Episode 21 - Tailor Your Message To Your Audience

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 sterile processing and expect them to care. Just like you can’t talk to a procurement lead about clinical outcomes and expect buy-in.Ryan and Cope break down:The common messaging mistakes small MedTech companies makeHow it slows deals and creates confusionReal-world examples of how Mark navigated this in the fieldSimple ways to adapt your pitch without building five different decksIf you’re tired of lukewarm interest and want to start getting real traction across departments — this episode’s for you.

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