I help surgeons become trusted digital voices - because in today’s world, trust is your currency and reputation your bank account.

I help surgeons turn trust into leverage. Not followers. Not fame. Real authority that changes how patients, peers, and industry treat them.

I work with surgeons who are technically excellent but don’t have time or skill to build trust and monetize their reputation. I fix that.

Through my Physician Brand Rx™ protocol I help surgeons:
	•	Clarify their message so it cuts through the noise
	•	Show up consistently online in a way that earns trust
	•	Build digital authority that elevates their reputation and expands their impact

At FEED. The Agency - our award-winning physician brand firm - we create:
	•	Strategic brand positioning that sets surgeons apart
	•	Premium, ghostwritten content that accelerates trust
	•	High-impact DOL campaigns that make surgeons the obvious choice for patients, peers, media, and MedTech

My mission is simple:

Help surgeons step into Digital Opinion Leadership- so their expertise isn’t just seen… it’s sought after.

Matthew Scott

Steve Carell didn’t know Yolanda was going to shave his pubic hair.


He found out the same way most patients do.

Right before it happened.

I watched his hip replacement video. Because underneath the comedy is something every surgeon should feel a little uncomfortable about.

Your patients are walking into one of the most vulnerable moments of their lives with massive information gaps. Not about the surgery. About the experience around the surgery.

-Nobody told Steve about Yolanda. 
-Nobody warned him the OR was going to look like a torture chamber. 
-Nobody mentioned he’d be asked to choose between titanium and ceramic while his brain was running on pure adrenaline and fear.

He’s Steve Carell. Imagine your average 67-year-old patient.

Ryan “Saw-Bones” Molli, D.O. Hands down, the best I’ve experienced at closing that gap before the patient ever meets him in person.

THE Orthopedic Journey is Dr. Molli’s 
patient experience framework built around a simple insight: the clinical outcome is only part of what patients actually go through. Most arrive confused, under-informed, and anxious — not because the medicine failed them, but because no one designed the experience around them. 

This changes that.​​​​​​​​​​​​​​​​

Steve Carell turned it into a bit. 

Like Dr. Molli, you can turn it into a practice builder.

Matthew Ray Scott, MS

Surgeon Reputation Architect | Physician Brand Rx™ Creator | Best-Selling Author | Voted Best Cause Marketing Agency by The AMA.

I hired my daughter.

I got a front row seat to watch Sierra become something I never coached her to be. A creative. A real one. The kind who sees angles in a story before you’ve even finished telling it. The kind who makes content that doesn’t sound like content.

I’ve spent years helping surgeons find their voice. Telling them that the most powerful thing they own isn’t their technique, it’s their story.

Turns out I was raising someone who already knew that.

I post this because if you’re a parent watching your kid quietly become something extraordinary, you know this feeling doesn’t have a clean word for it.

It sits somewhere between pride and humility.

Because you look at them and think: some of that is me.

And then you look a little closer and think: most of that is entirely her.

Sierra, watching you build your creative life has made me better at building mine.

That’s not something I expected. But it’s the best thing about working with you.

No alternative text description for this image

Sierra (middle daughter) and I got tattoos together.

Today we rebuilt the agency website side by side. By noon we had sauce on the stove. Chicken cutlets in the pan. Homemade meatballs from scratch. 

The kind of vodka penne that takes the whole afternoon and makes the whole house smell like Sunday.

She’s 30. She doesn’t have to work with her dad.

I spent 20 years in medtech learning what it means to leave a mark. Rooms full of surgeons, C-suites, board members. 

I built a business to buy back my time and stop waiting for someone else to decide what my life was worth.

Turns out the best thing I did with that time was share it with my tribe (family/framily).

People ask me what success looks like. I used to have a complicated answer.

Now I just say: my daughter chose to build something with me. 

And we made dinner while we did it.

That’s the whole thing.

Matthew Ray Scott

(99+) Feed | LinkedIn

JSESSIONID

li_at

Talks about #branding, #medicalsales, #healthcarebranding, and #medicaldevicemarketing

Beavis and Butt-Head Understand Medtech’s AI Strategy Better Than Medtech Does.

I’m helping surgeons launch AI integration companies and I’m around Med Tech leaders sniffing around AI. 

It’s a scene from this Saturday Night Live skit. 

Senators asking questions that made you cringe.

Executives answering with words that meant nothing.

