Unlock the secrets of simplifying complex medical procedures and fast-track your career in the competitive medical sales industry. In this enlightening episode, we sit down with Josh Reynolds, the Area Vice President of Sales in the Southeast for OrthoFundamentals, to explore the innovative landscape of SI joint fusion. Discover how OrthoFundamentals is redefining industry standards with their streamlined processes and cutting-edge products. Josh also shares invaluable advice for newcomers, emphasizing the importance of starting out with larger companies to build a solid foundation of experience.
Journey with us through Josh’s fascinating career path, from his early dreams of becoming a professional baseball player to his significant achievements in medical sales. Learn how a serendipitous summer with a host family in Colorado pivoted his career aspirations towards medical sales, leading to impactful roles with industry giants like Smith & Nephew. Josh provides a compelling comparison between orthopedic and pharmaceutical sales, offering a nuanced understanding of the unique challenges and rewards of each field.
Finally, delve into the entrepreneurial spirit that drives Josh’s success. Hear firsthand about the emotional challenges and strategic decisions involved in founding his own distributorship and leading a sales team at OrthoFundamentals. Josh emphasizes the critical role of networking in securing career opportunities and shares heartwarming personal news about his growing family. Don’t miss this comprehensive discussion that combines professional insights with personal anecdotes, offering a complete picture of the medical sales landscape and the entrepreneurial journey.
Meet the guest
As the Area Vice President of Sales – Southeast at OrthoFundamentals, LLC, Josh Reynolds leads a team of high-performing sales professionals who provide cutting-edge orthopedic solutions to surgeons, ASC’s and hospitals across the region. With 10 years of successful medical sales experience, Josh has a proven track record of exceeding sales expectations, developing new territories, and managing multiple direct reports.
Josh’s core competencies include sales operations, sales management and social networking, which he leverages to create and execute effective sales strategies, build strong relationships with key stakeholders, and deliver value to our customers and partners. His mission is to drive growth and innovation in the pain management and spine space, where he has expertise in offering innovative products and technologies that improve patient outcomes and quality of life. He is passionate about learning new trends and developments in this field, and he is always looking for new opportunities to expand his knowledge and skills.
Connect with him: https://www.linkedin.com/in/josh-reynolds-44a4a58a
Learn more about OrthoFundamentals: https://orthofundamentals.com/
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Episode Transcript
00:00 – Samuel Adeyinka (Host)
Hello and welcome to the Medical Sales Podcast. I’m your host, Samuel, founder of a revolutionary medical sales training and mentorship program called the Medical Sales Career Builder, and I’m also host of the Medical Sales Podcast. In this podcast, I interview top medical sales reps and leading medical sales executives across the entire world. It doesn’t matter what medical sales industry from medical device to pharmaceutical, to genetic testing and diagnostic lab you name it. You will learn how to either break into the industry, be a top 10% performer within your role or climb the corporate ladder. Welcome to the Medical Sales Podcast and remember, I am a medical sales expert, sharing my own opinion about this amazing industry and how it could change your life. Hello and welcome to the Medical Sales Podcast. I’m your host, Samuel, and today we have with us another special guest, and he goes by the name of Josh Reynolds. Who is Josh Reynolds? Well, Josh is actually someone in medical sales that started as an individual contributor and climbed his way all the way into the startup world with Ortho Fundamentals, with his own sales team, but I’m not going to spoil it by telling you anymore.
01:15
You’ve got to listen to the episode. This is one of those episodes that you want to listen to, because everybody starts off. Most people start off in the individual contributor role when they join a commercial sales force for any kind of medical technology company. But to leave that role and kind of ascend into a space where you get to run your own thing, it’s strategic. It means you really stepped into each position you ever had and gave it your all. It requires networking. There’s so many elements and we address all of them in this episode. So this is an episode you absolutely want to listen to. So many of you that are listening are either in medical sales or want to be in medical sales. You’ve got to listen to this episode. As always, we do our best to bring you guests that are doing things differently in the medical sales space, so I really do hope you enjoy this interview. Hey, Josh, how are we doing today?
02:11 – Josh Reynolds (Guest)
Good Sam, how are you?
02:13 – Samuel Adeyinka (Host)
I am fantastic, no complaints. So why don’t you tell the audience who you are and what you do?
02:18 – Josh Reynolds (Guest)
Sure, my name is Josh Reynolds. I’m the Area Vice President of Sales in the Southeast for Orto Fundamentals.
02:35 – Samuel Adeyinka (Host)
We are an SI joint fusion company, certainly a startup right. We’re in our second year and change in sales, so I’m excited to be here. Thanks for having me on. So I’m going to say it right off the bat. A lot of people listening right now might not quite understand anything you just said. They just know that you’re a guy that has a company that they could possibly work at in medical sales. Could you break down your field and what that means to our audience?
02:52 – Josh Reynolds (Guest)
Sure, yeah. So for us I mean our kind of our moniker is providing innovative, simple solutions for the outpatient setting Right. So everything. We don’t. We didn’t necessarily invent SI joint fusion. We’re just trying to make it easier, right, have you know a quality product, quality instrumentation, and make it as easy on the physician, the patient and the rep, right? So currently we have multiple options in the SI joint fusion space, different approach options. Again, we are not doctors, but we want to be able to give doctors these different solutions, regardless of their theories or their approaches.
03:31 – Samuel Adeyinka (Host)
So what type of let’s step into the day in the life of a representative that works at Ortho Fundamentals. What does it look like when they go to work? What are they going to do? You know what’s the case coverage like. Talk to us a little bit about that insight.
03:49 – Josh Reynolds (Guest)
Sure. So the day-to-day, I mean there’s plenty to do, right with follow-ups, with approaching new physicians, setting up, you know, lunches, dinners, meetings, and then when it comes down to case coverage, this is one of our selling points for the reps that we partner with actually is, you know, traditionally with medical sales, you have, you know, for a procedure, you have these trays and then you have implants, all of which need to get to that facility somehow, right. So reps, they’re, you know, okay, I’ve got a case, great, you have to take the tray, order the tray, probably in most cases maybe you don’t have it on hand get the tray, take it to the facility where they wash, they sterilize the tray, then you go back the second time and you’re actually covering the case, right. And then when that’s cleaned and disinfected, you go back a third time, right. So that’s one of our sticking points, especially with very busy representatives that we work with, is we can send the instrumentation right to them or right to the facility, and that’s something they can open up day of Right. There’s not multiple trips involved.
