The Role of the Sales Representative in the Diffusion of Innovative Medical Technologies: A Study in the Orthopedic Implants Sector

Context: The diffusion of innovative medical technologies constitutes a complex process that transcends research and development, involving multiple actors and mediation mechanisms between industry and healthcare professionals. Objective: To analyze the central role of sales representatives in the diffusion of innovative medical technologies, with a specific focus on the orthopedic implants sector, exploring mediation strategies, surgeons’ perceptions, and barriers to technological incorporation. Methods: A qualitative study is proposed, grounded in Rogers’ diffusion of innovations theory and the technology acceptance model, using semi-structured interviews with orthopedic surgeons and sales representatives, documentary analysis of technical materials, and application of content analysis according to Bardin. Expected Results: Identification of strategies used by representatives in introducing new materials, mapping surgeons’ perceptions regarding the reliability of information received, and characterization of barriers to technological incorporation in the context of innovations such as 3D printing, advanced biomaterials, and smart implants. Discussion: The study will contribute to understanding sales representatives as key actors in health innovation, highlighting ethical, regulatory, and governance implications in the era of smart medical devices and personalized medicine. Keywords: Diffusion of innovations; Medical technology; Orthopedic implants; Sales representatives; Qualitative analysis.