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:
- [03:47] Madeline Witt explains what a retractor is and its use during ALIF procedures
- [04:36] Critical anatomy risks in anterior lumbar spine surgeries
- [08:37] Why 360 degree ring retractors outperform traditional approaches
- [11:31] Madeline explores custom blade options for diverse patient anatomies
- [14:48] Why reducing manual retraction minimizes fatigue and injuries
- [18:10] How surgeon relationships continually drive world-class innovation
In this episode…
In the complex world of surgical procedures, the tools and systems used can mean the difference between success and failure. When it comes to spinal surgeries, precision and stability are critical, and even the smallest deviation can lead to major complications. So, what happens when an existing system doesn’t measure up to the surgeon’s needs, and what drives innovation in this field?
According to Madeline Witt, a seasoned expert in surgical retraction systems, the key to improving surgical tools lies in direct feedback from the field. She explains that real-world input is crucial for creating reliable, stable, and efficient systems. In particular, feedback from surgeons struggling with existing retraction systems led Thompson Surgical to develop the anterior lumbar ring retractor, a solution that addresses these critical needs. This innovation, born out of collaboration with surgeons, is all about providing a tool that surgeons can trust, allowing them to focus on the procedure rather than constantly adjusting their equipment.
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 how surgical innovation is shaped by the people using the tools. Madeline shares how Thompson Surgical’s anterior lumbar ring retractor was designed with direct surgeon feedback in mind, emphasizing the value of stable, hands-free retraction.
Resources mentioned in this episode
- Lisa Kilrea on LinkedIn
- WSI eResults
- Madeline Witt on LinkedIn
- Thompson Retractor
- “Building Lasting Relationships and Innovating in Surgical Device Marketing With Madeline Witt” on In Good Company: Where Relationships Drive Results
- “Leading Commercial Strategy and Growth in MedTech With Chris Reese” on In Good Company: Where Relationships Drive Results
- “How Great Leaders Build Trust in Uncertain Times With Dean E. Carter” on In Good Company: Where Relationships Drive Results
Quotable Moments
- “Our relationships are everything to us. All of our systems are actually designed based on surgeon feedback.”
- “Surgeons really need to be able to rely on the retractor. It could be life or death.”
- “Once you understand kind of how Thompson parts work and interact, it’s really quick to set up.”
- “Having that trust and that relationship is very important to be able to develop the best product.”
- “We have feedback and some studies showing that we can lower the amount of time in the OR.”
Action Steps
- Gather direct feedback from surgeons regularly: Actively collecting input ensures your tools meet real-world needs and address pain points.
- Prioritize stability in surgical equipment design: Offering reliable and consistent tools allows surgeons to focus solely on patient care, improving outcomes.
- Foster long-term relationships with medical professionals: Building trust with surgeons and teams helps refine products and ensures equipment stays relevant in the field.
- Simplify surgical tool setups: Streamlining the process reduces time spent on preparation, leading to quicker, more efficient procedures.
- Adapt to surgeon feedback on customizations: Offering personalized solutions ensures your equipment is adaptable, boosting surgeon satisfaction and improving surgical precision.
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.
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