The first time I test-drove Intuitive Surgical’s robot was during the bake off for the IPO. The technology was amazing, and I could throw sutures with ease. The company had a few dozen systems installed and a respectable backlog, but I remained skeptical as it was targeting cardiac surgery, which several struggling public companies were unsuccessfully trying to revolutionize.

With the Galleri MCED test, our healthcare system is on the cusp of enormous change that will advance the detection and treatment of cancer. The impact could be as significant as the introduction of antibiotics on infectious disease.

A recent data search showed that the average medical technology sales rep earned twice as much as the average pharmaceutical rep. At first, this struck me as odd, but then I thought about how the medtech reps often contribute a significant amount of ‘hands on’ support.

The articulated ‘selling the bundle’ strategy is most important for what it leaves unsaid. It does not say, “We have the best products.” It does not say, “We have cutting edge technology.” It does not say, “Our devices will help you get the best outcomes for your patients.”