Virtual Sales RX

Virtual Sales Rx is a strategy and personalized approach that focuses on building trust and relationships with customers, understanding their needs and preferences, and providing them with tailored solutions utilizing brand awareness, content marketing, and personalized videos. 

We launched an agency for sales consultants that want to build a 6 figure side-hustle that can lead to a 7 figure stand-alone agency.

Chief Evangelist

FEED. The Agency

Voted #1 Agency by the American Marketing Association (Amy Award) for Best Cause Marketing Advertisement. 

FEED is an award-winning healthcare brand agency engaged by doctors and dentists who want to creatively differentiate themselves in their local marketplace in the mindset of their ideal patients. With more than 50 years of combined healthcare advertising and patient marketing experience, FEED can create, design, and deliver talked about patient campaigns for the doctor who is frustrated with cookie cutter marketing approaches.

Recent out of the box creative brand projects include:

1. Video brochures and marketing that generate more patient leads. 
2. ReBranding. We help practices revitalize their brand positioning at critical seasons of their brand cycle.
3. Healthcare professional brand platforms that help physicians and dentists differentiate their unique perspective, procedure, and protocol in the marketplace and mindset of their ideal patients. 
4. Brand Guides for medical device companies. 

Services we provide:

Brand Strategy
Website Development
Personal Brand Platform Development
Lead Generation Campaign Development
Online Brand Reputation Management
Increased 5 Star Patient Reviews
Video Marketing
Brand Journalism and Social Media Management
Creative Design

Principal + Managing  Director

Lorem Cytori USA, Inc

Senior Director, Social Media

The Strategic Incubator

The Strategic Incubator equips healthcare brands to monetize their healthy ideas.

Managing Partner

Smith & Nephew

Director of Pacific Northwest Sales 

MacroPore Biosurgery

Co-Developer and General Manager of a biotechnology bio-resorbable implant used in controlling cardiovascular adhesions.

Responsible for Global Sales & Marketing.

Vice President, Sales 

Straumann Group

Director of Craniomaxillofacial Sales

US Army

United States Army Officer

I help specialty surgeons avoid the money pit of traditional marketing, digitize trust, and monetize their digital thought leadership. 

We help medical technology develop (DOL) campaigns:

Instead of pushing cold outbound at unqualified leads, med tech will:
✔ Attract buyers who already trust & respect them.
✔ Nurture demand at scale with strategic content.
✔ Fill the pipeline with surgeons who are ready to act.

This is how the most successful MedTech brands in 2025 are winning.
Not by chasing leads, but by engineering intent.

I launched FEED. The Agency in 2010 to help med tech companies and specialty surgeons create brand stories that differentiate them from the sea of sameness. We received ADDY and AMY Awards for best healthcare brand marketing and were selected by The American Marketing Association as Best Cause Marketing Agency. 

Personal description:

82nd Airborne Warrior Poet. Army Officer. Husband to Sweet Sandi. Father of three fearless artists.

Matthew Ray Scott

Why I’m NEVER Invited to Speak at Med Sales Meetings (And Why I’m Fine Escaping the Matrix).

Because I say the quiet parts out loud:

1️⃣ Never Carry Anyone Else’s Quota
If someone benefits from your effort more than you benefit from your effort… you’re not in sales. You’re in servitude.

2️⃣ If You Have To Wait To Get Promoted, You’re Not Being Developed - You’re Being Contained. High performers don’t need ladders. They build exits.

3️⃣ Non-Competes Are Corporate Handcuffs
If a company’s best retention strategy is a legal document, the culture was already broken.

4️⃣ Selling Through VAC Is Politics Masquerading as Process
It’s not about innovation.
It’s not about outcomes.
It’s about navigating a maze of bureaucracy, bundle deals, turf wars, and hidden agendas -where the best idea loses to the best internal alliance.

5️⃣ Fear-Based Leadership Is the Real Matrix
Meetings. Metrics. Mandates.
All engineered to keep you compliant, not creative.

The Matrix doesn’t break you.
It just hopes you never realize the door was open the whole time.

Top Physician Brand Strategist for Surgeons | Physician Brand Rx™ Creator | Best-Selling Author | Voted Best Cause Marketing Agency by The AMA.

