top medical sales reps and leading medical sales executives across the entire world. It doesn’t matter what medical sales industry from medical device to pharmaceutical, to genetic testing and diagnostic lab you name it you will learn how to either break into the industry, be a top 10% performer within your role or climb the corporate ladder. Welcome to the Medical Sales Podcast and remember, I am a medical sales expert, sharing my own opinion about this amazing industry and how it can change your life. Hello and welcome to the Medical Cells Podcast. I’m your host, Samuel, and today we have another special guest, and she goes by the name of Chelsea Root.
00:59
You know, one thing we don’t talk about enough on this show is the role of ophthalmology. It’s dealing with the eyes, but it’s complex. We’ve had one other guest, but only one, and now we finally have another, and if this is a space you’ve been interested in, this is something you absolutely want to listen to. What we hear is that a lot of people that are in the medical device space that want a less demanding career but still want to make amazing money and have a huge impact, flock to this space, and it’s also nice to know that people that had no experience at all have opportunities in this space. But I’m not going to say any more, I don’t want to spoil it. So, as always, we do our best to bring you guests that are doing things differently in the medical sales space, and I really do hope you enjoy this interview.
01:42 – Chelsea Root (Guest)
All right, Chelsea. How are we doing today? Good, how are you?
01:46 – Samuel Adeyinka (Host)
I’m fantastic, no complaints. Why don’t you tell the audience who you are and what you do?
01:50 – Chelsea Root (Guest)
Sure. My name is Chelsea Root and I work in the ophthalmic device space selling the medical device equipment that goes into cataract operating rooms.
02:02 – Samuel Adeyinka (Host)
So let’s talk about it. What exactly is the ophthalmic device space? We have a lot of people listening that have never even heard of it. Please educate us.
02:11 – Chelsea Root (Guest)
Sure. So ophthalmology is actually divided into quite a few subspecialties as well. So everybody thinks that eye would be specific enough and it’s not. So you have everything from the front of the eye, which is typically your cataract, and your refractive surgeries like LASIK. You have retina, which is the back of the eye, not the space that I’m in. I primarily focus on the cataract space. So basically, I’m sure everyone has heard about their family member that when they get to 60, 70 years old they need cataract surgery. It’s the number one performed procedure in the United States and so I focus on the front of the eye in the ophthalmology bills. So ophthalmology is specific to eye surgery. So you have your optometry, which is more your contact lenses. You know when you go in for contacts, blast prescriptions, that type of thing and then you have your ophthalmology space, which is the actual eye surgery.
03:11 – Samuel Adeyinka (Host)
Okay, that makes sense. So is this something that you started in, or did you graduate into this? How did you get here?
03:19 – Chelsea Root (Guest)
Sure. So I was actually a human biology major at Michigan State. I was actually a human biology major at Michigan State. I thought that I wanted to be an orthodontist and so I decided to leave college and start getting some medical experience for my dental school resume, essentially. So I took a job working as an ophthalmic scribe, which is basically somebody that assists the surgeon all day in clinic, takes their notes for them, does all their charting, billing, et cetera. And then from there I went into surgery counseling, where I was actually counseling the patients on what their surgery options were. And then I went from that to actually working for the medical device manufacturers, so started in a more clinical role, helping practices with their marketing strategies. And then from there it was like well, why are the sales?
04:21 – Samuel Adeyinka (Host)
reps making so much money.
04:23 – Chelsea Root (Guest)
And I’m doing all the grunt work, so never thought I would be a sales rep. But and I’m doing all the grunt work, so never thought I would be a sales rep. But got into medical sales. Then the rest is history.
04:29 – Samuel Adeyinka (Host)
Wow. So in your role, is it an autonomous role? Do you have a team? How does it? How is it all set up?
