SAM SPLINT joins First Responders

SAM SPLINT Joins First Responders – Dr. Sam & Cheryl Scheinberg

Jun 19, 2021

The SAM SPLINT revolutionized emergency response.

First responders around the globe rely upon Dr. Sam Scheinberg’s emergency splint in almost all on-scene emergencies. The disposable emergency splint helps first responders treat patients with suspected bone fractures of an arm, leg, or even the neck. For example, SAM SPLINT goes along for the ride with first responders on ski slopes. Those EMT teams that show up on-scene where bone fractures are present also whip out SAM SPINT to provide a portable, safe and effective tool for patients during transport for further medical treatment. This can include most other emergency response teams to fires, auto and industrial accidents, and countless other life-threatening situations. This simple and amazing product is now mandated as standard issue equipment to active military personnel engaged in armed combat. The SAM SPLINT rides in the backpacks of those serving around the globe.

Breakthrough:SAM IO For Intraosseous Access

Dr. Sam & Cheryl Scheinberg have gone on to grow Sam Medical into a well-respected and highly recognized developer of products for first responders. Their newest product the SAM IO allows first responders to inject live-saving medications into a patient’s bone in situations where access to a vein is not possible. Whether it is a heart attack at home, or in undeveloped countries where starvation can occur, the SAM IO is the latest breakthrough product at Sam Medical.

You can have the coolest idea in the world. But if it’s only useful to two people on the planet, then you’re not going to be able to get a return on your investment – Sam Scheinberg

In this episode, Cheryl and The Scheinbergs discuss:

  • The journey of the SAM SPLINT from Sam’s closet to the backpacks of active military around the world
  • How Sam’s emergency splint has changed emergency response for first responders
  • The long patient journey from idea to salable product
  • Dr. Sam’s emergency splint is now ubiquitous in active military and first responders around the globe
  • The latest evolution from Sam Medical, the SAM IO, an Intraosseous Access System System

Key Takeaways: 

  • Everything seems to begin with an idea.
  • Make sure that whatever you’re doing serves an unmet need.. 
  • Understand how you’re measuring your progress
  • And don’t mistake action for progress.
  • And when you don’t something, just know you don’t know and find somebody who does know it, and listen to him or her

Connect with SAM SPLINT, SAM IO, and Dr. SAM


Connect with Cheryl Hodgson:   


Sam Scheinberg 00:02
I would say the probably the most important thing is to understand is that everything seems to begin with an idea. But more important than an idea is to make sure that whatever you're doing that it serves an unmet need. You can have a coolest idea in the world. But if it's only useful to two people on the planet, then it's not going to really serve very much. You're not going to be able to get a return on your investment.

Narrator 00:35
Welcome to Brand Revolution where we answer the question, what does it take to launch your own brand revolution, create evolution, and who are the people that help you foster connection, community, contribution, and currency for a brand to built to last. You will also meet brands changing the world and the lives of those they serve. Here's your host, Cheryl Hodgson.

Cheryl Hodgson 00:59
Hi, everyone. I'm Cheryl Hodgson. Welcome to today's episode of the Brand Aide Podcast. I'm here with my guest today, Dr. Sam and Cheryl Scheinberg. cofounders of Sam Medical Company, based out of Portland, Oregon. Welcome, Sam and Cherrie. Good morning.

Sam Scheinberg 01:17
Good morning.

Cherrie Scheinberg 01:18
Thank you for asking us. Yeah,

Cheryl Hodgson 01:20
It's happy to have you guys. We've known each other for a long time as friends. And we've done some business together. And I was so excited to have you guys on as a guest on my show, because you have a brand, the Sam Medical Company that has really fits the bill in terms of my idea of sharing with the world, what brands and branding can mean, which is that you guys have taken one product and your company, not overnight, but over quite a length of time. It's turned into a global force, and the emergency medical field. And I just can't wait to chat with you about that.

Sam Scheinberg 02:00
Well, here we are.

Cheryl Hodgson 02:03
I think that a lot of times of people looking from the outside in, they think oh, how did you build that company? Or that was easy for you? Right? But it's also inspirational to talk to someone like you guys who have really literally changed the face of emergency medicine over the years, and realize that you started out with one product. Right?

Sam Scheinberg 02:30
Wow, we started with no product.

Cheryl Hodgson 02:33
You had an idea, right?

Sam Scheinberg 02:35
Yeah. We know it's not worth that much.

Cheryl Hodgson 02:39
Well, but Sam how did you take it from an idea to a product?

Sam Scheinberg 02:43
Well, that's a great question. I think the first thing I should establish is I didn't do anything. We, we meaning Cherrie and I did everything together. Alone. I don't think I would have ever gotten off the couch, to tell you the truth.

Cheryl Hodgson 03:00
Are you telling me you're a couch potato?

Sam Scheinberg 03:02
Well, you know, I'm not. It will be perfectly obvious that anybody if anybody views this thing that it will be clear that I'm not the most charismatic, dynamic guy in the world was Cherrie would say I'd have to open when I in order to win. I mean, as a surgeon personality, not very much inclined to get excited over one thing or the other. But on the other hand, I have a wife who is just a dynamic, energetic force. She's like the Energizer Bunny.

