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 why you should stop trying to win the whole market and start by finding the right customers...your early adopters. The ones who get it, support you early, and become evangelists when you deliver.We talk about: • Why prestige targets can drain your runway • How to focus on early wins to build trust and revenue • The difference between market potential and actual tractionIf you’re trying to figure out where to go next, start here.This episode might just save your launch strategy.
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Episode 28 - PHD in the Problem
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 just the clinical or operational side of it, but the pain it causes, the emotions it triggers, and the downstream impact on their team, workflow, or patients.When your marketing, website, and sales pitch all lead with that understanding, people listen. Because they feel like you get them.This episode covers: - Why features and specs come later - How to lead with the problem to earn trust faster - Real examples of messaging that opens doorsListen now and stop skipping the first date.
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Episode 27 - Being a Hunter w/ Dominick Pistone
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 leadership team has a sales background, this is who you need first.We talk about: • Why the first sales hire should be a hunter (not a strategist) • How Dom approaches sales tactically • The difference between generating interest and actually closing deals • What too many startups get wrong in early sales hires
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Episode 26 - Show and Tell
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 today’s market • The fears holding companies back • Practical ways to show your product (without it becoming a nightmare)
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Episode 25 - Cool Marketing Ideas From Other Industries
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– Leveraging NIL and fresh partnerships to generate buzz– Creating community and events that actually make people smarter– Using digital visuals to show your product, not just talk about itOther industries are ahead of the curve.MedTech doesn’t need to reinvent the wheel. It just needs to borrow a better one.
Welcome to Breaking MedTech –where we explore how small B2B med tech companies can break away from outdated sales and marketing strategies and embrace modern, digital approaches that drive real results.
Hosted by Mark Copeland and Ryan Pistone, we tackle the unique challenges small med tech businesses face, offering practical insights and fresh ideas inspired by strategies from other industries. From lead generation to brand positioning and everything in between, we’re here to help you grow, adapt, and succeed in a competitive market.
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