04:37 – Chelsea Root (Guest)
Sure. So I cover the east half of the country. I direct all of our ophthalmic portfolio sales for our company, and then I do have field reps, so I have about nine or ten technicians at any given time that actually assist the surgeon with every case on the device. I have a few sales reps that work with me to, you know, help get new users out of our device, and then I also have some practice development specialists, and so what they do is they help increase the conversion rate to premium cataract surgeries. So the device that I sell is an upcharge for the patients, and so there is a big education component that goes along with that. So how do we educate our patients so that they opt for this option when they when it’s time for their surgery?
05:28 – Samuel Adeyinka (Host)
And I assume that the sales reps are in high communication with the product specialists and everyone else in high communication with the technicians, or is it a little bit more to each of their own and maybe everyone’s forwarding to you and you’re the one playing point for all the different?
05:43 – Chelsea Root (Guest)
uh yeah, I kind of joke and just say that I’m air traffic control, so um, I connect routinely for sure with every single person on the team every week, um, but yes, every time that they’re they have a contract that they want to get through um, I’d help them along with all of those things. And then I travel every single week into one of their territories and assist them. So maybe they have a surgeon that they think you know is going to be interested in this technology, help them with the sales meeting. Or maybe it’s a surgeon having some clinical struggles that maybe they need help in the operating room, or it can even be over at the practice, the doctor saying you know, I thought 45% of my patients would opt for this premium option and they’re not. How do we better market this? So maybe it’s a day that I put on scrubs, shadow the surgeon you know for the entire day and help them with their patient education.
06:39 – Samuel Adeyinka (Host)
So, with this position, then you know, talk to us a little bit about the type of person. Okay, let’s do it in two ways Go through a day in the life of someone brand new to this space. What’s their day looking like? What are they doing, and then I want to get into the type of person that should be doing this kind of role. But let’s get into the day in the life first. Give us a day in the life of this role.
07:07 – Chelsea Root (Guest)
Yeah. So you know it’s interesting. We get a lot of people from the spine side of things reps that want a better work-life balance. So I would say that you know you’re definitely not working only your 40 hours, but the work-life balance is quite a bit better. So we typically try to have our first cut or our first surgery starting at.
07:24
You know, 7.30 is usually the first cut, so we’re all there by six in the morning, but we’re done by two At two o’clock. You might have a surgeon dinner afterwards. You might be running some products here or there, but I would say that routinely you’re done pretty early. We also don’t operate for the most part on fridays, so that’s a big bonus. Um, you might be traveling in the night prior to surgery. Um, it’s depending on the size of your territory to stay in a hotel room the night prior to surgery day, just so that you know you’re not waking up at three in the morning to get where you need to go. Um, but I would say daily life is is actually going to the surgery center, changing into the facilities, scrubs and being with the surgeons for their cases, and then, in my role, I’m very fortunate that I get to spend a good amount of time over at the practice as well.
08:19 – Samuel Adeyinka (Host)
So how many surgeries, would you say someone that gets into this position can expect to conduct?
08:26 – Chelsea Root (Guest)
How many surgeons I’m sorry, how many surgeries, would you say someone that gets into this position can expect to?
08:27 – Samuel Adeyinka (Host)
conduct. How many surgeons, I’m sorry, how many surgeries a day?
08:30 – Chelsea Root (Guest)
Oh, so that’s what’s unique about this space. It’s about a four to seven minute case. So we have surgeons that maybe are only doing maybe 10 surgeries a day. I have surgeons that are doing 35 in a case day. So what I love about this space is it moves really really, really quick. So your day goes really fast. You might not have time to eat, but you kind of look at your watch and you’re like, wow, two o’clock already. We’ve already seen 35 patients.
09:03 – Samuel Adeyinka (Host)
So normally then you’re going to one account, you’re staying there the entire day, as opposed to going to multiple procedures and different offices throughout the entire day.
09:13 – Chelsea Root (Guest)
You know so it depends. So there’s a lot of handholding. When the surgeon is new to the device, I’ll typically stay with them for their entire first case day.
