Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #184 | The 1 Hidden Roadblock Affecting Your Medical Device Exporting Launch And How To Change It Fast (For Clinicians)

Transcript

#184 | The 1 Hidden Roadblock Affecting Your Medical Device Exporting Launch And How To Change It Fast (For Clinicians) · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  in
• 0:00
  this
• 0:00
  episode,
• 0:01
  you'll
• 0:01
  find
• 0:01
  out
• 0:01
  exactly
• 0:02
  how
• 0:02
  to
• 0:02
  map
• 0:03
  your
• 0:03
  decision
• 0:03
  making
• 0:04
  unit
• 0:04
  so
• 0:05
  that
• 0:05
  you
• 0:05
  can
• 0:05
  boost
• 0:06
  your
• 0:06
  adoption
• 0:06
  rates.
• 0:07
  Welcome
• 0:08
  to
• 0:08
  Clinician
• 0:08
  to
• 0:08
  CEO,
• 0:09
  the
• 0:10
  podcast
• 0:10
  helping
• 0:11
  clinicians
• 0:11
  simplify
• 0:12
  your
• 0:12
  go-to-market
• 0:13
  strategy
• 0:13
  so
• 0:14
  that
• 0:14
  you
• 0:14
  can
• 0:14
  stop
• 0:14
  guessing
• 0:15
  and
• 0:15
  turn
• 0:16
  your
• 0:16
  working
• 0:16
  prototypes
• 0:17
  into
• 0:17
  international
• 0:18
  MedTech
• 0:18
  businesses.
• 0:19
  I'm
• 0:20
  your
• 0:20
  host,
• 0:20
  Hakeem
• 0:21
  Aade.
• 0:22
  Let's
• 0:22
  get
• 0:22
  started.
• 0:23
  so
• 0:23
  your
• 0:23
  product
• 0:24
  is
• 0:24
  getting
• 0:24
  great
• 0:24
  feedback
• 0:25
  and
• 0:25
  still
• 0:25
  not
• 0:26
  getting
• 0:26
  adopted.
• 0:26
  By
• 0:27
  listening
• 0:27
  today,
• 0:28
  you
• 0:28
  are
• 0:28
  gonna
• 0:28
  discover
• 0:29
  three
• 0:29
  things.
• 0:30
  Number
• 0:30
  one,
• 0:31
  how
• 0:32
  to
• 0:32
  map
• 0:32
  out
• 0:32
  your
• 0:32
  decision
• 0:33
  making
• 0:33
  unit
• 0:33
  effectively.
• 0:34
  Two,
• 0:35
  the
• 0:35
  true
• 0:36
  decision
• 0:36
  makers
• 0:37
  who
• 0:37
  influence
• 0:38
  adoption
• 0:38
  and
• 0:39
  three
• 0:40
  actionable
• 0:40
  strategies
• 0:41
  to
• 0:41
  address
• 0:41
  objections
• 0:42
  directly.
• 0:43
  In
• 0:43
  the
• 0:43
  previous
• 0:44
  episode,
• 0:44
  we
• 0:44
  unpacked
• 0:45
  why
• 0:45
  clinical
• 0:46
  enthusiasm
• 0:47
  doesn't
• 0:47
  equal
• 0:48
  adoption
• 0:49
  and
• 0:49
  who
• 0:49
  really
• 0:50
  influences
• 0:51
  the
• 0:51
  decisions.
• 0:52
  Now
• 0:52
  we're
• 0:53
  gonna
• 0:53
  put
• 0:53
  that
• 0:53
  into
• 0:53
  practice,
• 0:54
  and
• 0:54
  here's
• 0:54
  the
• 0:54
  scenario
• 0:55
  that
• 0:56
  I
• 0:56
  posed
• 0:56
  to
• 0:56
  Robin
• 0:57
  Bolton
• 0:57
  at
• 0:58
  the
• 0:58
  end
• 0:58
  of
• 0:58
  the
• 0:58
  last
• 0:59
  episode.
