The team unpacks a practical playbook for voice of customer in medtech. Learn how to recruit across the real buying committee, ask intent questions that forecast adoption, and focus on operational ease so your product clears the bandwidth barrier inside hospitals. Walk away with first steps to build buyer personas, create an internal champion, and keep a non-sales conversation running in the market.Key takeaways:* Do not generalize one cohort’s feedback across the committee* Test intent with do oriented questions instead of nice to hear statements* Operational simplicity is a decision driver when staffing is thin* Build a champion and arm them to speak for finance and operations* Keep VOC continuous to prevent point in time blind spots* Use associations and local chapters to reach hard to access roles

In this episode of the Women in Medtech series, host Colleen Patterson is joined by Linda Lybert, founder and executive director of the Healthcare Surfaces Institute, for an eye-opening conversation about the unseen role that materials and cleaning practices play in patient safety.Linda shares how a simple sales visit led to a decade-long mission to improve the way hospitals think about surface disinfection and design. From launching global task forces to breaking down silos between infection prevention, facilities, and manufacturers, she explains how collaboration and persistence are essential to driving change in healthcare environments.Listeners will gain practical insight into how surface selection, training, and communication across departments can reduce healthcare-associated infections (HAIs), extend product life, and protect brand reputation.Key Topics:* Why surfaces matter for infection prevention and patient outcomes* The hidden costs of material damage and improper disinfection* How collaboration between clinicians and manufacturers creates safer environments* Strategies for overcoming “no” and building momentum for change* The global effort to standardize cleaning, testing, and education

In this episode of the Value Analysis Expert Series, Jenell Robinson, Terri Nelson, and Barbara Strain discuss how Unique Device Identifiers (UDIs) are transforming value analysis. From recall management to data-driven product evaluations, UDIs provide a common language that helps hospitals and suppliers align on outcomes, cost, and operational impact.Learn how UDIs:* Improve traceability and safety during recalls* Enable more accurate product comparisons and evaluations* Connect clinical, financial, and operational data for better decisions* Support retrospective reviews and continuous improvementWhether you are a medtech supplier preparing for product evaluations or a healthcare leader working to streamline decisions, this episode shows why UDIs are more than codes — they are a foundation for credible, patient-centered decision making.???? Subscribe to stay updated on future Value Analysis Expert Series episodes.

Our 100th episode is a look back and a look ahead. Skender Daerti is joined by Barbara Strain, Colleen Patterson, Scott Alexander, and Mike Spurduti to reflect on how the show began during the Great Isolation and what four years of industry change have taught us.In this episode you will hear:* How inside sales, digital marketing, and virtual education reshaped commercial models in medtech* Why listening to the real world through voice of customer, human factors, and market research beats build it and they will come* Provider side realities from supply shortages to today’s financial pressures and operational efficiency needs* The rise of Women in Medtech and why representation changes how decisions get made* What is next for the industry, including data and AI in outcomes and sales, private equity’s growing influence, rural health challenges, and the impact of policy and tariffsTakeaways: change is constant, execution matters, and the companies that adapt with clear value and real customer insight will win the next four years.Featuring Skender Daerti Barbara Strain Colleen Patterson Scott Alexander Mike SpurdutiIf this conversation helps you see the forest and not just the tree, subscribe for the next 100.

Host Scott Alexander sits down with Barbara Strain and Mike Sperduti to cut through the AI noise and focus on where it truly delivers value in the medical device world. Rather than debating models, the panel shares real use cases that speed decisions, strengthen commercial execution, and reduce costs.What you’ll learn:How AI shifts us from data rich and information poor to faster, better decisions for providers and suppliersPractical sales applications like customer prep, role play, and building sharper decks without sounding genericUsing AI for innovation and IP work alongside expert legal reviewWhy prompt “chunking” beats all-in-one asks, and how to validate sources before actingProvider-side examples including RFP review in minutes and cleaning surgical preference cardsWhen not to use AI for content creation, and how to keep originality and copyright controlThe real advantage in the AI era: curiosity, judgment, and assembling the pieces into something new

In this episode of the Women in Medtech series from the Medtech Business Academy podcast, host Colleen Patterson sits down with Tiffany Wilson, President and CEO of the Science Center in Philadelphia.With over 20 years of experience bringing healthcare technology from bench to bedside, Tiffany shares what it really takes to transform innovation into impact. She breaks down the key risks every startup must overcome, why leadership development is just as critical as funding, and how health systems can create clearer pathways for startups to engage.Topics covered include:* The difference between innovation and measurable impact* Technology, regulatory, and commercialization risk* Why there is no consistent “front door” for startups in healthcare* The people factor behind successful companies* Global innovators entering the U.S. market* Why speed is not a strategy in medtechWhether you are a founder, investor, or healthcare leader, Tiffany’s insights provide a clear-eyed look at what drives success in today’s medtech ecosystem.