04:48
We’re trying to make it more economical for everyone involved, right Again, the physician, patient and representative. So, sure. So you know, are you guys, would you guys call yourselves distributors? No, because we make our own product. Everything we do is in-house. So, and that goes for the instrumentation, the implants, everything is designed and made in-house. But we do partner with distributors currently that have a book of business. For instance, maybe they carry something else in the spine world and you know either they’re unhappy with their current SI joint fusion product or they’re you know that’s something that their physicians have been asking them for and we would go in and you know, meet with those distributors, with that team or with that rep and that physician customer.
05:32 – Samuel Adeyinka (Host)
Gotcha, and and would you say that you, you guys, have your own Salesforce, or do you depend mostly on distributors you partner with to get the products out?
05:42 – Josh Reynolds (Guest)
Yeah, currently we are partnering with distributors. We count on them, right. So, because we’re very, very early on in our journey. So this is me personally. This is my third startup, so you know that’s kind of how you begin in the beginning and then, slowly but surely, as you begin to commercialize and grow, you do need that direct representative. Just, you know different reasons quality control, obviously, increase in revenue, increase in volume so you need more boots on the ground.
06:11 – Samuel Adeyinka (Host)
Now, if you know what I love about your, your history is, you started as an individual contributor, right? I mean, you started like like so many of us, and then you rose to the ranks to conduct a life you wanted to lead with your own company. But when you think back to when you started, could you say that now, in 2024, a green person meaning someone that’s never been in medical sales could establish an LLC and reach out to you and want to be a distributor and reach out to enough institutions like yourself and get a suite of products being green? Or would you say that’s no, it has to be a seasoned rep.
06:54 – Josh Reynolds (Guest)
Well, I mean, I think there’s different variations of seasoned right and, depending on which specialty, how complex the procedure is. I would say, for someone just starting out, I would look to you know, either getting a position like an associate role or a clinical role with a bigger company, like, say, a striker or a medtronic or a Smith and Nephew, something like that, that has you know a few things. Number one it’s going to teach you anatomy. It’s going to teach you you know. Or protocols. It’s going to teach you, teach you you know the individual surgical technique, which is what it all comes back to.
07:27
That’s kind of the core knowledge of a representative is to know what they are selling and be able to, you know, the moment a physician asks a question, be able to answer that question accurately and efficiently, right? So, um, I would suggest anyone starting out to maybe look towards that you know pathway, probably with a bigger company. But, however, there are more and more at least what we’re seeing now is there a lot of distributorship groups that have multiple reps that work for them, that are starting to hire more, you know, green uh that do not have experience, um, and they’re training them themselves. Or, you know, going to someone like you is like hey, like what you know representatives do you have? What kind of training have they had, you know going?
08:06 – Samuel Adeyinka (Host)
to someone like you is like hey like what you know.
08:07 – Josh Reynolds (Guest)
Representatives do you have? What kind of training have they had? You know there’s a lot of go-getters at a very young age now.
08:10 – Samuel Adeyinka (Host)
So, yeah, it’s a phenomenon we’re seeing too, where you know kids as young as 21, 22, with the ambition to have their own LLCs and partner with multiple companies, like they have an understanding on how to do it, going into it, and it’s impressed me because you remember, you know what? Less than five years ago, this was still like the undercover industry. Right Now, people have game plans coming out of college for medical sales where five years ago I didn’t think it was like that. So let’s go back because, again, I love the fact that you were an individual contributor. That’s where you started and you did medical sales and you did pharmaceutical sales. It looks like I want to understand that clearly. Take us back to college. What were you thinking to do? You know, what were you studying and what happened?
08:57 – Josh Reynolds (Guest)
Sure, so I wanted to play professional baseball.
09:01 – Samuel Adeyinka (Host)
Okay, you played school.
09:03 – Josh Reynolds (Guest)
I did.
09:04 – Samuel Adeyinka (Host)
Oh nice I did, I did.
09:05 – Josh Reynolds (Guest)
Oh nice, I did, I did.
09:06 – Samuel Adeyinka (Host)
Now that I didn’t catch.
09:07 – Josh Reynolds (Guest)
That’s not on the profile right. It’s way down there somewhere deep right. What’s your position?
09:12 – Samuel Adeyinka (Host)
I was a pitcher Very cool, Okay. So now you really got to get in. Go ahead and give us the story.
09:18 – Josh Reynolds (Guest)
Sure, sure, sure. So I went to a very good junior college program. I went to a very good junior college program. I was good out of high school.
09:24
I went to a smaller school just because I want to get you know playing time immediately, where some of my teammates in high school they were cool with going to sit on the bench for a few years at a bigger university, you know, and the rules were a little bit different back then as well. We don’t have to get an NIL and all this, all this stuff that’s you know you can do now as far as transferring, but there was only certain ways you could transfer and all that Right. So I then went to a division two school Southern Arkansas is where I ended up graduating, actually and both of my roommates got drafted and I did not. So I was like, oh, like I need to maybe do the look for for a for a big boy job now, since this is probably not going to work out Right. But when I was playing college baseball, in the summertime we go to play collegiate baseball league, so I went to one out in Colorado and it just so happened that my host family because they put you with families that bring you in for the summer and they kind of take care of you and support you.
10:18
He was a medical salesman, wow.
10:20 – Samuel Adeyinka (Host)
Yeah, yeah.
10:20 – Josh Reynolds (Guest)
Former athlete himself. Wow, yeah, yeah, former athlete himself.
10:22 – Samuel Adeyinka (Host)
Okay.
10:23 – Josh Reynolds (Guest)
So that’s kind of where it kind of opened. I was like, all right, well, this is pretty cool if you know the baseball this is a nice backup plan right. As I researched more and more, I saw that a lot of former athletes are in this space. Now that I’m in it’s, I mean it’s not every single person, but there’s a lot of people. I would say 70, 80% of us out here are former athletes. Because it’s competitive, right, that’s one of the key things. It is a very competitive industry.