09:21
Once they’re established and up and running, you know, yeah, maybe you’re running some products over to another account. There’s definitely the same things that happen with spying, where you know the patient is draped and somebody forgot to order what they needed and so you might have to drop what you’re doing and run something over or use a courier service. I do a lot of lunches, whether that be bringing a lunch in and doing a lunch and learn over at the clinic, or maybe bringing lunch in, you know, for nurses week or whatever over at the surgery center. I definitely make sure to provide lunch on, you know, first case days so that the staff feels appreciated and learning new things is hard, so we really try to make sure that they have a good experience with their first you know, first go.
10:09 – Samuel Adeyinka (Host)
That’s wonderful. Okay, so, in addition to you being in the space, I know you have a little bit of a unique approach to it. Please share with us how the setup is for you specifically.
10:20 – Chelsea Root (Guest)
So I work for a medical device mobilizer, and so what that means is that, instead of well, the equipment that I sell is, you know, a good $400,000 and it requires a $50,000 a year maintenance agreement for the account. What a medical device mobilizer does is they will sign contracts with multiple different hospitals in the area and they will. They will actually roll the equipment from facility to facility and that each facility will stack all of their cases on that day. So what it does is it helps rural hospitals, smaller volume hospitals, get the same technology so that they can compete with the larger hospitals. So my equipment specifically is typically brought into each facility two times a month. So we’ll come and say first and third Wednesday. For you know, dr Smith, first and third Wednesday of each month and he stacks all of his pieces on a day. At the end of the case day, we pack up that laser, it goes to the next facility and gets a two hour calibration and install. For you know, dr Johnson, the following that is so cool, wow, okay.
11:31 – Samuel Adeyinka (Host)
So thinking about your role, thinking about being part of a mobilizer and thinking about the demand what type of person would you say you need to be? Demand what type of person would you say you need to be? Maybe the top three things you’ve got to have if you’re going to be a successful rep in the ophthalmology space.
11:54 – Chelsea Root (Guest)
I would say very, very organized. Ophthalmology is very precise. You’re dealing with optics. Everybody’s eye, you know, has different power and so making sure that you’re super organized. I love seeing reps that write everything down. It’s easy to forget, it’s easy for all, especially when you’re doing 35 cases in a single day. Things can blend together. The other thing that’s unique to our space is that you know we have left eye and right eye, or OS and OD as we call them in the eye space. So just double checking. You know that timeout is serious. We don’t want anybody getting the wrong eye done on surgery day. So I would say very organized. I would say early riser this is not your, you know. Travel in the middle of the night case it’s. We’re starting super early and we’re done early, but it’s a very early day, um. And then I would say I don’t like to ever say bubbly because I’ve seen a lot of different personality types um succeed in this space, but I would say a very positive mindset.
13:01
Ophthalmology is a really groovy field, um, it’s always. It’s really high tech. It’s kind of similar in a lot of ways to maybe like the dental field or the aesthetic spaces, in that a lot of the cases that are being done, patients are paying an upcharge for a premium, for out of pocket. Not all of the cases done, you know, especially LIK is definitely done with the patient’s cast, so it is a different feel than maybe a case that’s just being covered by insurance. The other unique thing in ophthalmology is that the patients are not completely out. It is a twilight anesthesia, so you know they’re hearing everything going on in the room. So even if something’s going really, really bad, everyone needs to be calm.
13:51 – Samuel Adeyinka (Host)
Don’t react you know, at least not verbally.
13:54 – Chelsea Root (Guest)
So.
13:55 – Samuel Adeyinka (Host)
All right, all right, no, I get it. I get it. I hope you’re enjoying today’s episode and I want to let you know our programs cover the entire career of a medical sales professional, from getting into the medical sales industry to training on how to be a top performer in the medical sales industry, to masterfully navigating your career to executive level leadership. These programs are personalized and customized for your specific career and background and trained by over 50 experts, including surgeons. Our results speak for ourselves and we’re landing positions for our candidates in less than 120 days in top medical technology companies like Stryker, medtronic, merck, abbott you name it.
