Bridging Clinical Expertise & Storytelling:
A Guide to Success in Medical Device Sales

In medical device sales, every conversation counts. Imagine your sales team stepping into a meeting with a busy physician or a high-stakes procurement committee. They need more than just facts—they need stories that resonate, that simplify the complex, and that build trust in seconds. It’s not just about selling a product; it’s about understanding the needs of healthcare professionals to share stories that illuminate how your solutions truly make a difference.

But how do you help your team master this balance between clinical depth and the art of storytelling in sales?

Join Doug Hutton, EVP of Customer Experience at Corporate Visions, and Barry Jass, Senior Director of Global Training Operations at Medtronic, as they explore how to bridge the gap between clinical expertise and sales effectiveness. They’ll share strategies that empower your team to turn technical knowledge into engaging stories that create stronger connections with healthcare professionals.

What You’ll Learn:

• Integrated Sales Strategies: Uncover how to blend clinical expertise with effective storytelling techniques for both consultative and transactional selling.
• Balanced Training Approach: Equip your team not just with knowledge, but with stories that make their conversations more impactful and memorable.
• On-Demand Training Solutions: Discover how to offer flexible, situational training content that helps your team continuously refine their storytelling skills alongside their technical knowledge.

Leave this session with insights and tools to help your team craft stories that stick, deepen relationships, and ultimately drive revenue growth in the competitive medical device market.

Watch On-demand!

Our Medical Device Sales Speakers:

Barry Jass, Former Sr. Director of Global Training Operations, Medtronic

Barry was responsible for guiding all aspects of learning design and deployment including strategy, finances, team management, systems applications, technologies, and digital content development.

Following retirement from Medtronic, Barry served as the Senior Director of Global Programs Teams at Children’s Heartlink (CHL).  He was responsible for the progression of 20 partner hospitals in India, Brazil, Malaysia, Bangladesh, Vietnam, and China toward becoming CHL Centers of Excellence in pediatric cardiac care. He worked with 12 volunteer teams in the United States, Canada, and Europe to develop blended learning experiences that advance clinical and organizational capacity, quality improvement and patient and family centered care.

His expertise is connecting the dots between strategy and implementation so that complex ideas become a reality for large and culturally diverse audiences. This skill was demonstrated when he led the design and execution of the international award-winning Ventilator Training Alliance App (VTA) powered by Allego. The app was downloaded by over 60,000 users in 195 countries during the Covid-19 pandemic.

Barry holds a Master of Science in Education from the University of Scranton and a certificate of non-profit management. He has been an educator for over 40 years.  Barry loves to golf and play pickleball. He and Cheryl enjoy their five children and 10 grandchildren.

Doug Hutton, EVP Customer Experience, Corporate Visions

Doug serves sales, marketing, and customer success teams in their pursuit of winning every commercial conversation. He believes every commercial function should be driven by decision science and what buyers ACTUALLY do, not by what they SAY they will do. From executive simulations to live field testing, B2B organizations can find the winning message, content, and skills to build more pipeline, close more deals, and expand customer relationships.

More information about this session:

Medical Device Sales Training: Bridging Clinical Expertise with Storytelling for Sales Success

In the fast-evolving field of medical devices sales, the process goes beyond traditional selling skills. Sales reps in this field must balance deep clinical knowledge with the ability to communicate complex product benefits effectively to healthcare professionals. This specialized training requires a unique approach, blending clinical expertise with storytelling to drive engagement, trust, and ultimately, sales.

The recent webinar, Bridging Clinical Expertise and Storytelling: A Guide to Success in Medical Device Sales, explored the key components and strategies of effective medical device sales training. Led by industry experts Barry Joss, former Senior Director of Training Operations at Medtronic, and Doug from Corporate Visions, this webinar unpacked the need for training programs that address the clinical and storytelling aspects of the job. Here, we summarize the session’s main takeaways on how medical device sales training can empower reps to build trust with healthcare providers, navigate complex sales processes, and drive long-term success.

Introduction: The Unique Demands of Medical Device Sales

Opening the webinar, Marcus Woodard welcomed attendees and set the stage by highlighting the importance of making the session interactive, with a Q&A segment to address questions about medical device sales training. The event aimed to give participants actionable insights into how clinical expertise and storytelling come together in this highly specialized field.

After Marcus’s welcome, Barry Joss, with a 13-year background at Medtronic and additional experience with Children’s Heartlink, shared his unique perspective on the medical device sales training process. With over a decade of experience in designing, deploying, and evaluating training programs for Medtronic’s global sales force, Barry emphasized the distinct requirements of medical device sales training and the importance of bridging clinical and sales skills for maximum impact.

Core Challenges in Medical Device Sales Training

Barry discussed the primary challenges facing medical device sales training, which fall into three critical areas: balancing clinical expertise with sales skills, adapting training to shifting sales rep profiles, and bridging the gap between high-level strategy and practical field execution. Together, these challenges highlight the unique complexities of medical device sales training and underscore the need for a multi-faceted approach to preparing reps for success in this specialized field.

