Episode 52 – In the C-Suite with Clay Steves, CEO, Habakkuk

THRIVE! As an orthopedic distributor in the midst of the pandemic what do you decide to do?  Clay’s answer is THRIVE!  That was Habakkuk’s theme word for 2020.  Think this is corny? It isn’t. Furthermore, Clay’s team follows their four core values – servant heart, teamwork, excellence and perseverance to deliver on their mission which is “We exist to help restore life within the orthopedic community”.  Clay has built his company up to 15 employees in less than 8 years.  We talk about how Habakkuk managed 2020 and what orthopedic distribution looks like going forward. According to Clay, the business model will not be going back to the 2019 version.  We also spend a lot of time on how Clay and his team built their leadership skills.  It is impressive.  I don’t know many people that can quote key learnings from leadership books like Clay can.  More important is the fact he put them into practice.

A note to listeners and subscribers – I have been getting more feedback and requests for slides when I have them.  This is great. I enjoy the interaction.

Now Go Win Your Week!!

Clay Steves’ LinkedIn Profile link

Habakkuk website link

Books Clay recommends:

The Advantage by Pat Lencioni

eBook, hardcover and paperback link

First Break All The Rules by Marcus Buckingham

eBook, hardcover and paperback link

The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About it By Michael Gerber

eBook and Paperback link

Ted Newill’s LinkedIn Profile link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page

Episode 51 – In MedTech Sales Don’t Fight the Technology Adoption Life Cycle Curve

Fight the Technology Adoption Life Cycle Curve and you will lose.  It is science. Why do MedTech leaders and sales and marketing pros continue to fight the TALC Curve?  And, why am I bringing it up?  Because in the past several weeks I have had conversations with startups that have been either not recognizing the curve or fighting it.  Important Note! This applies primarily to New Concept Products.  In this Episode:

Quick review of the Technology Adoption Life Cycle.Why is this important?The Good News and Bad News about Innovators and Early Adopters.How to identify Innovators and Early Adopters.How to sell to Innovators and Early Adopters.

Enjoy!

Now Go Win Your Week!

Recommended Book: Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey Moore

Kindle book linkPaperback book link

Ted Newill’s LinkedIn Profile link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page  

Episode 50 – The Four Forces Shaping Healthcare with Mark Dixon

How will the Four Forces shaping healthcare affect your sales and marketing strategies and tactics?  Do you know how these forces align with the “Triple Aim”?  Mark Dixon once led one of the largest healthcare systems in the US.  Now he is a consultant for both healthcare systems and some of the largest life science companies in the world.  From this unique vantage point, Mark walks us through the Four Forces and their potential impact on vendors/suppliers.  This is particularly important for small to medium sized medtech companies that traditionally don’t view the healthcare ecosystem as strategically as the large medtech companies.  This is also very important for Non US companies trying to better understand the US healthcare market.Near the end of the podcast, we talk about what this means about the way startups design the clinical studies they will use for FDA clearance or approval. 

The links below include a number of publications that will help you keep your finger on the pulse of healthcare in the United States.

Last week, after the podcast on prospecting, a number of listeners requested examples of embedded videos and the slide deck.  It was fun interacting with you.

Now Go Win Your Week!!

Mark Dixon LinkedIn Link

Mark does not have a website.  He doesn’t need one. If you need his email address or phone, contact me.

Publications and groups recommended by Mark:

Becker Hospital Review – https://www.beckershospitalreview.com (Newsletter is free)Advisory Board – https://www.advisory.com  (requires paid membership)Dail-enews – http://dailenews.mdsi.org (free)Association of National Account Executives (ANAE) – https://www.nationalaccountexecutives.com (newsletter is free)

Ted Newill’s LinkedIn Profile link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page  

Episode 49 – Prospecting in the MedTech New Normal

“What advice do you have related to prospecting for new customers in this new normal?” This is the most frequent question I get from MedTech executives, sales leaders and field salespeople.  You can’t start the sales process unless you have a prospect!  So, I decided to make the answer a slide presentation, podcast and videocast.    This episode is purely about prospecting.  I don’t talk about any other part of the sales process.  The podcast/video cast agenda is:

The Prospecting ProblemSurveysParallel Trends That Compound The ProblemTraditional Prospecting vs. Modern ProspectingProspecting to get HCP Attention, Awareness and InterestGatekeepersTeam adoption problems

Enjoy!

Now Go Win Your Week!!

Ted Newill’s LinkedIn Profile link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page  

Link to the Medical Device Success YouTube Channel – https://bit.ly/34dLwUR

Episode 48 – In the C-Suite with Marc Oczachowski, CEO, EDAP TMS

We venture to Lyon, France to learn how Marc and his team fresh off a $28 million raise are setting the stage to dominate High Intensity Focused Ultrasound (HIFU) for prostate cancer.  We also talk about other huge applications for HIFU, leading through the pandemic and his career.  Marc and the EDAP team are poised for growth.  Talk to this guy for an hour and you will be convinced he can lead them to attain their potential. Leadership + an innovative team bonded by a positive culture = RESULTS.  And, they have been getting results for years.

Now Go Win Your Week!

Marc’s LinkedIn Profile link – linkedin.com/in/marc-oczachowski-4829955

HiFU Prostate USA website – https://us.hifu-prostate.com

Ted Newill’s LinkedIn Profile link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page  

Episode 47 – MedTech “Journeys” To Fill the Sales Funnel

Matthew Vernhout, VP of Deliverability, NetCore, walks us through what “Journeys” are and how they can help with prospecting for new customers and nurture current customers.  This is part of the Medical Device Success emphasis on Demand Generation.  This is important because surveys show that most health care professionals and provider executives expect virtual interaction with vendors to continue in 2021 and beyond.  We need to embrace Demand Generation strategies and tactics to be successful in the new normal.  The SAAS industry and consumer products industry has been doing this for years with great success.  And, you experience Demand Gen all the time. It is time for MedTech to catch up.

Now Go Win Your Week!!

Most of you know that I am also the host of the MedTech Leaders community. You can learn more about this non-LinkedIn community at https://medtechleaders.net.  This is where leaders and those aspiring to be leaders get together to help each other with best practices, problems, solutions, ideas and successes.  If you are interested in the MTL community…there is a 30-day free trial. Again, more info at https://medtechleaders.net.

Matthew Vernhout’s LinkedIn Profile link

NetCore Cloud Website link

Ted Newill’s LinkedIn Profile link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page