14:35
Would you run an Ironman race without training and a strategy? You wouldn’t. So why are you trying to do the same with the medical sales position? You need training, you need a strategy and you need to visit evolveyoursuccesscom, fill out the application schedule some time with one of our account executives and let’s get you into the position that you’ve always dreamed of. Okay, so in this space, let’s go back to the same. Another question in the same vein. Besides the opposite of what you said, what type of person probably would not have fun in this space? Probably wouldn’t enjoy it or be motivated to do this every day.
15:13 – Chelsea Root (Guest)
So I would say the eyes can be very, very repetitive. Cataract surgery is a pretty if everything’s going well a very routine procedure, so you do need to understand that every case still looks similar, as long as everything’s going well, of course, reps that.
15:37
I’ve seen that maybe come from the ortho space and they get to see a lot of different cases, especially like trauma reps. Every case is different. So if you’re kind of an adrenaline junkie, it’s probably not for you when you might pass the ortho room and they’ve got rock blasting and everything in their OR are just typically classical. So you just have to know that everything’s called. There’s a lot of finesse to it. It’s a very, very tiny procedure, very, very precise procedure. So you know you’re not causing a lot of vibration in the room. You’re not setting your laptop up on top of the laser in the middle of the procedure. Actually, really you should just avoid bumping that laser at all throughout the case day. So it’s just a very meticulous field. So if you’re somebody that kind of wants to pop in and it’s a two hour long case and you want that flexibility, it’s really not the procedure for you. If you are seven minutes late, you missed the case in this specialty so yeah, yeah, that’s real Okay.
16:38 – Samuel Adeyinka (Host)
And then how do you make it all work? You know you’re you’re, you’re a jet setter. You’re responsible for so many people that report to you. You know, family, kids. How do you manage it all? Or are you living the solo life, and that’s how you get it all done?
16:53 – Chelsea Root (Guest)
So, dual income, no kid life. We both are reps, so we’re both on the road all the time. Our general rule of thumb is kind of try to leave on Monday and get home as early as you can, wow. So we do the best that we can. But I did relocate from Michigan to be near Chicago O’Hare. That way I wasn’t spending my life on connectors. Uh, chicago o’hare um, that way I wasn’t spending my life on connectors. Um, I would say, anybody that knows me knows I’m the most organized person on this earth. So, um, I would say, just being organized is really what it comes down to.
17:27
I get really stressed if the house is a mess when I leave for a business, trip everything needs to be perfect before I leave so that when I come back it’s it’s the same um and and. Then I would say, you know setting aside time for those things that can just get rolled over by the day-to-day grind. So I do, you know, one hour of prospecting old leads that you know. Maybe that are really really cold leads, but I spend one hour prospecting every Monday on those. I set aside one hour every Monday for just, you know, keeping surgeons. I come from 22 states, so making sure that I shoot them a text, ask them how their kids are, if I have a personal relationship with them.
18:08
Hey, I saw this article. I think it might be of interest to you. That type of thing, so making sure that I have that deep connection with my adults, even though I can’t see them every day. This is not like ortho, where you are with the surgeon for every case. You’re very likely going to miss hundreds of their cases in between, each time they see you.
18:29 – Samuel Adeyinka (Host)
Sure, makes a lot of sense. So you know you’re a you’re, you’re a first time leader, so you have a lot that you need to manage and, like you just said, 22 states that’s not a small number. No, but with the direct reports, the sales reps, how much travel would you say this, this space requires?
18:52 – Chelsea Root (Guest)
Sure, so um, it really kind of for for ophthalmology specifically, if you are just the surgical portfolio, the stuff that’s being used in the operating room every day, maybe the lens implants that are going into the eye, the capital equipment that’s in the OR you might have your small territory, maybe like three reps per state, where you’re probably within a two and a half three hour range of home at all.