10:53 – Samuel Adeyinka (Host)
Yeah, I mean the short and sweet of it. It attracts that type of person and, as you’ve seen and everyone else sees, that type of person makes a really good fit because of the requirement to perform at all times. Okay, so then you get your eyes opened by the host family’s medical sales rep. You’re now saying, okay, I want this. So it looks like you started with Smith Nephew. What happened next?
11:20 – Josh Reynolds (Guest)
Yeah. So I was there for two years. Irreplaceable experience as far as again being green and not knowing. They had a great training program. They brought you in to do total joints, let with you know revisions hinges, you know a lot of complex procedures. So irreplaceable training in the OR. Absolutely set up. Uh, my life and medical sales for sure from from that, that moment. Um, the pharmaceutical thing is interesting because typically you see pharmaceutical reps start in pharma and do everything backwards. That’s just. You know. It’s always been that way for me.
12:09 – Samuel Adeyinka (Host)
So I mean tell us.
12:10 – Josh Reynolds (Guest)
So I, I, um was approached by a pharmaceutical company and, um, you know, I was kind of, uh, you know, low man on the totem pole, if you will, because I was cutting my teeth with with smith and nephew, and um, I had a friend that was in pharmaceuticals and he was like, what have you heard? What does this look like? And I’m like, well, my day-to-day is covering cases. When I get time, you know, with the physician at the scrub sink, and I certainly, you know, talk to them, or maybe a competitive physician, about a revision product or a case they have coming up. But my sales time is very limited because we are so busy and we’re covering some of the cases.
12:45
And he was like, well, I mean, I sell every single day and I’m like, okay, I’m like that’s cool. So he kind of walked me through a day in the life with him. I mean, look, with pharma, you know they, they don’t get a bad rap, but there’s this kind of a connotation that they don’t work as hard or they don’t have as bad. And I’m like my friend that was in pharmaceutical Right, I mean, he’s president’s club I’m like I don’t know, busy, busy.
13:12
And it was. You know. I thought it was interesting because the sales training I learned there it got way more clinical, a little more chemistry involved.
13:21 – Samuel Adeyinka (Host)
Right.
13:22 – Josh Reynolds (Guest)
You know, a different type of sale altogether, and it was I mean yeah, absolutely so, talking about clinical studies and things like that, the conversations that would only help me. I knew down the road. So I mean, look, they had all the spoofs too. I mean company car.
13:37 – Samuel Adeyinka (Host)
But I want to hear what was going on at smith and neffy that made you say I want to hear what was going on at Smith and Nephi. That made you say I want to entertain this and see if I like it.
13:48 – Josh Reynolds (Guest)
Sure, nothing negative. It’s just, you know, I didn’t know if I wanted to be in that because the orthopedic rep, the traditional orthopedic rep, they’re there for a long time. Those guys and girls typically don’t leave, they’re doing that forever and it’s like, well, you know, I’m not sure. I think this is something I can always come back to with the skills. But for me I wanted to have something with a little bit more sales, because what happens a lot of times with PXs not always, but different institutions train physicians on whether it’s Stryker, medtronic. They’ve got something in-house, so when they come out of school they want to use that Right, there was a study done I should have cited this, but there was a study done that looked at how many times an orthopedic surgeon actually changes companies just in like total joints. It was one and a half times per their entire career. So in 30 years they’re going to change one and a half times and it’s like that’s not that often.
14:48
And if you know, your stuff out of school. I mean, you know it’s, it’s difficult, right so but yeah, I mean, just for me that was a personal decision. I just I wanted to try something new and I knew that you know, um, I was warned that I was going to get to a ceiling pretty quick in pharmaceuticals. So, okay, so talk to us about that.
15:08 – Samuel Adeyinka (Host)
So you went into pharma. I mean cause, cause, you know what’s so cool about your experiences. You literally went from med device to pharma, back to med device. So you had a very intense reality of what each thing actually is. So when you got into pharma, you know if you can take us to the moment where you said you know what? This is great and all, but I think I’m. I think I’m going to go back to medical device, like what was going on? What happened? Give us the story.
15:37 – Josh Reynolds (Guest)
Sure. So it was a few things actually. So the first thing was you know the layoffs. I don’t know if you’ve ever heard of that, but like in pharmaceutical companies, it’s pretty common where they it never happens. What’s that?
15:51 – Samuel Adeyinka (Host)
I’m joking Right, right, right, no, no.
15:53 – Josh Reynolds (Guest)
That’s just something. That was something that I’d heard of. But, you know, when you have performing representatives being laid off in the masses, it’s a little intimidating right? I mean, you know and these are friends of mine that, quite frankly, were doing better than I was- Right.
16:11
And with more tenure. So I never really understood that. That made me a little uncomfortable. You know job security Not to say this doesn’t happen in medical device, but it just seems like that was something pretty common in pharmaceuticals. But the actual product that I was selling was very interesting. It was a company called Movantic, so that was the drug. The company was Daiichi Senkyu. It’s a Japanese company. We co-promoted that product with AstraZeneca. So, if you can imagine, I was working with another rep from AstraZeneca. We were partying together and selling this product. It was great. It was a great product. We had a Super Bowl commercial. I mean, life was good right.
16:50
I mean it was not that difficult in that regard, right. Because, we had to go up in coverage. But as time went on, so we were selling into pain management offices, right? So this is all again all new to me, and that was the time of the opioid epidemic.
17:10 – Samuel Adeyinka (Host)
So you were selling during the opioid epidemic.
17:12 – Josh Reynolds (Guest)
I was there for that, so a lot of people. So I did not sell an opioid, not that I’m. You know whether I believe in that stuff or don’t I knew all the opioid reps, though, and what you see on Netflix and all that’s pretty accurate.
17:27
But you know what’s interesting and I had that conversation all the time like no, like, this product does not cross the blood-brain barrier. It’s, you know, not an opioid. This is just to use in conjunction with that you know product. But what I was seeing in pain management is a lot of these guys were shifting their focus from prescribing meds and doing more med management to more interventions, because at that time they were doing injections, they were doing some RFAs, they were doing spinal cord stimulation, but there started to be an uptick in interventions. Like, okay, we can’t write as many opioids anymore. What else can we do for these patients to get them off opioids or at least titrate them down from using them right? So while I’m in pain management and this is all going on in the background, I run into the reps that are doing neuromodulation right, and at the time it was St Jude. It was right when Abbott actually bought St Jude Medical and I was like, hmm, like I could definitely see myself getting back into device and doing this because I love the call.