And somewhere in the background, Beavis and Butt-Head going “heh heh… he said algorithm.”

I kept thinking: this is medtech’s AI moment.

Fictional hearing. Real energy.

SENATOR: “Can you explain how your AI platform improves surgical outcomes?”

MEDTECH EXEC: “Absolutely. Our proprietary deep learning infrastructure leverages real-time intraoperative data to create a connected ecosystem of intelligence across the care continuum.”

SENATOR: “So… does it work?”

MEDTECH EXEC: “It’s a force multiplier.”

Beavis: “Heh heh. He said multiplier.”
Butt-Head: “Yeah yeah. He has no idea what it does.”

Here’s what I know after working with surgeons for two decades.

The ones winning right now are not waiting for their medtech partner to figure out AI strategy.

They are building their own.
Their voice. Their data. Their reputation. Their distribution.

The buzzwords are somebody else’s problem.

The outcomes are theirs.

To my knowledge, I co-develop more digital thought leadership about robotic surgery for orthopedic surgeons, minimally invasive spine surgery for spine surgeons, and interventional pain as a profitable integration into orthopedic and spine practices than anyone in the world.

Over 500 surgeons - We work with some of the top orthopedic, spine, neurosurgery, and interventional pain physicians on the planet.

Other than Joe Urban and Thomas Fleetwood - I will, likely, never receive a call from a medtech sales or marketing leader saying:

"You're shaping the narrative of our technology with our top surgeons. And it doesn't cost our company one penny. The purpose of my call is to find out how we can arm you and equip you with better information."

But think about what's actually happening.

The surgeons we represent are not waiting to be selected by med tech as KOLs...

We're taking surgeons and turning them into Digital Opinion Leaders.

DOLs who build audiences. DOLs who create content ecosystems. DOLs who shape how the next generation of surgeons thinks about your technology.

Medtech companies spend millions on KOL development, advisory boards, peer-to-peer education, and surgeon engagement programs.

We do that work organically.

Not as a vendor to medtech. As a trusted advisor to their most influential surgeons.

The irony?

Our independence is why surgeons trust us.
And that trust is why the content works.

Which is exactly why the technology narrative gets shaped in the first place.
So no, I don't wait for med tech to call. 

But someone in medtech marketing should probably do the math.

For five years straight I’ve sent 7 personalized videos, a day, to 7 people I want to help before 7:01 AM.

Each one, typically, is under 60 seconds. All recorded on my phone or webcam. No studio. No editor. No script.

Five years in a row it has created multiple seven figures in revenue.

Most people building a service business are waiting on funnels and algorithms to do the work they’re afraid to do themselves. 

That work is showing up for specific people, by name, before the rest of the world has had their coffee.

A 47-second video that proves you actually see someone cuts through more noise than any campaign ever will. It says I know who you are. I know what you’re working on. I think I can help.

People don’t hire strangers. They hire people who already felt like they gave a damn.

7 videos. 7 people. Before 7:01 AM. Start tomorrow.

Everyone else, but you and I, will quit after the third week.

For years in medtech, I lived inside a trade show booth.

Not figuratively. Literally. You showed up early, you stood tall, you waited. The philosophy was simple: be there, stay visible, and when a surgeon walks by, you go get them. Chase them down the aisle if you have to. That was the job.

I understood it. I did it. And a part of me always felt like there had to be a better way.

When I left medtech and started working directly with surgeons, I made myself a promise. I would never ask a surgeon to come find me. I would never ask for an appointment. I would never show up in their world with my hand out.

Instead, I started sending hyper-personalized videos. Seven of them. To seven different surgeons I genuinely wanted to help. Before 7:01 AM. Every single day. No pitch. No ask. Just value, delivered with intention, before most people have had their first cup of coffee.

That ritual changed everything.

So fifteen years later, when I do show up at a conference, I am not spending $40,000 on carpet and a back wall. I am not wandering the floor hoping to run into someone. I already know exactly who I am there to see. 

I fly into Nashville or New Orleans or LA, I stay in the shadows, I rent a bougie Air BnB, nearby, I put my culinary school to work, feed a surgeon, and I have one conversation that actually matters.

Then I get on a plane and go home.

I spent a decade waiting for surgeons to walk past a booth.

Now they ask me what I’m cooking next trade show.

My father was 65 when he died.

He had run marathons. He was one of the top tennis players and golfers in the South. 

Death. Nobody saw it coming. 