Cheryl Hodgson 03:31
Yes, she is a force of nature. I will agree with you.

Sam Scheinberg 03:34
Well, I'm glad you did. I'm more of the Pepe Le Pew just kind of steadily moves along, chasing whatever I'm after.

Cheryl Hodgson 03:40
There is my lighting. Okay,

Sam Scheinberg 03:42

Cheryl Hodgson 03:43
Okay. Well, Sam, you mentioned that you were a surgeon, why don't you share a little bit? You started out in Vietnam, right? You've worked your way through medical school when you were in the army, right?

Sam Scheinberg 03:53
Well, no, I grew up in Tennessee and went to medical school in Tennessee, and by total accident, discovered the San Francisco Bay Area. I read a book, it was a Jack Kerouac, Big Sur, and he described not my favorite author, but he had a wonderful description of the Big Sur area. I read that as I was in medical school, and wow. And he described this bridge that I think he slept under a bridge. I said to myself, I'm going to find that bridge, and I'm going to sleep under that bridge. And I did. So that's how I ended up in the Bay Area. And it was a blessing because...

Cheryl Hodgson 04:29
Which branch was it?

Sam Scheinberg 04:31
Oh, it was near Pfeiffer Beach. If anybody's familiar with the Big Sur area, not too far from Tennessee. It's a great restaurant, I presume is closed because of the corona thing. But anyway, and it was my great fortune that I was walking out of the open County Hospital which where I was interning at this lecture as psychiatrists was walking in the door at the same time. I said, hey, Steve, what's happened and he said, party Ferry Building San Francisco. Lots of girls, seven o'clock. That was the whole conversation. Took us two seconds. But since I was working about 125 hours every week, I thought, wow, this was my night off. I thought I heard that he said girls, kind of like, a female and I didn't even care about the species that just wanted to be near something that was female. I headed out to the Bay Area and found the Ferry Building and my wife and say, I wasn't dressed to the hilt. I had six sports coats I bought for $30 at a pawn shop. I was wearing Madras when no one had worn Madras for probably 10 years. And I had a little clip-on bow tie. And I thought I really looked good. I walked in and saw this lovely girl and asked her to dance and she gave me the firmness no [inaudible]. It was an amazingly strong no that basically said, not today, not ever, not in a million, not if you're the last guy on the planet. That was okay, I was grateful because I didn't have fun. I looked around and stuff. even prettier girl gliding across the dance floor, she was wearing this green satin dress and had her hair on top of this beautiful pastiche and that was sharing. I played the only card I had I went up to her and as was the sympathy card and I said, that girl over there wouldn't dance with me. Would you dance with me? And what did you say, Honey?

Narrator 06:22
I said, it's a charity function. Why not? That's what I said.

Sam Scheinberg 06:27
That was her first words. But Sam got this point out the company. And well. [crosstalk] That to me was critical because I met you and you added all this energy and ambition to my life. At that point, I ended up got a message from Lyndon Johnson invitation to go into the army and within probably six months I was in the mountains in Vietnam. One of the first patients I saw at that point I was a general surgery resident and the first patient I saw was injured in a landmine and so he had a blast injury and a burn and he was placed in an air splint and then flown over a mountain to come down to the little hospital I was working in course it out to bid air splint filled up with air and it got very tight on and then when he landed his hand was white. He didn't have any sensation in it. I thought I better get this off and zipped it and removed it because it was an air splint. And he had burns that removed all the skin off of his arm would have killed off split. So now I had a patient with open fractures of the forearm and no skin and I thought, oh my god. I had never thought for a second about splints or anything like that. But I realized whatever he was in was a terrible device for the military. And so, in the back of my mind that seeded a thought that there was an unmet need. And a few years later, I was out of the army and in an orthopedic residency. I had long wall that I have surgery came home was decompressing, Cherrie just hands me a little stick of gum. Maybe it was Wrigley's, I don't know. And I just removed the wrapper and then had a rather nice aluminum wrapper inside of the paper wrapper and I started playing with it on my fingers. Cherrie was playing with the kids on the floor. And I noticed that that little aluminum foil splinted the last digit on my little finger, and all of us have wrapped a little aluminum around our fingers haven't you Cheryl?

Cheryl Hodgson 08:26

Sam Scheinberg 08:26
And I just thought, Wow, it's the splint. And it had nothing to do with the inherent strength of the material it had only to do with the shape of the little aluminum foil. It occurred to me, we can make a universal splint out of some thin malleable aluminum. The next day Cherrie and I drove to a local metal supplier and they just kind of threw some aluminum at us just to get rid of us. I don't think they even charged us anything. And so we took that little rectangle of malleable aluminum and wrapped it with Johnson Johnson surgical tape, and that was our first splint. It worked just like the gum wrapper. And that's how it all began. And that really start there.

