Carter Lonsberry
Carter Lonsberry is a nationally recognized advocate for elevating the role of medical device representatives in surgical settings. He is the founder of the National Association of Medical Device Representatives (NAMDR) and CEO of Hospital Rep Safety Solutions (HRSS), a federally listed Patient Safety Organization (PSO #P0264). With over 26 years of experience spanning surgical sales, executive leadership, and policy-driven innovation, Carter works with hospitals, vendor credentialing companies, and regulatory leaders to align medical device representative competency with healthcare system priorities.
He began his career supporting complex spine, orthopedic, and neurosurgical procedures with Osteomed, Synthes Spine, Medtronic, and NuVasive. Later, he founded Highland Medical, a distribution business built around surgeon-driven solutions and clinical support. He is widely known for introducing Icotec Medical and its carbon fiber spinal implant technology to the U.S. market, gaining national hospital access and Breakthrough Device reimbursement status for treating metastatic spine cancer.
Carter’s mission is rooted in the belief that medical device representatives play a critical, often underregulated, role in patient outcomes. Through HRSS, he focuses on closing the oversight gap for non-hospital personnel who enter sterile environments. His work supports hospitals as they respond to the CMS 2025 Final Rule and patient safety measures that emphasize competency, infection control, and education for non-licensed individuals.
As architect of the REP Number™ (Registered Essential Person) standard, Carter promotes a nationally verifiable identity that links competency-based education to the expectations of accrediting bodies such as The Joint Commission and DNV. His work supports hospitals in meeting regulatory goals while reinforcing internal policies and improving surgical readiness.
Carter is a leading voice at the intersection of clinical access, regulatory alignment, and patient safety. He regularly collaborates with healthcare systems, state and federal agencies, and public health leaders to ensure that vendor credentialing and surgical support are built on accountability, measurable standards, and transparency.
For Carter, the role of a Health Care Industry Representative (HCIR) is more than sales—it is a responsibility. As medical device representatives prepare for surgery, the phrase “Patients Before Profits” is a reminder to pause and ensure that trays are complete, Instructions for Use have been submitted, and the surgical team is fully supported. The patient—often unaware of the rep’s presence—deserves the highest level of preparation and integrity.
Carter is committed to shifting the culture from sales-first to patient-first. Through his work, he is redefining what it means to be a medical device representative in modern healthcare: qualified, accountable, and focused on safer surgical outcomes.
