Shows
Breaking MedTechEpisode 29 - Finding the right ProspectsEarly-stage medtech companies need to stop chasing the whole market.They love to talk about market potential. “We’re going after an $800 million market and we’re going to own it by 2030.”That mindset sounds exciting in a pitch deck, but it’s a disaster in practice. You don’t have the resources. No one knows who you are. And you can’t win over everyone at once.In this episode, Ryan breaks down why you should stop trying to win the whole market and start by finding the right customers...your early adopters. The ones who get it, support you ea...2025-07-3016 minBreaking MedTechEpisode 28 - PHD in the ProblemIn this episode of Breaking MedTech, Cope and Ryan break down a critical mistake too many early-stage companies make:They lead with technical specs and features, and completely skip the part where they explain the problem they solve.Here’s the truth: specs help close deals. But they don’t start conversations.If you want to hook your ideal customer, you need to be the expert on their problem. Not just the clinical or operational side of it, but the pain it causes, the emotions it triggers, and the downstream impact on their team, workflow, or patients.When your mark...2025-07-2335 minBreaking MedTechEpisode 27 - Being a Hunter w/ Dominick PistoneBefore you go hiring a big-title VP or CRO, listen to this.In this episode, we bring on Dominick Pistone — a seasoned sales hunter who has been selling in the medical device and medical technology industries for over 40 years. Dom knows how to build a pipeline from scratch, get people talking, and close deals in complex environments.If you’re an early-stage medtech company and no one on your leadership team has a sales background, this is who you need first.We talk about: • Why the first sales hire should be a hunter (not a strategist) • How Dom approaches sales ta...2025-07-1648 minBreaking MedTechEpisode 26 - Show and TellAll the data says the same thing: you should be showing your product.But in medtech? Most companies only talk about their products and show them when it’s convenient for them. That’s not how you build trust. And it’s definitely not how you make people remember what you do or why it matters.In this episode of Breaking MedTech, Cope and Ryan break down: • Why showing your product is essential in today’s market • The fears holding companies back • Practical ways to show your product (witho...2025-07-0925 minBreaking MedTechEpisode 25 - Cool Marketing Ideas From Other IndustriesIf med tech wants to escape the boring marketing echo chamber it’s been stuck in for decades…It needs to stop copying other med tech companies.On this episode, Cope and Ryan talk about how looking outside the industry is the fastest way to spark new ideas—and actually stand out.We break down a few real examples you can swipe and adapt:– Building thematic campaigns that tell a bigger story– Leveraging NIL and fresh partnerships to generate buzz– Creating community and events that actually make people smarter– Using...2025-07-0227 minBreaking MedTechEpisode 24 - Create a VillainIf your marketing doesn’t have a villain, your story is falling flat.Not because your product isn’t good—but because your buyer doesn’t know what they’re up against (or why they need to act now).In this episode, Cope and I break down why every small MedTech company needs a clear villain—and no, it’s not your competitor.It’s the broken process. The outdated system. The costly status quo.We cover:Why a good villain makes yo...2025-06-2524 minBreaking MedTechEp 23 - Launching a New Product Ryan and Cope StyleOn this episode of Breaking MedTech, Cope and Ryan break down how they’d approach launching a product or project today.With over a decade around early-stage med device companies, they share what actually works (and what doesn’t). From practical steps to common traps, the message is clear:Start talking to customers sooner than you think.Then shut up and listen.If you do that, you’re already ahead of most.2025-06-1834 minBreaking MedTechPosition Yourself as an ExpertIn this episode of Breaking MedTech, Cope and Ryan break down one of the most overlooked truths in early-stage sales and marketing: if you want people to buy from you, they have to trust you. And trust doesn’t just show up — you have to manufacture it.Whether you’re building a personal brand, launching a new product, or trying to get your first few customers… you need to position yourself as someone worth listening to. That means showing up as a creator or a curator.They cover:– The...2025-06-1117 minBreaking MedTechEpisode 21 - Tailor Your Message To Your AudienceIn this episode, Cope and Ryan dig into a critical but often overlooked part of selling in MedTech: customizing your message for each stakeholder.Everyone involved in the buying decision is part of the same story — but they experience the problem differently. Their pain points, motivations, and what success looks like aren’t the same.You can’t talk to a surgeon about how your product saves time in sterile processing and expect them to care. Just like you can’t talk to a procurement lead about clinical outcomes and expe...2025-06-0424 minBreaking MedTechEpisode 20 - Get a Beach HeadIn this episode of Breaking MedTech, Ryan and Cope talk about one of the biggest mistakes small medical device companies make: expecting the whole market to switch over at once just because their product is “better.”That’s not how this works.You’re not getting every case.You’re not getting into every hospital.Not every surgeon or department is going to jump on board.What you need is a beachhead.A focused entry point where you can win, p...2025-05-2828 minBreaking MedTechEpisode 19 - Founders Need To Lead The ChargeIn this episode of Breaking MedTech, Ryan and Cope break