No alternative text description for this image

This morning, I’m recommending an orthopedic surgeon go from “one of many shoulder guys” to getting calls from NIL agents, medical device companies, and media in 6 months. 

What changes?

He stops saying “rotator cuff repair” and starts saying “throwing athlete restoration protocol.”

Same surgery. Different category.

Here’s what most surgeons miss: patients don’t remember your fellowship or your publications. They remember the problem you solve that no one else has named.

Category creation beats credential listings every time.

My 1:30 pm meeting, I’m recommending:

From the 11th hip surgeon in town to the hip preservation specialist who rebrands as “the corporate athlete longevity surgeon.”

I’m still searching for the hand surgeon wanting to move forward with my idea:  “musician’s performance restoration.”

Let me be clear:

They didn’t invent new procedures. They invented new problems to solve.

Three moves that separate category creators from everyone else:

Own the language. If you’re explaining your specialty using the same words as 10 other surgeons in your city, you’re building someone else’s brand.

1. Name the transformation, not the technique. 
2. Patients buy outcomes. 
3. Medtech companies partner with surgeons who define market categories.

Stop listing services. Start claiming problem solving. 

What category could you create that would make everyone else’s positioning irrelevant?

- - - 

Scott Sigman MD, my co-author - upcoming book, Physician Brand Rx, inspired this post.

The Modern Shepherd

A shepherd doesn’t herd sheep anymore.

Not the kind that matters.

Matt Hallmark understands this. Which is why Ortho Shepherd isn’t really about orthopedics.

It’s about something we’ve almost forgotten how to do.

Think about it:
A Naval Academy ethics professor.
An AI software entrepreneur.
Orthopedic surgeons.
Tony Sommer (most interesting man in world). 

What do they have in common?

Nothing.
And everything.

Because here’s what Matt figured out:

In a world drowning in connection, we’re starving for conversation.
In a society built on networks, we’ve forgotten how to build tables.
In an age of infinite reach, we’ve lost the art of gathering.

The old shepherd protected sheep from wolves.
The modern shepherd protects ideas from noise.

So Matt did something radical:
He asked people to fly in.
Not for a conference.
Not for content.
Not for a transaction.

For a meal.
For discourse.
For the one thing algorithms can’t replicate: presence.

Ortho Shepherd isn’t a business model.
It’s a decision.

The decision that some conversations are worth protecting.
That some people are worth gathering.
That breaking bread matters more than breaking news.

Most of us are building platforms.
Matt’s building tables.

And people came.
From around the country.
Because someone finally asked them to stop broadcasting and start connecting.

The shepherd’s job hasn’t changed.
It’s still about bringing the scattered together.
About creating safe space for what matters.
About leading without forcing.

We just forgot we needed one.

What would happen if you stopped trying to reach everyone and started gathering the right ones?

The Stocking Stuffer Test

Twenty copies.

That’s how many books, Mike Nelligan, a friend just bought to give away as stocking stuffers this Christmas.

Not because I asked.
Not because there was a discount.
Not because he wanted to be nice.

Because he believed the ideas inside might matter to twenty people he cares about.

After such a thoughtful gesture, I think: 

How many people believed in your work enough to put their reputation on it?

When someone buys twenty copies of anything - a book, a course, a product-they’re not making a purchase.

They’re making a statement:
“This changed something for me. And I think it might change something for you.”

We wrote men@pause: Life 2.0 because we saw men struggling with transitions in silence. The book wasn’t supposed to be a bestseller. It was supposed to start conversations.

Turns out, when you give people permission to talk about the hard stuff, they want to share that permission with others.

To my friend who bought those twenty copies-and to anyone who’s ever believed in someone’s work enough to share it:

You’re not customers.
You’re conspirators.

And that matters more than any bestseller list.

The best career advice is now the worst.


Pick one thing. Specialize. Go deep.

That worked when geography was required and employers held all the cards.

But something shifted.

The most interesting people I meet aren’t specialists.

They’re slash careers.

Lifestyle Design Entrepreneurs. 

Writer/consultant. Designer/coach. Surgeon/speaker.

Not because they can’t commit.

Because they’ve realized the old model was never about them - it was about making them easier to categorize, easier to hire, easier to control.