• 1:00
  You
• 1:00
  are
• 1:00
  a
• 1:00
  Med
• 1:00
  Tech
• 1:01
  founder
• 1:01
  launching
• 1:01
  a
• 1:01
  new
• 1:02
  medical
• 1:02
  device
• 1:03
  and
• 1:03
  after
• 1:03
  initial
• 1:03
  testing
• 1:04
  feedback
• 1:04
  indicates
• 1:05
  that
• 1:05
  while
• 1:05
  the
• 1:05
  doctors
• 1:05
  are
• 1:06
  enthusiastic,
• 1:06
  adoption
• 1:07
  rates
• 1:07
  are
• 1:08
  still
• 1:08
  low
• 1:08
  and
• 1:09
  you
• 1:09
  need
• 1:09
  to
• 1:09
  make
• 1:09
  a
• 1:09
  decision
• 1:10
  on
• 1:10
  your
• 1:10
  next
• 1:10
  steps
• 1:11
  for
• 1:11
  market
• 1:12
  entry.
• 1:12
  So
• 1:13
  do
• 1:13
  you
• 1:13
  a
• 1:14
  prioritize
• 1:14
  further
• 1:15
  development
• 1:15
  based
• 1:16
  on
• 1:16
  clinical
• 1:16
  feedback
• 1:16
  from
• 1:17
  doctors
• 1:17
  only?
• 1:17
  Or
• 1:17
  do
• 1:18
  you
• 1:18
  b
• 1:18
  conduct
• 1:19
  a
• 1:19
  comprehensive
• 1:20
  stakeholder
• 1:21
  map
• 1:21
  and
• 1:21
  expand
• 1:22
  your
• 1:22
  interviews
• 1:23
  to
• 1:23
  include
• 1:23
  nonclinical
• 1:24
  influencers?
• 1:24
  Do
• 1:24
  you
• 1:25
  see
• 1:25
  increased
• 1:26
  marketing
• 1:26
  efforts
• 1:27
  targeting
• 1:27
  doctors
• 1:27
  to
• 1:27
  boost
• 1:28
  awareness
• 1:28
  and
• 1:28
  excitement?
• 1:29
  Or
• 1:30
  do
• 1:30
  you
• 1:30
  d
• 1:30
  pivot
• 1:31
  the
• 1:31
  product
• 1:31
  based
• 1:32
  on
• 1:32
  the
• 1:32
  least
• 1:32
  favorable
• 1:33
  feedback
• 1:34
  from
• 1:34
  doctors
• 1:35
  to
• 1:35
  mitigate
• 1:35
  risk?
• 1:36
  So
• 1:36
  now
• 1:36
  let's
• 1:37
  hear
• 1:37
  Robin's
• 1:38
  answer.
• 1:38
  So
• 1:39
  b.
• 1:39
  Do
• 1:40
  a
• 1:40
  comprehensive
• 1:40
  stakeholder
• 1:42
  mapping.
• 1:42
  Understand
• 1:43
  who's
• 1:44
  involved
• 1:44
  in
• 1:44
  the
• 1:45
  decision
• 1:45
  making,
• 1:46
  the
• 1:46
  adoption
• 1:46
  process,
• 1:47
  and
• 1:48
  what
• 1:49
  their
• 1:49
  jobs
• 1:49
  to
• 1:49
  be
• 1:50
  done
• 1:50
  are.
• 1:50
  What
• 1:50
  are
• 1:50
  their
• 1:50
  priorities?
• 1:51
  What
• 1:51
  are
• 1:51
  their
• 1:51
  pain
• 1:52
  points?
• 1:52
  What
• 1:53
  are
• 1:53
  the
• 1:53
  things
• 1:53
  that
• 1:53
  could
• 1:54
  be
• 1:54
  getting
• 1:54
  in
• 1:54
  the
• 1:54
  way
• 1:55
  of
• 1:55
  adoption
• 1:55
  and
• 1:57
  the
• 1:57
  opportunities
• 1:58
  to
• 1:58
  kind
• 1:58
  of
• 1:58
  remove
• 1:58
  those
• 1:59
  barriers.
• 1:59
  So
• 2:00
  I'm
• 2:00
  hoping
• 2:00
  no
• 2:00
  surprises
• 2:01
  there.
• 2:01
  The
• 2:01
  answer
• 2:02
  is
• 2:02
  B,
• 2:03
  conduct
• 2:03
  a
• 2:03
  comprehensive
• 2:04
  stakeholder
• 2:04
  map
• 2:05
  and
• 2:05
  expand
• 2:05
  your
• 2:05
  interviews
• 2:06
  to
• 2:06
  include
• 2:07
  nonclinical
• 2:07
  influences.
