Results-driven
Every engagement starts with measurable goals and ends with numbers, not slides. Track record: doubled territories and won tenders.
Sales & MedTech Advisory · Rome
Complex sales.
Complex sales.
Measurable results.
I'm Federico Vitali. I help MedTech companies and sales teams enter the market, win tenders and grow performance, drawing on 20+ years of hands-on experience at Johnson & Johnson, Stryker and Medela.
20+years in MedTech and B2G sales
~75%public tender win rate, 10+ a year
2×territory revenue, up to ~€1.5M
Ex Johnson & Johnson · Stryker · MedelaStryker European Marketer of the Year 2015
About me
Twenty years where healthcare decisions are made.
I built my career between operating theatres and tender committees, at Johnson & Johnson, Stryker and Medela, in Italy and Australia: markets where every contract goes through technical evaluations, specifications and decisions with real clinical impact.
As National Sales Coordinator at Medela, I more than doubled territory revenue, managed 10+ public tenders a year and built an agent and distributor network across 11 regions of Central-Southern Italy. Today, as an independent advisor, I bring the same method to international MedTech companies and to sales teams that want tangible results.
- 2026 – PRESENT
Independent advisor
Go-to-market and public procurement advisory for international MedTech scale-ups.
- 2020 – 2026
Medela Italia · National Sales Coordinator
Territory revenue more than doubled, >95% quota attainment, ~75% tender win rate.
- 2018 – 2019
Johnson & Johnson, Sydney · Professional Education Manager
Training for surgeons and DePuy Synthes sales teams, NPS above 90.
- 2015 – 2017
Stryker · Marketing Product Manager Head & Neck
+26% growth on a €3M portfolio, European Marketer of the Year 2015.
- 2004 – 2015
Johnson & Johnson Medical · from the field to Business Development
Product Specialist, Account Manager and BD Manager in surgery and cardiovascular.
20+years in medical device sales, marketing and training across Italy, the UK, the US and Australia.
European Marketer of the Year 2015
Stryker · Head & Neck, within six months in the role
Stryker · Head & Neck, within six months in the role
>95%quota attainment across public hospital accounts
10+public tenders managed every year
11regions covered by an agent and distributor network
+26%growth on a €3M portfolio in one year
Consulting areas
Three areas.
One goal: selling better.
A pragmatic, field-tested approach: from training sales reps to entering the hospital market, through to interim leadership of the sales organisation.
Practical training and in-field coaching for sales reps and commercial teams. We work on real deals, not textbook cases: I observe, correct and measure.
- Ride-alongs and one-to-one coaching for sales reps and key account managers
- Negotiation, objection handling and closing in B2B and hospital settings
- Account planning, pipeline and forecasting discipline in the CRM
- Preparation for tenders and meetings with technical committees
Ideal for: companies with agent networks or direct sales teams, in healthcare and beyond.
Market-entry advisory and preliminary analysis of the Italian and European market for foreign manufacturers of operating-room medical devices.
- Market, competitor and award-price analysis
- Mapping of local health authorities (ASL), hospital trusts, tender calendars and evaluation criteria
- Tender readiness and direct-award routes for unique devices (Legislative Decree 36/2023)
- Channel model: compliant agents, distributors and local partners
Ideal for: foreign manufacturers and MedTech scale-ups without a direct presence in Italy.
Interim sales leadership, auditing and performance optimisation of existing sales networks, backed by experience coordinating a national healthcare sales force.
- Interim sales management during transition, growth or turnaround phases
- Audit of agents, distributors and direct teams: territories, processes, incentives
- Improvement plan with shared KPIs and regular reviews
- Structured handover to permanent management
Ideal for: companies without a sales director, or with a network that is not performing to its potential.
Why work with me
Field experience, not theory.
I have sold, negotiated and led teams in the very settings my clients work in. That is why every recommendation is concrete, verifiable and results-driven.
Book an exploratory callDeep MedTech expertise
General surgery, orthopaedics, neurosurgery, cardiothoracic, ENT, plastic and craniomaxillofacial surgery: I speak the language of surgeons, hospital pharmacists and procurement offices.
Hands-on field experience
I have been a sales rep, product manager, trainer and national coordinator. I know every role in the network because I have done it.
International perspective
Professional and academic experience in Italy, the UK, the US and Australia. I work in both Italian and English.
01
Exploratory call
30 minutes to understand your goals, market and context.
Free, no commitment02
Analysis
Data, interviews and field observation for a clear diagnosis.
03
Action plan
Priorities, ownership and KPIs agreed together.
04
Execution & support
I work alongside your team until the goal is reached.
Contact
Let's talk about your next goal.
Book a free 30-minute exploratory call with no commitment. Fill in the form and I will get back to you within 48 business hours to schedule it.
- 1ListenYou tell me about your context, market and goals.
- 2First readYou get a candid view of opportunities and risks.
- 3ProposalIf it makes sense to work together, you receive a tailored proposal.