By Jamie Tipton
4.9
7070 ratings
The podcast currently has 15 episodes available.
In this episode of Med Device Unleashed, I am talking to Giovanni Di Napoli. He is the President of Medtronic’s Gastrointestinal division.
Listen in as Giovanni discusses the new product launch of GI Genius, AI applications, and strategies for managing territories.
“Artificial Intelligence is here to help; to keep performance stable... or to improve performance.”
Top Takeaways:
Episode’s Timeline:
In this episode of Med Device Unleashed, I am talking to Sean Bryant, a seasoned and polished sales professional with years of experience.
Listen in to hear Sean’s perspectives on failing forward and learning lessons, what he looks for when hiring candidates, and how he manages his time.
“If you look at it the right way, and you look at it as a learning experience and something that’s going to make you better, then good. You’re going to be better.”
Top Takeaways:
Episode’s Timeline:
In this episode of Med Device Unleashed I am talking to Allison Turner, a nurse practitioner for an interventional pain practice here in Houston.
Listen in to hear Alison’s perspectives on what makes a good representative, the average journey for a pain patient, and the importance of continuous learning.
“It’s so rewarding when you are able to see someone make a turn for the best.”
Top Takeaways:
Episode’s Timeline:
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In this episode of Med Device Unleashed Podcast, we have invited Denise Muresan, an Area Sales Manager for Vertiflex and a Pro-tennis player. Denise started as a clinical specialist with Boston Scientific. She is a highly talented, very successful medical device sales rep. She studied brain behavior and cognitive science at Michigan ( Go Blue ). Today, Denise shares with us her journey from being an athlete to Medical Device Sales and gives her advice to aspiring people and current device sales reps alike.
Athletic Background
[02:04]
Denise went to the University of Michigan and studied pre-med undergrad where she did brain behavior and cognitive science. She excelled in college tennis and decided to play professionally for four years.
Path to Med Device
[03:00]
Denise didn't know about the industry. She was focused more on the pre-med track and potentially becoming a physician or an anesthesiology assistant. The first time she learned about it was from his brother who worked for GlaxoSmithKline. After graduating, some of her athlete friends got into device sales and encouraged her to try it.
[03:40]
When Denise stopped playing tennis, she applied for 30 to 40 med device jobs but didn’t get one email back. With her best friend’s connection, a couple of spots were open up for a CS position at Boston Scientific. She was interviewed and got it.
Denise’ Day to Day
[05:32]
Working at Boston Scientific, she was working with spinal cord stimulators as a clinical specialist. She was covering cases and re-programming. She would re-program an actual stimulator that's implanted in the patient's body through a Bluetooth type of device to cover the patients’ pain areas where they feel like a buzzing tingling sensation to block the pain.
[06:07]
She would look for ways to help her territory manager grow the accounts, and come up with ideas based on conversations and what she’d seen with physicians.
From Clinical Specialist to Sales
[07:00]
Denise said she didn't understand what sales incorporated in that capacity. She got into medical device sales because she didn't want to do any type of sales. She liked its healthcare aspect. But as she started developing and learning what the sales role entailed, she realized that she can get more into those clinical and higher-level conversations with physicians. Denise loved developing the business, too.
Her Advice
[09:57]
In medical sales, we try and act like we know everything all the time, and that's not always true. When you first start, take advantage of the fact that you are new. The doctor knows that you're new. Ask questions if you don't know what's going on. They'll respect you because they'll know that you will be even better prepared next time that you're with them, and you're truly there to learn and not just watch.
[11:45]
Before you go in, talk to other reps that have been in the room with a physician. Everybody has a different personality in the operating room. We're there to make them comfortable, and provide the product for them and make sure everything's working properly. But if you can cater to their personality as well, they'll appreciate that.
Skills Acquired From Tennis
[13:05]
One of the skills that Denise acquired from playing tennis is teamwork. She said it’s important not only to be a team player but knowing how to work with different people.
[16:06]
For Denise, being coachable is another important skill. You need to ask questions to see what it takes to get to that next level, but don't rush because that just means you want to get better. It doesn't mean it feels good getting that negative feedback, but it's always best and can always grow from it.
