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The Future of Orthopedic Device Sales is a new B2B mindset. You must learn this.

24 Aug 2025 · 1 min

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1:24

In this monologue, the speaker argues that medical device sales, particularly orthopedic devices, are rapidly evolving toward a business‑to‑business (B2B) model that will dominate the market within a decade. He illustrates this shift with a concrete case: a small foot‑and‑ankle company hired him to develop a “passport” presentation—a concise, value‑focused pitch designed to win approval from health‑system decision makers. The company’s VP of sales used the passport to approach the right contact at a New England health system, leading to immediate interest and a promise to pursue value‑analysis approval the following week. The speaker likens this success to a coach’s victory, expressing strong enthusiasm and confidence that such B2B selling tactics will become commonplace across the med‑device industry.

Chapters

I think med device is gonna be selling the way I present it. Everybody's gonna be doing it in 10 years. They're gonna, they're going to have to, we're selling to sophisticated entities now. And now I will here, I'll give you guys some good news. A small foot and ankle company that I'd never heard of hired me to help them get their sort of what I call the passport together. And It's more, and I helped them create it. And a lot of times I'll, we'll try to put it in front of somebody and sort of live scrimmage instead of in front of real customers. Well, their VP of sales the other yesterday called me and said, hey, I just decided to do it myself. And I did it with, and it's a health system in New England. And he said, I showed it to the right person that you told me to talk to. And the guy said, this is exactly what I need. I'll go, I'm going to go get us approved. I'm going to go get you guys approved by value analysis next week. Right? So he called me and I was, I was fired up last night because I feel like one of my, my old hoops coach days, one of my players went out and won. Right? But I will, I will tell you it's going to be more common. We will figure it out. Because it's just business selling to businesses. That's what it ends up being.