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

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.

Geoffrey Beecher

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.

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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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