Across the UK, the medical sales market is facing an increasingly uneven distribution of talent. While established regions such as North West England and the South East remain well-supplied with experienced professionals, other parts of the country are feeling the strain of prolonged candidate shortages - making it harder than ever for employers to fill key sales roles.
In our experience, the regions most affected by this imbalance include:
- Scotland
- The East Midlands and Eastern England
- South West and South Central England
- The Republic of Ireland
Beyond Availability: The Real Issue Is Alignment
The challenge isn’t just the number of available candidates - it’s the alignment between what organisations need and what the talent market can currently offer. Employers are looking for medical sales professionals who can blend scientific understanding, commercial acumen, and adaptability - yet these well-rounded skill sets are often concentrated in limited geographic pockets.
This creates a situation where hiring managers in certain areas find themselves waiting months for experienced candidates to surface, while others are snapped up almost immediately. The result? Extended vacancies, lost sales opportunities, and teams operating below capacity.
A Shift in Thinking: Developing Talent Instead of Waiting for It
Forward-thinking organisations are starting to recognise that waiting for experienced talent to appear on the market is no longer a sustainable strategy. Instead, they are exploring alternative hiring pathways designed to develop new talent from the ground up.
One proven approach has been our GAP+ Programme - a structured initiative that identifies, trains, and places high-potential graduates into medical sales roles. These individuals may be new to the sector, but they bring energy, curiosity, and the right mindset to succeed in a challenging commercial environment.
By focusing on attitude, potential, and cultural fit - rather than purely prior experience - the GAP+ Programme helps clients build resilient, high-performing teams capable of driving long-term growth.
Case Study: Building a Sales Force from the Ground Up
One of our clients, a global medical devices company with a strong presence in Urology, faced persistent recruitment challenges across the South West and South Central England. Despite offering competitive packages and strong brand appeal, they struggled to attract experienced sales professionals to cover rural and semi-rural territories.
Vacancies were stretching for months, and the resulting gaps were putting strain on existing teams. The company needed a fresh solution - one that could deliver capable, highly motivated representatives quickly without compromising on quality.
After discussions with our team, they decided to pilot the GAP+ Programme. Together, we:
- Defined the ideal profile – identifying key success traits such as learning agility, communication strength, and resilience.
- Ran a nationwide search – focusing on graduates with relevant degrees (life sciences, biomedical, or business) and strong interpersonal potential.
- Delivered tailored training – covering product knowledge, NHS structures, compliance, and sales fundamentals through a structured onboarding programme.
- Provided continuous mentoring and performance support during the first 12 months of placement.
Within two months, the client had successfully onboarded four GAP+ graduates, each assigned to a previously hard-to-fill territory.
The results:
- All four graduates achieved their first-year sales targets.
- The company reduced its average vacancy duration from 16 weeks to just 5.
- Two graduates have since progressed to senior territory roles, demonstrating the model’s long-term value.
The client has since expanded the approach across additional regions, citing improved retention, higher engagement, and a more diverse sales team as key outcomes.
The Future of Medical Sales Recruitment
Talent shortages are unlikely to disappear overnight, but the success stories emerging from initiatives like GAP+ prove that there’s another way forward. By broadening the definition of what “qualified” looks like and investing in structured training and support, companies can access an entirely new generation of sales professionals ready to make their mark.
The next wave of medical sales talent is already here - it just needs the opportunity to shine.
Have you explored new-talent pathways to overcome your regional hiring challenges? Contact us to hear how we can help you and your team.