1. Clinical vs. Sales Skills

Barry highlighted the “clinical seller” concept, a growing trend in medical device sales where reps are extensively trained in clinical applications but often lack a strong foundation in selling skills. He explained that for many organizations, the medical device sales training process is highly weighted toward clinical knowledge. For example, training programs may spend upwards of a year building knowledge around complex devices such as pacemakers, neurological implants, or other advanced medical technologies. This in-depth clinical focus ensures that reps can speak confidently about device functionality, safety, and application in a clinical setting, making them a trusted resource for healthcare providers.

However, Barry pointed out a significant drawback of this approach: the minimal focus on core selling skills. In contrast to the year-long clinical training, some sales programs allocate only a week—if that—to formal sales training. This imbalance can leave reps well-equipped to discuss technical details but ill-prepared to engage healthcare providers in ways that foster trust, drive engagement, and ultimately close deals. Selling medical devices effectively requires a skill set that includes consultative selling, relationship building, and strategic communication. Without these skills, reps may struggle to connect their clinical knowledge to the buyer’s needs and pain points.

Barry emphasized the need for medical device sales training programs to “marry” clinical expertise with essential sales skills, creating a balanced curriculum that fosters both product knowledge and sales acumen. For example, sales reps might undergo clinical training interspersed with role-play sessions that simulate real-life sales interactions, allowing them to practice bridging the gap between technical knowledge and persuasive communication. This dual-focus approach empowers reps to support healthcare providers not only as experts in medical devices but also as skilled sales professionals who can guide conversations to a successful close.

2. Changing Sales Rep Profiles

Barry noted a significant shift in the profile of medical device sales reps, which is impacting the design and delivery of medical device sales training. Traditionally, the industry favored a “sales-first” mindset, seeking candidates with proven sales backgrounds and then teaching them about the clinical aspects of the product. However, Barry observed that many companies are now hiring individuals with strong clinical and technical backgrounds—such as former technologists, nurses, or even doctors—who possess deep medical knowledge but lack experience in sales.

While these clinical professionals bring valuable expertise to the role, they often face challenges in transitioning to a sales environment, where communication, persuasion, and relationship-building skills are paramount. Unlike seasoned sales reps, clinical professionals may not have experience with sales processes or the dynamics of building a customer pipeline. They may also struggle with the concept of selling itself, viewing it as separate from, or even contradictory to, their clinical or ethical responsibilities.

This shift in sales rep profiles presents unique challenges for medical device sales training. Training programs must now include specific modules that help clinical experts develop essential sales skills, such as understanding buyer psychology, managing objections, and demonstrating value through storytelling. Barry stressed that this type of training must go beyond theoretical lessons, incorporating interactive workshops, role-plays, and case studies that enable clinical professionals to build confidence in sales scenarios. The goal is to develop a hybrid skill set that combines clinical knowledge with a robust sales strategy, allowing reps to engage healthcare providers effectively while maintaining credibility in the eyes of medical professionals.

In addition, Barry emphasized that medical device sales training must address the mindset shift required for clinical professionals to thrive in sales. This might involve training that frames selling as a means of providing value to healthcare providers, demonstrating how reps can use their clinical knowledge to support the provider’s mission of delivering the best possible patient care. By redefining selling as an extension of clinical support, training programs can help clinical professionals embrace their sales role and see it as complementary to their commitment to patient outcomes.

3. The Gap Between Sales Strategy and Execution

The final challenge Barry highlighted was the gap between sales strategy and execution—a disconnect that often hinders the effectiveness of medical device sales training. He explained that while sales leaders and marketing teams usually have clear goals and strategies for driving growth, translating these high-level objectives into actionable training materials can be challenging. This gap can lead to inconsistency in how reps approach their sales interactions, with some reps focusing heavily on clinical information while others rely more on traditional sales pitches.

Barry described the role of the medical device sales training team as essential in bridging this gap. To do so, trainers must distill strategic objectives into clear, practical skills that reps can apply in the field. For instance, if a sales strategy emphasizes a consultative selling approach, the training team must create modules that teach reps how to ask open-ended questions, understand the buyer’s needs, and connect product benefits to specific clinical outcomes.

In addition, Barry noted that medical device sales training should incorporate real-world scenarios and situational training to help reps translate strategy into practice. This can include role-play exercises based on common buyer objections, case studies that illustrate successful sales interactions, and interactive discussions that encourage reps to think critically about how to apply strategy in various contexts. By equipping reps with specific, scenario-based skills, training teams can help close the gap between theoretical sales strategy and practical execution, ensuring that reps are prepared to handle diverse customer interactions with both clinical insight and sales acumen.

Barry also underscored the importance of consistency across the training program. In global organizations like Medtronic, sales leaders want reps across regions to deliver the same message and adhere to the same strategic approach, regardless of location. This requires medical device sales training teams to standardize content and ensure alignment between corporate goals and field practices. Platforms like Allego, which facilitate just-in-time training and provide access to standardized resources, are valuable tools in achieving this consistency, allowing reps in different regions to access the same training materials and receive the same guidance.