19:19
You know, all times If you’re a district manager you’re going to have six reps reporting to you and you might have, you know, four or five states and you’re expected to try to see each rep within your territory for a ride along week at least once a year. Obviously I try to be with my new reps as much as possible. So it really kind of just depends on what part of the industry you’re in. But there are certainly roles for everybody. There’s roles, like me, where you’re covering half the country. There’s roles for people that want to be within a couple hours, you know, of home every day. But I would say what I routinely see is, unless you’re in a like super densely populated metropolitan area, you’re going to have at least an hour and a half range at minimum.
20:07 – Samuel Adeyinka (Host)
An hour and a half range. Got it Okay? Well, this is fantastic. I think you’ve given us a really good foundation of what it means to be an ophthalmologist and what it means to be part of a mobilizer. Anything else you would share to our audience? Remember, our audience are people that want to get in, people that are in different types of medical sales and, of course, people that are leading the way. Anything else you want to share with our audience before we wrap it up today?
20:43 – Chelsea Root (Guest)
I think the main thing I would say is that I get so many people that are like, oh, I’ve always wanted to get a medical device. I’ve always heard it’s super lucrative. I want a piece of that industry and I always tell people you have to be someone that’s hungry. This is not a you show up and you do your 40 hours every single week routine where you’re just farming like business that’s already existing. This is definitely, at least in my role. It’s definitely a lot of hunting, so you have to have your. Why? At home I don’t have kids, but you know my husband and I both have expensive adult hobbies that we enjoy. You know, kind of participating in on the weekends, and I am in the horse industry and it’s kind of notorious for being an expensive, expensive hobby. But it’s been my why. Um, people say that why would you do that? It costs over 20. And I said it’s been the best thing that’s ever happened in my career.
21:26
It’s an expensive hobby, so I have to make a lot of money and so you know, every day that I go out and I sell, I’m like, yeah, it’s pony funds, you know. And so I think if you’re somebody that just you think you want to make a lot of money but really you’re pretty comfortable, it’s probably not the gig for you. You have to have a YL College. Education for kids to pay for is a really common one for sure.
21:53
Something along those lines. But the reps that think that they’re going to check out at two and they really don’t care what’s going on in their territory Hard lesson to learn Hard lesson to learn.
22:03
Hard lesson to learn for sure. So if you’re not willing to pick up the phone at nine o’clock at night when you have that one surgeon that they needed an answer and they need it now, it’s not the industry for you. So I can pretty much be anywhere as long as I have my phone and laptop, and so I’m busy all the time, but I do have some flexibility with it as well.
22:22 – Samuel Adeyinka (Host)
That is fantastic. With that being said, we have one more thing to do before we let you go. It’s called the lightning round. Are you ready? Sure, okay, you have less than two seconds to answer four questions. First question is what is the best book you’ve read in the last six months?
22:41 – Chelsea Root (Guest)
best book I’ve read. Um, not a big reader. This is a tricky one. I actually just read a real estate investing book called by rehab rivalries. I answer heat. It’s the bird strategy. I recommend it if you’re looking to save some money on.
22:58 – Samuel Adeyinka (Host)
One more time what’s the book called?
23:00 – Chelsea Root (Guest)
It’s BRRRR Buy, rehab, rent, refinance, repeat.
23:03 – Samuel Adeyinka (Host)
Nice and who’s the author.
23:06 – Chelsea Root (Guest)
Well, that is by David Green.
23:07 – Samuel Adeyinka (Host)
It’s actually sitting next to me, has it led to some potential purchases, or what?
23:17 – Chelsea Root (Guest)
We do invest in real estate on the weekend, so medical sales is a grind. Um, I don’t know how long I could do the a hundred flights a year, so someday I need to have a retirement plan.
23:22 – Samuel Adeyinka (Host)
Hey, that book is book is happening. I can’t wait to read it. Okay, Next question what is the best TV show or movie you’ve seen in the last six months?
