Tom Patzelt joins us with his 28+ years in the medical technology field holding many roles and specializing in go to market strategies and forging new analysis and execution as our new normal evolves. We discuss how marketing in medtech needs to lead the customer/provider conversation using Digital technologies to virtually kick in the door that softens the front lines so reps have easier access. Why is this important? No way are companies launching new products and implementing the old school sales reps tactics of cold calling and thinking it will work. Why? No sales access - we have OR access to cover a case but selling has a new normal and we, the commercial team, have to become one to be successful. Take a seat and listen in as we talk about the new commercial normal.