Afleveringen
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In this episode of Breaking MedTech, we break down one of the most critical (and most overlooked) parts of early-stage growth: positioning your product for what it can do now — not what you hope it’ll do five years from now.
Too many founders attempt to tell a future-state story that sounds impressive but fails to resonate.
We’re here to talk about how to get focused, stay honest, and start gaining real traction with the audience in front of you.
We cover:
Why your positioning needs to match what your product can actually deliver today
How to evolve your positioning without getting stuck
The importance of trust and momentum early on
Why your narrative means nothing if your team isn’t aligned and repeating it consistently
If you’re serious about building a brand that earns attention and trust, this is where it starts.
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Most B2B med tech companies assume the market knows who they are.
Spoiler: It doesn’t.
In this episode, Cope and Ryan break down one of the biggest blind spots in early-stage med tech — the belief that awareness already exists.
Because of it, companies go silent. They don’t share anything publicly. They neglect their outward-facing story. And they end up blending into a sea of lookalike vendors.
We talk about why this mindset is killing your momentum, what it’s costing your sales team, and how to flip the script. You’ll learn practical ways to build visibility, stand out as an innovator, and stop relying on hope as a marketing strategy.
If you want to be top of mind in your space, you have to show up. We’ll show you how.
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Zijn er afleveringen die ontbreken?
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Most small med-tech companies don’t put nearly enough thought into their buyers’ journey.
They assume sales will just “happen” if they push hard enough. Spoiler: It doesn’t.
In this episode, Ryan and Cope break down why understanding — and building — your buyer’s journey matters more than ever if you want to grow.
We cover:
Why small med-tech companies need to digitize the front end of the buyer’s journey to attract and educate a bigger audience.
How to creatively use marketing to support the back end — helping sales convert and delight more customers.
Simple steps to map out your buyer’s journey, even if you’re starting from scratch.
If you want to stop guessing and start building a sales and marketing engine that actually moves buyers forward, this one’s for you.
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In this episode, Cope and Ryan dive into one of the most misunderstood parts of launching a medical device or med-tech solution—pricing.
Pricing feels like a guessing game if you’ve never sold anything before. Should you charge a premium out of the gate? Offer discounts?
We break down:
Why early wins sometimes require strategic discountsWhat you must ask for in return (think testimonials, marketing rights, site visits)How to view a discount as an investment—and make sure it pays offThe biggest pricing mistakes we see founders and early sales teams makeHow to balance “scrappy” early deals with long-term pricing strategyIf you’re launching a product—or struggling to land those first few deals—this episode will give you the clarity and confidence you need to price with purpose.
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In this episode of Breaking MedTech, we dive into why storytelling is the most effective marketing tool you’re not using and how to start integrating it into your brand.We cover: • Why you should be using stories in your marketing • The value storytelling brings to your brand • How it makes your company and product more memorable • How to evoke emotion and create a real connection • Simple ways to start using storytelling todayWant to go deeper? These books are a must-read: • Building a StoryBrand 2.0 by Donald Miller - https://www.amazon.com/dp/1400248876/ref=sspa_dk_hqp_detail_aax_0?psc=1&sp_csd=d2lkZ2V0TmFtZT1zcF9ocXBfc2hhcmVk • This Is Marketing by Seth Godin - https://www.amazon.com/This-Marketing-Cant-Until-Learn/dp/0525540830 • Founder Brand by Dave Gerhardt - https://www.amazon.com/Founder-Brand-Story-Competitive-Advantage/dp/1544523408
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In this episode of Breaking MedTech, Cope and I dive into one of the most underutilized but game-changing sales tools for small med-tech companies—virtual demos of physical products.We break down:- Why you should be using virtual demos – Cut travel costs, qualify leads, and put your best reps in front of the right people.- How to set them up – It’s easier and cheaper than you think. We cover the simple tech setup that makes a huge difference.- Why virtual demos help close more deals – When you finally send a rep in person, they’re meeting a high-intent lead, not just another cold prospect. - How to use them to scale sales without hiring a massive team – The right demo process helps you reach more prospects and close faster.Most small med-tech companies stick to old-school sales because they think virtual demos won’t work. The reality is they’re leaving deals on the table.Watch the full episode and start using virtual demos to sell smarter, close faster, and scale more efficiently.
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Most small med-tech companies struggle with messaging. Either they have none at all, or it’s constantly changing—making it impossible for customers to understand what they do.In this episode of Breaking MedTech, Mark and Ryan dive into why having a clear, consistent message matters, even if it’s not perfect. They discuss: • Why a North Star is essential for guiding your messaging. • How to use simple frameworks to make messaging easier. • The importance of listening to your audience and refining your message over time.If you’re tired of confusing customers and losing deals because your messaging is all over the place, this episode is for you.
