Top 100 MedTech company grows sales by over $2.2m and increases product access to rural areas with AcuityMD

This global MedTech company specializes in the development and sales of surgical and patient monitoring products. Their endoscopic division was a small but growing business with a sizable market. Many sales reps covered large geographies and had significant growth opportunities they needed to prioritize.

Challenges identifying the right surgeons

The endoscopic team had an aggressive sales goal to hit. Their sales reps had close relationships with several surgeons using their products, but they lacked clear visibility into the full universe of surgeons performing relevant procedures in their territories.

Without a comprehensive view of their market, reps struggled to identify new high-value targets. They relied on anecdotal knowledge and manual research to build out their prospect lists — a time-consuming and inconsistent process across the team. As a result, there were likely significant untapped opportunities in rural and underserved areas that reps simply couldn’t see.

Why they chose AcuityMD

The endoscopic division selected AcuityMD because of its ability to surface detailed, procedure-level data for every surgeon in each rep’s territory — including volume, facility affiliations, and geographic coverage. This gave the team a fact-based, data-driven foundation to prioritize outreach.

The VP of Sales described the impact as transformational: “The ability to identify the right physicians performing the right procedures is now at our fingertips. We’re no longer guessing. We’re using real-world data to find our next best customer.”

AcuityMD also aligned with the company’s broader commercial strategy. The division was focused on building a commercial flywheel that could compound over time — and AcuityMD was a key input for that model.

Results: $2.2M+ in incremental sales and expanded rural access

After deploying AcuityMD across the endoscopic team, the company saw measurable results within the first year:

The team generated over $2.2 million in incremental sales by identifying and converting surgeons they had previously overlooked. These surgeons were performing relevant procedures at meaningful volumes — but had simply not been on the radar before AcuityMD surfaced them.

Reps also made meaningful inroads in rural geographies. By using AcuityMD to identify surgeons practicing in lower-density areas, the team expanded product access to underserved communities — aligning commercial success with broader healthcare equity goals.

The Head of Commercial Operations summarized the outcome: “We’ve been able to demonstrate clear ROI from AcuityMD. The platform paid for itself many times over in just the first year. More importantly, we’re now reaching patients in rural areas who couldn’t get access to our technology before.”

Key takeaways

For MedTech companies looking to expand their commercial reach, this case illustrates several important principles. First, comprehensive territory visibility matters — reps can’t pursue opportunities they can’t see. Second, procedure-level data enables smarter prioritization than rep intuition alone. Third, rural and underserved markets often represent hidden upside that data can unlock. And finally, commercial success and patient access are not at odds — done right, they reinforce each other.