Madeline Witt is the Marketing Manager at Thompson Retractor, a company that designs and manufactures table-mounted surgical retractor systems used in complex procedures such as liver, spine, and cervical surgeries. Over her nine-year tenure at Thompson, Madeline has held leadership roles spanning Assistant Product Manager to Clinical Specialist, and her unique hands-on experience in the operating room has helped shape the company’s products and relationships with surgeons nationwide.
Here’s a glimpse of what you’ll learn:
- [2:38] Madeline Witt highlights how Thompson Surgical supports surgeons throughout their entire careers
- [6:44] What makes Thompson’s modular systems customizable for surgeons
- [11:09] How firsthand clinical knowledge supercharges marketing and communication
- [12:38] Why surgeon relationships directly shape product innovation
- [16:28] Thompson’s unique in-house manufacturing advantage for rapid solutions
- [18:52] How free trials build trust and long-term customer loyalty
In this episode…
Strong relationships don’t just shape careers, they shape entire industries, especially when the stakes are as high as patient care. In a world where innovation moves quickly, how do medical device companies earn trust that lasts for decades?
For Madeline Witt, the key lies in building genuine, long-term partnerships with the surgeons and teams who rely on these tools every day. She explains that Thompson works alongside surgeons from their earliest training through the full span of their careers, learning directly from their feedback and evolving needs. That kind of consistency doesn’t just improve products, it helps make surgery better together.
In this episode of In Good Company: Where Relationships Drive Results, Lisa Kilrea is joined by Madeline Witt, Marketing Manager at Thompson Retractor, to discuss building lasting relationships while innovating in surgical device marketing. They explore surgeon-driven product development, the value of firsthand clinical experience, and how trust supports long-term adoption. Madeline also shares advice on caring for people beyond business.
Resources mentioned in this episode
Quotable Moments
- “It’s a tireless assistant. It’s an assistant that doesn’t get tired. It’s not going to be sitting there complaining.”
- “I was able to see firsthand how our products are used. What things might need to be improved upon.”
- “Having that firsthand experience was key to really showing… we really are doing these amazing things.”
- “It’s not just business for us. It’s also the fact that we care about you. We care about your patients.”
- “You really need to value everybody that you work with as a human being outside of just your normal company.”
Action Steps
- Build long-term relationships with customers: Consistent trust over time helps ensure ongoing collaboration, loyalty, and meaningful feedback for innovation.
- Stay close to real-world product use: Seeing how products perform firsthand reveals practical improvements and strengthens marketing authenticity.
- Position your solutions around stability and efficiency: Highlighting how your product reduces strain and improves outcomes makes its value immediately clear.
- Keep manufacturing and decision-making close to the customer: In-house responsiveness allows faster innovation and stronger service when surgeons need support.
- Value people beyond the transaction: Treating colleagues and customers as humans first builds deeper partnerships and a culture of genuine care.
Sponsor for this episode…
This episode is sponsored by WSI EResults Manufacturing Marketing — revolutionizing digital marketing for the manufacturing industry.
At WSI EResults, we help B2B manufacturers, OEMs, and industrial distributors elevate their digital presence through AI-powered, data-driven strategies designed to generate targeted, impactful leads.
From AI-powered SEO and content marketing to tailored campaigns built for the unique challenges of the manufacturing sector, WSI EResults delivers the tools and expertise to help your business stand out, grow, and thrive.
Learn more at wsi-manufacturing-marketing.com. Your blueprint for smarter, more effective manufacturing marketing.