• 2:08
  And
• 2:09
  I
• 2:09
  think
• 2:09
  it's
• 2:09
  important
• 2:09
  to
• 2:10
  break
• 2:10
  down
• 2:10
  why
• 2:10
  this
• 2:11
  actually
• 2:11
  matters
• 2:12
  because
• 2:13
  lots
• 2:13
  of
• 2:13
  clinical
• 2:14
  founders
• 2:14
  picked
• 2:14
  the
• 2:14
  wrong
• 2:15
  option
• 2:16
  in
• 2:16
  this
• 2:16
  scenario
• 2:17
  because
• 2:17
  what
• 2:18
  you're
• 2:18
  seeing
• 2:18
  in
• 2:18
  this
• 2:19
  scenario
• 2:20
  is
• 2:20
  a
• 2:20
  classic
• 2:21
  trap
• 2:21
  that
• 2:21
  plays
• 2:21
  out
• 2:22
  because
• 2:22
  you've
• 2:22
  got
• 2:22
  clinical
• 2:23
  enthusiasm
• 2:24
  but
• 2:24
  no
• 2:24
  commercial
• 2:25
  traction,
• 2:26
  and
• 2:26
  those
• 2:26
  two
• 2:26
  things
• 2:27
  are
• 2:27
  not
• 2:27
  the
• 2:28
  same.
• 2:28
  And
• 2:29
  I
• 2:29
  know
• 2:29
  that
• 2:29
  seems
• 2:29
  obvious,
• 2:30
  but
• 2:30
  often
• 2:31
  clinical
• 2:32
  enthusiasm.
• 2:32
  Is
• 2:33
  mistaken
• 2:34
  for
• 2:34
  commercial
• 2:35
  traction.
• 2:36
  But
• 2:36
  doctors
• 2:37
  can
• 2:37
  like
• 2:37
  your
• 2:37
  product,
• 2:38
  they
• 2:38
  can
• 2:39
  even
• 2:39
  advocate
• 2:40
  for
• 2:40
  it,
• 2:40
  but
• 2:41
  they're
• 2:41
  not
• 2:41
  always
• 2:42
  the
• 2:42
  ones,
• 2:42
  and
• 2:42
  often
• 2:43
  nowadays,
• 2:43
  they
• 2:44
  aren't
• 2:44
  the
• 2:44
  ones
• 2:45
  that
• 2:45
  control
• 2:45
  the
• 2:46
  budget
• 2:46
  or
• 2:46
  to
• 2:47
  prove
• 2:47
  procurement
• 2:48
  or
• 2:48
  decide
• 2:49
  whether
• 2:49
  something
• 2:50
  actually
• 2:50
  gets
• 2:50
  used
• 2:51
  on
• 2:52
  the
• 2:52
  day
• 2:52
  to
• 2:52
  day
• 2:53
  basis.
• 2:53
  So
• 2:54
  if
• 2:54
  you
• 2:54
  respond
• 2:55
  by
• 2:56
  building
• 2:56
  more
• 2:56
  features
• 2:57
  or
• 2:57
  pushing
• 2:58
  more
• 2:58
  marketing
• 2:59
  or
• 2:59
  tweaking
• 3:00
  the
• 3:00
  product
• 3:00
  base
• 3:01
  only.
• 3:02
  On
• 3:02
  clinical
• 3:02
  input,
• 3:03
  then
• 3:03
  you're
• 3:03
  solving
• 3:04
  the
• 3:04
  wrong
• 3:04
  problem
• 3:05
  because
• 3:05
  you're
• 3:06
  speaking
• 3:06
  to
• 3:06
  the
• 3:06
  wrong
• 3:06
  people
• 3:07
  and
• 3:07
  then
• 3:07
  you're
• 3:08
  spending
• 3:08
  time
• 3:08
  and
• 3:09
  money
• 3:09
  whilst
• 3:10
  you're
• 3:10
  doing
• 3:10
  that.
