In 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 expect buy-in.

Ryan and Cope break down:

• The common messaging mistakes small MedTech companies make

• How it slows deals and creates confusion

• Real-world examples of how Mark navigated this in the field

• Simple ways to adapt your pitch without building five different decks

If you’re tired of lukewarm interest and want to start getting real traction across departments — this episode’s for you.