Tenacious Innovation and Transformative Healthcare: An Interview with Cathleen Zilner

Cathleen Zilner, MBA & CMR is a top-tier Senior Territory Manager at Ceek Women's Health, where she lends her experience and understanding of sales to the medical device sales sector. She is a graduate of Indiana University of Pennsylvania and has consistently driven innovations and growth throughout her career. Zilner spent over twelve years working for Johnson & Johnson. She was side-by-side with surgeons in the operating room, assisting them with new and cutting-edge technologies that were minimally invasive and improved patient outcomes. 

Where did your passion for medical sales originate?

The medical field has always been in my blood, as has hard work. At a very young age, I was exposed to medicine as my mother, Joan, and my father, Gilbert, were both pharmacists. Both graduated from Duquesne University in 1960 and later bought a local pharmacy called Diamond Drug Store in Indiana, PA in 1970.  

My brother, Mark, also became a pharmacist and is now running the company. Diamonds has since become the nation’s largest family-owned pharmacy and one of the largest employers in the region.  I knew that I always wanted to be in sales. I enjoy getting to know my customers and I love the challenge of knocking on doors and meeting new people every day and providing a solution to their unmet needs.

What does a typical day look like in medical device sales management?

My days are already planned out ahead of time with scheduled meetings throughout the day, lunch appointments, and sometimes dinner meetings with my clients. I try to understand their pain points and address their needs by providing solutions with my technology. 

Every single day is a grind. I typically get up at 4:30 am and go to the gym. Then, if my schedule allows, I go to mass for 30 minutes.  I cold call in between my scheduled meetings and enjoy calling on everyone from physicians, nurse practitioners, staff at the offices as well as the purchasing and supply chain so I can get my technology approved through the Value Analysis Committee. 

I need to gain physician support for my products, especially the Key Opinion Leaders. To compel them to consider my product, the technology needs to be a better option for their patients than what they are currently using. It must also be comparable in price. Sometimes evaluations need to be done ahead of time so we can gather physician and patient feedback. Then, the data is analyzed together so it can be presented to the Committee for approval.  It is key to get as much support as possible from the providers and obviously positive feedback from the patient. 

What accomplishments are you most proud of from the last five years? 

I have been fortunate in my many accomplishments in medical sales, selling game-changing technologies that really have benefited the quality of life for women. One of the technologies was the MonaLisa Touch laser which was a fractional C02 laser that delivers thousands of tiny beams of light into a specific area to address vaginal symptoms experienced by postmenopausal women and cancer survivors. Knowing that the technology I sell can help women manage their health is an accomplishment in itself, and this technology’s patient outcomes have been exceptionally positive.

Another game changer would be the TVT (Tension Free Vaginal Tape) “sling” procedure for stress urinary incontinence (SUI). SUI is the involuntary loss of urine that happens when physical activity increases pressure on the bladder. Providing women with a solution to SUI that requires no sutures and has a 10-year success rate of 85-90% is, quite frankly, an honor. Every sale is an opportunity for life-changing solutions that bring relief and new opportunities to women who have struggled with SUI. 

The Nella speculum has been revolutionary for clinicians and patients alike. Would you believe that the vaginal speculum has not changed in over 160 years? The Nella speculum was designed by women with patient comfort in mind. Putting patients at ease and making exams comfortable and pain-free, particularly for menopausal patients and younger patients, is long overdue, and the instrument won Best Invention of the Year by TIME. 

How do you think your background has impacted the success of your medical sales career?

Observing the hard work of my parents who owned and operated their own business has had a major impact on me and my career. I ended up achieving my MBA by the age of 22 which has really helped me lay a strong foundation and envision what my future would be. Hard work and dedication have allowed me to focus on my goals and achieve great heights at various medical companies.

My role requires a unique combination of skills, including excellent communication and interpersonal abilities, in-depth product knowledge, building lasting and trusting relationships, knowledge of sales strategies, negotiation skills, and the ability to manage my time effectively. 

What’s ahead for you in your professional future? 

My next endeavor would be to go back and work for another Fortune 50-100 company where there is more stability instead of working for start-up companies. Although start-up companies can be lots of fun to launch new products and you can wear multiple hats with less red tape, there are always sets of challenges.  

Securing funding is a major challenge for med tech start-ups due to the high costs of research, development, clinical trials, and manufacturing. Attracting investors is tough because of perceived risks and long development timelines. Validating products through clinical trials is crucial but resource-intensive. The competitive medical industry requires start-ups to have innovative strategies and effective marketing to stand out. Convincing healthcare providers to adopt new technology demands demonstrating clear value. Perseverance and adaptability are key to overcoming these obstacles.

Fortune 500 companies, on the other hand, can invest heavily in research and development, creating top-notch technologies and medications. Their established reputations make it easier for sales representatives to access physician offices and enhance personal brand credibility. They also provide career development programs and training initiatives. Financial stability and job security are additional perks. Both start-ups and large companies have pros and cons. My experience in both environments has provided valuable skills for my next endeavor.

If you had key advice for another medical sales professional, what would it be?

To be successful takes hard work and dedication, and you must strive to be better each day. Know your products and technology inside out, and the same goes for your competition. It’s important to always be honest and transparent with your customers while offering exceptional customer service. 

Follow up immediately with their questions, and send handwritten thank-you notes to stand apart from your competition. Your success comes from respecting your customer’s time and asking questions to understand them and their unique needs. You must develop and execute your business plan, understanding that 80% of your business will come from the top 20% of your busiest customers. 

When you focus on the Key Opinion Leaders and develop relationships with the physicians who are on the Value Analysis Committee, you will have an important edge. Develop long-lasting and trusting relationships and run your territory as if it were your own business. Your grit, tenacity, and perseverance will set you apart.