In this episode of the Medtech Business Academy, Skender Daerti, Scott Alexander, Mike Sperduti, and Barbara Strain explore the evolution of medtech buying decisions and the growing influence of centralized purchasing. The discussion covers how value analysis committees and supply chain teams are reshaping the decision-making process, the critical role of marketing in driving strategy, and how sales teams can adapt to this new reality.From leveraging digital tools to leveling the playing field for smaller companies, the panel shares practical insights on connecting with key stakeholders, cutting through generic content, and creating a strong implementation strategy. Whether you’re a startup or an industry leader, you’ll gain actionable strategies to thrive in today’s competitive medtech market.

Medtech is heating up in the second half of 2025—is your company ready?In this episode of the Medtech Business Academy podcast, Skender Daerti is joined by Tom Hickey, Barbara Strain, and Scott Alexander to explore how smart medical device companies are navigating renewed momentum, shifting provider dynamics, and emerging investment opportunities.You’ll learn:✅ What’s driving renewed activity in the medtech and healthcare markets✅ How provider constraints are impacting purchasing decisions✅ Why capital equipment and government accounts are key growth areas✅ What commercial teams must do now to compete and win✅ How rural health, M&A, and investor trends are shaping the landscapeWhether you're in medtech marketing, sales, strategy, or clinical operations, this episode delivers practical insight into how top-performing companies are preparing for a strong finish to 2025.Subscribe for weekly episodes focused on medtech strategy, value analysis, and commercialization.#medtech #medicaldevices #healthcarestrategy #valueanalysis #medicaltechnology #medtechmarketing

In this episode of the Women in Medtech series, host Colleen Patterson is joined by Abby Norfleet, Barbara Strain, and special guest Jennifer O’Reilly, Vice President of National Accounts at B. Braun’s Outpatient Division and Board Chair for Corporate Partners at Professional Women in Healthcare (PWH).Together, they unpack the myths of leadership, the invisible labor holding professionals back, and the real steps to building a fulfilling career in medtech. Jennifer shares candid insights from her 25-year journey—from being recruited out of college to leading national accounts and mentoring women through PWH.Key takeaways include:* Why stating your career intentions matters* How to spot (and stop doing) non-promotable work* What effective mentorship really looks like* Why career progression isn’t always a straight lineIf you’ve ever been told you’re “too valuable” to promote or feel stuck in your current role, this episode is a must-listen.

In Episode 94 of the Medtech Business Academy, Skender Daerti and Barbara Strain tackle the uncertainty gripping today’s healthcare ecosystem. With macroeconomic signals sending mixed messages and the passage of the so-called “Big Beautiful Bill” creating new Medicaid challenges, both providers and suppliers are frozen in indecision.This episode breaks through the paralysis.Skender and Barbara explore the current “deer in headlights” moment across the industry and outline tangible steps medtech leaders can take now to prepare for either a market boom or a deeper stall. Topics include:* How tariffs, Medicaid shifts, and rural hospital strain are shaping the landscape* Why value propositions must evolve for 2025 and beyond* Practical strategies to lean your portfolio, reframe your messaging, and re-engage your customers* The overlooked opportunities in pediatrics and under-resourced markets* What it means to "hit them where they ain't" in today’s environmentWhether you're staring at flat sales or waiting for a signal to invest, this conversation will help you act with clarity, mitigate risk, and set the stage for growth.

Why do so many promising medical technologies stall in the value analysis process?In this episode of the Value Analysis Expert Series, Skender Daerti is joined by three of the most respected leaders in the field: Terri Nelson, Jenell Robinson, and Barbara Strain. Together, they explore the real-world barriers medtech suppliers face when navigating hospital Value Analysis Committees (VACs)—and what it takes to overcome them.✅ What happens behind the scenes in a VAC✅ How suppliers can better prepare and align✅ Why timelines shift—and how to anticipate it✅ What the best-performing teams do differentlyWhether you're in clinical, marketing, or sales, this conversation offers unfiltered insights from the people who actually run the process.