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Most small med-tech companies can’t afford million-dollar ad campaigns or massive trade show budgets—but they don’t need them. A founder-led brand gives you reach, authority, and buzz without spending a fortune.In this episode, we break down: • Why you should build a founder brand (and what happens if you don’t). • The power it gives you to control your message and attract the right audience. • The unfair advantage it creates for small companies competing with industry giants. • Examples of people inside and outside med-tech who have built successful brands and leveraged them for massive growth.If you want a step-by-step guide on implementing a founder brand, check out Dave Gerhardt’s book Founder Brand. - https://www.amazon.com/Founder-Brand-Story-Competitive-Advantage/dp/1544523408
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In this episode of Breaking MedTech, Ryan and Cope break down what truly makes a brand—and here’s a hint: it’s not your logo, colors, or font.A brand is what people remember you for and how you serve your audience. We share real examples of companies that have built strong, recognizable brands and why it’s crucial for small med-tech companies to do the same.Building a brand that stands for something means aligning everything you do—from marketing content to product development—around a clear, consistent identity. Every decision should answer one question: Does this serve our brand?That’s how you build a brand that people know, trust, and follow.
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No budget? No problem. In this episode of Breaking MedTech, Ryan and Cope break down how small medical device companies can gain attention and drive growth—even with limited funds.Instead of waiting for a big marketing budget that may never come, they discuss how to start with:✅ Your phone – High-quality video content is in your pocket. Use it.✅ LinkedIn & a founder brand – Build trust and visibility where your customers are already paying attention.✅ Email marketing – Nurture leads, educate your audience, and keep your brand top of mind.Too many small med-tech companies stall out because they think they can’t afford to market. The reality? If you do nothing, you’ll disappear.Watch the full episode to learn how to start simple, make an impact, and grow from there.
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In this episode of Breaking MedTech, Mark and Ryan dive into how med-tech sales and marketing have transformed over the past two decades. While many companies still rely on outdated strategies, these approaches often fail smaller and startup med-tech companies.Join Mark and Ryan as they discuss: • Why traditional “old school” methods don’t work for small companies • How social media and digital tools can amplify your voice and help you stand out • A practical, step-by-step game plan to start generating leads in just 90 daysThis episode is a must-watch if you’re ready to abandon outdated strategies and embrace a modern approach to med-tech sales and marketing.
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In this episode of Breaking MedTech, Cope and Ryan take a hard look at the big-budget promotional videos that dominate large med-tech marketing. You know the ones—flashy, polished, and ultimately…forgettable.Big med-tech companies can afford to throw money at videos that make people say, “That looks cool,” before immediately moving on. But for small medical device companies, this approach is a money pit.Instead, small med-tech companies need to focus on: 1. Marketing that builds a brand, not just shows off features. If your video isn’t helping attract and convert the right customers, it’s just a vanity project. 2. Spending wisely. Blowing your entire marketing budget on one cinematic masterpiece that doesn’t drive sales or engagement is a mistake.Cope and Ryan break down how smaller med-tech companies can avoid these pitfalls and create marketing that actually moves the needle.
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Breaking MedTech: 1099 vs. Direct Reps – What’s the Best Sales Strategy for Small MedTech?The debate never ends—should small MedTech companies rely on 1099 reps or invest in hiring direct? In this episode of Breaking MedTech, Mark and Ryan break down the pros and cons of both approaches, the challenges startups face, and how the right strategy depends on your growth goals, budget, and ability to support a sales team.At the end of the day, there’s no one-size-fits-all answer—but here’s what we do know:- A hungry, full-time rep who sells every day is a major advantage.- Digital marketing and automation can massively extend your reach.- The best path is pairing a strong sales rep with modern tools to scale smarter and faster.If you’re a small MedTech company trying to figure out the best way to grow your sales, this episode is for you.
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Most B2B medtech websites are a mess. Confusing navigation, unclear messaging, and a lack of direction leave potential customers frustrated and bouncing before they ever convert.
In this episode of Breaking MedTech, Cope and I break down:
• The biggest mistakes medtech companies make with their websites
• How confusing sites lose potential leads before the sales process even starts
• Small, tactical changes you can make today to turn your website from a digital ghost town into a lead-generating asset
Your website should be your hardest-working salesperson—not just a placeholder. Tune in to learn how to fix it.
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In this episode of Breaking MedTech, Mark and Ryan dive into the often-overlooked art of trade show success. Most companies show up hoping for big wins, but few have a strategy to maximize their investment. The secret? A solid plan for before, during, and after the event.Mark and Ryan share practical tips on:- Creating pre-show buzz to attract the right leads.- Setting measurable goals and making the most of your booth time.- Following up effectively to turn contacts into customers.If trade shows have ever felt like a gamble, this episode is your guide to turning them into a predictable and profitable part of your sales and marketing strategy.Don’t miss this conversation with actionable insights to up your trade show game!
