Closing Pitch: An Example of Excellence

Being tasked with developing the brand and marketing strategy of a new product, passing it through U.S. Food and Drug Administration (FDA) 510k approval, and bringing it to market is no small feat. But that’s exactly what Ryan Vet, vice president, marketing, of Raleigh-Durham, North Carolina based Anutra Medical did, all while managing to garner accolades from the dental industry for both product design and innovation. While this is all in a day’s work for Vet, he is also extremely engaged in his local community — as the owner of a local craft beverage lounge, advisor to software based startups, brand consultant, and Sunday school teacher, to name a few. Mentor recently caught up with Vet to learn more about his professional journey and the excitement that comes with marketing an award-winning product.

You have achieved a great number of successes. What do you consider to be your key motivator?
It has always been my personal motto to, “Inspire others toward a positive change.” In everything I do, I want to excite and motivate others by leading by example. Doing excellent work while also making a difference is motivation enough for me.

How did your journey bring you to Anutra Medical?
I had the opportunity to pitch the founders of Anutra on my marketing consulting services. Following the pitch, instead of getting a signed proposal, I received a job offer. After contemplating the opportunity for a bit, I realized that this product fit right within my goal of helping inspire a positive change within people. This product impacts patients and dentists, as well as their staffs.

Attaining FDA 510k clearance is no easy task. What did thisprocess entail?
We have an incredible executive team that worked tirelessly to meet therequirements to get our products to market. Early on, we joined together in a feat of teamwork I had not seen elsewhere. We rallied together, played to our strengths, and together saw that our product was properly engineered, manufactured, and submitted so that it could be sold to the market.

How do you keep your team motivated?
At the end of the day, it’s all about the people. If you understand why people are there and what makes them get up in the morning, you can really motivate them to shine to their fullest potential. Additionally, I constantly read and learn. True leaders are learners. I surround myself with people who can hold me accountable, provide insights into various situations, and who are not afraid to tell me when I am wrong. Leaders often posture themselves as perfect or try to place themselves on a pedestal. But we all make mistakes. We are human. However, doing the right thing, owning up to times I’ve missed the mark, and celebrating team members’ individual successes unites a team and earns respect.

Tell us about Anutra Medical’s shining product and how it’s been agame changer for anesthesia.
There are countless products on the market, but few provide equal benefits to everyone that comes into contact with them. Anutra ultimately enhances the reliability of local anesthetic. This directly impacts patients because they will usually get numb after just one injection. The injection itself is virtually painless, and the numbing action is quick. This gives dentists confidence when delivering anesthesia. Additionally, Anutra is one of the most awarded anesthetic delivery systems currently on the market.

What has surprised you most about the dental industry?
Honestly, everything. One of the neatest things to see in the dental industry is the tight-knit community. I have not seen any group quite so close, and it’s been fun to be a part of it. One of the deciding factors in joining the team at Anutra was the fact my wife was in dental school to become a dentist. It has been fun learning the industry while she is learning the profession.

What keeps you up at night?
Ideas. As a serial entrepreneur, I’m always dreaming up new business ideas, new campaign strategies, ways to better current tactics. Additionally, people keep me up at night. You can’t have a business, products, or services without people behind them, including your team, clients, and vendors.

From MENTOR. October 2017;8(10):42.

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