Breaking MedTech

Early-stage medtech companies need to stop chasing the whole market. They love to talk about market potential. “We’re going after an $800 million market and we’re going to own it by 2030.”That mindset sounds exciting in a pitch deck, but it’s a disaster in practice. You don’t have the resources. No one knows who you are. And you can’t win over everyone at once. In this episode, Ryan breaks down wh...

In this episode of Breaking MedTech, Cope and Ryan break down a critical mistake too many early-stage companies make:They lead with technical specs and features, and completely skip the part where they explain the problem they solve. Here’s the truth: specs help close deals. But they don’t start conversations. If you want to hook your ideal customer, you need to be the expert on their problem. Not...

Before you go hiring a big-title VP or CRO, listen to this. In this episode, we bring on Dominick Pistone — a seasoned sales hunter who has been selling in the medical device and medical technology industries for over 40 years. Dom knows how to build a pipeline from scratch, get people talking, and close deals in complex environments. If you’re an early-stage medtech company and no one on your lea...

All the data says the same thing: you should be showing your product. But in medtech? Most companies only talk about their products and show them when it’s convenient for them. That’s not how you build trust. And it’s definitely not how you make people remember what you do or why it matters. In this episode of Breaking MedTech, Cope and Ryan break down: • Why showing your product is essential in t...

If med tech wants to escape the boring marketing echo chamber it’s been stuck in for decades…It needs to stop copying other med tech companies. On this episode, Cope and Ryan talk about how looking outside the industry is the fastest way to spark new ideas—and actually stand out. We break down a few real examples you can swipe and adapt: – Building thematic campaigns that tell a bigger story – Lev...

If your marketing doesn’t have a villain, your story is falling flat. Not because your product isn’t good—but because your buyer doesn’t know what they’re up against (or why they need to act now). In this episode, Cope and I break down why every small MedTech company needs a clear villain —and no, it’s not your competitor. It’s the broken process. The outdated system. The costly status quo. We cov...

On this episode of Breaking MedTech , Cope and Ryan break down how they’d approach launching a product or project today. With over a decade around early-stage med device companies, they share what actually works (and what doesn’t). From practical steps to common traps, the message is clear: Start talking to customers sooner than you think. Then shut up and listen. If you do that, you’re already ah...

In this episode of Breaking MedTech, Cope and Ryan break down one of the most overlooked truths in early-stage sales and marketing: if you want people to buy from you, they have to trust you. And trust doesn’t just show up — you have to manufacture it. Whether you’re building a personal brand, launching a new product, or trying to get your first few customers… you need to position yourself as some...

In this episode, Cope and Ryan dig into a critical but often overlooked part of selling in MedTech: customizing your message for each stakeholder . Everyone involved in the buying decision is part of the same story — but they experience the problem differently. Their pain points, motivations, and what success looks like aren’t the same. You can’t talk to a surgeon about how your product saves time...

In this episode of Breaking MedTech , Ryan and Cope talk about one of the biggest mistakes small medical device companies make: expecting the whole market to switch over at once just because their product is “better.” That’s not how this works. You’re not getting every case. You’re not getting into every hospital. Not every surgeon or department is going to jump on board. What you need is a beachh...

In this episode of Breaking MedTech , Ryan and Cope break down why founders can’t sit back and expect the sales engine to build itself. You don’t need to cold call every day (unless you want to). But you do need to be on the front lines—setting the tone and pace and making sure the entire company is marching in the right direction. We talk about: Why founders need to shape the messaging early and...

In this episode, Cope leads a real-world conversation about what it’s like to sell into today’s complex healthcare systems — and why reps who keep saying “the process is broken” are missing the point. We’re not saying it’s easy. But it’s not bad — it’s just different. And it’s going to keep changing. We break down what great reps are doing in 2025 to win: - Getting buy-in from multiple stakeholder...

On this episode of Breaking MedTech , We dig into a painful truth: Most small med device companies don’t have a sales problem — they have a messaging problem. We break down What messaging actually is (and isn’t) Why most teams take way too long to explain what they do How that confusion kills deals before they even start You’ll learn how to spot the symptoms of bad messaging — long decks feature d...

If you don’t tell your 1099s what to say, they’re going to make it up — and that means you’re not just losing control of your messaging… you’re losing control of your brand. In this episode, Cope and Ryan break down why small med device companies need to stop winging it with reps and start thinking like franchise operators. We cover: Why McDonald’s and Chick-fil-A don’t let people freestyle their...

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 gaini...

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. W...

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...

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 discounts What you must ask for in return (think testimonials, marke...

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 t...

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...

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 si...

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. • T...

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 somet...

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...

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 t...