down why founders can’t sit back and expect the sales engine to build itself.You don’t need to cold call every day (unless you want to).But you do need to be on the front lines—setting the tone and pace and making sure the entire company is marching in the right direction.We talk about:Why founders need to shape the messaging early and make it repeatableHow cu...2025-05-2120 minBreaking MedTechEpisode 18 - Navigating a Complex Sales EnvironmentIn this episode, Cope leads a real-world conversation about what it’s like to sell into today’s complex healthcare systems — and why reps who keep saying “the process is broken” are missing the point.We’re not saying it’s easy. But it’s not bad — it’s just different. And it’s going to keep changing. We break down what great reps are doing in 2025 to win: - Getting buy-in from multiple stakeholders (not just chasing the clinical champion) - Delivering the right message to the right people at the right stage - And using the...2025-05-1426 minBreaking MedTechEp 17 - Your Sales Problem is a Messaging ProblemOn this episode of Breaking MedTech, We dig into a painful truth:Most small med device companies don’t have a sales problem — they have a messaging problem.We break downWhat messaging actually is (and isn’t)Why most teams take way too long to explain what they doHow that confusion kills deals before they even startYou’ll learn how to spot the symptoms of bad messaging —long decksfeature dumps,and buyers constantly asking, “Wait… what exactly does this do again?”Then we give y...2025-05-0735 minBreaking MedTechEpisode 16 - Don't Let 1099's Control Your MessagingIf you don’t tell your 1099s what to say, they’re going to make it up — and that means you’re not just losing control of your messaging… you’re losing control of your brand.In this episode, Cope and Ryan break down why small med device companies need to stop winging it with reps and start thinking like franchise operators.We cover:Why McDonald’s and Chick-fil-A don’t let people freestyle their messageHow to build a simple sales + messaging playbook your 1099s will actually...2025-04-3035 minBreaking MedTechEpisode 15 - Positioning and Strategic NarrativeIn this episode of Breaking MedTech, we break down one of the most critical (and most overlooked) parts of early-stage growth: positioning your product for what it can do now — not what you hope it’ll do five years from now.Too many founders attempt to tell a future-state story that sounds impressive but fails to resonate. We’re here to talk about how to get focused, stay honest, and start gaining real traction with the audience in front of you.We cover:Why...2025-04-2331 minBreaking MedTechEpisode 14 - Nobody Knows YouMost B2B med tech companies assume the market knows who they are.Spoiler: It doesn’t.In this episode, Cope and Ryan break down one of the biggest blind spots in early-stage med tech — the belief that awareness already exists. Because of it, companies go silent. They don’t share anything publicly. They neglect their outward-facing story. And they end up blending into a sea of lookalike vendors.We talk about why this mindset is killing your momentum, what it’s costing your sales team, an...2025-04-1637 minBreaking MedTechEpisode 13 - Buyer's JourneyMost small med-tech companies don’t put nearly enough thought into their buyers’ journey.They assume sales will just “happen” if they push hard enough. Spoiler: It doesn’t.In this episode, Ryan and Cope break down why understanding — and building — your buyer’s journey matters more than ever if you want to grow.We cover:Why small med-tech companies need to digitize the front end of the buyer’s journey to attract and educate a bigger audience.How to creatively use marketing to support the back end — helping sales convert and de...2025-04-0941 minBreaking MedTechEpisode 12 - Early Stage PricingIn this episode, Cope and Ryan dive into one of the most misunderstood parts of launching a medical device or med-tech solution—pricing.Pricing feels like a guessing game if you’ve never sold anything before. Should you charge a premium out of the gate? Offer discounts?We break down:Why early wins sometimes require strategic discountsWhat you must ask for in return (think testimonials, marketing rights, site visits)How to view a discount as an investment—and make sure it pays offThe biggest pricing mistakes we see founders and early sales...2025-04-0242 minBreaking MedTechEpisode 11 - Use Story and NarrativeIn this episode of Breaking MedTech, we dive into why storytelling is the most effective marketing tool you’re not using and how to start integrating it into your brand.We cover: • Why you should be using stories in your marketing • The value storytelling brings to your brand • How it makes your company and product more memorable • How to evoke emotion and create a real connection • Simple ways to start using storytelling todayWant to go deeper? These books are a must-read: • Building a StoryBrand 2.0 by Donald Miller - https://www.amazon.com/dp/1400248876/ref=sspa_dk_hqp_detail_aax_0?psc=1&sp_csd=d...2025-03-2724 minBreaking MedTechEpisode 10 - Virtual DemosIn this episode of Breaking MedTech, Cope and I dive into one of the most underutilized but game-changing sales tools for small med-tech companies—virtual demos of physical products.We break down:- Why you should be using virtual demos – Cut travel costs, qualify leads, and put your best reps in front of the right people.- How to set them up – It’s easier and cheaper than you think. We cover the simple tech setup that makes a huge difference.