Why Great Life Sciences Products Fail: The Science of Market Adoption with Holley Miller

Why do nearly two-thirds of healthcare and life sciences product launches fail, even when the technology is groundbreaking?In this episode of the Life Sciences Sales Lab, host Shannon J. Gregg sits down with Holley Miller, founder and president of Gray Matter, to explore the critical gap between innovation and adoption.Drawing from more than 20 years of experience in life sciences marketing and commercialization, Holley explains why "if you build it, they will come" is one of the most expensive assumptions companies make. She shares practical insights on how organizations can engineer market belief, create demand before launch, and position their innovations as must-have solutions rather than nice-to-have products.Key topics include:Why healthcare product launches failThe psychology behind market adoptionCreating belief before commercializationAligning sales, marketing, and medical education teamsLessons from the early days of surgical roboticsBuilding sustainable growth trajectories for life sciences companiesIf you're involved in medical devices, biotech, pharmaceuticals, healthcare innovation, or life sciences sales and marketing, this conversation delivers actionable strategies to help your next launch succeed.