Vertiflex
[19:10]
It's a minimally invasive spine implant for mild to moderate lumbar spinal stenosis with neurogenic, intermittent claudication. It is for older patients that aren’t allowed to go through a major back procedure.
[20:11]
This device was created to treat the mechanical component of pain.
Hesitations on Vertiflex
[22:15]
Denise was scared to make the jump because Boston Scientific is such a well-known company. She was the market leader selling products. She took the risk and went to a new company to help bring a brand new product to market that was a groundbreaking therapy. She was very nervous about making that decision but was glad she did.
[25:02]
Denise saw a quicker path to upward mobility than she did at Boston Scientific at the time.
Outside Work
[28:48]
When at home, Denise was studying the clinical study, spinal anatomy, lumbar spinal anatomy, and having everything nailed down. She wanted to be prepared to answer on the spot.
Tips in Managing a Team
[31:45]
It's a constant learning process for Denise. She tries to understand what motivates her teams and what goals they have and try and support them as best as possible. She gives input on where they can grow, and help them develop those skills, and be supportive.
Advice for Aspiring People
[32:20]
Dennis said that there should be energy to work hard. A lot of people want to be in medical device sales, but it's not for the faint of heart because it is a lot of work. You have to bring that energy to your physicians.
[33:10]
We need somebody open to learning to improve, so they have to be coachable.
[35:21]
Be humble. Know that you don't know what you haven't learned yet. Learn as much as you can whatever role you are in. Ask your manager to be involved in those opportunities, so that once you get to that role, you're well qualified.
[36:50]
When you step into medical device sales, your game face and support should be in your position. You must know the product well and be good support. Keep things calm. Be ready and prepped for them.
Follow Denise Muresan on her social:
LinkedIn: https://www.linkedin.com/in/denise-muresan-40056ab0/
Follow Jamie Tipton on his social:
LinkedIn: https://www.linkedin.com/in/jkt1117/
Listen to more episodes of the podcast on:
Website: https://mdunleashed.com/
Apple Podcasts: https://podcasts.apple.com/us/podcast/med-device-unleashed/id1513156937
RSS: https://feeds.transistor.fm/med-device-unleashed
In this episode of Med Device Unleashed Podcast, we have invited Nick Grossman, CEO and Founder of Maverick Medical. With more than 15 years of experience in medical device industry, his medical and sales expertise stemmed from working with massive medical companies like Pfizer, Zimmer Biomet, SI-Bone, etc. Today, Nick educates young entrepreneurs the crucial aspects of a goal-driven company, hiring insights, and network-building to boost your market presence.
Maverick’ Mission
[02:43]
Nick’s company is built around “paradigm-shifting” devices for orthopedic and pain management purposes. Few people thought it was provocative but his team aimed for going against the status quo, help surgeons and patients have an open-mind, and to improve the medical system for improved outcomes.
Nick’s Calling
[07:25]
Nick thought that if he built his company at some other time, he would have failed. Thinking of his career experience, you need to have a degree of understanding in sales and medical practices.
[08:10]
Do you have the network to tap in to entrepreneurship? Asking this question helped Nick assessed that he made the right decision.
[09:46]
Don’t wait for the stars to align because if you do, doing this is not for you—find comfort in chaotic times.
Learnings at SI-Bone
[11:36]
Patient as the center is SI-Bone’s clinical mission. Paired with superior product, Nick was able to soak everything—sales, sales leaderships, medical practices, etc.
[12:32]
Having an irreversible bond with the customer, you now have an opportunity to service the local market through referrals. It was Nick’s first time to find the convergence of business and medical sales.
Nick’s Advice
[17:44]
Find where talented people go, understand their model, how will it get you a warm lead and find trustworthy people that can provide you a small territory to start. Couple it with doing the right thing for your career, the confidence of independence and knowing that there will be people who supports you are your gauge will help you break in the barriers that prevents you from entering the market.
[19:06]
Show you track record and launch strategies are not enough. Nick encountered challenges when other distributors pitched earlier or have a connection with a prospect customer. However, he resolves this through goal alignment and finding an avenue for mutual success.
