The Healthtech Marketing Show: Why Medtech Commercial Strategies Stall and How to Fix Them

Why Medtech Commercial Strategies Stall and How to Fix Them One of the most common and costly mistakes in medtech commercialization is confusing clinical buy-in with commercial buy-in. A surgeon who loves your device, peer-reviewed data supporting it, and a field rep with a 20-year relationship can all be in place, and the deal can still stall out completely. Why? Because the doctor is not the buyer. On this episode host Adam Turinas sits down with Todd Laderach, a medtech commercial strategy veteran with over two decades of experience across sales, marketing, and go-to-market leadership. Todd now runs his own firm helping device companies get life-saving products off the shelf and into the hands of clinicians, and he brings a clarity to the commercial realities of medical device selling that I think will resonate well beyond the device world. Find all of our network podcasts on your favorite podcast platforms and be sure to subscribe and like us. Learn more at www.healthcarenowradio.com/listen/