18:25 – Samuel Adeyinka (Host)
That’s so cool. What a natural progression you had, right, wow. So so then you left pharma, you, you joined St Joe, near modulation, and you know, I guess I want to hear. You thought it was going to be one way. You thought it’s definitely up your alley when you get there. What was the reality for you?
18:46 – Josh Reynolds (Guest)
be one way. You thought it’s definitely up your alley when you get there. What was the reality for you? We were busy. It was crazy busy when you were an ortho rep. Oh my gosh. We had a team of seven of us and the geography, for those that know, it was about since kind of central florida, up the coast, all the way to naples. So I mean round mean round trip. I mean four hours, probably seven different, like I said, seven different reps. I mean we were cooking, always busy. It’s a very, very involved. A lot of things in pain management are very involved and what I mean by that is with the patients, with the physicians and also the staff right Helping them out. So it is a very involved role with the practice. You are helping them build their practice for sure.
19:28 – Samuel Adeyinka (Host)
So it was wild. So then St Jude, and then you’re busy. What happens next?
19:37 – Josh Reynolds (Guest)
So that was, I kind of took a step back in that role because I was. I came back as an associate again into medical device and then one of my competitors that was growing rapidly asked me to right pretty much, pretty much asked me to start up a new territory and be a territory manager. So it’s like that was kind of the aha moment territory manager, having my own territory to build up, to hire clinical support and build my own team. So finally, you know that was on the on the table.
20:15 – Samuel Adeyinka (Host)
So that’s right. So so you’re a territory manager. Now You’re, and were you still. You were still in the neur, the near modulation space, or you went to a different vertical.
20:26 – Josh Reynolds (Guest)
I was. It was near modulation, Okay.
20:30 – Samuel Adeyinka (Host)
And, and, okay, and, and you build this team and then, and then you guys do your thing, and then how did you get to spinal simplicity?
20:40 – Josh Reynolds (Guest)
So everything was great at Nevro. It’s a great company, great technology, great leadership, fantastic leadership. It was the pandemic that, ultimately, was the end of that Everything’s cooking, starting to build a team, hiring clinical reps, and then the pandemic. It’s very interesting and, depending on who you talk to and depending on which specialty they were in, what happened it either really really helped some reps or it really really hurt some reps, and unfortunately, I was one of the you know the few that it didn’t really work out for. So and you know reasoning for that, it’s a lot of internal stuff that happened during that time, but ultimately, yeah, it’s just very fortuitous of a guy speaking of networking. It was a guy that I’d met three or four years prior, was in one of my offices um, what, actually my number one account at the time. He was in there showing him this little, what I would have called a widget back then, uh, with spinal simplicityplicity, and I was like what’s that? And he was like, hey, do you have time? Let’s go across the street, we’ll have lunch.
21:49
And he showed me this whole new world of startup. Wow, so it was. You know, he was like listen, I have an opening, I think you’d be the right guy. Fortunately, I had relocated, so now I had quite a few contacts throughout the state of Florida. So he was like this is going to be new, this is going to be difficult, this is a new procedure. We’re really like grassroots. We needed someone to start Florida, so I took the leap.
22:16 – Samuel Adeyinka (Host)
Okay, no, no, no, Josh, I’m not letting you get off that easy. Man, you said I took the leap. No, you need to take us into, you know, first of all, you know, you. You see this new technology. You’re impressed, you’re, you’re intrigued by the startup, but you still had this job that you had to do. You know what? What was it? Was it? Oh my gosh, I’m quitting today or was it? Did you have to sit on it for a month or two? I mean?
22:45 – Josh Reynolds (Guest)
talk to us a little bit about the actual transition. Sure, sure, no, I definitely had to sit on it. I mean, look, you know, I talked to my parents, talked to some of my counterparts, a lot of mentors that I have in the, you know, in the space, I’ve talked to them, numerous actually, and you know, ultimately it was a decision where, you know, do you want to stay with you know bigger company maybe, maybe not?
23:08
get lost in the numbers, make a good living, but you know, never are you okay with not knowing how this or where this is going to lead right, and you know, for me I was. I was not okay with that, so I um, it’s, it’s. It’s very interesting, it’s very visible whenever you go to a startup company and there’s minimal representation. It is very, very, very visual.
23:31 – Samuel Adeyinka (Host)
Very, I hope you’re enjoying today’s episode and I want to let you know our programs cover the entire career of a medical sales professional, from getting into the medical sales industry to training on how to be a top performer in the medical sales industry to masterfully navigate your career to executive level leadership. These programs are personalized and customized for your specific career and background and trained by over 50 experts, including surgeons. Our results speak for ourselves and we’re landing positions for our candidates in less than 120 days in top medical technology companies like Stryker, medtronic, merck, abbott you name it. Would you run an Ironman race without training and a strategy? You wouldn’t, so why are you trying to do the same with the medical sales position?
24:16
You need training, you need a strategy and you need to visit evolveyourassetscom, fill out the application schedule some time with one of our account executives and let’s get you into the position that you’ve always dreamed of. So you know, when we first started today, you said your third startup, and now we’re at the time in your career where you hit your first startup. Take us through the startup journey. What happened with this one, the second one and, of course, the one you’re in now?
24:43 – Josh Reynolds (Guest)
Sure, so from there. The second one that I joined was a company called Monteris, so it was neurosurgery, which again very challenging.
24:54 – Samuel Adeyinka (Host)
What happened with spinal simplicity?
24:59 – Josh Reynolds (Guest)
So nothing bad, it’s just, you know you get to a point of critical mass, to where you know you have to determine, like you know, what’s the next best step in my career have I taken? You know, taken them far enough to where I can, and you know, leave something better than I found it right.
