Educate First, Sell Later | Ep 108

The way medtech buyers learn, evaluate, and engage has changed, but many commercial teams are still working from an older playbook.In this episode of Medtech Business Academy, Scott Alexander is joined by Skender Daerti, Barbara Strain, and Mike Sperduti for a conversation on how medical device companies need to rethink their approach to sales, marketing, and customer education. The panel discusses why buyers are no longer waiting for a rep to bring them information, how hospitals are looking inward to identify their own gaps, and why medtech companies need to show up with education before the buying cycle begins.The conversation explores the shift from transactional selling to relationship-driven education, the growing role of digital and social channels, and why companies that understand their customers’ problems better than anyone else will be positioned to win.At the center of the discussion is a simple but urgent idea: medtech selling is at an inflection point. The companies that continue to control information will struggle. The companies that educate, build trust, and meet buyers where they are will create the advantage.