Cheryl Hodgson 09:06
Wasn't an overnight success, because that little prototype spent some time in the closet, didn't it?

Sam Scheinberg 09:12
Oh, well. Fortunately, I had a very kind chief of orthopedics and a very kind head of the emergency department at Louisville General. That's where I was in the orthopedic residency. And they gave me permission to prototype and to try the prototypes in the emergency department. Nowadays, it would probably take two years of permission and everything else. But in those days, people could just do things, thank God. And we created some prototype and took them to the emergency department. And we learned from that and eventually we had a very workable model, and I even presented it to the military. I'm not sure how I've made contact with them, but I did. And it was funny because when I did a little presentation in front of the generals there, they one of my remember piped up and said, you know, if you bent that correctly, you could probably kill somebody. That's not the plan, exactly. And then somebody recommended that we give it to a friend of his, the manufacturer. And at that point Cherrie and I we're getting ready to leave the country for Scotland. And we didn't want to do that. We just set it aside. And I returned from Scotland after a year and went into orthopedic practice on the Oregon coast. And it probably would have remained in the closet if it wasn't for my wife, Cherrie, and honey, you want to pick it up from there way back in 1984?

Cherrie Scheinberg 10:39

Sam Scheinberg 10:40
Cherrie, go ahead, honey.

Cheryl Hodgson 10:42
Well, 1981, just to put this in context and I recall being in New York City with you guys. I think it was by coincidence we've had several times over the years, were we've ended up in the same city at the same time. But I remember specifically, you had this plant with you. And we were in your hotel room in New York City.

Sam Scheinberg 11:03

Cheryl Hodgson 11:04
And you said something like, Sam, we're going to build a company with this.

Sam Scheinberg 11:08
Well, but that's ultimately what happened, honey, you want to describe?

Cherrie Scheinberg 11:12
Well, I think what happened is we were down in Newport doing surgery on a hip. And we got a call from one of the other coastal towns up in Lincoln city, Oregon, and they had a little girl there that had a fracture. And we said we'd come up as soon as we could. It was like three and a half, four hours later, when we got up there. And unfortunately, she had been placed in an air splint, and your arm swells. And they didn't release the pressure on it. And she ended up with a bad result. And so based on that, we had to send her out. I have no idea ultimately what happened to her. But it was not going to be good. I chased him around the room. And I said, this should never happen again. It's that darn splint. And it could have been our kid that this happened to, so I said, you've got to promise me, we're going to do something with this splint. And our house was not very big. And in fact, I have a little tag I wear on occasion that says mag tag. He promised me and between the two of us and his brains and a lot of work and me not accepting no for an answer. And here we are.

Cheryl Hodgson 12:29
Well, I think that's really important. There are two things there. One is, could you describe how this splint works? And what made it revolutionary? I mean, how?

Cherrie Scheinberg 12:41
Okay, well, I think it's the curve, when something is totally flat, anybody can take it they've got a piece of paper, by their side right now, or a magazine or anything, you take it, it's flat, it's very malleable, you put a little curve in it. And it's a physics principle, it becomes rigid, and you can corrugate it become stronger, you can eyebeam and it becomes stronger, then you can flatten it out. And it was the thinness of the aluminum that made it so strong so they can make a splint out of anything. So that's pretty much what we did. And that's pretty much the basics of it is no strength if I'd like and when I do trade shows to like when we're 13 or something, we're really pretty, but we're not very smart. And when we get in our 30s, we get a little wrinkle in our skin, and we get stronger and smarter. And then as those wrinkles get deeper, you get really smart, unless you get Botox, and then it's flattens it out again and you get stupid again. So that's how I do it is just the wrinkles there. And that's pretty much how it works. It's very simple. And that's what made it fun. But at the same time, we were up against everything that was harder that you blew into. It was a total paradigm shift for the medical community. We had to go show and tell a lot and be exposed to a lot of things we had never been exposed to before. But I think the beauty of what Sam and I went through is his experience in orthopedics or medicine is nothing is ever a five second fix. And things take a long time and you're exposed to a lot of side issues that happen that you have no control over. We didn't read a book and say this is what you do. And you go out and you build this business. That I think makes it tough for a lot of people who think that that's how you build a business. You've just got to go jump in the pool. Just know that whatever you have, you've got to really believe in it and hopefully, believe in yourself and not listen to naysayers or anything else and just focus on what you want. I knew that this was going to be a better outcome for anybody than what they had in the field. And it was all about the patient and taking care of them that I think made a big difference.

Cheryl Hodgson 15:04
How did you guys go about sharing the product with the world once you started manufacturing it?

Sam Scheinberg 15:11
That's a good [crosstalk]

Cheryl Hodgson 15:13
I don't know the answer to that question but...