25:20 – Samuel Adeyinka (Host)
So I guess what I’m trying to get into is to go from an individual contributor to someone who built his own team to now in a startup world. I’m sure you had paradigm shifts galore. I mean gosh, I can only imagine when you’re finally in that startup space, what’s the attitude. You know, I started this one. We made good money. I’m looking for another one, or is it? I started this one? I’m trying to make this one work and another one. Or is it? I started this one? I’m trying to make this one work, and another one came along. You know how did you go from the transition from Spinal to to Monteros?
25:51 – Josh Reynolds (Guest)
Sure, no, things were good. I mean, I, at Spinal Simplicity, I’d start to build a team, right? You know the adoption was getting better in there in the beginning. The first six months was not good. I should back up. It was not. It was a lot of doors slammed in my face. It was like that’s never going to work.
26:10
You know X for X, y, z reason. Um, you know, it was very humbling, to say the least. Sure, not something I was used to, but, um, to a point in your career where it’s like, okay, I’ve built out a team. You know where are the, where’s the growth and where are those factors going to come in. You know we got to a place to where you know not to go down the rabbit hole big time, but you know, in order to play with the big dogs and your editors, you have to not only have a good product but you also have to have access. And that was something, and it still is, with all startups. Access is a big hurdle that you have to get over, and by access I mean into some of these big conglomerates like the big hospital systems.
26:57
That takes years. So even for established companies, it’s not like, hey, we have this new thing, here’s our FDA clearance, like we’re good to go right. It’s not like, hey, we have this new thing, here’s our FDA clearance, like we’re good to go right. It’s not that simple. You have to go in front of a back committee, right Value analysis committee, and they have to sit down and basically all agree that this is something safe, something efficient, cause it’s good economically for the facility. So but yeah, when Monteris actually recruited me, they had again a neurosurgery. They had a product that would essentially ablate a tumor. So the, let’s say, gold standard.
27:36
But it is for different types of tumor, whether that be oncology or if that’s an epileptic tumor. They go down and they resect it. So it’s just like it sounds. They open up your skull and if they can access it, they will cut that out and resect it. Obviously, you can imagine what happens after that resection, right, and depending on where it is in the brain, that’s something that you know. If you can minimize that access, you would want to do that right. So what they had was essentially a little probe that they would make a much smaller hole, but like a little probe it would go in and access that tumor and it would ablate it, so burn it and damage that tissue and then come right back out. Wow, fantastic data. Wow, the data was off the charts and still is. I still see them post. I can imagine yeah.
28:25 – Samuel Adeyinka (Host)
Oh my gosh.
28:25 – Josh Reynolds (Guest)
They still post their data analysis in their studies for those different modalities and it really is impressive and I think they are getting a strong foothold. But it was very, very interesting technology.
28:40 – Samuel Adeyinka (Host)
So it sounds like when you got your first taste of startup life, you started to see you didn’t know what it means to be a successful startup or how to be a successful startup, but it sounds like you started to figure out what that needs to look like and the right opportunity came with Monteris that you said wait a minute, this one has legs. Now that I have a little bit of understanding on what needs to happen here. This opportunity has legs, is that? What did that happen?
29:08 – Josh Reynolds (Guest)
Yeah, no, for sure it, it, it did, it got to a place. I’ll just for me personally. There’s some very sick people. Sure, let’s put it that way. So you have to have a big old, a big old heart and be able to handle that and regardless of compensation or anything else, it takes a special kind of rep and hats off stay in that yeah, reps to do that, but for me it’s it’s not something I could do.
29:36
You can talk to my wife about it. She saw that change in me. It’s just it wasn’t for me. I like to help people. Yeah, you know, you can be a part of that, but for me it’s just um.
29:44 – Samuel Adeyinka (Host)
You know, I told I like to help people.
29:44 – Josh Reynolds (Guest)
Yeah, you know you can be a part of that, but for me it’s just um. You know, I told my manager, like, look like I’m not gonna leave you hanging, but you should look for my replacement because I I need to do something else, okay and that was and, and so okay, so then what happened next? Sure, so I was like you know what. I’ve done this startup thing a couple times now.
30:06 – Samuel Adeyinka (Host)
I know a little bit. I know a little bit.
30:09 – Josh Reynolds (Guest)
You think you do, right, yeah, stuff like that. So I was like you know what? I’ve got all these contacts I miss my pain management and spine. You know customers, that’s a business that I think I can excel in. People have started less you know, as far as starting a distributorship with less. So I was like you know what? I’m going to take a stab at it and start my own company. So the next question is okay, that’s great. So what are you going to sell, right? So then you have that phase of research where you’re going out.
30:40
So I would talk to my physician customers, former customers, current ones like, hey, like what’s what’s out there, what’s hot? What do I need to have in my back? Right, and you don’t. You don’t want to overstretch yourself and have everything, but you want to have, you know, three to four really good products. So one of those products I had was a kyphoplasty product.
30:57
So essentially, that is, when you have a vertebral fracture, you’re basically going in there and filling that fracture with cement. Sure, right? So, and it’s very for the patients, that’s a very painful thing when they have that kind of fracture. It’s incredible, you know, if done appropriately, and that cement fills up that crack and you get a good fill, how much better they feel pretty instantaneously, like not immediately, but it’s, I mean, the next day, maybe the next it’s. It’s really incredible to see and this is something now physicians are doing in their office under life. So really really incredible fantastic procedure.
31:35
It’s been around for a long time but, um, you know, more recently, more recently, less few years, it’s done in the office. So, um, so I had that product and then I also had Ortho Fundamentals as a joint fusion. So anyways, lo and behold, I was with, you know, have these two products and I’m going along, you know, selling these to my customers. And Ortho Fundamentals got to a stage of growth where they needed someone to lead their sales force in the Southeast. So they asked me if I would do that. And I’m like I just got out of jail. You’re trying to. You know, I was just, I just got out, right, so thanks but no thanks.
32:17
Yeah, no, I was like it was humbling.
32:19
I was like thank you, but I think you know I like what I’m doing and I talked to my wife and I was like, look like, and I go back to the startups and I look okay, there there’s a beginning, there’s a middle, there’s an exit for a successful startup company. The first two companies that I worked for they’re still in the fight. There hasn’t been an exit yet. But this company that I work for now the CEO this was his second project, so he had already developed a product, took it to market, actually didn’t even get to commercialize it, because Arthrex came in and said that’s mine, you’re done, here’s a check.