23:31 – Chelsea Root (Guest)
Oh my gosh, you’re going to judge me for this. I am a Gilmore Girls fan on repeat. I think there’s so much negativity in the world. I love that. I know every line. You know that’s my go-to.
23:48 – Samuel Adeyinka (Host)
That is awesome. No, you know, that is a fantastic show to lighten up your day. So more power to you, thanks. And then what is the best meal you’ve had in the last six months? We want the restaurant and the item.
24:02 – Chelsea Root (Guest)
The restaurant and the item. I would say Chicago deep dish at Giordano’s pizza. If you’re gonna go to Chicago, you gotta have the pizza. So, pretty casual. Yeah, as a whole, I feel like in this industry you get to go to so many business dinners.
24:30 – Samuel Adeyinka (Host)
Yeah.
24:31 – Chelsea Root (Guest)
Yeah.
24:32 – Samuel Adeyinka (Host)
That’s awesome. And then last question what’s the best experience you’ve had in the last six months?
24:38 – Chelsea Root (Guest)
Best experience I’ve had in the last six months, I would say. This industry has allowed me to get back into competing in the horse world. I competed a ton as a youth and because of the money generated from this career I was able to get back. So 33 years old, competing again, and it’s a lot of fun.
25:00 – Samuel Adeyinka (Host)
You’re very young. You have the whole future of competing ahead of you.
25:03 – Chelsea Root (Guest)
I don’t know those knees are going. Things are starting to hurt a little bit more.
25:09 – Samuel Adeyinka (Host)
Is there anywhere we can like a YouTube channel or somewhere we can find you to watch you compete or anything like that?
25:15 – Chelsea Root (Guest)
I am on Instagram and. Linkedin as well. It’s just Chelsea Root. It’s just my handle on Instagram, so feel free to find me or reach out if you have questions. Always happy to help.
25:26 – Samuel Adeyinka (Host)
Everyone. That will be in the show notes, so make sure you check her out, Chelsea. It was fantastic spending this time with you. We can’t wait to see all the amazing things you do in this industry. Thank you for the time. And that was Chelsea Root. Fascinating stuff.
25:41
Ophthalmology is one of those spaces that I’d like to call almost like a secret society. People know it’s there, but they don’t know a lot about it. But if you listened to this episode and thought to yourself, whoa, this is exactly what I want to do, then you know exactly what I’m going to say. You need to go to EvolveYourSuccesscom, fill out our application schedule some time with one of our account executives and let’s get you exactly where you want to be. And another thing she mentioned that we didn’t talk too much about was that mobilizer. Another thing that we see are people that want to be in capital equipment. They know that that’s their future. At some point they can use that type of space with a mobilizer, where the equipment that’s being sold is being rented as opposed to anything else, as a stepping stone to get to capital equipment. It’s something to consider. And again, if you’re listening to this and you’re thinking to yourself, how do I do that, then you know what I’m going to say.
26:36
Visit evolveyoursuccesscom throughout our applications. Get us some time and again. Let’s get you to where you ought to be. As always, we do our best to bring you guests who are doing things differently in the medical sales space, so make sure you tune in next week for another episode of the Medical Sales Podcast. I hope you enjoyed today’s episode and remember I have a customized and personalized program that gets you into the medical technology industry as a sales professional or any type of role for that matter. Become a top performer in your position and masterfully navigate your career to executive level leadership. Check out these programs and learn more at evolveassesscom by visiting our site, filling out an application schedule some time with one of our account executives and allowing us to get you where you need to be. Stay tuned for more awesome content with amazing interviews on the Medical Sales Podcast.
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I was a Regional Sales Representative for Long-Term Care pharmacy services. I had dreamed of getting into the med sales industry when I went into my career as a nurse, but the pharmacy sales job came to me, and I had just settled. Fortunately, I had a job shakeup that allowed me to determine that now was the time to pursue my original vision.
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