These people aren’t only in Boston or Orlando.

We’re even in Bentonville, Arkansas.

Turns out lifestyle design isn’t about escaping work.

It’s about refusing to let geography, job titles, or someone else’s org chart dictate how you build a life.

The question isn’t “what do you do?”

The question is “what have you designed?”

Here’s to the ones who refused to pick a lane.

The People Who Jump

Legend has it that General Eisenhower approached a young paratrooper before D-Day.

The soldier was loading up. Combat jump. 101st Airborne. Into occupied France.

Eisenhower asked: “Son, you must like jumping out of perfectly good airplanes?”

The paratrooper looked at him and said: “Heck no, sir. I just like hanging out with people who do.”

That’s the thing about service nobody tells you.

You don’t join because you’re fearless.
You join because you want to be around people who are.

The valor isn’t just in the jump.
It’s in choosing to stand next to someone who will.

I served in the Army. Not because I had all the answers. Not because I was the toughest or the bravest or the most certain.

I served because I wanted to be in a room—or a foxhole, or a mess hall, or a transport—with people who understood something I needed to learn.

That when it matters most, you show up.
That your word means everything.
That the person next to you is more important than your comfort.

On Veterans Day, we don’t celebrate our service.

I celebrate theirs.

The people who taught me what it means to jump when the plane door opens.
The people who showed me what courage looks like when nobody’s watching.
The people who reminded me that you don’t have to be fearless to be faithful.

You just have to be willing to hang out with people who do it anyway.

To every veteran: Thank you for letting me stand next to you.

Who taught you what courage really looks like?

#VeteransDay

Physician KOLs respond to the industry narrative. Physician DOLs (Digital Opinion Leaders) write it.

“I help physician DOLs create the categories companies compete in.”

It’s how I answered a young surgeon that contacted me and hoping he gets picked by med tech to become a KOL soon.

I’ve worked with some of the top surgeons in the world, names you’d recognize from the podium. They don’t call me for more patients. They call because they’re tired of being “excellent” in a saturated market.

Here’s what they understand that most don’t: Clinical mastery is table stakes. Professional control and reputation monetization comes from strategic positioning.

That’s why we built the Brand Strategy Rx, a system that translates surgical precision into market dominance.

Here’s what goes into it:

1. Category Ownership. We architect the competitive space you’ll own alone. Not “hip replacement surgeon” but “anterior approach lifestyle design specialist for restless-aging patients.” Patients can’t comparison-shop what only you do.

2. Branded Protocols. Your surgical reasoning becomes a named system patients request and referring physicians remember. The moment your approach has a name, you stop competing on price.

3. Multi-Persona Architecture. One strategic narrative that works across patient acquisition, media placement, and MedTech advisory positioning. Trust and clarity for patients. Newsworthiness for media. Category expertise for industry.

4. Thought Leadership Engine. 144 posts per year that build the digital authority that opens doors. Speaking invitations, consulting opportunities, partnership offers.

The surgeons who engage our Brand Strategy Rx aren’t looking for visibility. They’re building the professional infrastructure that turns clinical excellence into industry influence and selective control over the opportunities they accept.

You didn’t spend 15 years mastering your craft to compete on the same playing field as every other surgeon in your zip code.

This is how you architect differentiation.

My take on our best-selling book that showed up next to Dr. Peter Attia Best Seller:

1. The Counterintuitive Buyer -We wrote a book about men's transitions. Women are buying it. Here's what that tells us about who actually does the work of growth.
2. The Format Innovation Angle -77 maxims. Poetic sentences. Optimized for phones, tablets, and paper. Why we designed a masculinity book like a product, not a manifesto.
3. The Collaboration Story Three longtime friends. One book on manhood. Zero testosterone-filled BS. We wrote men@pause as poetry instead of prescription.
4. The Audience Revelation - Here's the uncomfortable truth: More women than men bought our book on male transitions. That's not a marketing problem—it's a mirror.
5. The Category Challenge - Most books on manhood read like locker room speeches. We wrote ours like poetry. Turns out, transitions require nuance, not noise.
6. The Meta Insight - The people buying our book about men's transitions aren't the men transitioning. They're the women waiting for them to start. That gap is the whole story.