32:53 – Samuel Adeyinka (Host)
And then he went to the Bahamas, okay.
32:56 – Josh Reynolds (Guest)
Yeah, exactly, exactly. No, I mean no, the guy’s crazy. He worked for Arthrex for a year and then came back and started another company because he loves it okay, but you see someone like that and someone the proof is in the pudding like they’ve actually done something it just gave you all the confidence you needed to go out there and say I can at least try this let’s go absolutely.
33:15
And they showed me. You know what they have and you know some of the things that are coming down the pipeline that you’ll see this year. Yeah, okay, see some stuff, so, but, um, you know the whole portfolio and everything that they do. It’s just, it’s incredible. It’s incredible. It’s a great company to be a part of the guys that are at the top or excellent management’s great. So, um, that’s where I am now.
33:37 – Samuel Adeyinka (Host)
And so you are Vice Medical right and Ortho Fundamentals is one of your partners, or am I? Do I not have that right?
33:46 – Josh Reynolds (Guest)
No, no, no, I know it’s a lot to. This is a very long road to where we are now. It’s okay. So I was Vice Medical was my company and I carried Ortho Fundamentals. Now I work exclusively for Ortho Fundamentals. Yes, so I’m the manager of the southeast for the company okay, wow, man, full circle for you.
34:07 – Samuel Adeyinka (Host)
So I mean, gosh, you know. So how do you feel? I mean, do you see yourself? Ortho is obviously a great company. That’s why you made the decision, but do you see yourself stepping into startup land in the future? Are you? Is it behind you now? And your focus is I’m, I’m, I’m, I’m going to be W2 for life. I mean, share what you can but, tell us a little bit.
34:29 – Josh Reynolds (Guest)
Sure. So I think it’s all about and cause I’ve had this conversation. I’m glad you brought that up. I’ve had this conversation with some of my counterparts. You see, your, your guys that you start with right, and you look at either side and it’s like where are they now? And it’s like some guys, hey, they’re still a rep, they’re working for that big company, they’re happy, they’re making money, they go all their kids’ soccer games. That’s what they want to do. Great Good for you, man or lady.
34:55
I have another friend that is in a corporate structure where he has moved up. Now he’s a regional manager right For a big company and you know same thing. I mean he sits behind a computer like this all day long, does nine or 10 phone calls or Zoom meetings a day. That would drive me nuts. But he’s happy right and he’s doing well for himself and again spend time with his family. I think it’s all about what you want to do and for me it is about closing that proximity from being a rep to being to the top, to where you know. I see where these implants are made, I know how we package these implants, I know the process that it takes to get things FDA clear and you have to tell like these are the things that it takes to get things FDA clear.
35:43 – Samuel Adeyinka (Host)
Sure.
35:44 – Josh Reynolds (Guest)
These are the things that interest me the most. It’s like startups one thing, but for me, I want to be involved in a part of that whole process, from start to finish. It’s pretty cool whenever all the NDAs are signed and you bring in physicians and you’re like what do you think about this? Right?
36:03 – Samuel Adeyinka (Host)
You love it.
36:04 – Josh Reynolds (Guest)
They’re looking at it for the first time and they’re like where did this come from? Who made it? And that guy is sitting at the table. That’s pretty cool.
36:11 – Samuel Adeyinka (Host)
Yeah, I can imagine. So you get that by growing where you are, or you get that by potentially dabbling back in startup.
36:21 – Josh Reynolds (Guest)
Yes, I get that where I am and we are startup. This is a startup company, right. So this is, you know, like I said, pretty much our second year full year in sales.
36:31 – Samuel Adeyinka (Host)
So it’s almost like you leveraged all your experience into a further along startup that you know has legs. Absolutely, absolutely.
36:41 – Josh Reynolds (Guest)
It’s a matter absolutely absolutely it’s a matter of. It’s a matter of clinical knowledge. It’s a matter of seeing you know what works and what doesn’t at all different stage companies in all different roles, and then you kind of know what to look for Right. Who’s driving the bus, what’s in the bus and where are we landing?
37:06 – Samuel Adeyinka (Host)
I love it. Now go back to your early stages, when you first became an individual contributor. Would you say that the bug to want to be in a startup capacity was always there, or would you say that it absolutely developed as you just went through your career?
37:26 – Josh Reynolds (Guest)
I would say it might’ve always been there in the back of my mind, but you know, for me, like you don’t know what you don’t know, right. I mean, I thought I knew what the day-to-day was and I reached out to mentors that I’ve had, like, okay, what am I really in for here? And it’s you know something. I always knew that there would be something more after. But you know, I need to cut my teeth first. I need to get you know, get respect, get some knowledge. You know in the space. So I think it was. It was probably always there.
37:55 – Samuel Adeyinka (Host)
That is fantastic, Josh. So you know you’ve been hard charging in your career and you and you’re, you’re, you’re where you are today, and you’ve mentioned your wife a couple of times, so I know you have a wife. Do you have children?
38:08 – Josh Reynolds (Guest)
She is 27 weeks pregnant.
38:13 – Samuel Adeyinka (Host)
Wow, I wasn’t expecting that. So talk to us. I mean, you know what. What has? The one question I love to ask is what sustains you? You know, you went from a med sales associate sales rep to Mr Running teams with startups and having equity in things that are going to be huge. What drove you, you know? Is this something that was just always natural to you? Is it a religious thing? Is it because of your wife? Is it something else? Talk to us a little bit about what drives Josh.
38:50 – Josh Reynolds (Guest)
Sure, for me. I’ve always been entrepreneurial, it’s something that you can, or I heard a term recently and I’ve heard it before and I’ve heard it again more recently is it intrapreneur, okay, which is awesome? You recently, is it intrapreneur, okay, that?
39:04 – Samuel Adeyinka (Host)
was an entrepreneur right.
39:06 – Josh Reynolds (Guest)
so, essentially an entrepreneur, without being the guy that’s putting it all on the line, like this, the founder or the what you know, whoever developed or created something, you can still be an intrapreneur and find ways to, you know, get to where you want to go, make a good and also be a part of that innovation without you actually being the actual you know creator or the founder of the company or the product. So that’s, I mean, like I say back to that, you know, if you can close that proximity, then you know, I think that’s something you can achieve and I think that is, you know, where I reside. I don’t think I’m going to be building my own devices, but who knows, who knows right.
