The Rise of People in MedTech Marketing

By Sascha

By Remarkable MedTech

For decades, MedTech marketing has been about the brand. Logos, taglines, and product brochures have dominated the landscape. But as we close out 2024, one thing has become clear: the MedTech world isn’t buying brands anymore — they’re buying people.

This shift isn’t unique to MedTech; it’s part of a broader trend reshaping decision-making across industries. People are tired of sterile corporate identities. In a world where loneliness is epidemic and connection is currency, the most successful MedTech companies won’t be the ones with the best product brochures. They’ll be the ones that feel human.

Doctors Want More Than Devices

Medical professionals don’t trust faceless brands anymore. They trust people. When a surgeon chooses a new device or technology, they’re not just evaluating specs and FDA approvals — they’re influenced by the stories, experiences, and values of the individuals and teams behind the product.

And this is where MedTech sales reps come in. More than any other role, the rep is the company. A skilled rep isn’t just selling a product — they’re a problem solver, a confidant, and sometimes, a lifeline in the OR.

Consider this: when a surgeon is deciding between two comparable devices, they’re likely to choose the one backed by a sales rep they know and trust. Why? Because they’re not just buying a product; they’re buying the relationship, the expertise, and the confidence that the rep will be there when it matters most.

Sales Reps: The Faces of MedTech

In a world where people > brands, the role of the MedTech sales rep has never been more critical. Here’s why:

1. Reps Build Relationships, Not Just Pipelines
   The best reps don’t view themselves as salespeople; they see themselves as partners to the surgeons, hospital administrators, and procurement teams they serve. They understand the challenges these professionals face and position themselves as trusted advisors, not just transaction facilitators.

2. Reps Humanize the Brand
   Logos and taglines don’t show up in the OR at 3 a.m. — people do. A rep who knows their product inside and out, anticipates issues, and remains calm under pressure is worth more than any marketing campaign.

3. Reps Drive Influence
   Surgeons don’t just trust reps to deliver products; they trust them to provide valuable insights. Whether it’s sharing case studies, facilitating peer-to-peer connections, or offering training on new techniques, reps are often the bridge between the technology and its real-world application.

4. Reps Create Long-Term Loyalty
   Great reps build emotional connections. They’re the reason a surgeon stays loyal to a brand, even when competitors offer similar (or cheaper) options. These relationships can outlast individual product lifecycles and even jobs.

Parasocial Relationships in MedTech

Just as Gen Z feels connected to their favorite influencers, surgeons, cardiologists, and radiologists want more than a brochure. They want a face. They’re more likely to engage with a sales rep who’s consistently present, helpful, and authentic than with a sterile, corporate marketing email.

Sales reps are uniquely positioned to create these connections. They’re already in the field, having face-to-face interactions. By leaning into their authenticity and building trust, reps can become not just product experts but industry influencers in their own right.

Winning in 2025: Equip and Empower Your Reps

As MedTech marketing evolves, the role of the sales rep needs to evolve too. Here’s how companies can help their reps succeed in this new era:

1. Train Reps as Relationship Builders
   Sales training should focus less on closing techniques and more on relationship-building skills. Equip your reps to be problem solvers, trusted advisors, and reliable partners.

2. Support Reps with Digital Tools
   Social media and digital platforms are critical. Help your reps establish their own professional presence on LinkedIn and other channels. A rep who regularly shares authentic insights online can become a micro-influencer, extending their impact beyond their territory.

3. Leverage Rep-Driven Marketing
   Use your reps as a marketing asset. Capture their success stories, share their insights, and highlight their relationships with customers. Showcasing these human elements will resonate far more than traditional ad campaigns.

4. Reward Relationships, Not Just Revenue
   Shift your KPIs to recognize the value of long-term relationships. Sales isn’t just about this quarter’s numbers — it’s about building a foundation of trust that leads to years of loyalty.