How MedTech marketing, market access and sales needs to change in 2025

In this episode of the Medical Device Marketing Podcast, host Claudia Holy is joined by seasoned MedTech executive Justin Hall to explore how the commercial landscape is transforming for medical device companies. Drawing on over two decades of experience across startups and corporates like Stryker, NeoTract and iRhythm, Justin explains why sales, marketing, and market access can no longer operate in silos.

The episode dives into the growing challenge of cutting through market noise and how hyper-personalisation, AI, and intelligent segmentation are becoming essential tools. Justin also shares how tools like Hepisode data are changing the game for localised market access, why NHS policy shifts demand a deeper level of customer research, and why mapping the full buyer journey is no longer optional.

From understanding your customer's economic incentives to building cross-functional teams that think like a Formula 1 pit crew, this episode offers actionable insight for marketers, commercial leaders, and founders looking to succeed in today's MedTech environment.

If you want to get in contact with Justin to discuss if your commercialisation strategy is sales ready, contact him via LinkedIn - https://www.linkedin.com/in/justin-hall1/

Chapters

• 0:00 Welcome to Medical Device Marketing Podcast
• 0:14 Justin's background: corporate to startup journey in MedTech
• 1:24 What has changed in MedTech sales and marketing post-Covid
• 3:00 How can we adapt our marketing strategy to deal with this change
• 4:10 Hyper-personalisation: what it really means
• 5:49 The false promise of automated AI messaging
• 9:00 Are there any AI models that can do hyper-personalisation now?
• 11:10 Impactful prompts for AI models
• 14:20 Importance of segmentation and targeting
• 16:30 How do we complete deep research to gain face to face meetings
• 17:59 Using Hepisode data for localised market access
• 20:31 MedTech sales team evolution: creating a commercial pit team
• 26:08 The importance of understanding each stakeholders buyers journey
• 29:59 When should companies start stakeholder mapping
• 35:34 Final takeaways about how marketing, market access and sales are changing