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”

Falcon Optical Solutions

CooperVision

General Manager, Specialty Eye Care, Americas

Global Myopia Awareness Coalition (GMAC)

Board Member

Visioneering Technologies Inc.

Senior commercial leader, and member of the executive team.  Helping launch an innovative technology and provide optometrists with another solution to help people see, better.

Senior Vice President of Sales and Marketing

Multi-Pack Solutions

Senior commercial leader, and member of the executive team.

Vice President of Sales and Marketing

Bausch + Lomb

Senior sales executive, and accountable for all contact lens sales in the United States.  Member of the management team.

Head of Sales, US Vision Care

MEDA

Senior sales executive and accountable for all OTC sales of MCH USA.  Manages a remote sales force of brokers in the United States and Canada, representing MCH brands to customers in food, drug, mass, dollar, convenience and wholesale.  Customer marketing team leader.  Ensures smooth operation of MCH value chain, from manufacturing to customer delivery.  Member of the management team.

Senior Director and Head of Sales, Customer Marketing and Operations

SoloHealth

Responsible for sales and marketing functions, delivering sales in collaboration with engineering and business development.  Drive consumer and customer satisfaction in the convergence of consumer self-directed health care awareness and the health & wellness industry.  Member of the executive management team.

VP, Sales and Marketing

CIBA Vision/Novartis

Led sales force accounting for 25% of the company’s U.S. volume. Generated sales volume by monitoring competitive intelligence, marketplace trends, and competing companies’ sales moves. Collaborated with marketing, professional services, finance, and field sales teams, and built relationships with buyer representatives.  Honored for leadership in 2008 with Executive Award.  Team 2009 results 2X that of total division, and directly contributed to USA winning CIBA VISION's prestigious “Country of the Year” award for 2009.

Executive Sales Director, Key Accounts

Guided 6-person staff in managing O2Optix and Night & Day contact lens brands.  Executed/guided Healthy Wear brand marketing strategy in the U.S., Canada, and Latin America. Stabilized and grew portfolio during voluntary recall. Honored for team effort during the recall with an Executive Award.

Brand Marketing Director/Regional Category Director, Healthy Wear

Directed a 4-person team in management of Dailies and other brands.  Guided marketing execution in the United States and Canada. CAGR of +3.4 points to category.  Honored with awards for CIBA Vision Outstanding Achievement in Innovation 2006, Distinguished Performer 2005, and North America Distinguished Marketer 2004.

Brand Marketing Director/Regional Category Director, Dailies

Cannondale Associates

Boutique consulting firm specializing in category management and trade promotion, with blue-chip clients including major consumer packaged goods companies and food retailers. Analyzed market data, built strategy recommendations, and provided client presentations on recommendations including sales tactics during customer calls

Senior Consultant

I hate myopia.

With over 25 years of experience in marketing and sales and commercial leadership, I am a senior leader and voice in the vision care industry. I am currently the General Manager of Specialty Eye Care, Americas at CooperVision, a global leader in contact lens manufacturing and innovation. I am responsible for driving the growth and profitability of our specialty eye care portfolio, which includes products and services for myopia management, scleral lenses, and orthokeratology.

I was a board member of the Global Myopia Awareness Coalition (GMAC), a non-profit organization that aims to raise awareness and educate the public about the risks and prevention of myopia, a condition that affects billions of people worldwide. I am passionate about helping eye care practitioners and patients with innovative solutions that improve vision and quality of life. I have a proven track record of launching new products, leading cross-functional teams, developing talent, and managing key accounts across B2B and B2C markets. I have worked with leading companies such as General Mills, The Coca Cola Company, Novartis, Bausch + Lomb, and innovator Visioneering Technologies. I am also a decorated  combat veteran and a graduate of the Leadership Development Program at Emory University. I am always looking for new opportunities to make a positive impact in the fight against myopia.

Tony Sommer

What are you grateful for?  Origin stories and mentors. 

How about you?

#leadership #changinglives #dothething

CXO | Board Member | Turning myopia management into a growth engine for eye care | I’ve hiked 8% of the Appalachian Trail |

2025 taught me one thing above all: enthusiasm is optional—execution isn’t.

As we wrap the year, here are the three lessons that stuck with me in specialty vision and #myopia management:

1️⃣ Simplicity wins.
Businesses and practices that trimmed complexity—fewer offerings, clearer scripts, tighter training—grew faster and happier.
2️⃣ Follow-through beats big ideas.
The winners this year didn’t chase shiny objects. They closed loops, tightened systems, and made it easy for their teams to succeed.
3️⃣ The category rewards consistency.
Every OD and business who posted predictable growth this year had one thing in common: they stayed the course even when the noise got loud.

Nothing flashy here. Just the blocking and tackling that moves families, practices, businesses and the category forward.

What did 2025 teach you?

#leadership #changinglives #dothething

I collect phone camera sunrises and sunsets from our colleagues and friends around the world. 

This spectacular sunrise is over Chattanooga, Tennessee - about 45 north of my nearest Buc-ee’s!

It’s tremendous what a mountain view can deliver in one of my favorite parts of the world. 

Many thanks to Gerry Savage, MBA sending in his daughter’s work. 

She lives in God’s country. 

It’s the start of December. It’s the last month of the quarter and the year. 

It’s also the real road to Christmas and the holiday season. 

As we head into the final month of the year—budget reviews, team planning, strategy resets—I’m reminding myself that leadership is mostly about maintaining clarity when the noise gets tempting.

Where are you finding your footing this week?

What big things are you going to do this week?
 
#leadership #changinglives #dothething

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The Battle

Matthew Ray Scott

Tony Sommer

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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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