In today’s MedTech landscape, markets move on trust more than technology. That’s the central takeaway from BMMG’s latest webinar, Your Marketing Can’t Do This—But Your Customers Can. Hosted by Lauren Dustman and Lisa Bichsel, the session explored how leveraging satisfied users and clinical champions can accelerate adoption far more effectively than any campaign alone.
The discussion revealed how physician-to-physician influence drives credibility and reduces risk perception. Authentic peer insights - not marketing polish - are what truly accelerate the adoption of new technologies. As Lisa emphasized, “Your most powerful sales asset isn’t your product sheet - it’s your satisfied user.”
Attendees learned how to identify and activate thought leaders, from well-known KOLs to everyday clinical champions. The webinar also covered compliance essentials: fair-market compensation, transparent contracting, and documenting every engagement to maintain credibility and trust.
Real-world case studies illustrated the impact of authentic storytelling, showing how even skeptical clinicians can become advocates after hands-on experience. The result? Faster adoption, shorter sales cycles, and stronger brand equity.
For MedTech teams balancing limited resources and high expectations, the message was clear: Stop chasing attention and start amplifying your advocates.