MedTech commercial teams are under relentless pressure to drive growth on shrinking resources. With 25–40% of company spend already going to sales and marketing, the only way to win is by using data to zero in on the highest-potential opportunities—and maximize ROI. In our recent webinar, we sat down with industry experts Diana Chan, Medical Device Consultant and former CMO of MOLLI Surgical (now part of Stryker) and Amy Siegel, Co-Founder and CEO of S2N Health, to understand how the right data can serve as a MedTech company’s most powerful commercial growth lever.
Meet the Panelists
Diana Chan brings over two decades of experience in the medical device space and is the former Chief Marketing Officer of MOLLI Surgical, acquired by Stryker. She is passionate about supporting breast cancer care and now lends her experience to early-stage companies as a consultant. Diana is also the Chair of the Strategic Advisory Board at Perimeter Medical Imaging.
Amy Siegel leads S2N Health as Co-Founder and CEO. Her focus is on improving market visibility and accelerating commercial adoption of MedTech solutions, leading her to spearhead the development of RepSignal, a platform that arms MedTech commercial teams with the data and intelligence they need to reach and message their customers. She has 25+ years of experience in the healthcare industry and has previously held leadership roles in Strategic Marketing at medical device companies.
Understanding Key Trends in MedTech Marketing and Sales
One message came through loud and clear: efficiency isn’t optional—it’s survival.
MedTech teams already pour a significant share of their budgets into sales and marketing. But with mounting economic constraints, there’s no room for wasted spend. Diana and Amy stressed that now more than ever, success depends on turning data into actionable insight—so teams can zero in on the highest-value opportunities and accelerate the sales cycle.
“It’s almost a race against time, where the theme is optimization. We have to make the best use of our available capital to grow our sales as quickly as possible.” —Diana Chan
Another standout trend: consolidation is reshaping enterprise MedTech companies.
As post-COVID M&A picks up, strategics are acquiring smaller companies to maximize product and call-point synergies. However, this rapid expansion of product portfolios comes with challenges, such as equipping field teams to sell effectively with bags that are larger than ever.
“With the addition of so many new products to their bag, it’s almost like every rep becomes a new rep.” —Amy Siegel
To maximize the success of these acquisitions, commercial teams need more than integration plans— they need data-driven, actionable insights delivered directly in the CRM where field teams can access them. This equips reps to prioritize the right targets, tailor their messaging, and sell effectively in an increasingly complex environment.
Amy described today’s landscape as an “arms race for information” where the companies that can access and act on timely, precise, and actionable data the fastest will win. For sales and marketing teams under pressure, data isn’t just a tool—it’s a competitive advantage.
As healthcare delivery continues to evolve, tracking provider and patient activity across shifting settings of care has become mission-critical. In today’s landscape, real-time insights aren’t a nice-to-have—they’re a must for MedTech companies’ survival.
Leveraging Data to Drive Results
When it comes to leveraging data effectively, both Diana and Amy shared actionable insights:
- Acquiring the Right Data: It all starts with recognizing what kind of data your team actually needs and how they can leverage it to drive smarter decisions. Extracting the maximum value from your data often means choosing a partner, not just another data provider.
- Targeting: Too often, reps rely on tribal knowledge to decide where to focus. To reduce blind spots, they need actionable data that helps them target the highest-potential opportunities with precision. Platforms like RepSignal equip reps with the insights they need—so they can spend less time researching and more time closing.
- Aligning Marketing and Sales: When the right data is embedded into everyday workflows, it creates true alignment between marketing and sales, allowing everyone to “row in the same direction” as Diana shared. Amy highlighted how marketing can provide critical “air cover” for sales through persona-focused campaigns— equipping reps with messaging that resonates with their specific targets.
RepSignal in Action: Bridging the Gap Between Sales & Marketing
The webinar featured a real-world example of how an enterprise MedTech company used RepSignal to align their commercial team, with the common goal of driving growth in an underutilized indication. By generating a custom list of account and physician-level targets directly into Salesforce via RepSignal, their sales team was equipped to focus on best-fit accounts while marketing provided strategic “air cover” through a targeted, persona-driven educational campaign. This example illustrates how the right data in the hands of the right people has the power to reduce inventory backlog, drive up product utilization, and ultimately lead to better patient outcomes.
“We want to be able to bring the best technology, as fast as possible, to more hospitals, so that more patients can benefit.” —Diana Chan
Get in Touch
Watch the full webinar recording below for more insights into how data can transform MedTech sales and marketing from strategy to execution.
Ready to explore how RepSignal can align your commercial team? Book a demo today to learn more.
