Medical Device Cold Calling Script
The exact medical device cold calling script that converts 6% of conversations to physician meetings. Includes opener, clinical objection handlers, voicemail script, and tips from top medical device reps.
1The Opener
Hi, is this {{prospect_name}}?
{{prospect_name}}, this is {{your_name}} with {{your_company}}. I know you're busy with patients, so I'll be quick—do you have 45 seconds?
[If yes, continue. If no, ask for a better time.]
I'm reaching out because we work with {{specialty}} practices like yours to help with {{device_category}}—specifically helping physicians {{key_benefit}}.
I'm not sure if this is something on your radar, but I wanted to ask you a quick question to find out.2Discovery & Pitch
Great. When it comes to {{procedure_type}}, what equipment or devices are you currently using?
[LISTEN - Take detailed notes on their current setup]
Got it. And how long have you been using that system?
[LISTEN - Older systems = more opportunity]
How's it been working for you? Any challenges or limitations you've run into?
[LISTEN CAREFULLY - This is where you uncover pain points]
That's really helpful. What I'm hearing is {{summarize_their_challenge}}. Is that accurate?
[CONFIRM]
So here's why I called—we've been working with {{specialty}} practices like {{reference_practice_1}} and {{reference_practice_2}} who had similar challenges. After implementing {{your_device}}, they saw {{specific_clinical_outcome}}—plus their staff reported {{operational_benefit}}.
I'd love to set up a brief meeting where I can show you the technology, answer any questions, and see if it might be a fit for your practice. I can also bring some clinical data that's relevant to your patient population.
Would {{day}} at {{time}} work for a 20-minute visit, or is {{alternate_day}} better for your schedule?
[BOOK THE MEETING]
Perfect. Should I plan on meeting with you, or would you like your {{office_manager/practice_administrator}} to be there as well? I find it's helpful to have whoever handles equipment decisions in the room.3Objection Handlers
Click an objection to see the response. Practice these until they're automatic.
Your Response
That's great—it means you've found something that works. Out of curiosity, when was the last time you evaluated what else is available in the market? Technology in {{device_category}} has evolved significantly in the past 2-3 years. I'm not asking you to switch anything—just to see what's new. Would a 20-minute demo hurt?
4Closing Options
Would {{day}} at {{time}} work for a 20-minute demo, or is {{alternate_day}} better for your schedule?
I can come by early before your first patient—say {{day}} at 7am? I'll bring coffee and keep it quick.
Let's schedule a lunch-and-learn. I'll bring food for your staff and demo the technology. What day works best?
I'm going to be in your area on {{day}}. Can I stop by at {{time}} for a quick 15-minute introduction?
Voicemail Script
Hi Dr. {{prospect_name}}, this is {{your_name}} with {{your_company}}.
I'm reaching out because we work with {{specialty}} practices to help with {{device_category}}—specifically helping physicians {{key_benefit}}.
I'd love to schedule a brief meeting to show you the technology and share some clinical data that might be relevant to your practice.
Can you give me a call back at {{your_phone}}? Again, that's {{your_phone}}.
Thanks Dr. {{prospect_name}}—I look forward to connecting.Variables to Customize
{{prospect_name}}The physician's name (Dr. Smith){{your_name}}Your first and last name{{your_company}}Your medical device company name{{your_device}}Your specific device/product name{{specialty}}Their medical specialty (orthopedic, cardiology, etc.){{device_category}}General category (surgical instruments, imaging, etc.){{key_benefit}}Primary benefit (improve patient outcomes, reduce procedure time){{procedure_type}}The specific procedures relevant to your device{{reference_practice_1}}A reference practice in their area or specialty{{reference_practice_2}}A second reference practice{{specific_clinical_outcome}}Quantified clinical result (30% faster recovery, 50% fewer complications){{operational_benefit}}Staff/efficiency benefit (easier setup, faster turnover){{day}}Your first suggested meeting day{{time}}Your first suggested meeting time{{alternate_day}}Your backup meeting day{{your_phone}}Your callback phone numberPerfect For
- Medical device sales representatives
- Capital equipment sales professionals
- Pharmaceutical reps transitioning to devices
- Surgical equipment sales teams
- Diagnostic imaging sales reps
- Medical supply company representatives
Not Ideal For
- Reps without clinical knowledge of their products
- Products requiring hospital-level procurement (different process)
- Very low-cost disposables (better suited for distribution)
- Reps who can't do in-person demonstrations
- Products without FDA clearance or clinical evidence
Pro Tips
Call early—physicians are often in the office by 7am reviewing charts before patients arrive
Know your clinical data cold. Physicians will test your knowledge.
Never bad-mouth competitors. Instead, focus on what makes your solution unique.
Bring something of value to every interaction—a relevant study, case report, or clinical tip
Get to know the office staff—they control the physician's calendar
Lunch-and-learns work well. Bring food for the whole office and you'll get face time.
Follow up with clinical evidence after every meeting—physicians respond to data
Be patient. Medical device sales cycles are long. Stay in touch without being pushy.
Common Mistakes
Leading with price instead of clinical value
Not knowing competitive products and how yours differs
Overselling—physicians hate hype and exaggeration
Ignoring the office manager who often controls purchasing decisions
Not having clinical studies and regulatory documentation ready
Being too salesy—physicians want peer-level conversations
Giving up after one call—persistence (not pestering) wins
Not following up after demos with next steps
Practice Exercises
Role-play clinical questions a physician might ask about your device
Practice explaining your device's mechanism of action in under 60 seconds
Drill on competitive differentiation—how do you compare to the top 3 alternatives?
Rehearse the demo until you can do it smoothly while answering questions
Practice handling the 'I'm happy with what I have' objection until it feels natural
Do mock presentations with colleagues playing skeptical physicians
Tone & Delivery
Professional and clinical. You're a consultant, not a salesperson. Speak their language—use proper medical terminology but don't overdo it. Be confident in your product's clinical evidence but humble about what you don't know. Respect their time above all else. If they say they have 5 minutes, stick to 5 minutes. Building trust is more important than closing fast.
Scripts Are Just Words Without the Reps
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