Need go-to-market that sales actually uses? Book a 20-minute Fractional CMO consultation with Bill to align marketing, VOC, and field execution—so reps stop “pushing” and start solving.

- Visit https://meshagency.com/fcmo-fractional-cmo-fractional-marketing/ to learn more.

Pete Tortorelli (GM/Managing Director, Revvity) breaks down how to build life science sales teams that scientists actually trust. We cover application-specific selling, channel orchestration, hiring for integrity and curiosity, and why the best reps sometimes refer business to competitors.

Connect with Pete: linkedin.com/in/ptortorelli

00:00 Why life science sales fails without market awareness
00:10 Building sales teams scientists actually trust
01:55 From accidental sales teams to intentional design
05:07 How to sell to scientists without “selling”
07:43 Do life science sales reps need a science background
09:58 Tracking trends that reshape lab workflows
11:41 Selling by solving real lab pain points
17:21 Why integrity beats short-term revenue
27:39 When sales drives product innovation

Life science buyers aren’t shopping for hype; they’re validating hypotheses. Pete Tortorelli led Omni through growth and acquisition and now runs the business inside Revvity.

In this episode, he lays out how to build a sales model scientists respect: application-specific proof, honest discovery, and rigorous support from an app's “cavalry.”

We get tactical: how to use interrogative selling to find true constraints (budget, staffing, SOPs), when to cut bait, and why referring a misfit project to a competitor can earn long-term trust. On team-building, Pete favors integrity and curiosity over perfect CVs, then surrounds reps with fast, accurate answers.

Finally, we look forward. Your advantage isn’t a louder pitch; it’s a tighter proof.

3 Secrets to add to Pete’s Sales Model

1. Sales is your fastest learning loop — faster than product, faster than marketing.
In life science, sales isn’t just about closing deals; it’s about learning in real time. If you’re paying attention, sales will tell you things your dashboards never will — before you’ve spent months building the wrong thing.

The founders who win are the ones who treat sales as an intelligence engine, not just a revenue function. They expect their sales motion to surface insight weekly, not quarterly. If your sales conversations aren’t teaching you something new about your market regularly, that’s a systems problem.

2. Trust isn’t built by good intentions — it’s built by systems that hold up under pressure.
Everyone says they value integrity. That’s easy when things are going well. The real test comes when a rep is behind quota, a quarter is tight, or a big logo is dangling just out of reach. Trust doesn’t survive on values alone — it survives on structure.

Founders have to design systems that make honesty the default, even when it’s inconvenient. If you’re relying on “good people” without guardrails, you’re putting your reputation at risk without realizing it.

3. The real constraint in modern labs isn’t budget — it’s cognitive load.
It’s tempting to assume price is the blocker, but more often it’s mental bandwidth. Labs are understaffed, overworked, and drowning in complexity.

The products that win aren’t always the most powerful; they’re the ones that simplify life. Less explaining to a boss or a collaborator. If your product asks someone to think harder, it needs to replace something else entirely — otherwise it just adds friction, no matter how impressive it is on paper.

Follow Life Sci Continuum for real-world commercialization lessons from operators who’ve built, scaled, and learned the hard way.

Visit https://meshagency.com/fcmo-fractional-cmo-fractional-marketing/ to learn more.

#LifeScienceSales #MedTechGTM #CommercialE

Need product-market fit and pipeline fast? Book a 30-min MESH sprint audit with Bill. https://meshagency.com/lets-connect/

In this episode, Founder/CEO Mike Pyne, Medoh Health shares how he turned short-form video + AI into a doctor-specific knowledge platform that saves hours of repetitive patient Q&A. We cover testing in the clinic (not just the cloud), communicating by text vs. QR, when to hire (and not hire) sales, and the founder mindset for speed without sacrificing quality.

Connect with Mike: https://www.linkedin.com/in/michael-d-pyne-627864136/

00:00 – Why medical information fails patients
04:15 – What patients actually want from medical content
08:30 – Building the “TikTok for medical information”
12:45 – How to earn trust in patient education
17:20 – Using patient feedback to improve healthcare content
21:45 – What keeps patients engaged with medical information
26:10 – Why short-form medical education works
30:35 – Balancing accuracy, speed, and attention in healthcare
35:10 – Scaling a patient-first medical platform
39:20 – Lessons for building patient-centered health products

What happens when you mix short-form video, a pile of patient questions, and a founder obsessed with real-world feedback? Mike Pyne, Founder & CEO of Medoh Health, walks us through his journey from medtech sales and marketing at Smith+Nephew to building a platform that digitizes a doctor’s knowledge and delivers it to patients 24/7.

