In this episode of the Medtech Business Academy, Mike Sperduti is joined by Skender Daerti, Tom Hickey, and Scott Alexander for a conversation about what winning medtech companies are doing differently in today’s market.

The group breaks down why the old medtech sales playbook is no longer enough. Physician employment, value analysis, longer sales cycles, tighter budgets, and workflow pressure have changed how hospitals evaluate new technology. A strong clinical claim still matters, but successful companies now have to connect the clinical, financial, and operational story in a way that speaks to every stakeholder involved in adoption.

The panel also discusses why customer insight needs to happen earlier, why marketing should be treated as consistent market education, and why pipeline has to be engineered instead of left to chance. From better targeting and stronger data to inside sales, workflow design, and smarter use of field sales resources, this episode explores the practical shifts that separate companies gaining traction from those still relying on outdated assumptions.

If your team is trying to accelerate adoption, improve commercialization, or better understand how healthcare buying has changed, this conversation is worth a listen.



Watch now and subscribe for more conversations on medtech growth, adoption, and commercialization.