By addressing these three core challenges—balancing clinical and sales skills, adapting to the evolving profile of sales reps, and bridging the gap between strategy and execution—medical device sales training can better equip reps for success in the field. With a well-rounded approach that integrates clinical expertise, sales skills, and strategic alignment, training programs can help medical device companies build effective, agile sales teams that drive growth in this competitive industry.

The Importance of Storytelling in Medical Device Sales

Doug from Corporate Visions took over to discuss the critical role of storytelling in medical device sales training. He shared how stories can transform a sales pitch by adding emotional resonance, context, and value to complex clinical information. He cited studies, including one by anthropologists Joshua Glenn and Rob Walker, that showed how storytelling can significantly increase perceived value. The study found that items purchased at garage sales could be resold at exponentially higher prices on eBay simply by attaching a compelling story to each item. This concept, Doug explained, is directly relevant to medical device sales training.

Why Storytelling Matters in Medical Device Sales

According to Doug, while clinical data and technical details are necessary in medical device sales, they often aren’t enough to capture the attention of healthcare professionals. Through medical device sales training, reps learn that storytelling is an essential skill, especially when it involves detailed, emotional, or sensory elements that resonate with the buyer’s experience. For example, describing how a device can reduce surgical time or improve patient outcomes in real-life cases can be far more impactful than listing product specifications alone.

Three Steps for Effective Medical Device Sales Training

To help sales reps succeed in their roles, Barry and Doug outlined three essential components of medical device sales training:

1. Teach Reps to Be “Clinical Sellers”
   Medical device sales training must equip reps to deliver both clinical information and compelling value propositions. This involves training reps to act as advisors who can seamlessly integrate clinical knowledge with effective sales conversations. The goal is to help reps not only understand the technical aspects of the device but also to communicate its unique benefits effectively.
2. Focus on Situational and Just-in-Time Learning
   Doug highlighted the need for situational programs within medical device sales training. Given the varying needs of different buyers, reps require situational training that prepares them for specific scenarios. This means training that goes beyond general product knowledge and includes just-in-time resources and situational role-plays, helping reps respond to unique buyer needs as they arise.
3. Close the Gap Between Strategy and Execution
   Medical device sales training must bridge the gap between high-level strategies and field execution. Doug noted that by using platforms like Allego, training teams can ensure consistency in the messaging, so whether a rep is in the U.S., China, or Europe, they’re receiving the same guidance. This creates a uniform approach to selling while allowing individual reps to adapt to local contexts and needs.

The Hero’s Journey Framework for Storytelling in Medical Device Sales

Doug introduced the concept of the Hero’s Journey—a storytelling framework that positions the customer as the “hero” of the story, not the product. In medical device sales training, this framework teaches reps to position healthcare providers as the protagonists, helping them achieve their goal of providing the best patient care possible. By doing so, the rep becomes a guide rather than a hero, supporting the healthcare provider’s journey rather than overshadowing it.

In medical device sales training, applying the Hero’s Journey can involve sharing stories where the device solved a real problem or made a tangible impact on patient care. This storytelling framework emphasizes the rep’s role as a partner to the healthcare provider, helping them succeed in their mission.

Implementing Medical Device Sales Training: The SPARK Model

To make medical device sales training more effective, Doug introduced the SPARK model. This model provides a structure to ensure that training is practical, situational, and continuous:

• Signals – Start by analyzing performance data to identify training needs and gaps.
• Prime – Use the signals to develop relevant training materials that prepare reps for specific scenarios.
• Activate – Reinforce training with practice and real-time coaching. This helps reps internalize skills they can apply on the job.
• Realize – Equip reps with resources and behavioral nudges that help them apply training in real interactions.
• KPIs – Track metrics to assess the effectiveness of medical device sales training, ensuring continuous improvement.

Barry underscored the importance of platforms like Allego, which provide the flexibility for just-in-time training and situational learning. He explained that Allego enables reps to access key resources when needed, which is particularly valuable in a field as dynamic as medical devices.

The Role of Emotional Connection in Medical Device Sales Training

Doug concluded with research highlighting how emotional connection can drive buying decisions. In medical device sales training, teaching reps to connect emotionally with buyers helps build trust and credibility. This is particularly important when engaging healthcare providers, who often prioritize patient outcomes over product specifications. Training that equips reps to bring emotion and empathy into their sales conversations can make the difference between a transactional interaction and a trusted partnership.

Summary: The Future of Medical Device Sales Training

The Bridging Clinical Expertise and Storytelling webinar underscored the importance of a comprehensive approach to medical device sales training. By combining clinical knowledge with storytelling skills, training programs can better prepare sales reps for the complex and nuanced world of medical device sales. Allego’s platform, along with innovative models like SPARK and the Hero’s Journey, provide the frameworks and tools necessary to equip reps for success.

As medical device sales training continues to evolve, the integration of clinical expertise, situational training, and emotionally resonant storytelling will be critical. This approach not only helps reps meet their sales targets but also ensures they are prepared to make a meaningful impact in the healthcare industry.