[21:41]
Do what you can do and fight for it. Don’t make false promises and inflate expectations to you companies—be modest and project realistic expectations for yourself and for people you are working with.
Models of Distributors
[23:43]
For Nick, there are distributors with limited market scope but offers unique devices or distributors who offers unique devices to the masses—he resonates with the second model.
[24:49]
Nick felt that this world has enough positive feedback and appetite for the adoption of a novel technology.
Hiring Insights
[30:14]
Nick made mistakes of hiring people thinking they are the same as him. Look for people who show up every day, expressive, hard-worker and likeable. They should be passionate about winning and the space they are working in.
Barriers of a Hospital System
[33:38]
Nick finds the world to be different. It changed the way his team evaluate their products. You need full honesty to your customers in terms of patient outcomes and efficiency standpoint.
[34:37]
Value analysis committee hardly cares on the bottom line as they do with the top line. Therefore, you need to have sufficient evidence to support the claims you introduce if you wanted to make something big—otherwise, you get rejected.
[34:59]
Lastly the insurance company. If the hospital, surgeon and insurance company does not align, then it is not the right time for you. Find representatives that can fight for a few years and prime the market.
Nick’s Aim
[37:30]
Nick hopes for big companies to be looked as a partner. By understanding contracts, facilitating reimbursement and volume, he wanted various facilities to lean on them. Through developing the right relationships and being consistent for a long time, they would reach out more.
Market Insights
[39:19]
For Nick, you can be successful as long as you have an aptitude of recognizing launch strategies and market dynamics.
[41:42]
Nick thinks that 99% of little tips that happen in the industry is not worth following. You need to stay focus on your mission, goals and be optimistic.
Advice for Young Entrepreneurs
[42:50]
You don’t know what you don’t know and stick to what you have. If you are new the business, have the confidence to lead and don’t stress on small things.
[44:54]
Have the focus and responsibility to be better. Don’t get to a certain point of losing the edge—have a healthy level of paranoia but not to the point of preventing you from moving forward.
Follow Nick Grossman on his social:
LinkedIn: https://www.linkedin.com/in/nicholasgrossman/
Follow Jamie Tipton on his social:
LinkedIn: https://www.linkedin.com/in/jkt1117/
Listen to more episodes of the podcast on:
Website: https://mdunleashed.com/
Apple Podcasts: https://podcasts.apple.com/us/podcast/med-device-unleashed/id1513156937
RSS: https://feeds.transistor.fm/med-device-unleashed
In this episode of Med Device Unleashed, Jamie sits down with Dr. Jack Schafer, a retired FBI Special Agent who served as behavioral analyst assigned to FBI's National Security Behavioral Analysis Program. He owns his own consulting company and has authored multiple books, including The Like Switch: An Ex-FBI Agent's Guide to Influencing, Attracting, and Winning People Over (2018), which he and Jamie discuss at length in today’s show.
Listen in to hear how the same techniques employed by the FBI to gain the trust of terrorists and spies can be used to strengthen personal and professional relationships in your own life.
“If you want people to like you, you have to make them feel good about themselves.”
Top Takeaways:
· The best way to sell your product or service is to have your potential customer sell themselves on it rather than you alone pitching it to them.
· Once you see your prospect exhibit negative body language, get them to change their mind before they have a chance to articulate their negative opinion; otherwise, it will become infinitely more difficult to reverse that opinion, even in the face of overwhelming evidence.
· What you do with your lips speaks louder than the actual words that come out of your mouth.
· Always activate the other person’s natural inclination for reciprocity as you build rapport with them. Human beings always want to do something in kind for someone who brings value to them.
