I believe that my problem is one of 'product awareness' coupled with a relative lack of 'brand strength'. I realise that this is a fairly normal marketing problem and so makes my job that bit harder. However, I believe that the purchasing process within Trusts often follows the 'line of least resistance' and not necessarily 'best value'. By that I mean the line of least resistance is to continue to 'do what they have always done' (there's a saying that goes with this isn't there?).

This approach is unlikely to upset the surgeons/theatre staff who have become accustomed to using the market leading brands but surely that doesn't make it right? The fact that I have sold only 3 boxes (30 knives) through the NHS Supply Chain since appearing in their Catalogue on 01/09/07 bears testimony to my belief that the 'best value' approach is simply not pursued. Either that or nobody has heard of NHS Supply Chain!