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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Episode 13 - Buyer's Journey
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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Episode 12 - Early Stage Pricing
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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Episode 11 - Use Story and Narrative
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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Episode 10 - Virtual Demos
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.
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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