If logic and data were all it took to win physicians over, every superior device would dominate the market. But physicians—like all humans—make decisions shaped by perception, emotion, and cognitive shortcuts.

In this episode of the Medical Sales Accelerator, Zed sits down with Howie Chan, founder of MedTech Brand Academy and host of The Legend Effect Podcast, to explore the unseen psychological drivers behind physician decision-making. They discuss why medtech teams often lead with data that doesn't change minds, and how to instead influence behavior through emotion, context, and brand strategy.

What we discuss in the episode:

• Why physicians aren't purely rational—and what truly shapes their choices

• How perception and emotion can outweigh evidence in adoption

• How medtech brands can position themselves to influence behavior at scale

MedTech Brand Academy: https://www.medtechbrandacademy.com/

Connect with Howie: https://www.linkedin.com/in/howiechaniam

Connect with Zed: https://www.linkedin.com/in/zedwilliamson