Transforming Medical Technology & Devices sales through proven methodologies

The world of medical devices is a real balancing act between new ideas and tight budgets. Hospitals want solid proof that a device works, but they’re also watching every dollar they spend.

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What’s not working for commercial teams in the Medical Technology & Devices sector?

If you’re a device maker, you’re not just convincing doctors, you need to get buy-in from finance teams, procurement departments, and everyone else with a say in the decision. Plus, those group purchasing contracts can make things even trickier, since they often set prices in stone and leave little room to stand out from the competition.

Long sales cycles

Long sales cycles

Medical device sales cycles stretch 12-24 months as products move through clinical evaluation, economic justification, and committee approvals. Sellers must satisfy multiple stakeholders simultaneously – clinicians want clinical evidence and improved patient outcomes, finance teams demand economic justification and ROI, procurement focuses on contract compliance and pricing, and C-suite executives weigh strategic alignment and risk.

Bulletproof business cases

Bulletproof business cases

Capital equipment purchases require bulletproof business cases. Beyond the initial purchase price, buyers scrutinise total cost of ownership, including consumables, service contracts, training, and workflow disruption during implementation. Value analysis committees systematically dissect every claim, comparing solutions across clinical outcomes, economic impact, and operational fit.

Clinical evidence

Clinical evidence

Clinical evidence requirements are non-negotiable. Peer-reviewed studies, clinical trial data, and real-world evidence separate credible solutions from aspirational claims. Yet clinical superiority alone doesn't close deals, sellers must translate clinical benefits into economic language that resonates with financial decision-makers who may lack medical background.

Multiple stakeholder alignment

Multiple stakeholder alignment

Multiple stakeholders create political complexity. The surgeon championing your technology may have different priorities than the OR director worried about workflow disruption, the biomedical engineering team concerned about maintenance, and the CFO focused on capital budget constraints. Winning requires orchestrating consensus across these competing perspectives.

These challenges not only weaken your competitive advantage but also make it harder to build long-term customer relationships.

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The sales imperatives for medical device companies

Discover the four biggest challenges faced by medical device sales teams and the strategies sales teams are adopting to help them sell better. Learn why a formal sales methodology will help increase profitability and how to sell new commercial models and other added value initiatives.

How Huthwaite solutions address these challenges

Our solutions transform medical device sales from product demonstrations into collaborative problem-solving partnerships. Rather than leading with features and clinical data, the methodology helps sellers uncover the specific clinical and operational challenges each stakeholder faces, then develop those challenges into explicit needs that align with the solution's strengths.

Navigate complex stakeholder environments

Navigate complex stakeholder environments by understanding each person's specific concerns and decision criteria

Navigate complex stakeholder environments

Build economic justification

Build economic justification collaboratively with finance teams rather than presenting pre-built ROI models they'll inevitably question

Build economic justification

Connect benefits and outcomes

Connect clinical benefits to operational outcomes and financial impact in ways that resonate across departments

Connect benefits and outcomes

Create urgency

Create urgency by helping stakeholders recognise the cost of current limitations – in patient outcomes, operational efficiency, and competitive positioning

Create urgency

Position investments as enablers

Position capital investments as strategic enablers rather than discretionary expenses

Position investments as enablers

Differentiate through insight

Differentiate through insight and business acumen when products have similar clinical profiles

Differentiate through insight

Solutions for the Medical Technology & Devices industry

With 50 years' research guiding our understanding of consumer behaviour, our Academy has evolved beyond traditional sales. Discover our comprehensive range of courses below.

SPIN Selling

SPIN Selling

Generate more sales and reach higher levels of customer satisfaction

Complex Negotiation

Complex Negotiation

Learn proven techniques that deliver measurable results in real-world complex scenarios

Sales Opportunity Management

Opportunity Management

Unlock the psychology behind successful decision making and manage complex sales

Why choose Huthwaite?

Fifty years of research

Research-proven behavioural science for real world sales, negotiation and communication results

Fifty years of research

Global reach

Trusted by businesses in over 100 countries

Global reach

Behaviour change that lasts

We don’t just train skills – we help you embed them for sustainable success

Behavioural change that lasts

Ready to improve your commercial skills?

Complete the form below to find out how we can help your business reach its commercial potential.