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
Leadership Anchored in Belief: A Blueprint for Building Morale and Protecting Culture
“Do as I say, not as I do” — this poor excuse for leadership doesn’t cut it when you’re asking soldiers to saddle up for a 20-mile road march with 60 pounds on their backs. It’s also an insidious morale-killer for any medical device sales team, and Larry Anderson knows a thing or two about leading in both worlds. In addition to being VP of commercial and strategic initiatives at BG Medical with 20 years of industry experience, he’s a U.S. Army veteran captain in the 101st Airborne division. Join us as shares his process for divorcing ego from leadership, how to create a constructive environment for complaints, and why real leadership is always bigger than titles or job descriptions.
In this episode, you’ll learn:
- Why your team needs a better outlet for venting frustrations
- What is meant by the mantra, “leadership is rooted in belief”
- How leadership and mentorship go hand in hand
- Why you support the people who report to you—and not the other way around
Plus, we dig into examples of new leaders inheriting messes and turning them into triumphs.
Resources from this episode:
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The Pandora’s Box of Patient-Driven Testing: Why Diagnostics Will Never Be the Same
Ever had to wait five days for a test result, only for it to reveal that (shocker) you need further testing? It didn’t take two years of COVID to see that diagnostics was ripe for disruption. Patients want on-site testing and OTC kits, and large market forces—namely Amazon and Wal-Mart—are now pushing the industry in that direction. Jeremy Stackawitz is the CEO of Senzo, a company helping reshape the industry with modern diagnostic systems that are fast, accurate, and mobile. Join us as he discusses toaster-sized devices capable of running a wide variety of different tests, the catch 22 of growing antibiotic resistance, the race to establish brand recognition among consumers, and more.
In this episode, you’ll learn:
- How sluggish diagnostic processes negatively impact outcomes
- Why the barrier to entry is so high for this industry
- How greater patient-provider participation strengthens the placebo effect
- The critical messaging that most diagnostics companies are missing right now
Plus, we explore the tricky business of “miniaturizing” everything while maximizing performance.
Resources from this episode:
“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.’
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