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
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
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 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 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
Build economic justification
Build economic justification collaboratively with finance teams rather than presenting pre-built ROI models they'll inevitably question
Connect benefits and outcomes
Connect clinical benefits to operational outcomes and financial impact in ways that resonate across departments
Create urgency
Create urgency by helping stakeholders recognise the cost of current limitations – in patient outcomes, operational efficiency, and competitive positioning
Position investments as enablers
Position capital investments as strategic enablers rather than discretionary expenses
Differentiate through insight
Differentiate through insight and business acumen when products have similar clinical profiles
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.
Complex Negotiation
Learn proven techniques that deliver measurable results in real-world complex scenarios
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
Global reach
Trusted by businesses in over 100 countries
Behaviour change that lasts
We don’t just train skills – we help you embed them for sustainable success
Training built for the Healthcare sector and delivered by our experts
Benefit from the experience of 157+ expert trainers and 50 years of research-backed learning to transform your sales teams and deliver superior outcomes. Our licensed trainers combine our unique methodology with consistently high-quality learning experiences.
Here are just a few of the trainers you could work with.
Robin Hoyle
Robin has over 30 years’ experience in L&D and in 2021 was named one of the 15 most influential people in L&D.
Robin Hoyle
Head of Learning Innovation
Robin has over 30 years’ experience in L&D, having worked internationally designing programmes, running development sessions for people at all levels in most sectors and building innovative learning interventions. He has designed award-winning corporate development programmes in the UK, seamlessly integrating synchronous and asynchronous digital delivery.
Katie Adgie
With 15+ years of experience in L&D, Katie provides an innovative and energetic learner experience.
Katie Adgie
Learning Development Consultant
Katie is a highly experienced learning facilitator with over 15 years in L&D. Her experience of creating, developing and embedding learning journeys has given her valuable insight and expertise in successfully managing the requirements of an organisation, alongside the individual learner needs.
A self-confessed L&D fanatic, Katie shares her extensive knowledge and passion with participants, providing an innovative and energetic learner experience in both virtual and face-to-face training environments.
Shaun James
Shaun has been a L&D professional for 25 years, specialising in sales, negotiation and communication skills.
Shaun James
Head of Learning & Skills
Shaun has been a Learning and Development professional for 25 years, specialising in sales, negotiation and communication skills. His current role is as our Head of Learning and Skills, where he has responsibility for the quality of delivery across the international network of trainers.
Anders Hjort
One of our Regional Directors, Anders leads multinational behaviour change projects across various sectors.
Anders Hjort
Regional Development Director
As Regional Development Director and behaviour change expert at Huthwaite International, Anders takes a robust approach to change management, ensuring stakeholder buy-in, participant support, and clear communication of project goals for the highest chance of success and he understands how to bridge the gap between the different cultures across a breadth of different industries.
Rob Honeyman
Rob encourages an engaging environment that focuses on fostering wider exploration.
Rob Honeyman
Learning Development Consultant
Rob is a professional and affable personality with experience of delivering to groups of all sizes and has worked in L&D roles in a variety of sectors. Growing up in a military family, Rob has experience living and working in many different cultures in various countries. He currently delivers sales and negotiation skills development to Huthwaite International’s clients across the globe.
Marco Weijers
Marco, our Regional Director for Netherlands & Germany, leads global projects in all industries.
Marco Weijers
Regional Director
Marco has been Huthwaite’s Regional Director for Netherlands and Germany since 2003. His current role is underpinned by an impressive 20-year career in sales and sales management at leading companies in the field of medical supplies and technology.
Now primarily responsible for business development in the Netherlands and Germany, Marco and his team successfully deliver the full Huthwaite suite of programmes throughout those countries.
Ready to improve your commercial skills?
Complete the form below to find out how we can help your business reach its commercial potential.