3. Describe how you would balance the allocation of f2f versus digital sales support to the following scenarios as a sales manager:

a. Your company has received an email request for a reorder for a total knee prothesis and instrumentation system. You are the sales manager for Smith &

Nephew (https://www.smithnephew.

com/key-products/orthopaedicreconstruction/

anthem/). The health system has ordered from you in the past.

Should you direct its representatives to the website with an order form and invoice them or send the representative to the health system? Is there some combination that may be most appropriate?

b. As the director of physician liaisons for a major academic medical center in the southeastern part of the United States, you have just met with the chief medical officer (CMO) of the clinical practice. The institution has received approval for its proton-beam therapy center and is fasttracking the facility building of the center because a donor has committed funds, and it will be a joint venture with a proprietary organization. Opening is scheduled for 18 months. The CMO has asked you for a sales plan to educate the physicians in the four-state referral region over the next six months as well as how the plan will evolve over time as it moves to opening date. Describe the evolution of the plan relative to its emphasis in terms of f2f, digital, or hybrid strategy.