MEDICAL DEVICE EXPERTS SHARE SELLING AND BUYING INSIGHTS
An Inside Look: A Panel on Medical Device Sales Strategies & Buyer Perspectives
Anyone who markets, sells, or buys medical devices should tune in to this expert panel.
Watch this panel if you want to hear your sales and marketing peers share their own best practices, gain insights into your target buyer, or leverage a clinician’s priorities.
In this panel, you’ll get exclusive insights from leading med device sales execs and industry experts and medical professional buyers on how to fine-tune your selling strategies in today’s ever-changing market.
You’ll learn how to:
- Find and engage physician influencers
- Inform your target market strategy and messaging for segments
- Understand and leverage a clinician’s priorities
- Articulate a value proposition that differentiates your firm
About the Panelists
Amy Pyke is the Senior Director of Reimbursement and Market Access at Stryker Instruments – ENT.
Amy has spent over 25 years working for various medical device and pharmaceutical organizations. For the past year she has been leading Stryker ENT’s Reimbursement Department where she monitor’s payor policies and assists in the development of strategic alternatives to enhance ENT technology growth, educates/trains accounts on reimbursement, coverage, and coding, and conducts extensive claim, billing, and medical record documentation reviews for accounts.
Natali Lenning is the Vice President of Clinical & Market Research at Applied Medical.
She brings over 25 years of medical device industry experience. At Applied Medical, she helps the company develop innovative products and programs to improve patient outcomes and enable minimally invasive surgery. As a new generation medical device company Applied is equally committed to improving the affordability and accessibility of high-quality care.
Natasa Dugandzic is the Corporate Accounts Director at Exactech.
Exactech is an orthopedic manufacturer headquartered in Gainesville, FL. Natasa currently manages national and large IDN key account contracts, pricing negotiation, and relationship development for the organization. Natasa started in business operations working for Lehman Brothers, but transitioned into the medical device industry after receiving her MBA from the University of Florida. She’s been working in sales management with a focus of contracting with strategic accounts since 2009. In her current role, she’s expanded access for Exactech’s portfolio in several national systems with new agreement awards across multiple business segments.
Dr. Bart Lubberts is the Director of the Massachusetts General Hospital, Harvard Medical School Foot and Ankle Research and Innovation Laboratory (FARIL) – a platform for developing novel solutions to unresolved musculoskeletal care challenges faced by patients.
Dr. Lubberts is an Instructor at Harvard Medical School with extensive experience in biomechanical and clinical research. His investigations are published in over 30 peer-reviewed publications. As a clinician, he has worked at the Trauma and Orthopaedic Surgery Department at the University Hospital in Basel, Switzerland. Dr. Lubberts earned his MD and PhD from the University of Amsterdam, the Netherlands.
Watch The Replay!
Get a sneak peek into the webinar! Read a preview of the transcript below:
Speaker 1 (00:02):
Hi, everyone. Thanks for joining us today for our webinar panel, An Inside Look: A Panel on Medical Device Sales Strategies and Buyer Perspectives. Today’s conversation will be moderated by Definitive Healthcare’s very own, Tom Middleton. Just a couple of housekeeping items before we get started today. First of all, we are recording today’s session and we’ll be sending out the recording later this week. Second, if you have a question, feel free to type that into the question box on your console at any time and we’ll do our best to get to them at the end. Lastly, we also have a survey that we would really appreciate you taking, so we can continue to assess your experiences and how helpful this content has been for you.
(00:51):
Our moderator today, Tom Middleton is a vice president of sales at Definitive Healthcare. He is a trusted partner to clients because his selling philosophy is to help firms make investments that serve their needs, uniquely. Tom has extensive experience in healthcare and sales, making him a valued resource to clients, who need not only technology, but consultative guidance in applying technology to business problems. We’re super excited to have you moderating this conversation today, and with that, I’m going to hand it over to you, Tom.
Tom Middleton (01:22):
Great, thanks Clarissa. Let’s start out with some introductions to our panelists today. We have four panelists. We have three from the supplier side, and then one from the provider side, so give you a nice glimpse from the different perspective. Amy Pyke is a Senior Director of Reimbursement and Market Access at Stryker Instruments, ENT business. Amy has spent over 25 years working for various medical device and pharmaceutical organizations. For the past year, she has been leading Stryker’s ENT reimbursement department, where she has monitored payer policies, and assist and development of strategic alternatives, to enhance ENT technology growth, educates and trains accounts on reimbursement, coverage, coding and conducts extensive claim and billing and medical record documentation reviews, for all types of accounts. Prior to Stryker ENT, Amy was with Edwards Life Science and GE Healthcare, where she served in very similar roles. Amy is based in Cleveland, Ohio and is a graduate of Ohio University.
(02:25):
Natali Lenning is the Vice President of Clinical and Market Research at Applied Medical. Natali brings over 25 years of medical device industry experience, and at Applied Medical, she helps the company develop innovative products and programs to improve patient outcomes, to enable mentally invasive surgery. As a new generation medical device company, Applied is equally committed to improving the affordability and accessibility of high quality care.
(02:56):
Third panelist is Natasa Dugandzic, and she is a Corporate Account Director at Exact. Exact is a orthopedic manufacturer headquarters in Gainesville, Georgia. Natasa currently manages national large IDN, key account contracts, pricing negotiations, and relationship development for the organization. Natasa started in business operations working for Lehman Brothers, but transitioned into the medical device industry after receiving her MBA from the University of Florida. She’s been working in sales management with a focus of contracting with strategic accounts for the last… Since 2009, and her history also includes two years with AngioDynamics. In the last two years at her current role, she’s expanded across for Exact portfolio and several national account systems, with new agreements, awards across multiple business segments… .