MedTech sales cycles are long. But in most cases, they’re longer than they need to be, and the reason is simpler than you might think.
Sales teams are spending a huge amount of time answering the same questions again and again: the issues, fears and concerns that are stopping prospects from moving forward in their adoption journey. Clinical data. Product information. Competitor objections. The wording might shift slightly depending on the prospect, but the concerns don’t change.
What would be the answer if you asked your sales team this: How many of the questions in an initial sales meeting are the same every time?
In fact, nearly every sales rep we speak to says 60–80% of the questions in initial meetings are the same, which applies to nearly all stages of the sales cycle. Yet most companies still expect their teams to respond manually, one-to-one, every time, repeating the same information.
That’s not just inefficient, it’s hugely impacting your growth.
But what if that could change?
What if content, built by marketing, informed by sales, and approved by regulatory, could answer those questions up front? Before the meeting. Building familiarity, credibility and trust before a member of your sales team even enters the room?
How much time and money would that save? How much faster could prospects move through their adoption journey? And more importantly, what could your team do with that new found time?
In this article, we’ll walk you through a proven 5-step process we use in our Medical Sales Cycle Acceleration Programme (MSCAP), that you can implement internally to start seeing an impact, and its quick. It’s designed for commercial teams that want to remove repetition, accelerate education, and compress the time it takes for prospects to move from first contact to adoption.
If you’re ready to do things differently, and bring your disruptive device to market faster, or simply boost the revenue growth a product currently in the market, this is where to start.
Before you can shorten your sales cycle, you need to understand it.
That starts with mapping out the full sales journey, from first contact to onboarding and early use. This should be done with your sales team in the room, because they know the issues, fears and concerns of their prospects better than anyone. They live it daily.
This isn’t about building a generic marketing or sales funnel. It’s about capturing the reality of how your device moves through the decision-making process. What are the actual steps a prospect goes through? Who gets involved at each stage? Where and why do things stall?
Focus on mapping:
By mapping the real sales journey, you build a framework to quickly spot opportunities for improvement.
This is the foundation of compressing your sales cycle. You cannot fix what you cannot see.
Once your sales journey is mapped, the next step is to pinpoint where repetition is slowing you down.
That means identifying the questions your sales team keeps getting asked, again and again, at each stage of the journey. These are the questions that drain time, stall decisions, and stretch out the sales cycle unnecessarily.
Most sales reps will tell you that 60 to 80 percent of questions in initial meetings are the same. Yet few companies have ever taken the time to capture them in one place, and even fewer answer these in video content. We would estimate less that 5% are doing this effectively at the moment.
Start by asking:
Speak with your sales team in the workshop. Review meeting notes, transcripts, and follow-up emails. You might be surprised how consistent the themes are.
This list then becomes the blueprint for your content.
Every repeated question is an opportunity to create something once that can be used many times, to educate faster, reduce repetition, and keep prospects moving forward.
The question is, why wait for a one to one meeting, when you could be having one-to-many conversations with the right content.
Once you’ve identified the most common questions across your sales journey, it’s time to start creating content that answers them.
The most effective format? Video.
Short, focused videos are ideal for compressing the sales cycle. They deliver information quickly, are easy to share, and help prospects build familiarity with your team, especially when real people (like your sales or clinical specialists) are the ones answering the questions.
Each video should aim to answer 7 to 9 related questions clearly and concisely. But video isn’t the only option. You can also create:
If you want to take it a step further, consider using interactive video, where your audience can choose what they want to watch and when. It’s an incredibly effective way to compress the educational journey. You can use it to address repetitive questions, share clinical reviews, or walk through procedural steps, all within a single video. One asset, hundreds of pathways.
All the materials you create should answer real questions your sales team receives before, during, and after meetings, helping prospects move through their adoption journey faster. If they don’t, then what is the content really for?
Involve your regulatory team early. They need to understand what you’re trying to achieve so they can support approvals. Bringing them in too late risks delays or rework. For guidance on what you can and cannot say in your materials, see our EU MDR and UK promotional guidelines document.
This is where compression really starts. Because when your content answers questions proactively, your sales team can focus on the conversations that matter, not repeating the basics.
Creating content is only half the solution. To compress your sales cycle, your team needs to know how and when to use it, and just as importantly, how to present it so prospects actually engage.
Content should never be dropped into an email without context. To be effective, it needs to be positioned as something valuable and specific. That means training your sales team to frame it in a way that speaks directly to the prospect’s situation.
For example:
“To help us make the most of our time on the call, I’ve included a short video that covers the top questions we’re usually asked in initial meetings about Product X. If you’re able to review it beforehand, we can focus on what really matters to you about Product X.”
That kind of value framing makes the content more likely to be watched, shared, and remembered.
Here’s how sales teams should be using content at different stages:
This approach builds momentum, removes friction, and creates a more confident buying experience: compressing your sales cycle by up to 50% and significantly increasing adoption rates, as prospects have all the information they need to make an informed decision in less time.
However, that’s not all. It also helps internally. Featuring your most experienced sales executives in videos not only builds trust with prospects, it also gives newer team members a model to follow, reducing variation and risk in the sales process.
The more intentionally your team uses content, the faster your sales cycle gets.
If a prospect has a question, they shouldn’t have to wait for a meeting to get the answer.
The buyer’s journey is moving online, and fast.
Forrester reports that 80% of a buyer’s decision is already made before they contact a company. So the question is: where are they getting their information?
The answer is almost always digital. But where do most people start when they want to know more about a product? For many, it’s the company’s website.
We’re moving towards a world of self-education. According to Gartner, 44% of millennials prefer a sales-person-free sales process, which is 2.2 times higher than the generation before.
If companies want to stay competitive in this shift, this trend can’t be ignored, it needs to be built into the core of your commercial strategy.
Yet many MedTech companies still treat content like internal tools, hidden away in sales folders or gated behind complex forms. That limits its reach, and slows everything down.
Instead, your content should be published and searchable, so it works around the clock to support your commercial team. That means:
This is how you go from one-to-one to one-to-many selling. Your best sales team members, captured in video, answering questions 24 hours a day, not just speeding up your sales cycle, but raising your brand’s credibility in the process.
There’s also an internal benefit. When content is published and easy to access, it becomes a training tool for new hires. No more inconsistent messaging or missed answers. Everyone is aligned. Everyone is faster.
Looking ahead, this content is also the foundation for future-ready strategies. Think AI-powered search, automated customer education, and dynamic buyer journeys. None of it works without high-quality, accessible content.
In short: Publish your content. Make it easy to find. Let it do its job
Repetition is costing your team time and slowing your growth. It’s happening in meeting after meeting, week after week, and most companies don’t even realise how much it’s adding to their sales cycle.
The good news? You already have everything you need to fix it.
By mapping your sales journey, capturing repeated questions, creating focused content, and training your team to use it well, you can start compressing your sales cycle without adding pressure or headcount. Publishing content online and across your digital channels makes it work harder for prospects, for your team, and for your business.
This is the foundation of the Medical Sales Cycle Acceleration Programme (MSCAP) we run at Podymos. It’s helping MedTech teams move faster, reduce repetition, and create a better experience for buyers and sellers alike, all within regulatory boundaries.
If you’re ready to remove friction from your sales process, futureproof your content, and empower your team to sell more efficiently, now’s the time to start.
Let’s talk about what that could look like for your business.