COMMERCIALISATION
INSIGHTS
Perspectives from 20+ years translating MedTech and diagnostics innovation into commercial adoption
Commercialising is rarely a straight path.
These insights draw on more than 20 years across MedTech and diagnostics to explore the decisions that shape whether innovation is understood, adopted and able to grow. They focus on product marketing, customer adoption, launch readiness and the commercial questions that are often easier to influence early than unwind later.
Insights
Commercialisation Gap
Funding Moves the Product Forward. But What Moves the Market?
Why technical progress and funding don’t automatically create market adoption.
Regulatory Approval
Regulatory Approval is a Milestone, Not a Launch Strategy
Why approval alone doesn’t create launch readiness, revenue or sustained adoption.
Evidence
Evidence Stack: Different Stakeholders Need Different Proof.
Why clinical evidence alone may not provide the proof clinicians, customers, procurement teams, distributors and investors need for adoption.
Product Marketing
Marketing Isn't Your First Hire. Product Marketing Shouldn't Be an Afterthought.
When an early-stage MedTech company needs product marketing leadership, and why that doesn’t always mean making a full-time hire.