Hall of Fame inductee Manny Losada shares lessons on growth, innovation and the enduring power of relationships across the healthcare supply chain.
For Manny Losada, a career in medical distribution has always been about more than products, contracts or market share. It has been about people – the partners, mentors and colleagues who have shaped the industry and the patients ultimately served by the work behind the scenes. Over decades, Losada has never lost sight of the relationships that make the business run.
“I think people will believe first a friend,” he says of the legacy he hopes to leave. That perspective has guided him from his earliest days in the field through the growth of MedPro Optimal Healthcare Solutions and into a leadership role that has touched nearly every corner of the healthcare supply chain.
In advance of his induction into the Medical Distribution Hall of Fame, Losada reflected on the partnerships, lessons and sense of purpose that have defined his journey, and on the industry family that continues to inspire him.
Seizing an opportunity
Losada’s healthcare career journey has included sales and marketing positions for Procter & Gamble and Johnson & Johnson. He was appointed Vice President of Corporate Special Markets for Henry Schein, Inc. following the acquisition of Microbiomedics where he served as Vice President of acute care. He held the position of Senior Vice President and Chief Sales Officer for the U.S. commercial business of medical device manufacturer B. Braun Medical. He also served as Executive Vice President of publicly traded Medical Action Industries Inc.
Since June 2009, Losada has been the President and CEO of Optimal, successfully completing an acquisition by now parent Keralty, a multinational, global company, and serves as the President and General Partner of MedPro Associates, one of the nation’s largest national manufacturer’s representation organizations.
Losada traces the origins of MedPro Optimal to a long-standing partnership and a clear market opportunity. More than a decade ago, he and industry veterans Bill Sparks and Parker Bigley began doing early work representing government business for Optimal. From that collaboration came the idea of bringing complementary capabilities together more strategically. “There was a need – and still is a need – in the industry to fill gaps with national sales coverage while also providing logistics solutions for manufacturers,” Losada says.
MedPro Optimal was designed to sit squarely in that space, supporting both manufacturers and distributors with expanded reach and operational support. “Our mission is really to provide that coverage and be able to support partners logistically. I don’t think there’s another organization out there doing it quite like this.”
A key differentiator has been the addition of government services, an area many manufacturers find difficult to enter. By outsourcing to partners with deep industry knowledge, Losada says companies can scale more effectively.
Acting as an extension
As MedPro and Optimal have grown, maintaining the agility that defines independent manufacturer reps has required a deliberate shift in how the organizations operate. For Losada, scaling relationships and responsiveness starts with investing in the right infrastructure. “Scale is never easy,” he says. “And in today’s world, it just can’t be done manually anymore.” To sustain growth without sacrificing flexibility, both organizations have leaned heavily into advanced CRM and ERP platforms supported by AI. “AI isn’t leading,” Losada explains, “but it’s providing us with a backbone of information and efficiency that we’ve never seen before.”
That technology investment allows the team to act as an extension of its manufacturer and distribution partners, using data to forecast growth and improve service. “Data is key,” he says. “We become an extension of our trading partners.” Even so, Losada keeps a sense of humor about the future, joking that the only thing that worries him is “an AI bot of Sparky” someday replacing trusted colleague Bill Sparks.
Despite the focus on technology, Losada emphasizes that leadership fundamentals remain unchanged. “Do what you say you’re going to do, develop the people around you, listen before you speak,” he says. “The handshake and the visit still matter.”
Encouraging innovation across a large, independent sales force requires balance. New ideas bring energy and opportunity, but also risk. “It’s exciting to see the next generation coming in with new ways to do things,” Losada says. “Without encouraging innovation, you’re standing still – and when you’re standing still, someone just walked past you.”
A shared commitment
As healthcare continues to evolve, Losada sees both opportunity and uncertainty shaping the purchasing and supply chain landscape. From reimbursement pressures to labor shortages and the growing influence of private equity, the forces affecting providers and suppliers are complex – and, at times, unsettling. “I’m not a great sleeper,” he admits with a laugh, before turning serious. “At a high level, how do you sustain delivery of care at the level we’re supposed to be at here in the U.S. as a world-class healthcare system?”
Among the biggest concerns, he says, are the mounting challenges facing clinicians. Rising costs, workforce shortages and reimbursement constraints all ripple through the supply chain. “You see the challenges with doctors being able to afford to be a doctor, nurses with labor shortages – if you look at the forecasts over the next 10 years, it’s alarming,” Losada says. Product innovation brings promise, but also cost pressures tied to insurance coverage and reimbursement models. At the same time, private equity has reshaped the distribution and manufacturing landscape, introducing new capital and perspectives but also new expectations.
