Guides for medtech teams commercializing a cleared or approved product
Field-level guidance for medical device, diagnostics, pharmaceutical, health technology, and medical equipment teams on what happens after clearance or approval: market access, account targeting, evidence packaging, and the commercial infrastructure that turns a product into signed contracts.
Series · Launch Planning
When the launch assumption changes
7 parts · new parts weekly
- Part 1
The Half-Life of a Launch Assumption
8 min read
- Part 2
The First Five Sites Are a Portfolio, Not a List
8 min read
- Part 3
The First Case Changes the Plan
8 min read
- Part 4
One Reimbursement Change, Seven Commercial Decisions
9 min read
- Part 5
The Distributor Decision Is a Governance Decision
9 min read
- Part 6
How Much Runway Does This Assumption Cost?
9 min read
- Part 7
A Launch Truth System
9 min read
The Graveyard Manifesto: Why Cleared MedTech Companies Still Die
An autopsy of medtech failures where the product worked: category confusion, economics that don't survive the budget, and running out of clock before the payment system catches up.
MedTech Commercialization Roadmap
What medical device commercialization actually involves after FDA clearance: the four phases, two real cases of what goes wrong, and how to prioritize your first hospital targets.
Coverage Before Contracts
How to get a medical device covered and paid for: the difference between clearance, coding, coverage, and payment, common market access mistakes, and two real cases of approval without market access.
Building Your First MedTech Team
You just got FDA clearance. A 90-day checklist for what to build in-house vs. outsource, how to find your first 5 pilot accounts, when to hire reps, and what commercial team structure actually looks like early on.
What MedTech Reps Need
How MedTech reps actually close more hospital accounts: better prep, account-specific plays, AI-drafted outreach, and the real rep challenges after FDA clearance.
MedTech Fundraising by Stage
A stage-by-stage framework for medtech fundraising: the risk gate each round has to clear, what changes by FDA pathway, the diligence questions investors ask, and seven sourced examples.
Commercializing Diagnostics When the Rules Keep Moving
The FDA reversed itself on lab-developed tests twice in sixteen months. Why regulatory instability, not test accuracy, is the diagnostics commercial risk most companies underprice — and what stays stable.
Marketing to Hospital Committees
How to market a medical device to hospitals and physicians: why it's account-based, not lead-based, the four audiences that all have to say yes, and two real cases of what happens when marketing outruns the evidence.
Financing the Cure
One-time gene therapies priced from $2M to $4.25M break every payer budget assumption. Why Beqvez and Roctavian were withdrawn, what the CMS access model changed, and how to design financing as part of the launch.
Copilot Role of VC
Capital alone doesn't get a cleared device adopted. What it looks like for a medtech VC to actively make portfolio companies commercialize faster between rounds — and the pooled-data gap nobody has filled.
Finding Your MedTech Beachhead
How to build a GTM plan for a new medical device: defining your beachhead, treating reimbursement as a gate not an afterthought, choosing a sales model, and two real cases of GTM done wrong and right.
Financing the Sale
Affordability is the sale. Six health facility financing mechanisms MedTech companies can bring to hospitals and ASCs: placement-for-commitment deals, reimbursement timing, GPO access, flexible pricing, technology-as-a-service, and total cost of ownership.
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