11 Elite Tips for Surgeons Who Want to Own Their Brand Category

(Brand Positioning • Digital Thought Leadership • MedTech Monetization • Reputation Management)

1. Create a category, not a procedure.
Patients want the "restless-aging orthopedic surgeon" - not the 17th ortho surgeon.

2. Write the headline that defines your career.
If your name were on a billboard in Times Square, what would it say?

3. Build a branded proprietary protocol.
Surgeons without named processes look interchangeable. THE Orthopedic Journey =Ryan “Saw-Bones” Molli, D.O.

4. Stop waiting to be selected as a KOL; start being a DOL.
Key Opinion Leaders talk about products. Digital Opinion Leaders shape the market w/their own narrative.

5. Digitize trust before the first visit.
Personalized videos collapse the distance between “stranger” and “this is my doctor.”

6. Make your brand a problem statement.
Patients don’t choose surgeons — they buy solutions to their specific fear.

7. Create your Persona Map.
Most surgeons talk about procedures; the elite talk about who they are built for.

8. Become searchable in AI.
If ChatGPT can’t reference you, you don’t exist in modern patient discovery.

9. Build MedTech inbound — not outbound.
Make device companies come to you because of your digital footprint.

10.  Don’t share cases — share frameworks.
Frameworks scale your mind. Cases only scale your technical ability.

11. Stop paying to be found and start paying as little as possible to be heard.

Olympic athletes belong on podiums. But film them walking through the Louvre? 

Suddenly you can’t look away.

Same principle applies to surgeons.

Your clinical excellence is expected. It’s table stakes. What’s unexpected - what builds actual authority - is when you show up in rooms where surgeons ‘aren’t supposed to be.’

Boardrooms. 
Podcasts. 
Stages. 

The OR is your arena. But your reputation is built in the rooms you’re not expected to enter.

After 15 years helping surgeons digitize trust and monetize their reputation, here’s what I hold to be true:

1. The reputation monetization isn’t in being a KOL. It’s in being a DOL.
Most surgeons still dream of being selected as a Key Opinion Leader by a medtech company.

That’s renting influence.
A (DOL) Digital Opinion Leader owns it.

KOLs wait to be chosen.
DOLs build their own platform.

KOLs are controlled by company messaging.
DOLs control the narrative.

2.	Surgeons rely on the least qualified person to handle their digital presence.

And this is exactly why everyone is indifferent.

The practice manager doesn’t understand thought leadership.

The local agency doesn’t understand surgeon culture.

Medtech isn’t looking out for your individual authority.

So surgeons outsource their reputation to whoever has time - not whoever has strategy.

And they get crappy social media instead of digital thought leadership.

Posting isn’t positioning.
Activity isn’t authority.
The surgeons who win will understand the difference.
These aren’t popular opinions.

But in 15 years, I’ve never once had a practice manager ask me what we’ve learned about building surgeon authority.

Only once has a medtech company ask how they could help their surgeons become Digital Opinion Leaders.

Nobody is looking out for your digital thought leadership.

It’s on

God in the Space Between My Children


My son is Catholic.

Mass on Sundays.
Rosary on his nightstand.
The faith of his father’s grandfather’s grandfather.

My oldest daughter is Church of Christ.

Scripture as anchor.
Tradition as compass.
The certainty her husband was raised in.

The first time I visited my wife’s Pentecostal church, I genuflected. Everyone thought I was slain in the Spirit. I just didn’t know whether to duck or dance.

And then there’s Sierra.

The middle daughter.

The one who burned the map.

She deconstructed everything her brother and sister kept.

The hymns.
The rituals.
The certainty.
The comfort.

I used to think I failed her.

One child got my roots.
One child got her mother’s.
One child got… questions.

Everyone warned her about the slippery slope.

But nobody warned me what it’s like to sit at a dinner table with three children -

And realize they’re all finding the same God through completely different doors.

My son kneels.
My oldest daughter studies.
My middle daughter wrestles.

And somehow -

They all arrive.

Maybe that’s grace.

Not one path.

Just one destination with infinite entry points.

I didn’t fail Sierra.

I gave her permission to find her own way in.

Even if it scared me to watch.

- - - 

I encouraged Sierra to write about her journey. A brief snippet below.