39:47 – Samuel Adeyinka (Host)
Our founder is.
39:51 – Josh Reynolds (Guest)
Harvard Business School biomedical. You know degrees. I mean just a whiz, a whiz. So you know, I don’t know if I’ll ever have that type of knowledge, but certainly working alongside those people is pretty incredible to see.
40:08 – Samuel Adeyinka (Host)
Let’s explore that for a moment. Considering all the experience you’ve had and being able to work alongside people that have pedigrees like you just mentioned, or that did not have pedigrees you just mentioned and still were in the room, do you believe that if the ambition is there and desire is there, most people that are just competent can create the startup? Or do you believe that you have to have that specialized experience I’m sorry, specialized education, if I should say Sure, sure.
40:47 – Josh Reynolds (Guest)
Yeah, I mean, I think if you’re on that end, if you’re the one that’s actually developing the product and creating and having conversations with the FDA and clearances, and you know, making sure that you’re following within CPT coding guidelines and all these things, ama guidelines you have to have a specific experience, I would say, and have those, because relationships come with that too. I mean those same circles. You know, one guy starts a company, the other one goes and works for the FDA and they’re alumni. You know what I’m saying. So there’s that as well. But if you want to be successful in this business, you don’t have to have an MBA, you don’t have to have any of these things.
41:26
I will say one of the best reps. He’s better than me and I’m not going to say his name on here and give him any kind of clout, but he knows who he is if he does listen to this. He’s from Texas and this guy was literally a scrub tech. I think he’s got an associate’s degree. I was literally a scrub tech. I think he’s got an associate’s degree. I’m not 100% sure. Not that I hold a lot of weight with that type of stuff. I don’t think you need that formal education to be successful in this business, but he was a scrub tech and he has chewed his way through the ranks and now he is leading Salesforce of the Central United States.
42:02 – Samuel Adeyinka (Host)
Yeah, no, I mean, that says it all right there. And you know and I asked that question because I agree that I’ve talked to so many CEOs that you just had no idea I mean immigrants, you know, barely got a college education, college dropouts that are just running entire organizations right now in the medical sales space. So I love that you gave us that perspective because, I agree with you, you don’t have to have any formal education. Now, of course it helps, but if you know how to develop a relationship with the people that do, then you can have that same kind of company. So that’s pretty cool. That’s pretty cool, Okay. So, Josh, is there anything you’d like to share with the audience? Yeah, Anything.
42:45 – Josh Reynolds (Guest)
Yeah, I would say just advice to aspiring medical reps. You know, I would say networking is number one above all.
42:54 – Samuel Adeyinka (Host)
Of course it was.
42:56 – Josh Reynolds (Guest)
Linkedin was in its infancy stage, kind of when I was coming out of school, right, it was very, it was minimal, right, it was like, oh, this is kind of cool. You can kind of when I was coming out of school, it was minimal, it was like, oh, this is kind of cool. Some people were posting jobs, some weren’t, but now it’s a whole community.
43:10 – Samuel Adeyinka (Host)
Now, if you don’t have it, you’re not getting a job.
43:13 – Josh Reynolds (Guest)
Exactly, if you don’t have the gold LinkedIn badge and you’re not certified, you know. No you’re not at all. I didn’t see your recruiters. I didn’t see your linkedin profile. You know you’re like what? What are you talking about? It’s crazy. But no, I would say every. I’ve. Never I’ve been offered roles before um that I’ve, you know, applied to. I didn’t know anyone in the space um a recruiter maybe found me and reached out organically, but every role that I have had in my career has been through my network.
43:47 – Samuel Adeyinka (Host)
Every single one. I said it better. You could not have said it better. I mean, just follow your career track. You organically moved mountains, man, and it’s a beautiful thing, and, like you said, it’s because of networking. That is fantastic, Josh, this has been great. Anything you want to share regarding OrthoFundamentals?
44:04 – Josh Reynolds (Guest)
Yeah, no, I mean, obviously you can visit our website orthofundamentalscom if you want to learn more. If you’re a distributor and you’re looking to add something in the bag whether it be you know you don’t like your current product, or if this is something that would you know fit nicely in your portfolio for your physician customers certainly reach out to us. If it’s info at orthofundamentalscom is the email address. But yeah, man, this is awesome. I appreciate it very much.
44:31 – Samuel Adeyinka (Host)
Absolutely so we’re not done yet we have one more thing, and it’s called the lightning round. Are you ready, Josh?
44:37 – Josh Reynolds (Guest)
I guess. So I didn’t know about the lightning round. Let’s go so.
44:40 – Samuel Adeyinka (Host)
Josh, you have less than 10 seconds to answer four questions, okay, okay. So the first question is what’s the best book you’ve read in the last six months?
44:50 – Josh Reynolds (Guest)
How to Win Friends and Influence People.
44:54 – Samuel Adeyinka (Host)
Oh, that’s so.
44:55 – Josh Reynolds (Guest)
I read that like once a year Same thing, or this was your first, no, no, no, I’ve read it before, because you go back, you’re like how did I forget that?
45:04 – Samuel Adeyinka (Host)
That’s a good one. I love it, man. I love it All right, best TV show or movie you’ve seen in the last six months.
45:16 – Josh Reynolds (Guest)
The big. What’s the one with the big short? Oh, that was good. I know I’m late to the game, I know it’s old, but my buddy was like you haven’t seen that.
45:28 – Samuel Adeyinka (Host)
The story is phenomenal.
45:29 – Josh Reynolds (Guest)
It’s so good. I mean, trust me, if somebody’s trying to sell his house right now, it’s very interesting.
45:35 – Samuel Adeyinka (Host)
You got to watch the one about GameStop. I wish I remembered the name oh GameStop on Netflix.
45:40 – Josh Reynolds (Guest)
I watched that one. Oh, you did.
45:42 – Samuel Adeyinka (Host)
That story is something else. Right? That’s crazy, that’s fantastic. Best. Now we want the item in restaurant Best meal you’ve had in the last six months Capital Grill ribeye. Wow, that was so fast. Say it one more time.
