From Medtech Startups to Millions: Insights from Tom Ross on the Uprising Show

Welcome to another episode of The Uprising Show! In this episode, host Vivek sits down with Tom Ross, a veteran sales and marketing leader in the medical device startup world, also known as “The Device Doctor.” With over 30 years of experience in Silicon Valley’s medtech scene, Tom shares fascinating insights from his journey, from his early days in critical care devices to helping startups with go-to-market strategies and fundraising today.

Tom discusses how the medtech landscape has evolved, especially with the rise of digital health, and why true commercial success requires both solid technology and a deep understanding of the clinical problem at hand. He explains what makes a medtech product stand out, the often underestimated investment needed for market breakthrough, and the essential relationship between sales and marketing in this industry.

Tune in for wisdom on building impactful startups, fostering realistic optimism, embracing innovation, and a few personal reflections on lessons learned as a founder, mentor, father, and grandfather. Whether you’re a medtech founder, investor, or just passionate about healthcare innovation, you’ll find plenty of practical takeaways and inspiration in this episode.

Timestamps:

00:00 Southern California Education Journey

06:06 "Keys to Successful Company Breakthrough"

08:14 Digital Health Revolution and Investment Trends

12:22 Sales-Marketing Lead Dispute

14:13 Sales Reps' Evolving Role in Healthcare

18:44 Leveraging LinkedIn for Career Growth

21:26 Tracking Employee Digital Productivity

24:02 Tech-Driven Medical Solutions

29:45 Balancing Realism and Optimism

33:20 Tailoring Pitches to Investment Interests

35:51 Optimistic Realism in Investment Pitches

40:02 Balancing Treatment Safety and Efficacy

42:18 Commercial Success Requires Significant Investment

46:31 Learning to Let Go

48:34 "Podcast Links and Insights"

Inside MedTech Success: Key Takeaways from Our Conversation with Tom Ross

If you’re looking to navigate the challenging yet rewarding world of MedTech startups, few voices carry as much experience as Tom Ross. In our recent episode of The Uprising Show, Tom joined host Vivek to unpack four decades of innovation, leadership, and practical strategy in medical devices. From the value of digital transformation to the importance of realistic optimism, here’s a deep dive into the wisdom Tom shared.

A Career Built on MedTech Innovation and Leadership

Tom Ross’s journey in MedTech spans critical care, pain management, orthopedics, and neurovascular devices, with roles ranging from product manager to CEO. He’s helped companies scale from zero to $10 million and guided others through explosive growth, such as expanding sales tenfold. Now, as a consultant at theDeviceDr, Tom specializes in supporting startups with go-to-market planning, fundraising, and product-market fit.

What Makes MedTech Startups Succeed?

Tom distills MedTech success down to a deceptively simple formula: a valuable solution to a real clinical problem. He emphasizes that effective founders deeply understand the pain points of clinicians, patients, or healthcare systems and offer technology that’s both innovative and genuinely impactful. The companies that “break through” do so because their product isn’t just new, it truly matters to the user.

The Digital Revolution: Opportunities and Challenges

Reflecting on historic industry shifts, Tom describes how digital health has revolutionized MedTech. Today’s tools - wearables, cloud data sharing, and digital diagnostics - don’t just streamline operations; they fundamentally change healthcare delivery and investment. Importantly, Tom notes that venture funding is gravitating toward software-connected devices, sometimes to the detriment of “classic” hardware medical innovations.

Yet with these opportunities come trade-offs. While digital solutions are often easier to scale and less capital-intensive, Tom warns that not every patient or clinician is ready for a fully digital experience. Tech should serve users, not leave them behind.

Sales, Marketing, and Team Alignment in MedTech

Tom makes it clear: effective sales and marketing remain as challenging as ever, even with new digital channels. Success hinges on close collaboration between teams, with marketing providing tools to generate leads and sales delivering hands-on expertise, particularly vital for complex devices that require skilled clinical support.

Echoing Vivek, Tom observes that the line between sales and marketing is now more blurred, and alignment is crucial. Internal friction will slow any company down, but unity drives adoption and revenue growth.

Fundraising Insights in Today’s Startup Climate

With over $400 million raised in his career, Tom is candid about the evolving landscape. Investors today focus heavily on digital platforms and want evidence of realistic, scalable growth. Founders often underestimate the resources needed for true commercial success, not just R&D but regulatory, go-to-market, and ongoing sales support. Tom’s advice? Cultivate “realistic optimism” - dream big, but ground your goals in data and experience.

Top Lessons for MedTech Founders

1. Build for True Value
Prioritize solving a real, urgent clinical problem over pursuing “cool” technology for its own sake.

2. Invest in Team Dynamics
Align sales and marketing efforts, and foster a collaborative culture from the top down.

3. Plan for Commercialization
Understand that success demands much more than a great prototype or regulatory approval; commercialization requires time, capital, and persistence.

4. Embrace Digital - but Mind the Gap
Adopt digital tools but be thoughtful about user adoption, especially in health sectors where trust and accessibility matter most.

5. Stay Realistic - But Dream Big
Balance optimism with data-driven planning. Set ambitious but achievable milestones, especially when raising capital or pitching investors.

The Uprising Show Website: https://theuprisingshow.com/

Vivek Nanda's LinkedIn: https://www.linkedin.com/in/viveknanda1/

Vivek Nanda's Twitter: https://x.com/vickks

TopHealth Media Website: https://tophealth.care/