How to target your ideal customer with Joe Mish & Isabel Wellbery

You finally secured FDA clearance, but how do you know exactly which surgeons to target first? In Episode 4 of our Achieving Commercial Velocity in MedTech series, Mike and Chris sit down with two heavyweights in market intelligence: Isabel Wellbery (CCO, Alpha Sophia) and Joe Miesch (CCO, SmartTRAK). Joe and Isabel break down why MedTech commercial leaders need to stop obsessing over raw spreadsheets and start shrinking their "time to insight." By interconnecting claims data with fellowship histories, publication records, and site-of-care shifts, companies can remove the guesswork from their commercial launch. In this episode, we cover:

• The "10 Customer" Rule: Why startups must define their ideal customer profile so specifically that they can name their top 10 targets before trying to scale nationally.
• The AI Trap: Why relying on open-source AI tools to build your Total Addressable Market (TAM) often leads to inaccurate investor pitches, and why proprietary data is non-negotiable.
• Empowering the Field: How equipping your sales reps with real-time insights (like competitor backorders or specific procedure shifts) transforms a generic sales call into a high-value conversation