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


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


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

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.


bart lubberts

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. 


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