Sam Scheinberg 15:15
An idea, I think one of the things that all budding entrepreneurs, everything starts with an idea which I think it's sometimes the ideas first, before they even think about whether the idea actually solves a problem for anyone else. They just think they have a cool idea. But first thing you discover is an idea is worth zero. It's what you then do with it. And whether it actually, first of all, it has to sincerely meet a need, an unmet need, that's in the world. Once I had the experience and fully understanding there was an unmet need out there as far as splints were concerned. The real question is what do you do? The first thing we did was we just did what anyone would do. We felt let's show it to somebody else besides ourselves. There was a trainers' meeting in Portland, athletic trainers meeting. And we heard about the meeting. And we showed up at the meeting. At a tiny little booth, there were 25 athletic trainers who showed up, it was a massive meeting. And that's about exactly the number of splints that we sold at that meeting. And I think we were selling them for about what they sell for now. It was either seven to $10, or whatever it was. And then that night that we came home, we felt really good. Wow, people would actually buy that. But actually, after penciling the whole thing out lying in bed that night, it was obvious to me that we had lost at least $1 for every split that we made. I remember turning the sharing and said, God, I sure hope we outsell a variant of this, but never crawled out from under this mess. What we learned was we can't afford to sell them ourselves. That was lesson number one, we have signed people or set up. That was a day when there was no internet. We didn't have the option of selling over the internet or anything like that. We decided we needed to find people who already had sales organization set up. And I think maybe Cherrie found there was a big EMS (Emergency Medical Services) meeting somewhere on a map actually does. We contacted them and paid some booth space and showed up. And there we were, and nothing's easy. Cherrie, big, very sociable lady, there was a lady there who was working Stella, the name still in existence, but it's changed hands about 15 times since then. She went up to the lady who was allegedly a vice president of this company and said, we're just starting out and can you give us some suggestions as to what we might do to grow the business. And she was very kind, she looked at Cherrie and said, oh, yeah, I can do that. And that's going to cost you a lot of money. And then a few other people who then came up to us and said, I will take this product off your hands, you're never going to build a one product company, they wanted to do us a favor, give us a $4,000 we'll take it off your hands and you won't have to suffer anymore. That was the kind of thing. But at the end of that meeting, we had some names. And of course, we contacted them did some follow up. And we actually came out with one of the bigger EMS companies that sold at that time. They don't exist anymore either. And they took their product cards so inch by inch, trade show by trade show, booth by booth, we push their name out there and push the product out there. And that's how it all began. And nobody's better the booth queen is my wife.

Cheryl Hodgson 18:52
Well speaking of the booth Queen, Cherrie, how many trade shows would you estimate that you guys have been to in the last 30 years?

Cherrie Scheinberg 19:01
Well, we've been to hundreds but I'm going to take her way back to Sam jumped.

Cheryl Hodgson 19:06
Well, that's no small thing. So [crosstalk] marketing strategy.

Cherrie Scheinberg 19:10
I think this is the big issue where a lot of people because in our company now we see a lot of new ideas and everything else. And the big problem is people come with ideas, but they haven't put the time or money into coming up with a prototype to make sure it works. And I think taking it all the way back. We had our gum wrapper we had researched all sorts of different coverings and everything else and it wasn't an overnight thing at all. And we started out making it by hand in a tiny little shed with rolling it out with a rolling pin and...

Cheryl Hodgson 19:47
And what was the name of the first name of the company.

Cherrie Scheinberg 19:49
It was called. That's kind of fun, too. We called it the Seaberg company because we live by the sea. Our last name was Scheinberg and if it didn't do that Well, nobody would ever miss it. So that way...

Sam Scheinberg 20:03
That's true. We didn't want to connect ourselves up to the product. [crosstalk]

Narrator 20:09
Yeah, so I think there was a long period of time or a hit and miss and everything else. And we had to do everything by hand. And we would take needles from his office, because they all had, we'd put an adhesive on the back, and we'd roll it out with a rolling pin and bubble. Yeah, we'd suck out the little bubbles and everything. There were lots and lots of trials and errors and everything. But again, I think the biggest thing is a lot of people come up with ideas, but they've got to come up with a prototype, a working prototype before they take it to anybody or show it to anybody, because that's a big flaw.

Cherrie Scheinberg 20:47
And then again, after we started going to trade shows, it was show and tell, show and tell. And people would be interested in that. But none of the distributors would be interested in it at all, because they're just lazy. They're order takers, a lot of them. I would physically ask the people who they like to buy from. We went to a lot of state shows, and I would go take them over to whoever they bought things from, and tell them, here's somebody who wants to place an order. So that's how we started building up little by little, and I think Sam's credibility as a physician, and he's an orthopedic surgeon, and he's not an arrogant kind of guy,

Sam Scheinberg 21:30
Or not look arrogant, honey?

Cherrie Scheinberg 21:32
Mm mm no. And he's a quiet, but he's a methodical guy, and the credibility and he would be kind to everybody, when I would want to slap them on the side of their head or kick them in the groin or something, you know, something amusing like that, because I would get so angry at them. But it didn't matter just a little by little, and hundreds and hundreds and hundreds of trade shows. And we did it on our pretty much our own dime. We didn't borrow any money from relatives, friends or anything else like that.

