Marketing leadership built for the gap between clinical approval and commercial adoption, navigating reimbursement complexity, hospital procurement, surgeon champions, and enterprise health system sales cycles.
Medical device and MedTech companies often invest years and significant capital reaching clearance or approval, and then discover that commercial adoption requires an entirely different set of competencies. The transition from regulatory milestone to revenue is where many MedTech companies stall.
A supportive surgeon can open the door, while hospital procurement, value analysis committees, and GPO contracting determine whether the account moves forward. Each step needs a clear commercial strategy.
Payer coverage, CPT coding, and reimbursement pathways shape the commercial story. Buyers need a clear picture of the economic case alongside the clinical benefits.
Hospital C-suites and value analysis committees evaluate devices through a financial lens: supply chain cost, OR efficiency, length of stay, readmission rates. Marketing materials that only speak to clinical outcomes leave money on the table.
Selling into IDNs and large health systems means navigating IT, clinical leadership, supply chain, legal, and finance across multiple sites and departments. Marketing should support each stakeholder throughout that journey.
Many MedTech companies reach clearance with a science team, a regulatory team, and a founder, but no marketing or commercial infrastructure. Building that from scratch while managing launch pressure is one of the hardest commercial challenges in the industry.
MedTech buyers use search, professional resources, clinical evidence, and peer networks to evaluate potential solutions. Clear digital content helps clinicians and administrators understand a product's relevance before a sales conversation.
BentonNewell provides the senior commercial marketing leadership that MedTech companies need to bridge the gap between clinical validation and commercial scale, building the infrastructure, messaging, and pipeline motion that drives adoption at health systems, surgical centers, and physician organizations.
Dana Newell brings experience across healthcare operations, hospital systems, and B2B commercial strategy. Your go-to-market approach accounts for clinical priorities, procurement requirements, and the practical concerns of every buyer involved.
Start the ConversationBentonNewell works best with medical device and MedTech companies that have reached a regulatory milestone and are building toward commercial scale, whether first launch, expansion into new account types, or scaling beyond early adopters.
Surgical devices, robotic-assisted surgery, interventional tools, and minimally invasive technology
Remote monitoring devices, wearables, continuous monitoring systems, and connected care hardware
Imaging systems, diagnostic hardware, and capital equipment selling into hospital and ASC procurement
MedTech startups building their first commercial infrastructure post-510(k) or PMA clearance
A workable MedTech strategy accounts for hospital procurement, value analysis committees, supply chain relationships, finance approvals, and operating-room workflows. Each stakeholder evaluates a device through a different lens.
Dana Newell's experience inside healthcare organizations shapes how we position the device, support field sales, and prepare materials for the value analysis process.
BentonNewell also provides fractional COO leadership, helping MedTech companies coordinate their commercial operations and marketing as they grow.
A fractional CMO for a MedTech company builds the commercial strategy that follows regulatory clearance: clinical and economic value messaging, materials that support value analysis committee review, field sales enablement, digital visibility for clinician research, and the pipeline infrastructure that gives investors visibility into commercial progress.
Clearance establishes that a device can be marketed. Adoption requires a separate process: a clinical champion, evidence that satisfies a value analysis committee, a reimbursement pathway your customers understand, procurement and supply chain approval, and a sales team equipped to navigate all of it. Companies that treat clearance as the finish line frequently stall at this stage.
A typical device adoption sequence includes evidence generation, clinical champion or KOL engagement, reimbursement and coding clarity, procurement and value analysis committee approval, and sales enablement. Marketing supports each stage with the information buyers need to move forward.
Most engagements start with a 30-minute discovery call. No pitch, just a real conversation about where you are and what it will take to get to commercial scale.
Schedule a Discovery Call