In 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 discounts
• What 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 off
• The biggest pricing mistakes we see founders and early sales teams make
• How to balance “scrappy” early deals with long-term pricing strategy

If you’re launching a product—or struggling to land those first few deals—this episode will give you the clarity and confidence you need to price with purpose.