That’s the thing about unexpected loss. It doesn’t negotiate. It doesn’t give you time to prepare a response.

What it does give you, if you’re paying attention, is a moment of absolute clarity about what matters.

My mother stood in the middle of that grief and did something I’ve thought about almost every day since. She prayed the Prayer of Jabez over my life.

If you don’t know it, here’s the short version. Jabez shows up in 1 Chronicles almost as a footnote. Two verses in the middle of a genealogy that most people skip. He asks God for four things. Bless me. Enlarge my territory. Let your hand be with me. Keep me from harm.

That’s it. No elaborate theology. No conditions. Just a man asking to matter more than his circumstances suggested he would.

My mother prayed that prayer over me the way only a woman who has just buried her husband can pray something. With everything she had left.

And I made a decision.

Not just about my career or my company or what I was going to build. I made a decision about her.

She needed to mother me. I knew that. Grief does that. It reaches for the familiar things, the relationships that still make sense when everything else has stopped making sense. But I also knew something else. She needed to feel needed. Not just loved. Needed.

So I hired her.

She controls everything that touches money. Bookkeeping. Accounts payable. Accounts receivable. Hiring. Making sure everyone gets paid. She is the financial spine of everything we’ve built.

The agency doesn’t run without her. That’s not sentiment. That’s just true.

People talk about building a business like it’s a solitary act. Like the founder is out there alone, making something from nothing through sheer force of will. 

But every company I’ve ever respected has someone in it who holds the thing together quietly. Someone whose name isn’t on the press release but whose fingerprints are on every single decision that actually kept the lights on.

That’s my mom.

She prayed that my territory would be enlarged. And then she showed up and helped me build it.

I don’t know what promise you made in your hardest moment. I don’t know who was standing there when the call came or what you decided in the days after.

But I know this. The Prayer of Jabez isn’t a prosperity prayer. It’s a purposeful expansion prayer. It’s the prayer of someone who believes their life is supposed to count for more than it currently does and is willing to ask, out loud, for the help to make that happen.

My mother believed that about me before I believed it about myself.

The least I could do was build something worthy of the prayer.

The female surgeons I work with are among the most clinically rigorous people I've encountered in this space.

They are also operating inside a structural trap that their male counterparts never think about once.

Here's what behavioral psychology has documented - not opinion, peer-reviewed research - about how expert women are evaluated: women in high-status professional roles are assessed on two axes simultaneously. 

Competence and warmth. Men in identical roles are effectively assessed on one.

This asymmetry has a direct consequence that nobody in healthcare thought leadership is naming clearly enough.

Ask Kiran V. Patel, MD - we spend an entire dinner discussing such topics. 

Content that optimizes for warmth - relatable posts, personality-forward content, appearance-based visibility - suppresses perceived competence in the specific audiences where authority matters most. Peers. Industry. Referring surgeons. The medtech VP deciding who gets the advisory board call.

The female surgeon doesn't lose followers. She loses legibility in the rooms where likability is irrelevant.

This is not a critique of any individual surgeon's choices. It is a diagnosis of a market asymmetry that was not designed by surgeons and was not designed to serve them.

The surgeons I work with who understand this stop asking how to appear more relatable. They start asking what signal the right audience is actually calibrating for. That question leads somewhere completely different - to clinical specificity, to intellectual point of view, to a platform the authority economy can actually act on.

The research on this goes back decades. Heilman (2001). Fiske et al. (2002). The mechanism is documented. The application to digital reputation is newer — and it is the thing nobody is building a communication narrative framework around yet.

If you are a female surgeon building a platform and you have ever felt the gap between your follower count and the quality of your inbound opportunities -this is worth understanding. 

The gap is not a content problem. 
It is a signal problem. 
And it has a structural explanation.

My word for 2026 is authorship.
Not the kind you think.

Yes, I co-authored a bestselling book.
Yes, we are launching another one this year.
But authorship taught me something I was not expecting.

The best things I have ever built were co-authored.

2025 best-selling book, men@pause: Life 2.0, was co-authored by two buddies I grew up with. 

Physician BrandRx was co-authored with Scott Sigman MD who believed reputation could be systematized.

Content Crib was co-launched six years ago with my buddy Eric I Anderson for healthcare leaders who wanted to learn how to become thought leaders. 

The Orthopreneurs Symposium was co-launched with Ryan “Saw-Bones” Molli, D.O. & Chris McClellan, DO  to equip surgeons who refused to separate their clinical identity from their entrepreneurial one.

