Sterile processing teams are under constant pressurehandling growing surgical demands, working short-staffed, and navigating strict regulationsso getting every instrument tray assembled right the first time has never mattered more. Even a single assembly error can cascade into costly OR delays or, worse, compromise patient safety.

Most B2B marketers already know user-generated content (UGC) has power. But too many still get in their own way clinging to polished video shoots, siloed workflows, or the excuse that their brand isnt sexy.

The sterile processing industry stands at a pivotal moment. With surgical case volumes rising while departmental resources remaining flat, the pressure to do more with less has never been greater.

In a healthcare ecosystem increasingly driven by data, sterile processing departments (SPDs) find themselves at a crossroadsbalancing precision and pace, safety and speed. As hospitals look to reduce inefficiencies and protect patient safety, analytics tools are transforming sterile processing from an often overlooked backroom function into a vital, data-enhanced frontline of care.

In this episode, Daniel Litwin and Emily King break down why user-generated content (UGC) is no longer just a B2C playits quickly becoming a must-have in B2B. Were already here, says Litwin.

The wellness industry is at an inflection point. What once centered around pill packs and generic supplement regimens is now being transformed by an ecosystem of personalization, flavor innovation, and data-driven development.