The Sales Rep That Never Sleeps: Building a 24/7 MedTech Demand Engine

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The Sales Rep That Never Sleeps: Building a 24/7 MedTech Demand Engine

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How do you build a marketing engine that educates surgeons and drives pipeline 24 hours a day? In this episode of Digital Clinic, Aaron Burnett sits down with veteran medtech marketer Tony Chadwick. Tony discusses his recent success helping Bioventus scale its commercial pipeline from $19 million to over $200 million. He breaks down how to transition from traditional product-pitching to an educational, story-first approach. In this episode, you'll learn: • Why digital marketing acts as a 24/7 sales rep to reach buying committees • How Bioventus scaled its pipeline from $19 million to over $200 million • Why a "teacher first" mindset builds deeper trust with spine surgeons • Why authentic storytelling and video beat generic, AI-generated copy CHAPTERS: 00:00 Welcome 02:28 Bioventus Overview 05:04 Demand Gen Pipeline Growth 07:28 Targeting Surgeons With Proof 10:55 LinkedIn Consistency Playbook 12:49 Ascom Healthcare Smartphone 16:24 Career Path and Skill Stack 20:30 AI in Healthcare Marketing 23:01 Measuring Marketing Impact 25:15 Ultramarathon Mindset 30:38 Future Trends and Closing Connect with Tony Chadwick on LinkedIn: https://www.linkedin.com/in/tonychadwickmba/

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