Medical Sales Accelerator Podcast
The Medical Sales Accelerator Podcast brings you insider tips and secrets to help you drive your sales. Featuring interviews with top-performing medical sales reps, president’s club winners, and leaders in the MedTech industry. Hosted weekly by Zed Williamson and Clark Wiederhold. Listen online, or find us on YouTube.
Developed and produced by TrackableMed, the medical marketing agency known for creating predictable, trackable growth for MedTech companies and medical practices.
Episodes
“Decision Science”: New Research on How Your Customers Interpret Risk and Frame Value
You may be doing a lot of things right—but you’ll never achieve consistent success unless you grasp the neuroscience behind why some of your tactics work better than others. Tim Riesterer is chief visionary at B2B Decision Labs, which draws from several behavioral sciences to pioneer ‘decision science.’ The goal is simple: Understand how humans conceptualize risk, frame value, and make decisions—then leverage those insights in the wild. We sat down with Tim to understand what he means when he says “value only lives in contrast,” and how you can make your customers feel smart enough to realize that they’re not responding to market trends intelligently.
In this episode, you learn:
- How precise language can bypass peoples’ risk-averse biology
- How to avoid accidentally disrupting yourself (i.e., lean into the status quo bias)
- Why Tim loathes focus groups and most ‘voice of the customer’ research
- How to sub out ‘Why Us’ stories for ‘Why Change’ stories
Plus, we dive into some of the many juicy contradictions of the human mind.
Lessons Learned in Driving Patient Engagement from TikTok Doctor Inna Husain
Docs can dismiss today’s hottest social media apps all they want—but Dr. Inna Husain’s authentic online presence has patients scrolling, liking, and sharing their way into her office. In addition to being a board-certified ENT with a fellowship in laryngology, Dr. Husain just so happens to be a South Asian Muslim mother of three who found a liberating sense of belonging on TikTok and Instagram during the pandemic. We caught up with this TikTok doctor to learn how she creates simple yet informative content that speaks to the pain points of 2 million+ users. Join us as she explains why passion is the key ingredient in any successful social media strategy and shares eye-opening takeaways from countless online interactions.
In this episode, you’ll learn:
- How to responsibly educate on symptoms of a disease state to a wide audience
- Why Dr. Husain never proselytizes social media to disinterested docs
- What’s realistic—and what’s definitely not—when it comes to content planning
- How the ‘med bikini’ trend underscores the need for representation in medicine
Plus, we talk about Dr. Husain’s TikTok doctor “haters,” and why she tries to reach even the most disillusioned patients.
Want to Be a Premier Revenue Driver? Stop Taking Orders and Start Taking Accountability
Are you a revenue driver or just an order taker? More importantly, do you understand the distinction? Francisco Martinez didn’t really know—let alone care—when he fell into a medical sales role out of necessity years ago. Now? He’s a sales coach, trainer, and productivity enthusiast on a mission to dignify selling and help high achievers go beyond transactions. We sat down with the executive sales manager for Empire Medical (Arthrex) to chat about his 180-degree mindset shift, the power of humility, the industry’s growing need for hard truths and clear motives, and more.
In this episode, you’ll learn:
- The irony of using “salesy” as a dirty word (and what’s really behind it)
- How to champion the culture you want to be a part of, regardless of your role
- Why a failure to consistently define goals can lead to misaligned teams
- How to make an impact within and beyond MedTech using the three ‘E’s
Plus, we explore ways to balance the dual responsibilities of sales and service more effectively.
How Soft Skills Make You Strong: Perfecting the Art of Storytelling to Close More Accounts
You’re dishing out indisputable data that proves you have a superior product—so why aren’t docs responding rationally to it? Stop spinning your wheels and start spinning yarns, says John Livesay, award-winning sales professional and author of “The Sale Is in the Tale.” We caught up with the “the Pitch Whisperer” himself to discuss how the most successful pitch artists in MedTech tell clear, concise, and compelling stories that their customers can repeat in that often-overlooked ‘meeting after the meeting.’ Join us to learn the four-part formula for translating stats into a captivating narrative that lets your customers’ frustrations and aspirations take center stage.
In this episode, you’ll learn:
- How empathy and engaging body language up your likeability factor
- Simple tricks to make your story stronger (e.g., present tense > past tense).
- How to break the habit of telling stories that lack meaningful resolutions
- Why you should use the ‘5-5-5 rule’ to be a progressionist, not a perfectionist
Plus, we dig into the neuroscience behind our brains’ inability to conceptualize the word ‘don’t.’
Encore Episode: What Helps a Rep “Win Over” a Surgeon (It’s Not What You Think)
There’s no doubt about it—you better know the nuances of your product and fully understand the frustrations of the people you call on. What’s more, you need to know how and when to leverage those understandings. If you’re looking to develop or sharpen that kind of professional discretion, then you’ll want to revisit our 50th episode featuring Johnny Caffaro, senior manager of global downstream marketing for hip at Stryker. Johnny’s journey from a green go-getter to a trusted OR asset is an important and timeless reminder: Business development takes work, and it ain’t always pretty. Do it right, though, and you’ll open up countless opportunities for yourself over time.
In this epsiode, you’ll learn:
- Why everyone in a hospital—from administrators to custodians—is worth your time and can help you build a more aligned strategy
- Why it pays to make the scrub tech look like a hero
- How to get the ‘status quo bias’ working in your favor
- Ways to save your career from the complacency trap (or avoid it altogether)
Plus, we explore the advantage of pitching your most complex products first.
Physician Education: A Changing Landscape
Odds are, your prospective customer is trapped in their own ‘healthcare bubble’—and your ‘in’ could be showing them a way out. Dr. Brian Cohen is an anesthesiologist and the co-founder and COO of CMEfy, a co-learning platform that’s incentivizing clinician collaboration. We sat down with him to hear how his platform is giving clinicians the keys to drive their continuing medical education while helping medical thought leaders monetize their insights. Join us to find out how MedTech reps can leverage this co-learning revolution to drive value for customers and get plugged into what clinicians on the ground care about most.
In this episode, you’ll learn:
- The power of reflective journaling in medicine
- What it took to design a platform where no stakeholder loses
- How the cautionary tales of social media impact co-learning efforts
- Why once “close to the chest” techniques are now being passed along
Plus, we dig into COVID’s role in helping check egos and spur open channels of communication.
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