- Why virtual demos help close more deals – When you finally send a rep in person, they’re meeting a hi...2025-03-2724 minBreaking MedTechEpisode 9 - Fix Your MessagingMost small med-tech companies struggle with messaging. Either they have none at all, or it’s constantly changing—making it impossible for customers to understand what they do.In this episode of Breaking MedTech, Mark and Ryan dive into why having a clear, consistent message matters, even if it’s not perfect. They discuss: • Why a North Star is essential for guiding your messaging. • How to use simple frameworks to make messaging easier. • The importance of listening to your audience and refining your message over time.If you’re tired of confusing customers and losing deals because your messaging is all over th...2025-03-2727 minBreaking MedTechEpisode 8 - Founder BrandMost small med-tech companies can’t afford million-dollar ad campaigns or massive trade show budgets—but they don’t need them. A founder-led brand gives you reach, authority, and buzz without spending a fortune.In this episode, we break down: • Why you should build a founder brand (and what happens if you don’t). • The power it gives you to control your message and attract the right audience. • The unfair advantage it creates for small companies competing with industry giants. • Examples of people inside and outside med-tech who have built successful brands and leveraged them for massive growth.If you want a step...2025-03-2727 minBreaking MedTechEpisode 7 - Building a BrandIn this episode of Breaking MedTech, Ryan and Cope break down what truly makes a brand—and here’s a hint: it’s not your logo, colors, or font.A brand is what people remember you for and how you serve your audience. We share real examples of companies that have built strong, recognizable brands and why it’s crucial for small med-tech companies to do the same.Building a brand that stands for something means aligning everything you do—from marketing content to product development—around a clear, consistent identity. Every decision should answer one question: Does this serve our br...2025-03-2729 minBreaking MedTechEpisode 6 - Budget MarketingNo budget? No problem. In this episode of Breaking MedTech, Ryan and Cope break down how small medical device companies can gain attention and drive growth—even with limited funds.Instead of waiting for a big marketing budget that may never come, they discuss how to start with:✅ Your phone – High-quality video content is in your pocket. Use it.✅ LinkedIn & a founder brand – Build trust and visibility where your customers are already paying attention.✅ Email marketing – Nurture leads, educate your audience, and keep your brand top of mind.Too many small med-tech companies stall out because they think they can’t afford t...2025-03-2742 minBreaking MedTechEpisode 2 - MedTech Sales and Marketing: 20 Years of EvolutionIn this episode of Breaking MedTech, Mark and Ryan dive into how med-tech sales and marketing have transformed over the past two decades. While many companies still rely on outdated strategies, these approaches often fail smaller and startup med-tech companies.Join Mark and Ryan as they discuss: • Why traditional “old school” methods don’t work for small companies • How social media and digital tools can amplify your voice and help you stand out • A practical, step-by-step game plan to start generating leads in just 90 daysThis episode is a must-watch if you’re ready to abandon outdated strategies and embrace a modern appro...2025-03-2727 minBreaking MedTechEpisode 5 - Better Product MarketingIn this episode of Breaking MedTech, Cope and Ryan take a hard look at the big-budget promotional videos that dominate large med-tech marketing. You know the ones—flashy, polished, and ultimately…forgettable.Big med-tech companies can afford to throw money at videos that make people say, “That looks cool,” before immediately moving on. But for small medical device companies, this approach is a money pit.Instead, small med-tech companies need to focus on: 1. Marketing that builds a brand, not just shows off features. If your video isn’t helping attract and convert the right customers, it’s just a vanity proje...2025-03-2731 minBreaking MedTechEpisode 4 - 1099 vs DirectBreaking MedTech: 1099 vs. Direct Reps – What’s the Best Sales Strategy for Small MedTech?The debate never ends—should small MedTech companies rely on 1099 reps or invest in hiring direct? In this episode of Breaking MedTech, Mark and Ryan break down the pros and cons of both approaches, the challenges startups face, and how the right strategy depends on your growth goals, budget, and ability to support a sales team.At the end of the day, there’s no one-size-fits-all answer—but here’s what we do know:- A hungry, full-time rep who sells every day is a major advant...2025-03-2729 minBreaking MedTechEpisode 3 - Be better at websitesMost B2B medtech websites are a mess. Confusing navigation, unclear messaging, and a lack of direction leave potential customers frustrated and bouncing before they ever convert.In this episode of Breaking MedTech, Cope and I break down: • The biggest mistakes medtech companies make with their websites • How confusing sites lose potential leads before the sales process even starts • Small, tactical changes you can make today to turn your website from a digital ghost town into a lead-generating assetYour website should be your h...2025-03-2730 minBreaking MedTechEpisode 1- Mastering TradeshowsIn this episode of Breaking MedTech, Mark and Ryan dive into the often-overlooked art of trade show success. Most companies show up hoping for big wins, but few have a strategy to maximize their investment. The secret? A solid plan for before, during, and after the event.Mark and Ryan share practical tips on:- Creating pre-show buzz to attract the right leads.- Setting measurable goals and making the most of your booth time.- Following up effectively to turn contacts into customers.If trade shows have ever felt like a gamble, this episode is your guide to...2025-03-2721 min