Mastering Medical Device

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Ted Newill is an expert in medical device sales and marketing. In this episode we examine why  some technologies are adopted while others are not - even if there is clinical proof that they should be. We explore issues impacting long-term adoption in the pre-product release, product release, and post-release phases along with how people react to change. We discuss a number of issues that can make or break the success of a product, including product life cycle, regulatory and clinical strategy, buyer types, physician education, pricing and reimbursement. We also offer tips on what should be done to increase a product's probability of success. 

Links from this episode:

• Ted Newill LinkedIn
• Medical Device Success Podcast
• Medical Device Success Website
• Crossing the Chasm

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Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

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Dr. Wouter van Furth is a neurosurgeon at Leiden University Medical Center in the Netherlands who is interested in better clinical results with the help of evolving surgical techniques and technological advancements. In this episode he shares information on the education and healthcare systems in the Netherlands, medical technology breakthroughs and challenges in neurosurgery, breaking habits and the difficulty of change, why education when any change to a device is critical, and a burning question he asked the Mastering Medical Device community to explore.

Links from this episode:

• Dr. Wouter van Furth LinkedIn
• Leiden University Medical Center

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Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

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Mike Morton has over thirty years of regulatory, clinical and quality experience in the medical device industry, including serving as Vice President for Corporate Regulatory Affairs at Medtronic, on the Board of Directors for the Regulatory Affairs Professionals Society, and serving on FDA and other regulatory body working groups . In this episode we explore regulatory pathways for devices in the US, Europe and other countries, building relationships with regulators, how things have changed with regulatory agencies worldwide, where companies are launching first and why, what a regulatory affairs professional does throughout the product life cycle, and the importance of regulatory strategy.

Links from this episode:

• Mike Morton Linkedin
• Michael C. Morton Regulatory Consulting
• Regulatory Affairs Professionals Society (RAPS)
• Advamed

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Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

Thanks for listening!

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Paul Harkness has spent his career in hearing care, helping patients and providers. In this episode Paul explains the prevalence of hearing loss, why it occurs, how hearing loss actually effects patients, the newest trends in hearing care technology, how care is delivered and by whom, and what the business models are. He also shares how his company, Lantos Technologies, is providing a new product that can benefit hearing-loss patients and providers initially, with the promise of delivering a better experience for any device that is inserted in the ear. He also discusses his management philosophy, and the company culture he is living and building.

Links from this episode:

• Paul Harkness Linkedin
• Lantos Technologies

Support the show

Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

Thanks for listening!

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Dr. Aaron Ali and Dr. John Schlitt are experts in translating world-class physician education into customer loyalty.  In this episode they discuss how to deliver educational experiences that allow clinicians to learn, practice and experiment, leading to better clinical outcomes, more efficient procedures and satisfied customers. Medical device companies benefit by getting closer to their customers by providing an invaluable and memorable experience. Their facility, MedtoMarket, blends a state-of-the-art bioskills lab, conference facilities and co-working space to provide an environment where innovation thrives.

Links from this episode:

• Aaron Ali, MD Linkedin
• John Schlitt, MD Linkedin
• MedtoMarket

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Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

Thanks for listening!

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Renee Rogers has managed through several large acquisitions as VP of Human Resources and VP of Leadership and Organizational Development at Zimmer Biomet, Zimmer, and Sulzer Orthopedics. In this episode we discuss the human side of an acquisition and how to handle it and thrive amongst the uncertainty and chaos. We discuss who makes the decisions, personnel choice, timing of decisions, culture clashes and how to deal with them, what you can do if you find yourself in this situation, what leaders should do, and how you have more leverage than you may think.

Links from this episode:

• Renee Rogers LinkedIn
• Zimmer Biomet

Support the show

Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

Thanks for listening!

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Doctors Grayson and Dustin Moore are practicing orthopedic surgeons, who also happen to be brothers and partners. In this episode they share their unique hybrid practice model, how they built their practice, why they choose a medical device, and what good sales reps do. They also cover how they, along with their Dad who is also a partner in their practice, rely on each other to learn and deliver top-notch medical care. Many of the things they discuss about their practice can be directly applied by people working within medical device companies. Grayson and Dustin practice in the Austin area, and are co-owners of Legacy Bone & Joint Orthopedics, along with their Dad, Dr. Frosty Moore.

Links from this episode:

• Grayson Moore, MD LinkedIn
• Dustin Moore, MD LinkedIn
• Legacy Bone and Joint Orthopedics
• Justin SportsMedicine Team

Support the show

Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

Thanks for listening!

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Are you itching to join a startup? Before you do, ask yourself these ten questions to give yourself a greater probability of success - personally and professionally. In this episode Pat Kothe explains what a startup is, the risks that need to be mitigated along the way to becoming a company, and ten questions every aspiring entrepreneur needs to answer for themselves before jumping into a startup.

Support the show

Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

Thanks for listening!

Send us Fan Mail

Bob Beck is one of the pioneers in national accounts and has helped shape how industry manages our most important customers. In this episode Bob describes what a national account is, how to work with group purchasing organizations, integrated health delivery networks and other strategic accounts. He also shares how to best work internally with the sales and marketing team and management to achieve company objectives. Bob talks extensively about the importance of communication, personal relationships and contract structure and how each affects the short and long-term success of the relationship between the company and customer. Bob had a sales and sales management background before transitioning to national accounts at Abbott, and has worked in corporate accounts at Stryker Orthopedics, RTI Surgical, SiNTX, and Instrumentation Laboratory. He currently consults with companies on strategies and tactics in National Accounts as the Founder of Capstone Consulting.

Links from this episode:

• Bob Beck LinkedIn
• Beckers Hospital Review
• Modern Healthcare
• AHA Data & Insights
• Definitive Healthcare

Support the show

Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

Thanks for listening!

Send us Fan Mail

Mike Eriksen has over 30 years of experience in medical device marketing, and he shares his views on what makes a successful marketing executive. Mike is currently Senior Global Marketing Manager at Smith+Nephew, a leading medical device company. In this episode we discuss issues in marketing and Mike draws from his  experiences at  RTI Surgical, KCI Medical, Encore Medical, Carbomedics, Synthes, and Sulzer Orthopedics. He shares his views on upstream and downstream marketing, what to do when a product development project goes off the rails, how to work with others in the organization, why customer discovery is so important, and what he enjoys about working in the industry.

Links from this episode:

• Mike Eriksen LinkedIn
• Smith+Nephew

Support the show

Connect with Mastering Medical Device:

• Website: https://www.masteringmedicaldevice.com
• LinkedIn: https://www.linkedin.com/company/mastering-medical-device
• Patrick Kothe LinkedIn: https://www.linkedin.com/in/patrick-kothe
• Patrick Kothe Twitter: https://twitter.com/patrickkothe

Support the show for as little as $3/month: https://www.buzzsprout.com/1286645/support

Thanks for listening!