Consider two new medical devices with similar clinical data establishing their safety and efficacy. One is hailed as an important
advancement, receives broad professional society support, and is quickly adopted upon its commercial launch. Another is dubbed
“experimental,” blocked by key opinion leaders, and struggles in the market. Although there are many factors that can affect
the adoption of a new technology, the difference in its success or failure often comes down to how well the company develops
and executes a proactive, forward-looking, multi-faceted marketing and stakeholder strategy.
The greatest medtech innovations are disruptive. They deliver breakthrough improvements in patient ...