I scrolled through 50 orthopedic surgeon LinkedIn profiles this week. 47 of them posted announcements and information. 3 of them posted ideas and built authority.

Guess which ones get media calls when journalists need expert commentary?

Most surgeons treat LinkedIn like a digital CV. They announce conference attendance. They share journal articles. They post about new equipment in their OR. This is social media behavior—passive, forgettable, indistinguishable from every other surgeon in their specialty.

Digital thought leadership looks completely different.

The surgeon who gets quoted in The New York Times isn’t posting about attending AAOS. She’s posting her contrarian take on why the standard approach to ACL reconstruction is outdated and what elite athletes actually need.

The surgeon who appears on The Joe Rogan show isn’t sharing someone else’s research. He’s sharing his framework for why desk workers are destroying their spines and what actually prevents surgery.

The surgeon whose opinion gets sought by health reporters isn’t announcing he learned a new technique. He’s posting ideas about emerging trends that make journalists want his perspective on record.

Here’s what shifts: 

Announcements make you visible. 
Ideas make you quotable. 
Information makes you helpful. 
Authority makes you the first call.

What idea could you post this week that would make a health journalist save your contact?​​​​​​​​​​​​​​​​

Ryan “Saw-Bones” Molli, D.O.

Surgeons see something most people miss:

Men aren’t broken - they’re in transition.

Every day you meet the 48-year-old who “just has back pain”…
the athlete who “just tore a tendon”…
the husband who “just feels off.”

But it’s never just the injury.

It’s identity.
It’s transition.
It’s the moment a man realizes his old map no longer works.

As we wrote in men@pause:
“The journey isn’t linear. It’s cyclical. Like seasons.”  

And surgeons often become the first place a man stops pretending he’s fine.

That’s why your work matters so much more than the procedure:
You don’t just restore movement - you help men reclaim momentum, meaning, and the possibility of a next chapter.

Men aren’t falling apart.
They’re becoming.

And surgeons guide that becoming every single day.

G. Bryan Cornwall, PhD, MBA, PEng 
Chris Lisle

Everyone's got an opinion about turkey.
Brine it. Smoke it. Deep fry it. (Don't deep fry it inside, please.)

The turkey isn't the point.
The point is the pause.

[I co-authored men@pause: Life 2.0 - a best-selling book on "pause." https://a.co/d/bn7W781]

Because Thanksgiving isn't really about the food. It's about the rare moment when everyone stops. Stops scrolling. Stops pitching. Stops optimizing.

For one meal, we sit across from people instead of screens.
That's rarer than you think.

Your inbox will still be there Friday. The deal will still need closing Monday. The algorithm will still be hungry tomorrow.
But today?
Today is for the people who showed up. Not your LinkedIn connections. Not your ICP. Not your target demographic.

Just... people. Eating carbs. Telling the same stories. Pretending someone's casserole is better than it is.

That's the gift.

The world tells us to optimize everything. Thanksgiving says: just be present for this one.

So whether your turkey is deep-fried, smoked, or suspiciously dry—it doesn't matter.

What matters is who's at the table.

And that you're grateful enough to notice.

Happy Thanksgiving.

If you feel like you’ve got a book inside you, here’s what I learned the hard way:

1. You don’t need the perfect year.
 You need one imperfect monk-mode weekend.
 men@pause, our best-selling book, started in 48 hours messy monk-mode weekend-not a perfectly planned season. Momentum beats magic.

2. Format is a differentiator.
 We weren’t the first to write about men’s growth.
 But the "poetic field-manual style" (how I describe) made the book feel different. Format is part of your category design.

3. Don’t write alone.
 Co-authoring accelerates clarity. It removes blind spots and collapses time. My best decision was not going solo. Gave me confidence to approach Scott Sigman MD and begin co-author project: Physician Brand Rx

4. Your book is part of your (slash) career.
 men@pause had nothing to do with my profession-
 and everything to do with my identity.
 Lifestyle design entrepreneur\best-selling author\physician brand strategist, etc. 

If you’ve got a book inside you:
 Start imperfectly.
 Structure boldly.
 Collaborate wisely.
 And let it expand who you're becoming.

I wrote this m@xim for a Green Beret buddy and a poet in a carriage. 