Episode’s Timeline:
· [0:27] An introduction to Dr. Jack Schafer
· [04:54] Why the principles of communication and influence in The Like Switch is much more important than ever before in today’s digital world
· [07:04] How to get people to tell you what they’re thinking
· [11:55] Learn how to read people’s body language for positive and negative cues
· [20:14] How to test others for rapport and plant the seed of reciprocity
· [31:55] Selling to introverts versus extroverts
· [35:49] Dr. Jack on his new book, The Truth Detector: An Ex-FBI Agent's Guide for Getting People to Reveal the Truth (2020)
· [39:30] How to test someone’s veracity by listening for one specific word
· [41:09] How to get someone to tell you their Social Security Number
See below for Links to Purchase Jack Schafer's Books:
"The Like Switch": https://www.amazon.com/Like-Switch-Influencing-Attracting-Winning/dp/1476754489/ref=sr_1_1dchild=1&keywords=jack+schafer&qid=1602101439&sr=8-1
"The Truth Detector" : https://www.amazon.com/Truth-Detector-Ex-FBI-Agents-Getting/dp/B084JCG5C4/ref=sr_1_2?dchild=1&keywords=jack+schafer&qid=1602101439&sr=8-2
In this episode of the Med Device Unleashed Podcast, Jamie speaks with Dr. Ed Garcia, co-founder of Space City Pain Specialists. He is triple board-certified in anesthesia pain management and is also the clinical assistant professor for the department of anesthesiology at the University of Texas medical branch in Houston. He talks about spinal cord stimulation, intrathecal pump and RF ablation systems and the intense medical device sales service they require.
Listen in to learn the importance of sales rep, doctor, and patient long-term engagement in ensuring that everything turns out successful. You will also learn why Dr. Ed distances himself from the term "pain management" and enlightens us about what he does as a physician in "pain medicine".
Standout Quotes:
“You have to figure out how to integrate yourself into the team, you have to have the staff behind you and the staff to feel like you’re actually part of the team.”- Dr. Ed [52:05]
“It’s about your personality, if you’re not somebody who likes that engagement, then don’t go into these particular types of sales jobs.”-Dr. Ed [40:43]
Top Takeaways:
· Why you should be passionate and authentic when pitching for your device.
· The importance of caring and pleasing the patient and being part of the doctor’s team as a sales rep.
· How to bring a business model in conjunction with selling your device or technology.
· Learning to engage with patients and doctors long-term in the pain medicine field.
· How to integrate yourself with staff and advanced practitioners as a device sales rep by respecting and offering them help.
Episode Timeline:
· [2:48] Dr. Ed shares the super qualities he looks for in a sales representative.
· [13:40] The ‘good’ pain and ‘bad’ pain and the technology explosion to help innovate this medical specialty.
· [18:56] He explains spinal cord stimulation by the use of electricity to treat pain.
· [22:11] How the medical device industry creates electrical stimulator devices and how they test them before applying during surgery.
· [26:35] Why stimulator field calls for long-term clinical engagement between the sales rep and the patients.
· [28:35] Pain medicine vs. pain management- why pain management has become pain meals by doctors who are not practicing medicine.
· [33:15] Targeted drug delivery explained! And the involvement of the sales rep in the process of patient application.
· [44:09] The benefits of sales rep and doctor engagement other than a professional relationship.
· [49:25] Learning the strengths of your device to be able to tackle your competition.
· [51:53] The importance of integrating yourself as part of the team by making the work of the staff easy and respecting them.
Relevant Links:
Website: https://www.spacecitypain.com/provider/eduardo-a-garcia-md
Medical Sales College and Creating Future Sales Leaders
In this episode of the Med Device Unleashed Podcast, Jamie Tipton speaks with Scott Binder, executive vice president of Medical Sales College. He shares about the college’s history, how they operate, and their main purpose of starting.
Listen in to learn how they connect the employer to market-ready graduates for free. You will also learn why they put much emphasis on job placement for their graduates.
Standout Quotes:
“If you’re successful, you can have a very rewarding career financially here, however, the people that do that, they’ve worked their tail off to get to that level.”- Scott Binder [24:01]
“Sales is not for everybody…it takes a certain kind of personality, you got to have certain qualities, you got to have thick skin.”- Scott Binder [26:26]
Top Takeaways:
· The importance of job placements for Medical Sales College to differentiate it from traditional colleges.
· The importance of having experienced and specialized trainers in the field to give students the best training.