Ortho Mafia Poets was co-launched w/Dr. Scott Sigman as a community that understood the best surgeon thought leadership does not sound like marketing. It sounds like conviction.

Required a refresh. 

We canceled all of our big medtech business. Every contract. Every retainer. Every safe, predictable revenue stream.

Instead we went all in on 100 surgeons.

Quietly in 2025 becoming reputation architects. 

Unconventionally, we started with professional athletes. Learning how to help them turn “pro” in something other than their sport. 

Next, we began working with orthopedic, spine, and neurosurgeons. Studied what trust looks like when the stakes are a career, a body, a legacy. Already learned that reputation is not what you say about yourself. It is what the right people repeat when you are not in the room.

We approached med tech leaders, thinking they would be interested in thought leadership. Only 1. Others were indifferent. 

We had a plan. Going all-in. We became the surgeon reputation architect. A job description you will not find. 

Not a marketing agency. Not a social media manager. Not a content mill with a healthcare vertical.

An architect. Someone who studies the blueprint before building. Someone who understands that a surgeon’s reputation has a structure, a foundation that has to hold before you ever add a story.

Now we are expanding. Interventional pain. Cardiac.

Not because we are chasing growth. Because surgeons in those specialties started asking why no one was doing for them what we were doing for ortho and spine.

We opted out of launching campaigns for medtech giants. We opted in to brand launches for medtech startups and surgeon-founder ventures.

Your reputation is being written whether you author it or not.

LinkedIn just got a lot smarter. And most surgeon content just got a lot more invisible.


The platform rolled out a new algorithm that reads your posts semantically. That means it is no longer counting keywords. It is reading for meaning. It is assessing whether you actually have a coherent point of view or whether you are just producing content that sounds like every other surgeon on the platform.

Here is what that means for you practically.

If your last 30 posts could have been written by any surgeon in your specialty, the algorithm now knows that. It cannot distinguish you from the noise. So it does not distribute you.

If your posts, read as a body of work, tell a story about who you are, what you believe, and what you stand for clinically, the algorithm begins to associate your profile with that topic. 

Distribution follows authority.

This is the KOL to DOL transition playing out at the algorithmic level.

LinkedIn is now rewarding surgeons who have built a point of view, not just a posting schedule.

Three things to do right now.

1. Stop posting tips. Start posting beliefs.

2. Pick three to five ideas you return to repeatedly and approach them from different angles, different patient stories, different clinical moments.

3. Own specific language. The surgeons who become the algorithm’s default recommendation for their niche are the ones who consistently occupy the same semantic territory.

Clinical excellence got you to the table.
Narrative capacity is what keeps you at it.

If you insist on writing the way you have always written, talking about the same things your peers have always talked about, refusing to learn the frameworks of narrative transportation, perspective, and problem solving, and objecting to the visual structure of how content actually gets read on this platform, the algorithm is not going to argue with you. It is just going to ignore you.

The algorithm just made that official.

Hospitals spend hundreds of thousands dollars on marketing departments that make every surgeon look identical. That's not a branding strategy. That's a camouflage strategy.

Professional headshot. White coat. Arms crossed and a tagline about "compassionate, patient-centered care."

Now multiply that across every surgeon on the hospital website.
Same photo style. Same language. Same everything.

That's not a branding strategy. That's a camouflage strategy.

The surgeon who replaced 5,000 joints and pioneered an outpatient protocol gets the same bio template as the surgeon who graduated residency last year.
The surgeon who developed a technique that changed how an entire procedure is performed gets the same "Dr. Smith is passionate about helping patients return to active lifestyles" copy as everyone else on the page.

The hospital didn't build their brand. The hospital buried it.
Not intentionally. But effectively.

Because hospital marketing departments aren't designed to differentiate individual surgeons. They're designed to protect institutional consistency. 

Those are two completely different objectives.

So the surgeon with 20 years of expertise, a philosophy that changes how patients think about their own surgery, and a track record that medtech companies would pay to be associated with...

...looks identical to every other name on a dropdown menu.

That's not a visibility problem. That's a translation problem.

The clinical excellence exists. The reputation architecture doesn't.

And until that changes, the surgeon's expertise compounds inside the hospital while their reputation flatlines outside of it.

Surgeons don't need to leave their institution to fix this. They need to stop relying on it as their only megaphone.