Mike kept hearing the same thing in clinics: doctors repeat themselves all day and patients still leave with uncertainty. The winning combo: doctor-specific short videos plus AI that answers only from the doctor’s own content and documents.

We dig into building in the clinic, not just in the cloud: direct patient interviews, text-first delivery (ditch the QR friction), and shipping fast while staying safe. Mike shares the hiring calculus (why you shouldn’t add sales until PMF), how to delegate without losing speed, and how the phrase “TikTok for medical info” unlocked stakeholder understanding. If you’re a founder in healthtech or any regulated space, this is a masterclass in iterative learning and pragmatic velocity.

Three Practical Pro Tips

1. Design for the moment your customer stops paying attention
One thing that shows up between the lines of Mike’s story is this uncomfortable truth: momentum stalls because life moves on. Patients forget. Clinicians get pulled into the next room. Founders assume adoption happens just because something is valuable. It doesn’t.

As a founder, your real design challenge is what happens after the conversation ends. The teams that win plan explicitly for that drop. If your product only works when people are focused, it won’t survive contact with reality.

2. Separate “people like it” from “people will actually use it.”
Founders get great at collecting positive feedback. “This is awesome.” “I’d totally use this.” “This would save us so much time.” And then… nothing changes. No behavior shift. No habit formation. No adoption.

They miss the mark because they’re confusing agreement with integration. The hard work lives in understanding how something fits into a real workflow, not an ideal one. Who owns it when the founder isn’t around?

3. Treat distribution as a trust decision, not a tech decision
Mike’s QR-code lesson is a classic founder trap: building something logical instead of something human. People adopt tools because they arrive through channels they already trust. No one actually cares about elegance.

As a founder, it’s worth stepping back and asking: If adoption requires users to learn a new behavior and trust a new channel at the same time, you’ve doubled the risk.

Book a 30-min MESH sprint audit with Bill. https://meshagency.com/lets-connect/

#DigitalHealth #MedTechMarketing #ProductMarke

Have the engineering plan but need the market plan? Hire a Fractional CMO to de-risk launch and accelerate adoption.

Book a strategy call. https://meshagency.com/fcmo-fractional-cmo-fractional-marketing/

President/CEO Tim Looney (Northeast Biomedical) breaks down the engineering plan founders actually need (DHF, phased reviews, and right-sized documentation) to move faster without tripping FDA/CE. We cover startup blind spots, big-company constraints, and how to “do it right once” so you don’t pay for DHF remediation later.

Tim’s LinkedIn - https://www.linkedin.com/in/tlooney/

00:00 Why med device engineering fails
00:16 Who is Tim Looney
03:04 What founders miss in early engineering
06:11 Why the FDA rejects “it’s all in my head”
08:13 Hidden tests and documentation you must plan for
12:24 Move fast the right way
15:53 How phased engineering speeds up approvals
20:23 How to avoid costly founder mistakes
24:44 Why the system blocks unprepared founders
27:11 Case study on fast clearance done correctly

In medtech, “move fast and break things” breaks people. Tim Looney leads Northeast Biomedical, a product development and contract manufacturing firm that lives where speed meets compliance. In this episode, Tim explains the engineering plan most founders skip: phase-gated reviews, checklists that prevent “oops” moments at submission, and documentation that’s lean early but complete enough to avoid costly DHF remediation. We unpack startup blind spots (biocompatibility, shelf-life, packaging, verification), how larger companies get stuck in resource bottlenecks, and why the fastest path to clearance is often meticulous—just not bloated. Tim also shares a class-III European dossier story that moved in weeks because the package was complete, plus practical guidance for early founders on prototypes, notebooks, and IP strategy. If you’re building the next device, this conversation is your map to “right the first time.”

https://meshagency.com/fcmo-fractional-cmo-fractional-marketing/

#MedTech #MedicalDevices #GoToMarket