Winning in MedTech Sales: Smarter Strategies from Lisa Bichsel’s New Book
Success in MedTech isn’t just about a good product—it’s about how you show up in the field. In her new book, So You’re Launching a Medical Device…, BMMG founding partner Lisa Bichsel distills decades of commercial expertise into practical moves for reps, marketers, and anyone driving growth in this industry.
While written with marketers in mind, sales professionals will find countless takeaways that translate directly into their day-to-day. Even better? Each one maps to the very paths we see inside The Lobby—Breakouts, Builders, and Pillars.
1. Take Control with Data-Driven Selling
Earmarked for our Breakouts | Chapter 3
When you’re new to a territory, it can feel like the territory controls you—scattered leads, incomplete info, and too much reactive selling. Lisa underscores the power of leveraging data platforms (like MedScout and others) to identify high-value accounts, track referral pathways, and prioritize opportunities that actually convert.
Breakouts who adopt a data-first mindset early don’t just hustle harder—they make headway.
2. Account-Based Marketing Meets Sales
Earmarked for our Builders | Chapter 3
Think ABM is just for marketing? Top mid-level reps know it’s their playbook too. By zeroing in on the most influential decision-makers and tailoring outreach to what matters to them, Builders set themselves apart.
Every touchpoint—whether sharing clinical data or leading peer-to-peer conversations—becomes part of a consistent, strategic story that resonates at the account level.
3. Translate Clinical Data into Value
Earmarked for our Builders | Chapter 3
Regulatory and clinical functions may feel “behind the scenes,” but the best Builders know how to bring them front and center. You don’t need to run a trial—you just need to explain why the data matters to the physician in front of you.
When you can translate outcomes into customer value, you elevate yourself from vendor to trusted partner.
4. Build Relationships that Matter
Earmarked for our Pillars | Chapters 2–5
At the highest level, success comes down to trust. Lisa emphasizes how commercial growth depends on relationships with physicians, payers, advocacy groups, and beyond.
For Pillars, every meeting, call, and follow-up is an opportunity to reinforce your role as a partner—not just a salesperson. It’s about playing the long game, with credibility as the cornerstone.
5. Sell with the Exit in Mind
Earmarked for our Pillars | Chapter 2
Even early in a product’s lifecycle, seasoned reps shape how the market perceives it. A well-positioned product brand doesn’t just help close deals—it builds company valuation during acquisition or growth phases.
The way Pillars present solutions, share success stories, and represent their company directly affects long-term impact—beyond their own territory.
“Sales reps are the frontline storytellers. You don’t just sell devices—you build trust and the future of your brand with every conversation,” says author Lisa Bichsel.
Why Pick Up the Book?
For reps, So You’re Launching a Medical Device… is more than a marketing guide—it’s a playbook for selling smarter, leveraging data, and positioning yourself as indispensable to your customers and company.
Keep it close. Flip to the section you need in the moment. And use it to sharpen the edge that separates good reps from great ones.
Meet The Lobby’s Newest Partner: Bichsel Medical Marketing Group
We’re thrilled to welcome BMMG as a partner to The Lobby. Lisa and her team bring unmatched expertise in MedTech commercialization, making them an invaluable resource for our community. Learn more about them here.
Bring It to the Summit
This November, The Lobby Sales Summit delivers a real-time briefing on the strategies shaping medical sales—from territory intelligence to data-driven insights that are moving the needle now. You’ll hear from industry leaders, get access to actionable intel, and connect with peers navigating the same shifts you are.
The inaugural Sales Summit kicks off on November 7 at The Beeman Hotel in Dallas, TX. If this is the level of conversation you want to be having, this is the room to be in.
