Medtech Commercialization: Market Entry to Market Leadership
How to align your product, messaging, and market strategy to lead your category — and stay there.
What is this course about?
Commercial success is where medtech companies win — or stall. The gap between regulatory clearance and real adoption is where most innovations break down. This 8-week course delivers 16 tactical lessons that provide a clear playbook for turning a promising product into market traction. You’ll learn how to align the stakeholders who drive adoption, build a flexible commercial engine, and create market momentum that compounds over time — influencing clinicians, engaging patients, and generating the brand pull needed to drive sustained growth.
Week 1: Go-to-Market Foundations
Strong launches start with an unmet clinical need. This week focuses on validating foundational viability through early customer discovery and tight feedback loops. You’ll learn how to sharpen your value proposition and simplify the procedural ecosystem to achieve true product-market fit.
Week 2: Targeting the Ecosystem
This week’s lesson explores how to choose an initial market entry that is easy to teach, repeat, and scale. You’ll also learn how to craft multi-stakeholder messaging that engages both providers and patients, builds institutional support, and creates demand.
Week 3: Sales Engine & First Wins
Early traction sets the tone. This week shows how to pilot a commercial strategy with small, focused sales teams to refine territories and messaging. You’ll learn how early clinical evidence and trusted advocates help secure first wins and build credibility with clinicians.
Week 4: Economic Case & Market Pull
This week focuses on building a compelling value proposition that highlights clinical outcomes and the full economic value (reimbursement, cost-offset analysis). You’ll learn how education-driven narratives empower providers and patients — creating pull-through demand.
Week 5: Partnering for Scale
Partnerships can accelerate growth — or limit it. This week explores how to leverage distribution and strategic partners to expand reach while protecting long-term value. You’ll learn how to structure alliances that share risk, preserve optionality, and align incentives over time.
Week 6: Explore Non-Traditional Channels
This week examines unconventional go-to-market models — direct-to-customer to digital-first approaches — and how they reinforce positioning. You’ll learn how to build momentum while protecting long-term sustainability.
Week 7: Market Momentum & Expansion
This week’s lesson shows how to dominate one segment before expanding to new markets. You’ll also learn how commercial roles evolve as your product matures, and how to combine B2B and B2C channels for a strategic advantage.
Week 8: The Commercial Playbook
Execution is the differentiator. This final week brings everything together — helping you choose the optimal sales channels, align stakeholders, and build a flexible commercial engine that scales adoption and maintains momentum.
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