Building Lasting Relationships and Innovating in Surgical Device Marketing With Madeline Witt

Madeline Witt is the Marketing Manager at Thompson Retractor, a company that designs and manufactures table-mounted surgical retractor systems used in complex procedures such as liver, spine, and cervical surgeries. Over her nine-year tenure at Thompson, Madeline has held leadership roles spanning Assistant Product Manager to Clinical Specialist, and her unique hands-on experience in the operating room has helped shape the company's products and relationships with surgeons nationwide. In this episode… Strong relationships don't just shape careers, they shape entire industries, especially when the stakes are as high as patient care. In a world where innovation moves quickly, how do medical device companies earn trust that lasts for decades? For Madeline Witt, the key lies in building genuine, long-term partnerships with the surgeons and teams who rely on these tools every day. She explains that Thompson works alongside surgeons from their earliest training through the full span of their careers, learning directly from their feedback and evolving needs. That kind of consistency doesn't just improve products, it helps make surgery better together. In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea is joined by Madeline Witt, Marketing Manager at Thompson Retractor, to discuss building lasting relationships while innovating in surgical device marketing. They explore surgeon-driven product development, the value of firsthand clinical experience, and how trust supports long-term adoption. Madeline also shares advice on caring for people beyond business.