45:58 – Josh Reynolds (Guest)
Capital Grill. You’ve got to get the ribeye. I know it’s a chain.
46:02 – Samuel Adeyinka (Host)
No, no, no, no, there’s no knocking, it is what it is. If that’s the best, that’s the best. And and, uh, there, it is All right. Capital Grill the ribeye. Okay, I’ll take it. Last, last but not least, what is the best experience you’ve had in the last six months?
46:21 – Josh Reynolds (Guest)
It’s going to sound squishy, but find out, my wife’s pregnant.
46:25 – Samuel Adeyinka (Host)
Well, there’s nothing squishy about it, and you know it’s very squishy, and squishy is a wonderful thing. So congratulations again, Josh. It was fantastic talking to you today. Where can people find you?
46:37 – Josh Reynolds (Guest)
So they can find me on LinkedIn, just Josh Reynolds. Again, if you Google that, there’s a lot of us out there, I guess, so I need to put either fundamentals. Probably so. That’s probably the easiest way. Fantastic.
46:51 – Samuel Adeyinka (Host)
Jeff will keep making things happen and moving mountains out there, and so glad you were able to make it on the show today.
46:57 – Josh Reynolds (Guest)
Awesome Thanks, Sam Appreciate you having me.
46:59 – Samuel Adeyinka (Host)
And that was Josh Reynolds Fantastic stuff. You know, what I loved about that episode is Josh really stepped into what he anything he was doing and took time to develop the right relationships that literally pulled him into his next role. Ultimately, it’s where he is today. It’s one thing to want to be somewhere and go after it. It’s a whole nother thing to just give it your best, develop relationships and be pulled into a bigger opportunity. Bigger opportunity and bigger opportunities.
47:33
It highlights the value and necessity of networking and, of course, how to network properly, and that doesn’t apply to just those that are active medical sales professionals. It applies to those that are listening right now that want to be in medical sales. Your networking game must be fierce, especially with how competitive it is in today’s day and age. But what does that actually mean? Well, there’s a whole strategy. There’s a science to it. You heard us mention LinkedIn and the importance of it, but what do you do with it? How do you design that profile correctly, how do you get in front of the right people using that platform, and how do you turn that into a suite of interviews that you nail and get all these offers from and finally make a decision to become a medical sales rep yourself. Well, these are just some of the things you learn in the Medical Sales Career Builder Program. These are just some of the things you learn in the Medical Sales Career Builder Program.
48:21
So, again, if you’ve been listening to this episode and you’ve been thinking to yourself, I want this life, this is where I want to be, I want this kind of experience, then you already know what I’m going to say.
48:37
Visit evolveyoursuccesscom, click the application, fill it out, schedule some time with one of our account executives, take our culture index assessment and let’s get you into the position you were designed to be. As always, we do our best to bring you guests that are doing things differently in the medical sales space. So I hope you tune in next week for another episode of the Medical Sales Podcast. I hope you enjoyed today’s episode and remember I have a customized and personalized program that gets you into the medical technology industry as a sales professional or any type of role for that matter. Become a top performer in your position and masterfully navigate your career to executive level leadership. Check out these programs and learn more at EvolvingSuccesscom by visiting our site, filling out an application, schedule some time with one of our account executives and allowing us to get you where you need to be. Stay tuned for more awesome content with amazing interviews on the Medical Sales Podcast.
Medical Territory Manager!
I was a Regional Sales Representative for Long-Term Care pharmacy services. I had dreamed of getting into the med sales industry when I went into my career as a nurse, but the pharmacy sales job came to me, and I had just settled. Fortunately, I had a job shakeup that allowed me to determine that now was the time to pursue my original vision.
I absolutely would not have this position without Samuel and the Evolve Your Success community. A lot of people my age would just stop trying, but EYS believed in me.
EYS allowed me to break into the industry in 90-Days after I had been trying on my own for over two years! I had lots of recruiter screenings, and a few interviews with hiring managers, but I was never offered a position.
Before EYS, I didn’t realize I was doing the bare minimum to get hired. I was applying everywhere, hoping to get noticed and waiting. It just wasn’t working! I didn’t know that that was not enough to compete in an industry this sought after, and against people who knew what I didn’t know about the process.
Of course, I had to think hard before making a financial investment that’s reasonably substantial. But when I read the testimonials of real med sales reps on the site and learned that I wasn’t the only one taking a chance on my success, that EYS was sharing that risk also, I knew I had to do it. Though you might be able to cobble together some of the steps of getting a role in med sales from online research on your own, you just can’t know what you don’t know!
The process of going through EYS presents this insider knowledge to the student, as well as giving you a progression of difficulty as you obtain the information, and you begin to master it. Not only that, but they give you access to amazing mentors and instructors, allow you to practice your interview skills, and teach you how to market yourself through social media and your own website! I cannot stress enough that EYS was the factor that made the difference in my successfully landing my dream job! The support, structure, and knowledge gained was invaluable!
I would recommend this course to ANYONE looking to break into medical sales
Thank you so much, EYS! This journey has been life changing and has resulted in the successful culmination of my 18-Year ambition! 
Sports Medicine in Phoenix! I extend so much gratitude to the Evolve Your Success group as I land this role and get ready to pursue my dream job. I am a Physical Therapist who became a little stuck in the profession due to issues with reimbursement and the difficulty for continued growth upwards. I turned to EYS to assist me in learning about the medical sales industry and gain knowledgable mentors who were able to help coach me in this process. I am a strong believer in surrounding yourself with the best and good things will happen. I did work hard, but with the support of my mentors and other colleagues going through a career change, I felt a sense of community and it confirmed my drive to get into this industry. I have already learned so much through the interview process, and feel very blessed to have had the resources this group provided. I have made lifelong friends and I cannot wait to continue to follow others’ journeys to pursue this incredible field. I urge you to give Evolve Your Success a try to gain mentorship, guidance, and support through any career transition.
and am excited to make a difference in patients’ lives as a Pharmaceutical Sales Specialist.
! Though I truly enjoyed working as a physical therapist, I can’t wait to start my career in the sales world as a Clinical Account Executive.
. I owe this opportunity to Samuel, the program, and the incredible mentors at EYS.