Market Pressures, Medtech Strategy, and Provider Perspectives In this special two-person episode, Scott Alexander and value analysis leader Barbara Strain discuss the state of medtech commercialization in 2025—from shifting provider priorities to evolving supplier expectations.You’ll hear insight on:* Mid-year pressures on provider systems and medtech companies* Why traditional goals no longer apply—and how to “skate to where the puck is”* What manufacturers must do to differentiate in today’s procurement environment* How KOLs can drive account penetration and peer-based education* The critical role of supply chain stability, product quality, and ease of training* Why full adoption is harder than new logo wins—and what to do about itWhether you’re navigating RFPs, aiming for higher contract win rates, or repositioning your message, this conversation offers timely strategies from both sides of the table.

Chait Razdan, CEO of Care+Wear, joins the Medtech Business Academy to discuss innovation in patient-centered design, navigating tariffs, and building trust with hospitals. Learn how transparency, community, and iteration drive success in today’s complex medtech landscape.

In this episode of the Value Analysis Expert Series, Terri Nelson is joined by seasoned value analysis leaders Barbara Strain and Jenell Robinson to tackle a critical but often overlooked topic: supplier education.Whether you're a medtech sales rep, clinical liaison, or value analysis professional, this conversation unpacks what suppliers don’t know—and what hospitals must do to ensure better engagement, compliance, and outcomes.

In this episode of the Women in Medtech podcast, we welcome back Emily Levy, CEO and co-founder of Mighty Well, for an inspiring update on her entrepreneurial journey. Emily shares how Mighty Well secured an Innovation Voucher from the state of Rhode Island, expanded its partnership with Prism Medical, and is leading a new conversation about recovery, wellness, and patient-centered design in medtech.Emily also opens up about her own healing journey, her work with the Cartier Women’s Initiative, and how her company is evolving to support patients beyond vascular access. Whether you’re a medtech founder, clinician, innovator, or patient advocate, this episode is filled with insights on funding, leadership, and whole-person care.

In this episode of the Value Analysis Expert Series, Skender Daerti is joined by Barbara Strain, Jenell Robinson, and Terri Nelson to explore how suppliers and value analysis professionals can move beyond transactional interactions and build true partnerships.They discuss common missteps in supplier engagement—like rigid volume commitments and outdated messaging—and share how to approach contracting conversations with strategy, flexibility, and respect for clinical realities. The panel breaks down the importance of understanding evolving standards of care, the role of physician preference, and how to use risk-sharing and proactive communication to avoid friction.Whether you’re a supplier looking to better navigate the value analysis process or a provider refining your approach to vendor collaboration, this episode offers grounded, practical insight into building stronger, smarter healthcare partnerships.

In this episode of the Women in Medtech Podcast, nurse entrepreneur Tamara Al-Yassin, CEO of The Nursing Beat, shares how she went from trauma nurse to founder of a fast-growing digital media company built by nurses, for nurses.With insights into burnout, nurse-led startups, and the power of clinical voices in medtech, Tamara discusses how The Nursing Beat is reshaping how nurses access news, resources, and mentorship. We explore the rise of Gen Z nurses, the role of AI in healthcare, and what it means to lead with authenticity in a changing system.Whether you're in medtech, nursing leadership, or digital health, this conversation will resonate with anyone passionate about clinician-driven innovation and the future of care.

In Episode 88 of the Medtech Business Academy Podcast, hosts Skender Daerti, Barbara Strain, and Scott Alexander dive into the exciting future of medical technology. Inspired by the growing enthusiasm among healthcare providers for transformative tech innovations, the conversation highlights how medtech companies are uniquely positioned to revolutionize healthcare delivery. The trio discusses how emerging technologies, particularly AI, offer unprecedented opportunities to enhance clinical efficiency, reduce healthcare waste, and ultimately improve patient care.Scott emphasizes the importance of thinking beyond incremental improvements and instead focusing on groundbreaking innovations that redefine healthcare possibilities. Barbara underscores the need for meaningful partnerships between medtech providers and healthcare systems, aiming to streamline operations and maximize value. Skender encourages industry leaders to embrace bold thinking, foster inspiration, and drive significant advancements in medical technology.Tune in to discover how embracing innovation, asking critical questions, and pushing the boundaries can place your company at the forefront of healthcare transformation.

Did you know medical device surfaces could be contributing significantly to hospital-acquired infections? On Episode 87 of the MedTech Business Academy Podcast, our guest Linda Lybert from the Healthcare Surfaces Institute (HSI) and ISSA reveals why surfaces in healthcare settings are critical—yet dangerously overlooked.

Join top value analysis experts as they discuss strategic methods to influence device adoption, improve clinical outcomes, and navigate healthcare decision-making processes. Learn how value analysis can drive success in the healthcare sector, particularly for medical device sales and marketing professionals aiming for impactful results.