Sam Scheinberg 22:06
Oh, there's a reason for that we didn't want anybody - we didn't want to lose anybody's money. I mean, if it was going to be lost, we wanted it to be ours and ours alone. I mean...

Narrator 22:17
I think that's the big difference now is everybody go has a GoFundMe, or they get rounds and rounds of millions of dollars. And I

Sam Scheinberg 22:26
They have million things going on. And the reason that we have certain things that we look at now and looking backwards, none of us are Jack Welch. Look, we're just ordinary folks who somehow through persistence, developed this success. But now, go ahead Cheryl.

Cheryl Hodgson 22:50
Oh, I was just going to follow up on what was the big breakthrough for you guys. I mean, I know we had discussions years ago about that this could be a useful item, the splint in particular, because it is a disposable item and portable, it could be carried by the military and right, that wasn't an overnight. [crosstalk]

Sam Scheinberg 23:11
I can tell you that story very well. No, no, that was both happy and sad in so many ways. Of course, we wanted that [inaudible]

Cheryl Hodgson 23:22
Well, let's just start with the present day. It's now carried by almost every member of the military almost anywhere in the world. [crosstalk]

Sam Scheinberg 23:32
And oftentimes, of course, they've ripped your product.

Cherrie Scheinberg 23:35
or knockoff

Cheryl Hodgson 23:38
Yours was actually knocked off too, right?

Sam Scheinberg 23:40
So many times. You know, it's an honor that I prefer someone else have. But it's just the way it is. It is nice to know that almost everywhere in the world militaries are using the product that we developed here in this little community on the Oregon coast. First...

Narrator 23:57
At our kitchen table. And the thing that's exciting because it is knocked off. And the patent is expired. So obviously, we have other products that are out there since a lot of companies are one product companies, but to think that his idea is done, invented and manufactured and patented, all from our kitchen on the Oregon coast. And it's used all over the world. It's kind of cool that people knock you off, because they only knock you off when you're accepted. And you've got like at least 10 or 15% of the business.

Cherrie Scheinberg 24:35
So as long as they are using it correctly, I don't care because it's about patient care, not about us.

Cheryl Hodgson 24:43
Well, yeah, but I want to touch on this fact because you did have a patent for a number of years. Patents are only good for 17 years, right?

Sam Scheinberg 24:51

Cheryl Hodgson 24:51
They got so little over that time. So intellectual property, an important part of your ability to at least get launched at the beginning.

Sam Scheinberg 25:01
Well, yeah, of course we did. And it wasn't easy. Again, everything is hard. In fact, I would just say I remember sharing was having your nails done and I happened to walk in. What a horrible odor that is. Yes. Oh, man. But anyway, I walked in and there she's getting her nails done. And the lady, a nice lady was doing her nails. And I just heard that conversation. When I heard when I walked in, she was looking at Cherrie said, Cherrie, why you guys sure are lucky. And then Cherrie just turned to her and said, Yeah, yeah, we are. We're lucky we're not lazy. And I think that sums it up. The amount of effort is tremendous. You hear it, but until you experience it in the we had the luxury of I think I did, certainly I think Cherrie did the lesser extent of having a not everything so easy in life. I was accustomed to failure and bad knees and disappointment. You can be like wearing a watch after time, you just say okay, so I failed. What you know, that's the nature of... [crosstalk]

Cheryl Hodgson 26:12
You keep going if you believe in [crosstalk]

Sam Scheinberg 26:14
I tell people you know, when you go in there, or somebody comes in from an auto accident, I did a lot of trauma. I see both 500 surgeries in Vietnam. And God knows how many after that. Somebody shows up at the emergency room and all kinds of states of disrepair, everything broken, they'd be there round around a winch on a fishing boat, who knows? You don't have the option of two or three or four or five hours walking out and telling the family Oh, well, I couldn't figure that one out, too bad. I mean, you've got to figure it out. That's the thing. You can't get disappointed or upset if one track you start on doesn't work, you'll try another. And so that's the nature of what we do. But that was just saying that looking back, and now we've been at this for so long, we can look back. And it turns out, the things that we didn't know to do, but just did by trial and error, are the things that we do now that were outside actual functioning company with all the things and departments and things that are big functioning company ask. Now we understand that we got an idea when people give us ideas or send us ideas or they come in house, but the first thing we do is we don't start with an idea so much as we look for unmet needs, things that really are going to be useful. And then we ask ourselves, which is what we did in the days with our first product the splint, is are there enough people out there who'd be interested in buying it so that we could get a return on investment, make some money because you can't continue on if you don't meet your bills. We asked that. And we also with the splint, the first thing I said to myself, and I said to Cherrie, I said this is really unique, this is special, this is different than anything else out there. And we call that term now we didn't have a term then; we call it a first mover. Something that actually changed the thinking in the field. And the term paradigm shift is just so trite. Now you hear any it's like the word hero you hear so often and has no meaning anymore. People know what a hero really is. And they know what it really isn't. And they also know a product or an idea is something that's going to meet a sincere unmet need. I mean, if you have enough money, you can sell anything, I think for a while, but not forever. The general public's too smart for that. We asked that question unmet need, is it a first mover? And then according to what you were saying? We asked, can we own it? Can we own the idea? I mean, if you can't protect it, the brand and the idea. I mean, it's possible to sell your neighbor's car, but ultimately, that's going to put you in a bad place a little concrete box. I mean, you can't do that. I mean, I had a few friends who tried that doesn't work. So yeah, the only idea. Yes, honey?

