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12 Minutes (12/05/25)


Making the Most of 12 Minutes: Smarter Outreach in Healthcare Sales


Clinicians only give suppliers 12 minutes.

That’s not a lot of time, especially when they’re juggling 50 medical devices, 30 pharmaceutical products, and multiple patient pathways. So how do you make those 12 minutes count?


In this episode of the 12 Minutes podcast, I sit down with Keith Jackson to explore how commercial and sales teams in medtech and pharma can use modern outreach methods to cut through the noise, create engagement, and earn that next call.


🔑 Key Takeaways


  • Outreach today has to be multi-channel.

    It’s not just emails. LinkedIn, social, referrals, and old-school phone calls all play a role—and the most successful salespeople combine these channels effectively.

  • Preparation wins the meeting.

    If you’re not researching who you’re talking to, what they care about, and how they make decisions, you’re not selling—you’re guessing.

  • Follow-up shows you care.

    One of the biggest opportunities in healthcare sales is consistent, value-led follow-up. Not just to chase, but to reassure, to inform, and to stay top of mind.

  • Sales and marketing need to work in harmony.

    Messaging, materials, and tactics must be aligned. That’s how you build credibility, both online and in person.

  • LinkedIn isn’t just for job seekers.

    It’s a reputation engine—and when used right, it helps you warm up cold outreach, establish expertise, and stay visible without being pushy.



🎧 Listen for Sound Bites Like:


  • “Follow-up shows you care.”

  • “You need a reason, you need a hook.”

  • “Prepare to plan or prepare to fail.”



📌 Episode Chapters


00:00 – Introduction to Healthcare Outreach

01:08 – Effective Outreach Methods

03:57 – Personalisation in Communication

07:06 – Building Credibility and Trust

10:10 – Preparing for Sales Conversations

13:18 – Collaboration Between Sales and Marketing



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