AI promises and potential are everywhere in SaaS, and medtech is no exception. But when it comes to a software or service as life-critical as healthcare, trust in emerging technologies is a must.
We recently sat down with Edward Dix, CEO of RepPrep.AI, to get his take on why trust in AI is so critical for the medtech sector. Previously working as a medical sales rep himself, Edward has firsthand insight into the challenges these sellers face — ultimately leading him to co-found RepPrep.AI, a platform that helps medical sales professionals with territory mapping, product fit analysis, and customized talk tracks.
With shared specialties in AI for field selling, Showpad asked Edward to share his advice on AI in medtech sales adoption and why it hinges on one factor: trust.
Why do you think there’s a lack of trust in AI tools for many healthcare sellers and revenue leaders?
Edward: A big part of Generative AI early on, especially with some of the first consumer-facing tools, was that they weren’t always reliable. There were common instances of these tools making errors or even inventing information, or what some people called “hallucinations.” That made people really wary, especially in a field as critical as medical sales, where accuracy is non-negotiable. So, that initial lack of dependability definitely sowed seeds of doubt.
Beyond that, there’s still the worry about losing that personal touch. In medical sales, it’s about really connecting with doctors and building solid relationships. People are concerned that AI might take away that human element — the empathy, the ability to adapt, the deeper connection.
Not to mention, the medical world is extremely strict about compliance and ethics, so there are real questions about how AI handles sensitive info and makes sure everything is accurate.
Ultimately, trust in AI grows when reps see it as a tool that enhances, not replaces, their expertise.
What lessons have you learned from successful — and unsuccessful — AI adoption efforts?
Edward: One of the biggest lessons we’ve learned from AI in medtech sales adoption efforts is that accessibility and ease of use are critical.
Sales leaders must show their sellers that AI can actually help in a practical way, fitting easily into their existing workflows. Think about pre-call planning. Everyone agrees it’s vital in medical sales, but it often gets pushed aside because it takes so much time. If sellers aren’t properly prepared, they miss the chance for real conversations and connections with medical professionals.
“Sales leaders must show their sellers that AI can actually help in a practical way, fitting easily into their existing workflows.”
Edward Dix
CEO, RepPrep.AI
What we’ve seen work really well is when AI tools quickly give reps the in-depth insights sellers need to build stronger connections. Trust is huge in medical sales, and platforms that can deliver targeted information fast are critical. By putting product details, competitive intelligence, and ways to handle objections right at their fingertips, AI prepares sellers for almost anything they might face.
This instant access to crucial data makes them more likely to use it, which in turn makes them more effective and confident when talking to doctors — all leading to genuine trust instead of just information-sharing. And when sellers feel confident the AI is giving them reliable and compliant information, they’re much more likely to continue to use it and trust it.
Medical professionals and other healthcare buyers expect sellers to be trustworthy advisors, not just information relayers. How does AI impact a seller’s ability to build and maintain trust?
Edward: Trust in medical sales is built on multiple levels: providing accurate, research-backed insights, demonstrating reliability, and consistently delivering value. AI plays a crucial role in strengthening these pillars by helping reps stay informed, precise, and efficient.
AI can help ensure that reps have the most relevant product data, competitor insights, and physician-specific information. This level of customization makes reps more effective and trustworthy, helping them move beyond generic sales pitches and into meaningful discussions with physicians.
Trust is also built on dependability. We can’t forget the human side of these connections — being on time for surgeries, making sure critical supplies are stocked, ensuring staff is trained on new products.
“We can’t forget the human side of these connections — being on time for surgeries, making sure critical supplies are stocked.”
Edward Dix
CEO, RepPrep.AI
What would you tell a sales leader who’s skeptical that AI-generated content or insights can match the quality of a well-trained seller?
Edward: The key distinction to understand is that AI should never replace the human elements of sales, but when harnessed correctly, it can enhance a seller’s ability to sell more effectively.
We’ve all seen AI-generated emails that lack authenticity. The moment you receive one, you recognize it immediately, and your instinct is to delete it because it feels impersonal and robotic.
AI can — and should — structure and organize all the relevant information a seller needs: physician-specific insights, product details, competitor analysis, and research-backed data. This allows sellers to focus less on information-gathering and more on what truly matters: engaging in meaningful, consultative conversations with medical professionals.
AI in medtech can’t replace showing up for a doctor or building a relationship, but it can definitely empower sellers to be more prepared, more focused, and ultimately more effective at building trust.
The trust imperative of enablement’s AI era
The successful adoption of AI in field sales — whether medical devices, manufacturing, or CPG — must be grounded in trust. By building confidence in these tools and ensuring they support, rather than replace, the human connection, revenue leaders can unlock the massive potential of AI to benefit their sales orgs and the healthcare providers, governments, and workforces they serve.
Most AI wasn't built for your sellers
Field-selling teams need AI that's grounded in their reality, not a generic sales motion.
Frequently asked questions
Medical sales is a field where accuracy is non-negotiable. A hallucinated product spec, an outdated clinical data point, or a non-compliant claim doesn’t just undermine a seller’s credibility. It can create real liability in a highly regulated industry. Healthcare buyers expect sellers to be trusted advisors, and they make decisions that directly affect patient outcomes. If the AI powering a seller’s preparation isn’t reliable, sellers either stop using it or risk damaging the relationships they’ve spent years building.
The most effective approach is to demonstrate practical value within workflows sellers already use. Pre-call planning is a good example. Most sellers agree it’s essential, but it often gets deprioritized because it’s time-consuming. If an AI tool can deliver physician-specific insights, competitive intelligence, and tailored talk tracks in minutes, sellers experience the benefit firsthand. That builds confidence. Leaders should also be transparent about what AI does and doesn’t do well. Positioning it as a tool that enhances preparation and decision-making, rather than one that replaces the seller’s expertise, removes the resistance that comes from feeling threatened by the technology.
No, and it shouldn’t try to. The human element — showing up for a surgery, making sure supplies are stocked, training staff on new products, building a genuine relationship with a physician over time — is what separates a trusted advisor from an information relay. AI’s role is to handle the time-consuming preparation work so sellers can focus on those human moments. When AI delivers the right product data, competitive insights, and physician-specific context before a meeting, the seller walks in better prepared and more confident. That strengthens the human connection by giving the seller more time and headspace to be fully present.