Narrator 29:11
Can I? I'm going to interrupt because you're going to knock this part ,Sam.

Cheryl Hodgson 29:14
Oh, you're adding on?

Cherrie Scheinberg 29:15
Yeah, Sam, you're moving around a lot. We're looking to your left. And your glasses are way down on your nose. Please sit down. Can you look into the computer rather than to whatever's on your left? And just talk straight.

Sam Scheinberg 29:33
I know. I have to say she's a valuable resource for feedback.

Narrator 29:40
Is there anything else that you think you can see you're looking at left? Am I right?

Sam Scheinberg 29:44
I don't know. That's where my face is. I'm looking now.

Cheryl Hodgson 29:51
I have a question. What is the most exciting adventure you've had? At any one of these trips? I know you've shared with me One time that you had dinner with generals in Beijing.

Cherrie Scheinberg 30:05
Oh, yeah. Yeah. Go ahead, Sam.

Sam Scheinberg 30:07
Well, Cheryl and Cherrie, I would just say, a long time ago [inaudible] to Beijing by a lady whose name was Miao. And her father was a general, that painted those big pictures of Chairman Mao that run big. I don't know if they're still there. We haven't been there for so long. But anyway, so we're at this trade show, it just opens up and the guy, he became the grand Pooh Bah of China. He was the second in command of the party then. And he ultimately became a leader, the whole country. He comes up with his entourage, and he's wearing this power blue CD. And I envisioned everybody with a military uniform with a red star. But no, no, he comes up with his entourage. And I don't think anybody had touched this man in the last 10 years. But Cherrie being Cherrie as soon as he comes up to the booth, he spoke better English than I did, I'll tell you, but later on, he met Bill Clinton and I noticed he had an interpreter. This guy could understand president perfectly well. I think and understand Southern USA, which is what I speak. He can understand Bill Clinton, absolutely perfectly. But anyway. Cherrie immediately takes one of our fam splints and she whips it right on him and starts doing her standard Cherrie demo, which is a very physical thing. And this guy was grinning from ear to ear. He actually wanted to be touched, he wanted someone to connect. And it was wonderful to watch that happen. I mean, I enjoyed the heck out of it. So that was a big moment. I would say one of the things in that trip was going into this big room. And that was it unusual to have Americans there. And everybody was in military uniform, and the red Chinese uniform. But Cherrie and myself, we noticed that they were dancing, and they were dancing, men were dancing with men and women with women and men and women. But quite more often than not, it was men dancing with men and women dancing with women. Cherrie says, what are you going to do if one of these guys comes up and asks you to dance? I'd say well, honey, if he's a colonel or above, the only question I'm going to ask him is, do you want to leave? Or shall I? Unfortunately, for me, a very great Lady of Good right came up to me and asked me to dance. I'm like, a panda bear on the dance floor. I mean, it's described like a bear on roller skates. But she was so graceful. She was gliding around. I don't know, Honey, why don't you tell him when you splinted that cigar for an animal that was fun?

Narrator 32:45
Well, I have no fear when it comes to things like that. There. I like to have fun. And I know they do too. And again, back to the general in Beijing. He was having a good time. But you could see that his staff was just wide eyed, could not their mouths were like, Oh my god, what do we do with this.

Cherrie Scheinberg 33:05
My father's smoke cigars. We were seeing an admiral. I guess he was an admiral, but because I don't really know all my Stars and Stripes to this day is...

Sam Scheinberg 33:14
He was an admiral, he was [inaudible] honey. He was an admiral.

Narrator 33:19
Anyway, I had little tiny fingers flattened, I made it into a splint for a finger and I stuck it on the end of his cigar, which he was smoking. And he got a big kick out of that. But I'm just saying we've been put in position with a lot of interesting people all over the world. And I just love it all.

Cherrie Scheinberg 33:40
We had a wonderful trip recently with a brand-new product we were in.

Cheryl Hodgson 33:46
[crosstalk] Let's share fast forward 30 minutes later. What's the new product that we can now share with the world because it was top secret for a while but now it's available?

Cherrie Scheinberg 33:56
It's a new interosseous apparatus. I'll let you talk. I'll let you talk.

Cheryl Hodgson 34:01
For people who don't know what an inter osfi it's the SAM- IO, right?

