Breaking MedTech
Episodes
Episode 29 - Finding the right Prospects
30 Jul 2025
Contributed by Lukas
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 m...
Episode 28 - PHD in the Problem
23 Jul 2025
Contributed by Lukas
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 an...
Episode 27 - Being a Hunter w/ Dominick Pistone
16 Jul 2025
Contributed by Lukas
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 sell...
Episode 26 - Show and Tell
09 Jul 2025
Contributed by Lukas
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 ...
Episode 25 - Cool Marketing Ideas From Other Industries
02 Jul 2025
Contributed by Lukas
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 ...
Episode 24 - Create a Villain
25 Jun 2025
Contributed by Lukas
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 w...
Ep 23 - Launching a New Product Ryan and Cope Style
18 Jun 2025
Contributed by Lukas
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 ear...
Position Yourself as an Expert
11 Jun 2025
Contributed by Lukas
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...
Episode 21 - Tailor Your Message To Your Audience
04 Jun 2025
Contributed by Lukas
In this episode, Cope and Ryan dig into a critical but often overlooked part of selling in MedTech: customizing your message for each stakeholder.Ever...
Episode 20 - Get a Beach Head
28 May 2025
Contributed by Lukas
In this episode of Breaking MedTech, Ryan and Cope talk about one of the biggest mistakes small medical device companies make: expecting the whole mar...
Episode 19 - Founders Need To Lead The Charge
21 May 2025
Contributed by Lukas
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 ne...
Episode 18 - Navigating a Complex Sales Environment
14 May 2025
Contributed by Lukas
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 ke...
Ep 17 - Your Sales Problem is a Messaging Problem
07 May 2025
Contributed by Lukas
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 messagin...
Episode 16 - Don't Let 1099's Control Your Messaging
30 Apr 2025
Contributed by Lukas
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...
Episode 15 - Positioning and Strategic Narrative
23 Apr 2025
Contributed by Lukas
In this episode of Breaking MedTech, we break down one of the most critical (and most overlooked) parts of early-stage growth: positioning your produc...
Episode 14 - Nobody Knows You
16 Apr 2025
Contributed by Lukas
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 bl...
Episode 13 - Buyer's Journey
09 Apr 2025
Contributed by Lukas
Most small med-tech companies don’t put nearly enough thought into their buyers’ journey.They assume sales will just “happen” if they push har...
Episode 12 - Early Stage Pricing
02 Apr 2025
Contributed by Lukas
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 feel...
Episode 11 - Use Story and Narrative
27 Mar 2025
Contributed by Lukas
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 integratin...
Episode 10 - Virtual Demos
27 Mar 2025
Contributed by Lukas
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—v...
Episode 9 - Fix Your Messaging
27 Mar 2025
Contributed by Lukas
Most small med-tech companies struggle with messaging. Either they have none at all, or it’s constantly changing—making it impossible for customer...
Episode 8 - Founder Brand
27 Mar 2025
Contributed by Lukas
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 bra...
Episode 7 - Building a Brand
27 Mar 2025
Contributed by Lukas
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 ...
Episode 6 - Budget Marketing
27 Mar 2025
Contributed by Lukas
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 g...
Episode 2 - MedTech Sales and Marketing: 20 Years of Evolution
27 Mar 2025
Contributed by Lukas
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 c...
Episode 5 - Better Product Marketing
27 Mar 2025
Contributed by Lukas
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 k...
Episode 4 - 1099 vs Direct
27 Mar 2025
Contributed by Lukas
Breaking MedTech: 1099 vs. Direct Reps – What’s the Best Sales Strategy for Small MedTech?The debate never ends—should small MedTech companies r...
Episode 3 - Be better at websites
27 Mar 2025
Contributed by Lukas
Most B2B medtech websites are a mess. Confusing navigation, unclear messaging, and a lack of direction leave potential customers frustrated and bounci...
Episode 1- Mastering Tradeshows
27 Mar 2025
Contributed by Lukas
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 win...