Medical Device Sales Enablement: What Happens After the Launch? Cartessa's Practice Development Success Story

Launching a medical device is just the beginning. The real challenge? Making sure your clients actually succeed with it once it reaches their practice.

Most MedTech companies invest millions in R&D, navigate complex FDA approvals, and build world-class sales teams—while organizations increasingly invest in dedicated frameworks and support systems to empower the sales team and enhance collaboration across departments. They send scattered training materials through random Dropbox links, making it difficult to deliver content efficiently and consistently to the sales team and practices, lose track of which resources actually drive adoption, and wonder why their carefully planned go-to-market strategy plateaus after the initial launch excitement.

The Hidden Challenge in Medical Device Sales Enablement

“We had no tracking, no insight into how those assets were performing,” explains Kim Pezzetti, VP of Practice Development at Cartessa Aesthetics, describing their reality before implementing a comprehensive medical device sales enablement system. A dedicated sales enablement function is responsible for equipping sales reps with the necessary training, tools, and content to increase effectiveness.

For years, Cartessa was supporting practices the traditional way—scattered files across multiple platforms, no visibility into content performance, and no control over how their carefully crafted training materials were being used or modified.

The Practice Development Problem Most MedTech Companies Face

Kim’s experience at Cartessa highlights a universal challenge in medical device sales enablement: the gap between launch success and long-term practice adoption. Having a well-defined process is essential for bridging this gap. Here are the critical questions most companies can’t answer:

• Which training materials actually drive successful device implementation?
• Are practices accessing our business development resources?
• What content helps transform a device purchase into measurable practice growth?
• How do we maintain brand consistency when sales teams modify our materials, and are there streamlined processes in place to ensure consistency and compliance?

The Brand Dilution Crisis

“We found a lot of our sales members and even my practice development members were going rogue on us,” Kim reveals. “They would grab a file from Dropbox and they would go off and doctor it up and do something completely different with it.”

This scenario plays out across the medical device industry daily. Sales teams, trying to be helpful, modify presentations and training materials without understanding the broader implications. A lack of effective communication can lead to misalignment and make it difficult for everyone to stay on the same page. Marketing teams lose control of their carefully crafted messaging, and practices receive inconsistent information about device capabilities and best practices.

The result? Brand dilution at the exact moment when consistency matters most—during the critical adoption phase.

From Dropbox Chaos to Organized Medical Device Content Management

The traditional approach to medical device content management—storing everything in basic file-sharing platforms—creates more problems than it solves.

“Think about a Dropbox folder,” Kim explains. “It’s just a bunch of words and folders and then you’ve got to double click and you’re losing hours of your life and then you’re getting frustrated because you’re like, now I don’t even know what I came in here looking for.” A centralized platform that stores all sales content in one location can significantly improve access and efficiency, ensuring sales teams and practices always have the latest materials at their fingertips.

This frustration isn’t just a productivity issue—it’s a practice development crisis. When healthcare professionals can’t quickly find the training materials or business building resources they need, device adoption suffers.

The Visual Solution That Changed Everything

Cartessa’s transformation began when they moved from scattered file management to a visual, tag-based medical device sales enablement system. By leveraging the right technology and tool with a wide array of features, organizations can dramatically improve sales enablement outcomes. The change was immediate and dramatic.

“This has been like heaven sent for not only my team, but our practices because they can see in an instant, okay, that’s the device I need to go into,” Kim describes. “And then I can filter further. I’m like, you know what, I just need to see pricing today. So I click on the nice little tab that says pricing and then I can see all of my recommended pricing.”

The Business Impact of Proper Medical Device Sales Enablement

The transformation from scattered content to organized, trackable medical device sales enablement delivered measurable results for Cartessa: These improvements led to increased sales performance, more deals closed, and higher revenue for the company.

Brand Control: No more rogue modifications diluting their carefully crafted messaging
Time Savings: Both internal teams and practices could find relevant materials instantly
Performance Insights: For the first time, they could track which training materials and business development resources actually drove practice success
Practice Success: Healthcare professionals could focus on patient care instead of hunting for device information

What Medical Device Companies Can Learn from Cartessa's Success

Kim’s experience offers a roadmap for other MedTech companies struggling with post-launch practice development: Developing a comprehensive sales enablement strategy and creating tailored programs is essential to support sales teams, drive engagement, and ensure long-term success.

1. Visual Organization Beats File Hierarchies

Traditional folder structures don’t match how busy healthcare professionals think about their needs. Visual, tag-based systems allow instant identification of relevant content. A robust content management system enables teams to create content that is easily searchable and accessible.

2. Brand Control Requires System-Level Solutions

You can’t maintain messaging consistency through training alone. Medical device sales enablement systems must prevent unauthorized modifications while still allowing customization for specific practice needs. Automation can help ensure sales reps always have access to the most up-to-date and compliant materials, empowering them with the right resources to succeed.

3. Tracking Transforms Strategy

Without visibility into content performance, you’re making practice development decisions based on assumptions rather than data. Tracking content performance enables you to identify areas for improving seller performance and supports quota attainment by ensuring your team is equipped with the most effective resources.

4. Practice Success Drives Market Leadership

When practices succeed with your device, they become advocates. Strong customer engagement not only strengthens relationships with existing clients but also helps attract potential customers and expand your market reach. Poor practice support doesn’t just affect individual clients—it impacts your reputation across the entire market.

The Future of Medical Device Practice Development

As the medical device industry becomes increasingly competitive, companies that invest in comprehensive sales enablement systems will have a significant advantage. Dedicated enablement teams play a crucial role in supporting organizational success and driving competitive advantage by developing targeted programs, managing sales content, and supporting training initiatives. The ability to support practices with organized, trackable, and consistently branded materials isn’t just a nice-to-have—it’s becoming a market differentiator.

“Nuvue has really just allowed us to build that consistency. It has allowed us to control our brand,” Kim concludes. “It’s a functional piece that not only helps save time, it saves headaches, and it allows us to really control that brand to a level that Cartessa holds very high standards for.”

Ready to transform your medical device practice development strategy? Book a demo to see how medical device sales enablement systems can transform your post-launch success.

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