Medical Sales Accelerator

Ever had to wait five days for a test result, only for it to reveal that (shocker) you need further testing? It didn't take two years of COVID to see that diagnostics was ripe for disruption. Patients want on-site testing and OTC kits, and large market forces—namely Amazon and Wal-Mart—are now pushing the industry in that direction. Jeremy Stackawitz is the CEO of Senzo, a company helping reshape the industry with modern diagnostic systems that are fast, accurate, and mobile. Join us as he discusses toaster-sized devices capable of running a wide variety of different tests, the catch 22 of growing antibiotic resistance, the race to establish brand recognition among consumers, and more.

In this episode, you'll learn:

• How sluggish diagnostic processes negatively impact outcomes
• Why the barrier to entry is so high for this industry
• How greater patient-provider participation strengthens the placebo effect
• The critical messaging that most diagnostics companies are missing right now

Plus, we explore the tricky business of "miniaturizing" everything while maximizing performance.

Resources from this episode:

Download the Behavior Change Blueprint

Check Out Senzo's Solutions

You may be doing a lot of things right—but you'll never achieve consistent success unless you grasp the neuroscience behind why some of your tactics work better than others. Tim Riesterer is chief visionary at B2B Decision Labs, which draws from several behavioral sciences to pioneer 'decision science.' The goal is simple: Understand how humans conceptualize risk, frame value, and make decisions—then leverage those insights in the wild. We sat down with Tim to understand what he means when he says "value only lives in contrast," and how you can make your customers feel smart enough to realize that they're not responding to market trends intelligently.

In this episode, you learn:

• How precise language can bypass peoples' risk-averse biology

• How to avoid accidentally disrupting yourself (i.e., lean into the status quo bias)

• Why Tim loathes focus groups and most 'voice of the customer' research

• How to sub out 'Why Us' stories for 'Why Change' stories

Plus, we dive into some of the many juicy contradictions of the human mind.

Docs can dismiss today's hottest social media apps all they want—but Dr. Inna Husain's authentic online presence has patients scrolling, liking, and sharing their way into her office. In addition to being a board-certified ENT with a fellowship in laryngology, Dr. Husain just so happens to be a South Asian Muslim mother of three who found a liberating sense of belonging on TikTok and Instagram during the pandemic. We caught up with this TikTok doctor to learn how she creates simple yet informative content that speaks to the pain points of 2 million+ users. Join us as she explains why passion is the key ingredient in any successful social media strategy and shares eye-opening takeaways from countless online interactions.

In this episode, you'll learn:

• How to responsibly educate on symptoms of a disease state to a wide audience

• Why Dr. Husain never proselytizes social media to disinterested docs

• What's realistic—and what's definitely not—when it comes to content planning

• How the 'med bikini' trend underscores the need for representation in medicine

Plus, we talk about Dr. Husain's TikTok doctor "haters," and why she tries to reach even the most disillusioned patients.

Are you a revenue driver or just an order taker? More importantly, do you understand the distinction? Francisco Martinez didn't really know—let alone care—when he fell into a medical sales role out of necessity years ago. Now? He's a sales coach, trainer, and productivity enthusiast on a mission to dignify selling and help high achievers go beyond transactions. We sat down with the executive sales manager for Empire Medical (Arthrex) to chat about his 180-degree mindset shift, the power of humility, the industry's growing need for hard truths and clear motives, and more.

In this episode, you'll learn:

• The irony of using "salesy" as a dirty word (and what's really behind it)

• How to champion the culture you want to be a part of, regardless of your role

• Why a failure to consistently define goals can lead to misaligned teams

• How to make an impact within and beyond MedTech using the three 'E's

Plus, we explore ways to balance the dual responsibilities of sales and service more effectively.

You're dishing out indisputable data that proves you have a superior product—so why aren't docs responding rationally to it? Stop spinning your wheels and start spinning yarns, says John Livesay, award-winning sales professional and author of "The Sale Is in the Tale." We caught up with the "the Pitch Whisperer" himself to discuss how the most successful pitch artists in MedTech tell clear, concise, and compelling stories that their customers can repeat in that often-overlooked 'meeting after the meeting.' Join us to learn the four-part formula for translating stats into a captivating narrative that lets your customers' frustrations and aspirations take center stage.

In this episode, you'll learn:

• How empathy and engaging body language up your likeability factor

• Simple tricks to make your story stronger (e.g., present tense > past tense).