Your hospital markets the system. You need to digitize trust.
And those are two very different prescriptions.

- - - 

I help surgeons build something most of them didn't know they were missing.
Not a bigger following. Not a prettier website.

A reputation that works when they're not in the room.

Category ownership. Thought leadership. Media attention. Medtech monetization.

That sequence isn't random.

When a surgeon owns a category, they stop competing and start being sought out. When they publish ideas that challenge how people think, media and conferences come to them. And when a medtech company can see that a surgeon doesn't just use a device but can articulate why it matters, that's when the consulting conversation starts.

None of that comes from posting more often. It comes from reputation architecture — a system that translates what you already know into positioning that compounds over time.

- - - 
What prompted this post? I'm was on a Zoom w/a 30-something hospital marketing director telling a prestigious spine surgeon he can't do anything that can be perceived as personal branding. Only the hospital can "market" his personal reputation. 

Why LinkedIn is the ideal medium for surgeons.

Matthew, you must enjoy jumping from perfectly good airplanes. 

"No, I just prefer hanging out with those who do."

Ted Williams divided the strike zone into 77 cells.

Each one roughly the size of a baseball. He calculated his batting average for every single cell. Low outside corner? .230. Belt-high, middle-in? .400+.

His philosophy came down to one discipline. Only swing at pitches in your happy zone. 

Even when the umpire called it a strike/when the crowd bood/when the manager wanted more aggression.

He refused.

.344 lifetime average. Highest on-base percentage in baseball history. The last human being to hit .400.

Williams did not have the best swing. He had the best discipline. He understood something most people never figure out.

You do not win by doing more. You win by knowing where you are .400 and refusing to swing anywhere else.

I have observed two surgeons who remind me of Williams more than they would ever give themselves credit for.

These two surgeons will elbow me in the rib cage for drawing attention to them. 

Dr. Charlie DeCook built 12x12. Twelve total joints by lunch. Not by moving faster. By mapping every second of the OR the way Williams mapped every cell of the strike zone. 

Every role defined. 
Every instrument anticipated. 
Every wasted motion eliminated. 

After filming him: 

It is not speed. 
It is precision that looks like speed because nothing is wasted.

Dr. Robert Masson MD neurosurgeon and Founder of eXeX saw what most surgeons visualize: the best way to make the surgeon better is to remove every distraction around them. 

He built a mixed reality and AI platform not for the surgeon’s hands but for the surgical team. The logistics. The flow. 

The invisible architecture that lets the surgeon operate in calm, focused flow. 

He described his ideal OR the way Williams must have felt when the batter’s box went quiet.

(Full transparency: I serve on the eXeX advisory board.)

Both surgeons studied their craft at a cellular level and refused to swing at .230 pitches.

Swinging at .230 pitches because it felt wrong to watch them go by.

-Williams said no with his bat.
-Buffett says no with his checkbook.
-Dr. DeCook says no with his OR clock.
-Dr. Masson says no with his operating environment.

Find your 77 cells.
Ignore the rest.
Let them boo.

Believe → Focus → Disrupt → Repeat.

Neurosurgeon | Biomedical Engineer | CEO, eXeX™ | Surgery Intelligence | Healthy Longevity

eXeX

I spent years in MedTech as a VP of Sales deciding which surgeons got the call.

I know exactly how the KOL designation works. Who gets selected. Why they get selected. And what the company is actually buying when they put a surgeon’s name on a roster.

They are not buying your surgical excellence. They never were.

They are borrowing your credibility to move their product. Those two things have been dressed up as a partnership for three decades and I was inside the machine long enough to know nobody talks about that distinction out loud.

The surgeon produces the authority. The company borrows it.

I left MedTech to build something on the other side of that equation. And the first thing I noticed when I started working with surgeons on their own reputation architecture is how many of them were auditing themselves against criteria that were never designed with their interests at the center.

Waiting to be designated. Waiting to be placed on a panel. Waiting for an external party to publicly confirm what their patients and colleagues already knew privately.

I watched surgeons with fifteen years of category-defining outcomes sit invisible online while the industry circled the same rotating faces at the same conferences.

That is not a talent problem. That is a system problem.

And the surgeons who understand the system stop playing by its rules.

Here is what I have seen happen when a surgeon stops treating the KOL designation as the destination and starts treating their own reputation as the asset.