The Soldier/

Jacob David George, 32, survived the war. The fog of war took him at his home in Fayetteville, Arkansas. He served three tours as a U.S. Army Special Operations combat engineer with Operation Enduring Freedom. After returning from Afghanistan, he recorded an album, "Soldier's Heart."

The Poet/

William Cowper, the English poet (1774) who wrote the hymn "God Moves in a Mysterious Way," struggled all his life with depression. One day, Mr. Cowper called for a carriage and ordered the driver to take him to the Ouse River, three miles away, where he planned to kill himself. 

The driver of the carriage sensed the state of sadness Mr. Cowper displayed. He said a quick prayer for guidance and breathed a sigh of relief when he saw a rolling fog ahead in the distance. The carriage driver purposely lost his way in the fog, jogging up one road and down another as Cowper fell into a deep sleep. Several hours passed, the driver going in circles, letting his passenger rest. Finally he returned Mr. Cowper to his home.

Mr. Cowper awakened and asked why they were back home?
The carriage driver said, "Got lost in the fog, sir. Sorry."

Mr. Cowper went inside, and pondered how he had been spared from self-destruction. That same evening in 1774, age forty-three, wrote his autobiographical hymn, "God Moves in a Mysterious Way" sung in churches across the world today.

m@xim

After 5000 + surgeon published pieces, (2025) we’re learning how surgeons digitize trust and monetize their reputation.

When a marketer tells me “I don’t use AI,” I hear something else.

I hear: “I don’t read marketing case studies written after 2020.”

Same logic. Same resistance to curated knowledge that threatens your monopoly on expertise.

Here’s what I use AI for:

1. Analyzing healthcare trends across thousands of sources overnight.
2. Finding what’s NOT being discussed-the real strategic opportunity.
3. Pattern recognition across almost 200 different surgeon practices.

Here’s what I don’t use AI for:

1. Writing final content. That’s where voice dies.
2. Strategic decisions. That’s where judgment matters.

AI doesn’t threaten your voice.

It threatens your excuse for not having one.

The marketers I want to work with understand:

AI didn’t make authenticity harder.
It just made pretending impossible.

What are you really protecting?​​​​​​​​​​​​​​​​

P.S. My grandson laughs at my AI researched “G” jokes. No grandpa for me. Just “G”

Echelon Development Group, LLC

Commercial Strategist

Phraxis

The number of patients requiring hemodialysis is expected to reach 774,000 with an annual incidence of more than 160,000 new patients per year who require vascular access for hemodialysis.  Vascular access for hemodialysis is creating a special pathway in the body to cleanse the blood when the kidneys aren’t working (End Stage Renal Disease).

Two methods of permanent vascular access:

Arteriovenous Fistula (AVF)
Arteriovenous Grafts (AVG)

Phraxis, Inc is a Minneapolis MN based company that has developed the EndoForceTM Venous Anastomotic Connector to provide a procedural technique for AVG implantation that may lessen the neointimal hyperplasia-induced stenosis that is associated with conventional sutured venous anastomosis.

See our complete clinical study of the EndoForceTM Venous Endovascular Anastomotic Connector here:

https://pubmed.ncbi.nlm.nih.gov/36895157/

And join the movement at www.phraxis.com as we seek FDA approval.

The EndoForceTM Venous Anastomotic Connector is an investigational device.  Limited by Federal (United States) law to investigational use.

Chief Commercial Officer

Blue Sky Partners, LLC

The most dangerous trap for a CEO in the commercialization phase is doing it how it’s always been done.   You have to take a new approach.

Without a systematic plan to:

>> gain buy-in from the right people
>> get visible with modern methods
>> build pre-launch buzz in the market

Your product may lose momentum and risk months of going nowhere.

Meanwhile, you need someone to make inroads

You have 2 options:

1.	Spend a lot of money with a major firm.
2.	Hire a commercial partner who believes in your mission.

And that’s where I come in.

I help you map out the process, implement that plan, and get your product from concept to shelf. 

With me you will:

· Have a roadmap based on my proven commercialization framework.
· Get a partner that forges strategic, non-traditional alliances that deliver results.

Book a call on my calendar to take your first step to success.

