A submersible pump assembly may be radially oriented for pumping well fluid in a deviated or horizontal well. The submersible pump assembly has an instrument housing having a longitudinal axis and incorporated onto the pump assembly. An electrical contact is mounted within the housing and an electrical contact probe, moveable relative to the housing and biased upwards toward an upper side of the housing when the pump assembly is inclined, is provided. The housing and the electrical contact are rotatable about the longitudinal axis relative to the electrical contact probe, such that an electrical circuit is completed when the electrical contact is rotated into engagement with the electrical contact probe, generating a signal from the completed electrical circuit. The electrical contact is at a known circumferential position relative to the fixed reference point, which may be the intake port of the pump.