MedTech stops being the gatekeeper and starts being the opportunity. Companies do not pursue surgeons who are waiting to be found. They move toward surgeons who are already visible. Already authoritative. Already shaping the conversation their customers are paying attention to.

The platform you build does not compete with the KOL model.

It makes you the one they call before the budget cycle closes.

If you are a surgeon who has been waiting for an external designation to validate what your outcomes already prove, building your own reputation architecture is the right decision.

Because MedTech needs your credibility to sell their product.

You never needed their platform to build your authority.

I just wish someone had told you that sooner.

Stop Trying to Be Relatable: Build Your Surgical Reputation, Not Your Follower Count

March 20-21.

Content Crib 6.0 is built on the belief:

The right partnership changes everything.

One person with a good idea.
Linked with the right person.
Creates something disproportionate in impact.

1 + 1 = 3.

Not because you work harder.
Because you stop building in the dark.

March 20-21, 2026
Bentonville, Arkansas

This is not a conference where we only celebrate what worked.

We are going to show how it was built.
Step by step.
Including the mistakes.
Including the cost.
Including the moments where it almost did not happen.

If you are a physician, healthcare leader, orthopreneur, or MedTech builder, and you are carrying any of these quietly -
	•	A book you have not written yet
	•	A six-figure side hustle you have not launched
	•	A category you want to own but cannot see the path
	•	A smarter way to serve patients without abandoning your post
	•	A business idea that needs a second brain and a second set of hands

This is for you.

Because nobody teaches the hardest part:
How to go from idea to partnership.
How to find the right creative partner.
How to pitch them.
How to build something together.
How to make it sustainable without burning down your life.

If that is the season you are in, comment or DM me and I will send you the details for Content Crib 6.0.

Only 50 will hear me, in person, break down the (1+1=3) protocol I used to co-launch three surgeon-led seven-figure businesses with zero marketing spend and no sales team.

March 20th. Content Crib 6.0. Bentonville, Arkansas. 3:37 PM.

1. It starts with identity. Not your CV. Not your title. Your aspirational archetype. The version of you that owns a category instead of competing in one.
2. You develop content that positions you as the digital opinion leader in your category. 
3. You connect with the people you actually want to help. 
4. You build a community of like minds. And that community becomes the foundation of something no algorithm can manufacture.
5. Trust and reputation as the ultimate currency.

On March 20th-21st I will share this entire framework with 50 surgeons and healthcare thought leaders who are ready to punch imposter syndrome in the mouth, pursue a creative partnership, and stop waiting for permission to lead.

50 seats. Two days. 

Your next bestseller, your seven-figure side hustle, your category-defining moment is closer than you think. The only thing standing between you and it is the belief that you have to build it alone.

You don't.

I became a lifestyle design entrepreneur around three non-negotiables.

1. Never carry someone else’s quota.
2. Never wait for external validation to get paid.
3. And never live somewhere you can’t take a leak in your own backyard at 2 in the afternoon.

Four acres in Northwest Arkansas. That’s the dream.

No neighbors in my business. No HOA. House paid for in cash. Just me, the Ozarks, and the kind of freedom most people put on a vision board.

Then we went and built a Finnish sauna right onto the side of the house.

Life got significantly better. And significantly more problematic for my wife.

Because now I’m walking from the sauna to the back porch in nothing but a pair of tighty-whities. Towel optional. Confidence levels: elite. Bulk in tow.

She tolerated it for about three weeks.
Then she bought me a robe.
I wear it now. Sometimes.

The point is this. A lot of people are out here optimizing their LinkedIn profile, their morning routine, their quarterly goals.

I’m optimizing my acreage-to-dignity ratio.

And I’m doing just fine.

Northwest Arkansas. Come for the trails. Stay for the personal freedom.

Find your WHERE and your WHAT and HOW come trailing along. 

#LifestyleDesign #NWA #WorkFromAnywhere #TheFieldManual

Surgeons are the only profession in the world that spent a decade earning the most trusted credential in society, and then decided the key to an audience was pretending they didn't.

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

Geoffrey Beecher

When I was a junior MedTech rep, I set my briefcase on fire. 🔥

Not metaphorically.
Actually. On fire.

Early in my career, I sold sterile OR custom packs—large, procedure-specific kits built precisely to a surgeon’s preference card.

Because of that, vendors were constantly courting me.

One company sold flame-resistant OR gowns and drapes. Their demo was dramatic: a battery-powered cautery pen touched to the fabric… and the material recoiled from the heat.