Click here to book a call: https://calendly.com/geoff-geoffbeecher/one-on-one-consultation

Commercial Advisor

Agendia

Recruited by VP, Sales and Southeast Regional Director, I was tasked with revitalizing a recently declining South Florida market for a provider of high-quality laboratory testing. 

A few of my recent achievements include:

➡️ Spearheaded and revitalized key University of Miami Project initiatives by reintroducing and resurrecting important programs––including FLEX study and Pre-Clinical Initiative––with support of medical liaisons.
➡️ Secured trust in efficiently delivering favorable patient outcomes and organized educational programs for U of M clinicians. Collaborated with key physicians and nurse navigators.

Molecular Oncology Specialist

Avenu Medical

I was recruited by the CEO, Director of Global Education and Vice President of Marketing as the first field representative to engage in sales and market development activities east of Mississippi and beyond for this medical device start-up. Acquired by Medtronic in November 2020, this company is focused on fostering a paradigm shift in vascular access for hemodialysis patients. 

Here, I deliver presentations to vascular surgeons, interventional radiologists and nephrologists, RVTs, nurses, hospital executives, and dialysis centers. I guide professionals on reimbursements and proctor cases while negotiating deal terms. 

Key Product: 
Percutaneous vascular access system; create arteriovenous anastomosis in patients with end-stage renal disease requiring hemodialysis.

A few accomplishments from this role included:

➡️ Captured new business within first 9 months with several organizations:
        ◦ Duke University
        ◦ Yale University
        ◦ Archbold Memorial
        ◦ Preferred Vascular Group (ASC)
        ◦ Flowers Hospital
        ◦ HCA St. Marks
        ◦ Nephcon
        ◦ Charlotte Medical Center
        ◦ MedStar Washington Hospital Center 

➡️ Developed new networks and captured significant early adopters, fueling success of the company and product.
➡️ Piloted first strategic marketing initiative focused on Memphis, TN market to assess, educate, and engage Nephrology community on pAVF, developing a referral base to elite Vascular Surgery Group.  
➡️ Partnered with dialysis consultant, local Medtronic representatives, and contracting with dialysis nurses for expert cannulation of hemodialysis patients.

Regional Manager

Hologic, Inc.

(formerly Focal Therapeutics)
As a Mid-Atlantic Regional Manager, I was recruited by the VP, Sales to engage in sales/market development activities for this medical device start-up that provides BioZorb tissue marker and other related implantable bioabsorbable devices. This company was acquired by Hologic in 2018.

I navigated various territories­­: Virginia, North Carolina, South Carolina, Maryland, Delaware, and District of Columbia. I supported professionals on reimbursement and proctor cases while negotiating lucrative deals. 

Key Product: Bioabsorbable 3-dimensional array aimed to identify an area of surgical excision as a guide for follow-up imaging and radiation therapy.

A selection of my accomplishments includes:

➡️ Catapulted new business developments in the first 6 months: 
        ◦ Georgetown University
        ◦ Inova
        ◦ Bon Secours
        ◦ VCU
        ◦ Roper St. Francis
        ◦ Ascension St. Agnes
        ◦ Holy Cross
        ◦ Anne Arundel
➡️ Achieved target 125% to plan YTD, 105% to plan 2016 with Presidents Club.
➡️Drove recruitment efforts, including 2 hospitals to participate in the National Registry Study (Georgetown University and Anne Arundel). 
➡️ Recruited internationally recognized Radiation Oncologist, Dr. Douglas Arthur of VCU to partake in an independent study. Hired 4 additional qualified sales representatives to join the sales team.

Mid Atlantic Sales Manager

Tenex Health (Acquired by Trice Medical)

As an Executive Territory Manager for this start-up medical device manufacturer focused on providing healthier, pain-free lifestyles for active patients, I was recruited by the CEO to oversee prospecting, lead generation, and other sales activities. 

I steered sales territories, including Maryland, District of Columbia, Virginia, and North Carolina. 

Here, I presented technology to interventional radiologists, orthopedic surgeons, sports medicine physicians, and other related professionals. 

Negotiating pricing terms, proctor cases, and assisted in-service hospital staff while coaching physician team members ensured success.

Key Product: Minimally invasive, disposable, ultrasonic debridement device developed in conjunction with Mayo Clinic.

