Talk to any experienced medtech innovator or executive about commercializing a new medical technology and they will inevitably
ask: “How will you get it in front of the physician who will be using it?” It is not uncommon for a new device to target a
specialty with thousands of physician-users, so it can be a formidable challenge to introduce the technology, educate them
about its value, train them on its use, and then convince them to build their procedure volume. But all of these steps are
necessary –; usually in rapid succession –; to create a sustainable business in the medtech field.
At this stage in the biodesign innovation process, a company defines the approach it will use to sell its ...