Breaking MedTech

• 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.

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• Episode 24 - Create a Villain

  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 The outdated system.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 cover:Why a good villain makes your message stickHow to use emotion to drive decisionsAnd a simple process to help you start using this in your messaging, decks, and sales callsPeople don’t just buy products. They buy the chance to defeat a villain.Let’s help them do it.

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• Ep 23 - Launching a New Product Ryan and Cope Style

  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 ahead of most.

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• Position Yourself as an Expert

  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 someone worth listening to. That means showing up as a creator or a curator.They cover:– The difference between creating and curating (and why both work)– Why trust is the real currency in early-stage sales– How to build credibility even if you’re just getting started– And the dead-simple ways founders and small med tech companies can manufacture trust without spending big

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• 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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