How SedMed Turned a Common Healthcare Sales Objection Into an Immediate Demo Request
✔ Converted “just leave something” deflections into inbound demo calls
✔ Educated procurement committees without a rep in the room
✔ Served as both a mid-funnel nurture and top-of-funnel prospecting tool
A venture-backed medical device startup uses custom video brochures to close the gap between in-person product experience and committee-driven purchasing decisions.
About SedMed
SedMed is a Connecticut-based startup redefining bathroom safety for elderly and mobility-impaired individuals. Their flagship product — the SedMed Toilet Lift Assist — is a mechanically powered device that supports up to 80% of a user’s body weight during both lowering and rising from the toilet. It requires no electricity, no motor, and no wiring. It installs on many standard toilet configurations with minimal modification.
The problem SedMed is solving is significant. Bathrooms are a major fall-risk area for older adults. In a CDC analysis of emergency department-treated bathroom injuries, 81.1% were caused by falls, and injury rates increased with age. Patient handling injuries account for about 25% of healthcare workers’ compensation claims or claim payments. SedMed addresses both sides of that equation: it reduces patient fall risk while meaningfully lowering the physical burden on nursing staff.
The company works across care environments, engaging relevant clinical and operational stakeholders in efforts to address falls and staff injuries. Their team is young, founder-driven, venture-backed, and growing — operating with the focused intensity of a startup that understands the stakes of every sales interaction.
The Challenge: A Product That Sells Itself — But Only When Seen
Medical device sales into institutional healthcare settings present a structural challenge that even well-funded teams struggle to solve: the people who approve purchases are rarely the people who would directly use or observe the product.
For SedMed, the gap was particularly sharp. When a facility stakeholder could physically interact with the device — sit down, feel the controlled descent, and experience the assisted lift — the value was immediately, viscerally clear. Demonstrations converted.
But purchasing decisions in healthcare settings move through committees, budget reviews, and multi-stakeholder approval chains. The sales team had limited access to every person involved in the decision. Printed materials — spec sheets, standard brochures — asked busy stakeholders to imagine a mechanical experience. That rarely translates.
The Solution: Delivering the Product Experience Without the Sales Rep in the Room
SedMed identified that their core sales problem was a demonstration problem — and that a custom video brochure could solve it.
The logic was direct: if the device sells itself when people see it move, then a video brochure could bring that motion into a boardroom, a break room, or a procurement committee meeting without the sales team present. Unlike a QR code or a link to a website, a video brochure requires no action from the recipient. It opens, and the video plays. The barrier to engagement is nearly zero.
The Results
1. Educating Stakeholders Throughout the Sales Cycle
Inside formal procurement processes, the video brochure serves as a pre-education tool that travels through the buying organization independently. Committee members, department heads, and administrators who had not attended a live demonstration could now watch the product in action before a decision meeting.
The result is a more informed, more confident buying group — and a sales team that arrives to meetings where the fundamental “what does it do?” question has already been answered.
2. Converting the “Just Leave Something” Moment Into an Inbound Call
The more immediate outcome came from what had previously been a dead end in the sales process. When facility staff deflected with the familiar “just leave the information,” the SedMed team began leaving a video brochure instead of a printed piece.
The response transformed:
“Many times, shortly after we leave, we receive follow-up interest asking to schedule a demo because the video brochure delivered the message so clearly.”
— SedMed Inc.
A standard leave-behind would sit on a desk. The video brochure played the moment someone picked it up.
In Their Own Words
“We originally vetted your video brochure product because we realized our device sells itself when people interact with it in person. But in boardrooms and review committees, it’s much harder to communicate the value through a piece of paper alone. These have helped not only during the sales cycle by educating stakeholders so they can make informed decisions, but also as a top-of-funnel sales tool.”
— SedMed Inc.
Why Video Brochures Work in Healthcare and Medical Device Sales
SedMed’s experience reflects a sales dynamic that theVideoCards encounters consistently across the healthcare and medical device sector. It is one of the industries where video brochures deliver the clearest, most measurable return.
Healthcare procurement is committee-driven, compliance-conscious, and slow by design. The buying cycle is long, access to all decision-makers is rarely guaranteed, and digital communications — emails, links, PDFs — are easy to defer or ignore. A physical object with a screen that plays automatically when opened has a fundamentally different engagement profile.
Medical device teams, pharmaceutical representatives, hospital system vendors, and senior care sales organizations all face the same core problem SedMed faced: the product or service is demonstrably better when experienced, but most of the buying process happens without a live demonstration. Video brochures close that gap by delivering the demonstration to the decision-maker, in their hands, at their own time.
For startups like SedMed — venture-backed, growing quickly, and competing in complex markets — a video brochure functions as a force multiplier. It extends the sales team’s reach into rooms and conversations they cannot always access directly.
FAQs
What is a video brochure?
A video brochure is a printed marketing piece embedded with a small LCD screen and speaker. It plays a video automatically when opened, requiring no app, link, or internet connection from the recipient.
How did SedMed use a video brochure in their sales process?
SedMed left video brochures as sales leave-behinds at healthcare facilities. When staff picked them up, the device demo played immediately — prompting follow-up calls and demo requests without a sales rep needing to be present.
Are video brochures effective for medical device sales?
Yes. Healthcare procurement is committee-driven and slow, with limited live demo access. A video brochure extends the live product experience to decision-makers who never attend a demonstration.
How much does a custom video brochure cost?
Pricing depends on quantity, screen size, and print specifications. Contact theVideoCards for a custom quote based on your campaign needs.
Can video brochures be used as top-of-funnel sales tools?
Yes — as SedMed found, they work both as mid-funnel education tools for committee members and as cold outreach/leave-behind tools that generate inbound interest.
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