If logic and data were all it took to win physicians over, every superior device would dominate the market. But physicians—like all humans—make decisions shaped by perception, emotion, and cognitive shortcuts.

In this episode of the Medical Sales Accelerator, Zed sits down with Howie Chan, founder of MedTech Brand Academy and host of The Legend Effect Podcast, to explore the unseen psychological drivers behind physician decision-making. They discuss why medtech teams often lead with data that doesn't change minds, and how to instead influence behavior through emotion, context, and brand strategy.

What we discuss in the episode:

• Why physicians aren't purely rational—and what truly shapes their choices

• How perception and emotion can outweigh evidence in adoption

• How medtech brands can position themselves to influence behavior at scale

MedTech Brand Academy: https://www.medtechbrandacademy.com/

Connect with Howie: https://www.linkedin.com/in/howiechaniam

Connect with Zed: https://www.linkedin.com/in/zedwilliamson

Fear doesn't just hold you back—it kills opportunity. In this episode of the Medical Sales Accelerator Podcast, Zed sits down with Gerry Savage, founder of Four Pillars Consulting Group and author of The Four Pillars of Sales, to unpack one of the most common and costly issues in medical sales: call reluctance.

Whether you're a new rep struggling to pick up the phone or a veteran who's grown too comfortable with existing accounts, this conversation will challenge the mindset that limits your growth—and show you how to replace it with confidence, consistency, and purpose.

What we discuss in this episode:

• How call reluctance silently kills sales growth

• Simple mindset shifts to turn fear into action

• Using the Four Pillars of Sales to build confidence and trust

Connect with Gerry: https://www.linkedin.com/in/gerry-savage/

Check out Four Pillars Consulting Group: https://www.fourpillarsconsultinggroup.com/

Check out Gerry's Books:

The Four Pillars of Sales - https://a.co/d/1YJkwSp

The Janitor - https://a.co/d/6EhiAAW

It wasn't long ago that Gair Maxwell, author of Big Little Legends: How Everyday Leaders Build Irresistible Brands, joined us to talk about how stories (not stats) propel leaders, brands, and products to legendary status.

And the conversation quickly became a listener favorite! In this encore episode, sponsored by Physician Growth Accelerator, Gair explains why storytelling is part of human nature, what makes a story compelling, and how sales professionals can harness story to cut through data overload and connect on a deeper level.

Tune in for more on:

• Why statistics alone aren't enough to make a sale
• How to create conversations that release oxytocin
• The 3 acts every story needs
• Examples of compelling medical device stories that sell

Resources from this episode:

• Get the free MedTech Talk Tracks for Action
• Big Little Legends: How Everyday Leaders Build Irresistible Brands

Social Media:

• Connect with Gair on LinkedIn
• Connect with Zed on LinkedIn