With over two decades of experience in medical device sales, product launches, and business development, Diana Rollins has established herself as a leader in the healthcare industry. She has successfully introduced groundbreaking medical technologies to market, fostering their adoption across hospitals, outpatient centers, and private practices. Her expertise spans cardiovascular surgery, vascular intervention, remote patient monitoring, pharmacogenetics, and laboratory testing services, making her an invaluable asset to the companies she serves.
Diana’s career is defined by her ability to drive revenue growth, build strategic relationships, and navigate complex healthcare systems. As an Area Sales Manager at Boehringer Labs, she managed a multi-state territory and achieved consistent annual growth exceeding 20%. Her outstanding performance earned her a place in the President’s Club in both 2022 and 2023, with continued success in 2024. Prior to this, she played a pivotal role in the relaunch of Venture Med Group’s Flex Vessel Prep device, working closely with interventional specialists to expand its market presence and ensure successful reimbursement strategies.
Her tenure at AccuVein further highlights her ability to drive sales and establish long-term partnerships. She ranked in the top five nationally and was the #1 representative in the western half of the U.S. in 2018, consistently surpassing sales quotas. At Avinger, she spearheaded the launch of an innovative atherectomy and imaging device, achieving top-tier rankings within the organization. She was instrumental in product growth at AngioScore, where her sales acumen contributed to the company’s acquisition by Spectranetics and later by Philips.
Diana’s expertise extends beyond sales; she is deeply knowledgeable in health insurance reimbursement, financial modeling, and value analysis, which are crucial for product adoption in hospitals and outpatient settings. She has worked extensively with C-suite executives, physicians, and healthcare decision-makers to introduce new technologies and establish sustainable revenue models.
Her deep understanding of innovation stems from her early career roots in San Francisco and Silicon Valley, where she spent 18 years immersed in the fast-paced world of tech and startups. This exposure has shaped her entrepreneurial mindset and ability to adapt to emerging healthcare trends, allowing her to bridge the gap between cutting-edge technology and real-world clinical applications. The influence of Silicon Valley’s culture extends beyond her work; it has fostered a lifelong passion for innovation, strategic problem-solving, and transformative healthcare solutions.
Her background in public health, coupled with an MBA, has equipped her with a strong foundation in strategic sales methodologies, including SPIN Selling, Challenger Sales, and LinkedIn-based physician engagement. Her passion for continuous learning is evident through her participation in the Washington University Barnes-Jewish Mini Medical School, AI training, and various sales certification programs.
Beyond her corporate success, Diana is dedicated to service and education. She has volunteered in medical immersion programs in Ghana, served on the St. Louis Rowing Club Board of Directors, and contributed to NIH cancer research initiatives. Her diverse experience and relentless drive make her a distinguished leader in the medical device industry, continuously pushing the boundaries of healthcare innovation.
Character
Diana Rollins is a results-driven leader whose dedication to advancing medical technology is matched by her integrity, resilience, and passion for improving patient care.
Knowledge
With extensive expertise in medical device sales, healthcare reimbursement, and strategic market adoption, Diana possesses a deep understanding of the complexities of the healthcare industry and the evolving needs of medical professionals.
Strategic
Diana consistently demonstrates a forward-thinking approach by identifying market opportunities, navigating complex sales landscapes, and executing successful product launches that drive long-term business growth.
Communication
Her ability to build strong relationships with physicians, hospital executives, and healthcare stakeholders is rooted in her exceptional communication skills, which allow her to effectively educate, influence, and collaborate across diverse medical disciplines.
