Why great medtech products still struggle to grow
Between Series A and growth stage, the technology runs ahead of the go-to-market, and catching up in medtech looks nothing like software. A few things usually stall it.
The people who love the product aren't the ones who approve it
Clinicians champion it, but administrators, procurement, and finance sign off, and marketing hasn't built the case for them.
Sales and marketing run independently
No shared narrative and no coordinated outreach, so reps build their own decks and marketing's collateral goes unused.
The cycle is long and the pipeline is opaque
Deals crawl through evaluation, committee, and procurement for months, with no nurture and no view into where they stall.
Trade shows eat the budget and nobody measures the return
Conferences take 30 to 50 percent of the budget, and six months later nobody can tie that $80,000 booth to a dollar of pipeline.
The positioning hasn't moved past the founding story
The pitch that raised your Series A rarely wins a health system contract, and nobody has rebuilt it for where you are now.
None of this is fixed by another content hire or another booth, because the gaps are structural.
What I build for medtech companies
The commercial marketing layer that connects your clinical value to how buyers evaluate, approve, and buy.
Commercial Narrative and Positioning
One evidence-backed story that lands with the clinician, the administrator, procurement, and finance, rebuilt for where you are now.
Sales Enablement System
Decks, battle cards, ROI calculators, and evidence summaries reps will use, built for every stage of the deal.
Go-to-Market Strategy
A focused entry plan: which segments, systems, and specialties first, and the milestones that say push or pivot.
Demand Generation and Pipeline
A demand engine beyond referrals and trade shows: account-based programs, digital campaigns, and nurture that survives a long evaluation.
Trade Show and Conference Strategy
Conference spend turned into trackable pipeline, with real follow-up and an honest read on which events to cut.
Measurement and Reporting
CRM, attribution, and dashboards that show leadership marketing-sourced pipeline on demand.
Built for a specific kind of medtech company
You're a device, diagnostics, or clinical-tech company, cleared or approved, from pre-revenue up to around $30M, needing marketing to scale with sales.
Your sale is long and multi-stakeholder, and marketing has to support all of it, not just the first lead.
Your team is lean, and there's a gap between the work getting done and the commercial impact you need.
This probably isn't the right fit if you need regulatory submissions, 510(k) summaries, or clinical white papers. I work the commercial side and will point you elsewhere for regulatory or medical affairs.
A proven product deserves a commercial engine to match.
Give it twenty minutes and tell me where the commercial side is stalling. If it's a fit, we'll map the first thirty days.