• How to break the habit of telling stories that lack meaningful resolutions

• Why you should use the '5-5-5 rule' to be a progressionist, not a perfectionist

Plus, we dig into the neuroscience behind our brains' inability to conceptualize the word 'don't.'

There's no doubt about it—you better know the nuances of your product and fully understand the frustrations of the people you call on. What's more, you need to know how and when to leverage those understandings. If you're looking to develop or sharpen that kind of professional discretion, then you'll want to revisit our 50th episode featuring Johnny Caffaro, senior manager of global downstream marketing for hip at Stryker. Johnny's journey from a green go-getter to a trusted OR asset is an important and timeless reminder: Business development takes work, and it ain't always pretty. Do it right, though, and you'll open up countless opportunities for yourself over time.

In this epsiode, you'll learn:

• Why everyone in a hospital—from administrators to custodians—is worth your time and can help you build a more aligned strategy

• Why it pays to make the scrub tech look like a hero

• How to get the 'status quo bias' working in your favor

• Ways to save your career from the complacency trap (or avoid it altogether)

Plus, we explore the advantage of pitching your most complex products first.

Odds are, your prospective customer is trapped in their own 'healthcare bubble'—and your 'in' could be showing them a way out. Dr. Brian Cohen is an anesthesiologist and the co-founder and COO of CMEfy, a co-learning platform that's incentivizing clinician collaboration. We sat down with him to hear how his platform is giving clinicians the keys to drive their continuing medical education while helping medical thought leaders monetize their insights. Join us to find out how MedTech reps can leverage this co-learning revolution to drive value for customers and get plugged into what clinicians on the ground care about most.

In this episode, you'll learn:

• The power of reflective journaling in medicine

• What it took to design a platform where no stakeholder loses

• How the cautionary tales of social media impact co-learning efforts

• Why once "close to the chest" techniques are now being passed along

Plus, we dig into COVID's role in helping check egos and spur open channels of communication.

If you're not directly providing value to physicians, then you're directly adding to their stress levels. Don't believe us? We invited Dr. Sandra Weitz to take you inside the decision-making process of a private practice and ASC owner. As a champion for physician independence who runs masterclasses on practice building, Dr. Weitz doesn't have time for 'number chasers' who make her feel used. Join us as she offers a plethora of evidence that positive patient outcomes create sustainable, long-term business for reps. Plus, hear some of her jaw-dropping experiences with reps who… didn't understand the assignment.

In this episode, you'll learn:

• Why reps should know how each doc defines "value add" differently

• What it means to resist the 'short-term win' and avoid resentment

• Why Apple never produces cocky commercials

• How to go beyond the brochure (free samples, indigent programs, etc.)

Plus, we explore why most reps tend to underestimate their ability to impact a practice.

Like most docs, urologic surgeon Dr. Jamin Brahmbhatt only takes reps as seriously as they present themselves. Walk into his office with wrinkled scrubs, little to no research on your competitors, and a callous attitude toward his staff, and you'll get schooled—that is, if he agrees to see you at all. We welcomed Dr. Brahmbhatt to the show to share constructive critiques of today's MedTech reps and explain what it takes for them to earn the title of 'partner.' Join us as we discuss the importance of first learning—then enhancing—an office's workflow, who really makes key decisions in a practice, and why your poker face isn't as impenetrable as you think.

In this episode, you'll learn:

• Why talking crap about competitors tanks your credibility

• How to get your foot in the door by owning the small things

• Why docs won't trust you if you don't put brand image before quotas

• Basics doctors expect you to know about the way they practice medicine

• Why simple forethought is always your strongest competitive advantage

Plus, Dr. Brahmbhatt explains the issue with some reps' unauthorized name-dropping habit.

Selective language is everything in sales—so why are you so careless with your self-talk? Some may think personalized coaching offers little more than woo-woo terminology and fuzzy feelings… but when Samuel Adeyinka dug deep and began questioning limiting beliefs in every arena of his life, his MedTech career accelerated rapidly. We caught up with Samuel, who founded his own full-service media and training company, "Evolve Your Success," to discuss why all professional triumphs are anchored in personal growth. Join us for our richest discussion about mindset yet—it may have you reconsidering what you truly want out of your MedTech career, why you want it, and how to go about getting it.

In this episode, you'll learn:

• What it means to "show up for yourself" every day
• Why it might be time to redefine what success means to you
• How the best of the best continue to perform professionally amid personal setbacks
• Why reps shouldn't fear sharing their real motivations with hiring managers
• How to manage the sometimes-intimidating freedom of today's social media branding

Plus, we explore the importance of drawing upon formative past experiences.