· How the Coronavirus pandemic has positively affected the training demand.
· How lifestyle diseases and other factors are increasing the growth of the med device world.
· The qualities that will help you identify if being a med rep is the right career for you.
Episode Timeline:
· [1:50] He shares the history of Medical Sales College which was started in 2010 and what they offer their students and clients.
· [5:57] He explains why the college puts a lot of emphasis on job placement for its students.
· [7:05] He explains how they connect employers with their students for free.
· [11:07] The types of programs they train in their different campuses across the United States and what these programs consist of.
· [14:23] Why they have students create a video and a professional profile on their website.
· [15:28] Why they strictly have a specialized online biologics course.
· [16:44] He shares who they hire as their trainers and the combined experience they currently have.
· [17:45] What they look for before venturing into their next expansion plans.
· [18:57] How the Coronavirus pandemic has increased their demand.
· [20:52] Their future plans of expanding their specialty outside of orthopedic.
· [22:27] How they make people understand if being a med rep is the best career choice for them.
· [29:04] Why they’re not accredited but rather licensed and regulated by the states they operate in.
Relevant Links:
Website: https://medicalsalescollege.com/
LinkedIn: https://www.linkedin.com/in/gscottbinder/
How RelayOne Software Serves The Rep Community and Surgical Staff
In this episode of the Med Device Unleashed Podcast, Jamie Tipton speaks with Cam Sexton, the CEO, and founder of RelayOne. A design software and a mobile application that delivers real-time data straight from the OR to your phone. He talks about the inspiration behind the RelayOne software and the growth strategies they have utilized to penetrate it into the medical market.
Listen in to learn the process of creating software in the healthcare industry that services both the interests of med reps and the hospital. You will also hear why you need to take that shot and become an entrepreneur if you have an idea that could benefit the medical industry.
Standout Quotes:
“If you can build something that saves people time and money then, generally speaking, people will want it and will want to pay for it too.”- Cam Sexton [4:48]
“Build a product that solves a problem and then listen to your customers and what your customers are telling you they want, that is the stuff that you should go build.”- Cam Sexton [32:07]
“Being a rep is super hard it’s just like being an entrepreneur don’t be afraid to go out there and take a shot.”- Cam Sexton [36:49]
Top Takeaways:
· How to find a real problem and a simple solution for it in healthcare.
· How to pitch with passion for your product to outdo the competition.
· Understanding how to create a valuable product with visible return on investment.
· The benefit of creating a medical product that caters to all ends of the spectrum.
· The benefits of due research before creating a consumer-friendly software.
Episode Timeline:
· [1:33] The strategies that RelayOne is using to grow effectively in 2020.
· [2:49] How Cam’s personal experience as a med rep struggling with schedule led him to build RelayOne which is a software for OR teams.
· [5:16] He explains where the name RelayOne came from.
· [7:35] He compares the similarities between running your territory as a med rep with entrepreneurship.
· [10:20] How they use software selling to show the value of their product.
· [12:48] The strategies to use when presenting your product to potential customers and investors.
· [14:42] He explains how they pitched for RelayOne by presenting the problem with a passion and instantly got funding.
· [17:31] Cam describes how he applies lessons he learned in college sports in his role as a CEO and life in general.
· [19:56] He narrates the challenges he experienced as a medical rep that led him to create a product that is not only for reps but is beneficial for hospitals too.
· [24:17] How they handled the creation of easy software to integrate into most healthcare systems.
· [25:24] How he put up engineers with experience in creating consumer software which makes it easy for med reps and hospitals with zero work.
· [29:49] He explains why RelayOne software was specifically created with med reps in mind plus other products they are working to solve industry problems.
· [35:20] Why you should risk with entrepreneurship if you have a viable idea that is worth the shot.
· [38:31] He shares what career path he would have followed if he was not in the medical device world and where he got his entrepreneurial spirit from.
· [40:48] He talks about his experience with his previous employer.
Relevant Links:
Website: https://www.relayone.com/
LinkedIn: https://www.linkedin.com/in/camsexton/
Email: [email protected]
The podcast currently has 15 episodes available.
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