Sam Scheinberg 34:07
Right. Well paying entrance to our vascular system through IVs like sticking needles in veins and sometimes you thread blinds up those pick lines, peripheral lines up in centrally so you can give medication or blood or whatever, they're the center of our circulatory system. Typically, you do this through a vein. But there are other ways to do it. One way is to stick the needle directly into the marrow of the bone. And if you think about it, our blood cells are formed in our bone marrow so they have to have a way to get out. You can inject anything really that you can give intravenously. Any kind of medication you can give IV fluid, you can give blood into the marrow of a bone and it will circulate out to the rest of the body. For example, if I put a needle into the head of your femur, that is into your shoulder. and inject medication will be in your heart in about two seconds. That's how fast he gets there. There are some good products out on the market now. But we thought we could create some improvements and some benefit to the end user, we again said, "What does the end user want?" And we develop this call as Sam intraosseous or Sam IO. And we launched it just about a month ago or so beginning of March. And well, of course, we picked probably the worst time in history to do it.

Cheryl Hodgson 35:35
Yes, because we now are dealing with a global virus.

Sam Scheinberg 35:39
Yeah, tons of interest in that as soon as the pandemic we weren't able to make contact with anybody. We're learning this is part of our learning process with you, Cheryl is to learn to make contact online. Already this morning at 7am there was a meeting with our sales force and our training force with people around the country using zoom.

Cheryl Hodgson 36:03
Yes, thank God for Zoom, what would we do without it.

Sam Scheinberg 36:06
There's another one going on. As we speak, it started at 11 o'clock, and there'll be another one at three o'clock. And the same thing is going to happen tomorrow and on and on. We're learning because we have to learn a way to get correct. [crosstalk]

Cheryl Hodgson 36:19
Well, I think that there's a lesson there that...

Cherrie Scheinberg 36:22
Crisis' an opportunity.

Cheryl Hodgson 36:24
It's an opportunity. Yes!

Cherrie Scheinberg 36:26
Absolutely. And I'll just sort of back up a little bit, because I know when people have heart attacks, or they've tried to start an IV, three or four times or people are dehydrated, you cannot get an IVF. And it's expensive to keep trying. And it's really traumatic on the patient. And this way, they just get it right, zoom right into the bone, they're ready to go. It's much faster, much safer. And you're going to save a lot more lives...

Sam Scheinberg 36:55
And less expensive.

Cherrie Scheinberg 36:57
And much less expensive.

Cheryl Hodgson 36:59
Just to clarify, the SAM IO is going to be used say for, in an emergency when an EMT arrives at someone's home, and they're having a heart attack?

Sam Scheinberg 37:07
Yes, right. You're right. Yeah, that's right, right now that coming a standard for cardiac arrest, because you don't have too many times to miss getting an IV and you better get it in quickly. It's hard to miss a bone, they're pretty easy to feel in this spot. And the landmarks are fairly obvious. So that's a great advantage. And we think we have a product. But we know we have a product that has advantages over the existing ones. Though there are existing ones. We think there's enough of a difference between ours and theirs that ours can succeed.

Narrator 37:42
And also, for trauma. And a lot of times if somebody is in an auto accident, they can't get to them, or get them out easily. It's really hard to start IVs. And this way they can get IVs and drugs quickly. There's just a lot of things.

Cherrie Scheinberg 37:58
But we also have other product. We improved a lot on tourniquets. We have a stop the bleed kit. We have a lot of different things and we do fun, new things coming all the time. It's an exciting time to be in something and like this.

Cheryl Hodgson 38:13
Before we end, I want to thank you guys so much for sharing, but I wanted to ask you a couple of things. What's on your bucket list that you haven't done yet.

Sam Scheinberg 38:22
But we have two lists once a bucket one rhymes with bucket. All the things that I'm not going to do for the rest of my life that are kind of important to me.

Cherrie Scheinberg 38:34
Yes. Sam's enjoying this quarantine time. not been bad to me. We live on the Oregon coast.

Cheryl Hodgson 38:44
Beautiful new home on the Oregon coast.

Sam Scheinberg 38:46
Yes, it's really tough. [inaudible]

Narrator 38:49
I had time to put my 11,000 photos into albums on my computer. But I love to travel. I love it. I love to go new places and experience new things. I'd like to go to Patagonia and just do more military things. And...

Cheryl Hodgson 39:06
Okay, so I do have two important questions. What advice would you give for someone who has a new product, not necessarily in your field, but someone who's trying to launch a company and build it? What's one of the greatest lessons you've learned?

Cherrie Scheinberg 39:19
Okay, I think what's really important, and they should show no fear that they should identify somebody who's already done what they've done. And don't be afraid. Call that person and take them out to lunch and ask them these questions. What would they do, etc.? And because it's rather than ask a relative who wants to dump on or anything, go to people who have actually done it and get motivated and a lot of times you'll get a new friend and they'll be very happy you asked them. So that's one thing that'll save a lot of time.

Cheryl Hodgson 39:57
Yeah. And listening to people who have already done what you want to do and not taking advice?

Cherrie Scheinberg 40:01
Yes. And that are motivated, that have already shown what it takes to get to the top. Sam, your turn.

Cheryl Hodgson 40:08
Sam, what's your advice?