“There are concerns, but at the same time, it’s exciting because it’s a new view,” he explains. “You can’t replace experience, but you have to be open to other thoughts.” What gives him confidence is the industry’s collective willingness to collaborate. Across manufacturers, distributors, providers, group purchasing organizations and trade associations, Losada sees a shared commitment to solving problems. “There’s nobody in the industry that knows our business better than ourselves,” he says. “We spend a lot of time – personal time – trying to tackle these issues and make sure our voices are heard.”
Over decades in the industry, Losada has prioritized trust, loyalty and mentorship. He takes pride in the number of colleagues who have grown into leadership roles after working alongside him and in maintaining a reputation for honesty. “My handshake out there is solid,” he says. “I’m not afraid to make mistakes and keep smarter people around me. I don’t know it all, and I’m learning so much from others, especially our younger next generation.”
Known for speaking his mind, Losada also emphasizes the importance of positivity and service. “As long as I’ve impacted somebody in a positive way, that to me is personal success,” he says. He describes the healthcare supply chain as an “industry family,” one he has remained fiercely loyal to throughout his career. At the same time, he credits his own family for supporting the long hours and extensive travel that come with that commitment. “I’m forever grateful to my wife and my four children for allowing me to serve the industry for as long as I have,” he says.
“This business connects you”
For Losada, the most important message to young sales reps entering medical distribution is to recognize the deeper purpose behind the work. While the industry offers the familiar rewards and challenges of business, he believes it also provides something harder to find elsewhere – a direct connection to patient care. “This business connects you not only to the rewards and challenges of the business side,” he says, “but it also gives you a connection to purpose.”
That purpose comes from knowing that every product delivered, relationship built and contract secured ultimately supports clinicians and impacts patient outcomes. At some point, Losada notes, everyone will have a family member or friend facing a health issue. Understanding that your role helps make care possible adds meaning to the day-to-day grind. “Knowing you played a role in helping others heal gives you passion and compassion at the same time,” he says.
He also points to the industry’s resilience and culture. Healthcare is essential, and the relationships within it run deep. Often described as an extended family, the medical distribution community tends to rally together when challenges arise. For those considering a career in the field, Losada’s advice is simple: there is opportunity and support waiting. “Come on down,” he says. “There’s a need for you, and people here will welcome you with open arms.”
A career filled with gratitude
For Losada, induction into the Medical Distribution Hall of Fame is both a personal milestone and a moment of deep reflection on the relationships that have defined his career. When he received the invitation, he admits he was momentarily speechless. “It was completely unexpected,” he says. “I’m really never at a loss for words, and at that moment I was.”
Losada has long admired the Hall of Fame from the audience, even participating in roasts honoring industry legends such as the late John Sasson and his longtime partner Bill Sparks. Now, standing alongside those he once celebrated feels surreal. “Being on the receiving side of that company and all the other members of the Hall of Fame, it’s just very humbling,” he says. “I consider this a lifetime achievement award, and I’m grateful to be sticking around long enough to have been part of this.”
Sharing the honor with fellow inductees makes the moment even more meaningful. He points to Joe Grispo, a trusted colleague from his B. Braun days, and Jon Wells of Midmark, whose steady leadership and thoughtful counsel left a lasting impression. “Jon taught me to be a listener,” Losada says. “Early on his words of wisdom and approach – I have a lot of respect for him.”
When asked about mentors, Losada’s answer spans decades. He begins with his father, an immigrant from Spain whose work ethic and independence shaped his outlook. “He told me, ‘I get up every morning, put my two feet on the ground and don’t owe anyone where I’m going,’” Losada recalls – advice that guided early career decisions. From there came industry figures who helped shape his professional path: Marvin Caligor, who modeled relationship-driven leadership; Bruce Haber, who instilled financial discipline and confidence; and Mark Mlotek and Brad Connett, who taught him the art of negotiation and growth. He credits Dave Meyers, Allison Therwhanger and Gina Marchese in keeping his balance throughout difficult times both personally and professionally.
Later in his career, partners and colleagues such as Bill Sparks and trusted advisor Mark Seitz continued to influence his perspective. “I’m a little bit of all of them,” Losada says. “There are so many people who have shaped me into the person I have become today.”
As he prepares for the ceremony, Losada returns to a familiar theme: gratitude. Surrounded by family, friends and industry peers, he views the honor not as an endpoint but as a celebration of shared effort and enduring relationships. “It’s humbling and numbing at the same time,” he says. “I’m looking forward to spending the evening with both my family and industry family. I couldn’t be more blessed.”