A selection of my accomplishments includes:

➡️ Improved reimbursement while enacting and embracing a new sales strategy towards interventional radiology and away from orthopedic surgeons.
➡️ Facilitated interventional radiology prospects that encompassed leading universities with potential for boosting the customer base.
    • John Hopkins University
    • University of Virginia
    • Virginia Commonwealth University 
➡️ Trained and supported the world-renowned Dr. Robert Nirschl in a prosperous Tenex treatment. Provided training on the image-guided approach in cadaver lab to patient treatment. Reputed in testimonial letter from patient to Dr. Nirschl, bolstering credibility to the Tenex approach via webinar.
➡️ Brought Dr. David Berkoff of UNC to Medical Advisory Panel, Team Physician to NBA, fueling prime educational opportunity for team members as Panel involved peer-to-peer instruction.
➡️ Created peer-to-peer training opportunity to drive future approval of new procedures. Coordinated visit to UNC by Sentara Martha Jefferson Hospital, Interventional Radiology Team. 
➡️ Deployed Tenex TX System for treatment of chronic tendinopathies. Negotiated a lucrative contract with VCU Baird Vascular Institute.
.

Executive Territory Manager

Carticept Medical, Inc.

Identified, targeted, and sold 45+ ultrasound machines to orthopedic practices in Mid-Atlantic. Introduced surgeons on the best approach to therapeutic ultrasound-guided injections/diagnostics. Clinical Support Representative. Spearheaded the acquisition of Carticept by SonoSite.

Senior Sales Representative

SenoRx. (Acquired by C. R. Bard)

Championed 4 surgical representatives in targeting treatment teams, presenting Contura concept, securing buy-in vs. competition, and training medical physicists on the proper treatment plan. Converted multiple Breast Care/Cancer Specialist to Contura, including Breast Care Specialists in Virginia Beach/Norfolk––one of largest practices on East Coast; Arlington Breast Specialists; Bon Secours Breast Cancer Specialists; and Anne Arundel Breast Cancer Specialists.

Regional Brachytherapy Manager

Advanced Radiation Therapy, LLC / Accuboost

Contracted by CEO to handle market introduction, marketing, sales, and training for new technique utilized in treating breast cancer patients with radiation. Recognized by Chief Medical Officer for thought leadership in focusing initial efforts on clinical aspects and patient benefits of new technology. Recruited 5 additional Regional Business Directors committed to driving business growth objectives; established academic training center for potential client visits and procedural demonstrations.

Regional Business Director

While there’s no one-size-fits-all way to commercialize a medical device, 

there is a systematic way to approach the process that can save CEOs a lot of time, energy, and frustration.

>> Guiding innovative early-stage startup CEOs through that complex process is my mission.

After helping 7 surgical device companies launch their products and guiding dozens of others through accelerator groups like Lighthouse Labs and Fuel Accelerator, I’ve developed a clearly defined pathway to keep progress blazing forward and the team on track to getting your product into the OR.

Whether it’s:

• breast surgery devices
• vascular access solutions
• diagnostics or oncology products
…or something else

there is a step-by-step pathway you can follow.

And while a pathway is great – a partner on that path is better.

So if you’re…

>> getting stonewalled by purchasing

or 

>> lacking quality, passionate physician champions for your product

or

>> you're curious about how a better brand and story for your device can speed up adoption and promotion while your team is pursuing FDA clearance.

etc.

✅ You’ve got a partner right here with experience on how to move through it. 

_____________________
_____________________

My goal is to help passionate CEOs launch meaningful products and establish themselves as healthcare thought leaders who are making a difference for patients and providers.

I’ve been through the commercialization process many times and can quickly triage where you may be missing a step or getting stuck, then partner with you on a diagnosis and a way forward. 

_____________________
_____________________

Feel free to download my 7-Steps to Commercialize Any Medical Device or Procedure Roadmap to gain some instant clarity – right now. (please see my featured section)

If you want an honest assessment on developing and validating the commercial pathway or startup viability of your technology from an experienced Commercial Advisor, book a call with me here: https://calendly.com/gbeecher56/30-minute-consultation

Your partner in bringing exceptional innovations to market.

- Geoff

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The Battle

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Matthew Ray Scott's LinkedIn Performance

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