“See?” they said.
“Fire resistant.”

They handed me the cautery pen so I could demo it myself.

I never did.

But I did toss it into my briefcase and completely forget about it.

Uh huh.

Fast forward to a big meeting with a newly signed IDN client.
Conference room. OR hallway just outside.
Handshakes all around.

I snapped my briefcase shut and let it hang at my side.

That’s when someone shouted:

“YOUR BRIEFCASE IS ON FIRE.”

The cautery cap had come off.
The pen was activated.
Glowing red-hot like a tiny OR dragon.

I panic-launched the briefcase into a nearby scrub sink and drowned it like I was putting out a campfire.

Smoke everywhere.
People waving air.
Fire alarms—mercifully—silent.

I went home, assumed the fetal position, and questioned every career decision I’d ever made.

That wasn’t the end of it.

They still remember me.
Decades later.

They call me “Smokey.”

I didn’t plan to be memorable.
The briefcase had other ideas.

Chief Commercial Officer, Phraxis | Strategic MedTech Operator | 7 Startup Exits | Co-Founder: Echelon Development Group & ASTERintel.ai

At one point in my life, I looked a lot like Mowgli.
Wide-eyed. Mop-headed. Completely captivated.

The first time I stepped into an operating room, I remember the lights hitting the sterile field.

The knee prepped in brown. Draped in blue.  Everything precise. Intentional.

No wasted motion.

The faint smell of cautery in the air.

I stood there like a kid dropped into another world.

And in many ways… I was.

Surgical innovation looks orderly from the outside.

Inside, it’s a jungle.

Surgeons. Engineers. Hospitals. Founders.
FDA pathways. CMS decisions. Clinical studies. Data.

Technology trying to find its way into the operating room.

A sterile jungle.

After about 40,000 hours in scrubs, I’ve spent my career learning how it works —
and helping people find their way through it.

Still navigating.

Optimal dialysis starts aren’t lost at ESRD. (End stage renal disease)
They’re lost months earlier.

March is National Kidney Month, when conversations around kidney care tend to focus on dialysis, transplant, and patient awareness.
But in renal care, if a patient crash-starts dialysis with a central venous catheter (CVC),
the decision wasn’t made that day.

It was made earlier.

We say we want optimal starts.
Fewer catheters.
Fewer infections.
Better planning.

But activation often begins at end stage renal disease.  

That’s reaction.

The leverage is Stage 4.
Yet that’s often the point where the system is least organized to act.

Because once a CVC is placed,
the cost structure is set.

Infection risk rises.
Hospitalizations follow.
And the system starts paying for a decision made months earlier.

Hospitals carry it.
Programs are measured on it.
Physicians answer for it.

Durable access is upstream.
The consequences are downstream.

That’s not clinical failure.

It’s system design revealing itself.

And it isn’t unique to renal care.

Across medicine, crisis rarely creates cost.
It reveals decisions made earlier.

Heart failure.
Oncology.
Vascular disease.

Trajectory is shaped upstream.
Volume just amplifies it.

If we want more optimal starts,
the structure has to move earlier.

Dialysis access failure remains one of the most costly and persistent challenges in vascular care.

Looking forward to an investor-focused session led by Randy Hubbell, CEO of Solaris Endovascular  — a seasoned medtech executive with leadership experience at Johnson & Johnson and Boston Scientific — alongside Dr. Robert E. Lee, vascular surgeon, former FDA Medical Officer, and Co-Founder of Echelon Development Group.

Together, they’ll examine:

• The scale and economic impact of AV access dysfunction

• Why current repair strategies fail to deliver durable outcomes

• The differentiated approach behind Solaris’ platform technology

• The regulatory and investment thesis supporting its development

For investors evaluating innovation in dialysis access and vascular repair, this will be a meaningful discussion.

Monday, March 30 | 2 PM CT / 3 PM ET

Retired Medical Officer at US Food & Drug Administration, Center for Devices and Radiologic Health, Office of Cardiovascular Devices, Vascular and Endovascular Devices Team

I am excited to be participating in an upcoming webinar with #SolarisEndovascular CEO #RandyHubbell, highlighting the promise of their novel Solaris DX drug eluting stent platform in improving outcomes for needy hemodialysis patients.

Plan to attend and sign up for this March 30th event via this link to EventBrite:

Open article: Transforming Dialysis Access by eventbrite.com

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