Playbook
Getting Your Medical Device to Market
Growth in medtech hinges on more than novelty alone — adoption is what turns a startup into an actual business.
Key Lessons from this Playbook
Make it effortless: To succeed, you need a clear path to market adoption. Define your target patients, build rock-solid clinical evidence, and make sure your device fits into existing workflows without adding complexity. If hospitals and physicians don’t clearly see the clinical and financial benefits, it won’t scale.
Don’t force it: People won’t change for your product — your product must fit into their lives. Design around current behavior, not ideal behavior. Identify a critical need, then build a solution that integrates into daily life or professional workflows. The less effort it requires, the better.
Let demand lead the way: Just because something is impressive from a technology perspective doesn’t mean the market actually wants or needs it. Test, iterate, and adjust your pitch to what truly resonates. Stay humble, listen to your audience, and let real-world needs drive adoption.
Make it easy for the customers: People won’t change their habits for your product — you need to fit into their lives. If they are searching for answers online, meet them there. If traditional care models are inconvenient, offer simpler alternatives. The less effort it takes, the more likely it will be adopted.
Complexity slows adoption: Your end users should immediately understand how your product works and why it matters. Strip away friction, communicate clearly, and make it intuitive — both in design and experience. Whether you’re targeting consumers or experts, aim for clarity and ease of use.