Sam Scheinberg 40:09
Ah, gosh, there's so many things. But one of the things I would say is just don't be afraid to screw up. You're going to do it just don't get so disappointed. I mean, that's just the way it is. And don't mistake action for progress. I mean, one of the things that Cherrie and I remember was attending this meeting and friend of ours was trying to get his product out of the blocks, and it failed, ultimately. But we said, well, how did it go and how he measured success? He said, I gave away 24 mugs, plastic mugs, it was great. And that was his measure that he brought in these plastic mugs with his logo, and he gave away 24 of these, well, he could have given away 2400. I mean, that's a sign of success. I would say, understand how you're measuring your progress. And just be patient. And don't be afraid to screw up. I think because you're going to do it. And if we could make it look for the ineptest people in the world, the least trained, we had no business courses, we didn't even understand what a margin was anything when we started, we didn't understand that even the basic business terms, return on investment, but we understood the key things, and that is hard work, and be willing to do what the other people aren't willing to do. That's I think what separates you in life. No matter what you're doing. If you're willing to do the things the others aren't, then you're likely to succeed, whatever you're doing,

Cherrie Scheinberg 41:41
And it's going to be a lot more fun.

Cheryl Hodgson 41:43
Absolutely. Fun is important. Yes. So last question. Is there anything I haven't asked you that you'd love to share?

Sam Scheinberg 41:51
Oh, I don't know.

Cheryl Hodgson 41:55
If you can think of anything, that's okay, too.

Sam Scheinberg 42:00
Maybe we can go on. And obviously I share, you both could sit there, we haven't even scratched the surface of the things that it took, for example, to get the product in the military. If we scratch that surface, a lot of people would say, well, I'm not going to do that. I mean, I won't be willing to do all that. Or I can't afford to do, it'd be a lot of reasons. But if you want to get ahead, you just have to be willing to do whatever. That's it. I mean, anything. Of course, it's legal and honest and won't hurt anyone else. That's kind of basic. That's fundamental.

Narrator 42:32
Yeah. And I think also not being afraid to ask people for some help, if you don't understand something, because one thing that they know, I used to have an outside door in our own office, and all you had to do was say, regulatory, and I knew I was out the door. Because it's just got to know what you don't know. And I know marketing and certain things. But other things, the real technical stuff. No. And when you don't know it, just know you don't know what and try and get some help or find somebody who does know it, and listen to him. And

Sam Scheinberg 43:10
or have a good time. Have fun.

Cherrie Scheinberg 43:12
Yeah, just have fun. And just know that making errors is half the fun. And the people that have the best stories that have gone through the most are also the most fun. And you just look at somebody like Bill Gates or any of these multi billionaires, and you just know they've got great stories to tell. And not somebody who just inherited it.

Cheryl Hodgson 43:35
Yeah, well, thank you so much. That's awesome advice. And last question, if people want to reach you and find out more about Sam Medical and its products, how do they connect with you?

Cherrie Scheinberg 43:47
Go to and contact us through there. And

Sam Scheinberg 43:53
That's the best way.

Cherrie Scheinberg 43:54
That's the best way and somebody will get back to you. And you could ask for Sam or Cherrie, and either of us will be happy to call you and talk to you. And if you have questions or need some motivation. We're always available. We love doing that.

Cheryl Hodgson 44:11
I know you do and I'm so grateful to know you too, and that you took time from your schedules to be on the Brand Aide Podcast. I'm very happy you were here. And I just can't wait to have you back and hear more about the success especially of the new product and how the video conferences are going.

Cherrie Scheinberg 44:30
Yes, and I'm so happy to see what you're doing because you too are amazing, my darling.

Cheryl Hodgson 44:38
Whether you are CEO of your own evolving brand, or you were serving as guide and mentor to other emerging brand owners, it's important to include legal protection for valuable brand assets, brand names, and logos as well as other intellectual property are often the most valuable business assets a company will ever own. Registered trademarks or product names, logos and slogans are a potent weapon against domain hijackers, cybersquatters, as well as other later entrance into the market.

In my internet best-selling book Registered Trademark: The business owners guide to brand protection. I reveal my simple, three step process to help select secure and sustain protection for your own brand Dream Team. And I'll share how to bulletproof your business both online and off. As my special gift to our listeners, you can receive a free copy of my book, simply go to brandade with forward slash free gift to receive your copy today, and you'll pay only for shipping and handling.

Narrator 45:51
Thanks for downloading this episode. Make sure you also take a moment and follow Brand Revolution on Facebook, Twitter, and on Instagram @brandaide. If you'd like to receive updates for new episodes, text podcast to (415) 212-9757. And we'll let you know when new episodes have landed.

If you have Alexa, you can listen to us there. Simply say Alexa, play Brand Revolution. And if you like what you're hearing, please review us on iTunes. More episodes are available at

Select | Secure | Sustain

My three-step system for a brand


The Business Owners Guide to Brand Protection reveals my proven three-step system to bullet proof your brand assets online and off, while you build a lasting legacy.