• 3:11
  And
• 3:11
  what
• 3:11
  you
• 3:11
  actually
• 3:12
  need
• 3:12
  to
• 3:12
  do
• 3:13
  is
• 3:13
  step
• 3:13
  back
• 3:14
  and
• 3:14
  ask
• 3:15
  who
• 3:15
  really
• 3:16
  makes
• 3:16
  this
• 3:17
  specific
• 3:18
  decision?
• 3:19
  Because
• 3:19
  in
• 3:19
  most
• 3:19
  cases,
• 3:20
  there
• 3:20
  are
• 3:21
  multiple
• 3:21
  stakeholders.
• 3:22
  Involved,
• 3:23
  the
• 3:23
  clinician
• 3:24
  who
• 3:24
  wants
• 3:24
  it,
• 3:25
  the
• 3:25
  finance
• 3:25
  team
• 3:26
  who
• 3:26
  questions
• 3:27
  the
• 3:27
  cost,
• 3:28
  the
• 3:28
  procurement
• 3:28
  team
• 3:29
  who
• 3:29
  controls
• 3:30
  the
• 3:30
  whole
• 3:30
  process,
• 3:31
  the
• 3:31
  nurses
• 3:31
  or
• 3:32
  users
• 3:32
  who
• 3:33
  have
• 3:33
  to
• 3:33
  live
• 3:33
  with
• 3:34
  whatever
• 3:35
  products
• 3:35
  comes
• 3:35
  in
• 3:35
  operationally.
• 3:37
  And
• 3:37
  somewhere
• 3:37
  in
• 3:37
  that
• 3:38
  mix,
• 3:38
  there
• 3:38
  is
• 3:39
  usually
• 3:39
  one
• 3:39
  person
• 3:40
  who
• 3:40
  can
• 3:40
  make
• 3:41
  or
• 3:41
  break
• 3:41
  the
• 3:41
  decision.
• 3:42
  And
• 3:42
  that's
• 3:42
  what
• 3:43
  I
• 3:43
  call
• 3:43
  the
• 3:43
  ultimate
• 3:44
  decision
• 3:44
  maker.
• 3:45
  So
• 3:45
  therefore,
• 3:46
  this
• 3:47
  is
• 3:47
  where
• 3:47
  stakeholder
• 3:48
  mapping
• 3:48
  becomes.
• 3:49
  Critical
• 3:50
  because
• 3:50
  once
• 3:51
  you
• 3:51
  map
• 3:51
  it
• 3:51
  properly,
• 3:52
  what
• 3:52
  you'll
• 3:52
  start
• 3:53
  to
• 3:53
  see
• 3:53
  is
• 3:53
  where
• 3:54
  influence
• 3:54
  actually
• 3:55
  sits
• 3:55
  and
• 3:56
  where
• 3:56
  resistance
• 3:57
  may
• 3:57
  or
• 3:57
  may
• 3:57
  not
• 3:58
  be
• 3:58
  coming
• 3:58
  from,
• 3:59
  and
• 3:59
  where
• 3:59
  your
• 3:59
  conversations
• 4:00
  have
• 4:01
  been
• 4:01
  completely
• 4:01
  misaligned
• 4:02
  and
• 4:03
  more
• 4:03
  importantly,
• 4:04
  you
• 4:04
  stop
• 4:04
  wasting
• 4:05
  time
• 4:05
  trying
• 4:06
  to
• 4:06
  convince
• 4:07
  people
• 4:07
  who
• 4:07
  can't
• 4:08
  actually
• 4:09
  approve
• 4:10
  the
• 4:10
  decision
• 4:11
  to
• 4:11
  make
• 4:11
  your
• 4:12
  product
• 4:13
  used.
• 4:13
  Now,
• 4:14
  here's
• 4:14
  the
• 4:14
  key
• 4:15
  shift
• 4:15
  that
• 4:15
  is
• 4:15
  important.
• 4:16
  Instead
• 4:17
  of
• 4:17
  asking
• 4:17
  why
• 4:17
  aren't
• 4:18
  doctors
• 4:18
  adopting
• 4:19
  this?
• 4:19
  You
• 4:19
  need
• 4:20
  to
• 4:20
  start
• 4:20
  asking
• 4:21
  who
• 4:21
  is
• 4:22
  blocking
• 4:22
  adoption
• 4:23
  and
• 4:23
  why?
• 4:24
  And
• 4:24
  that's
• 4:24
  a
• 4:24
  completely
• 4:25
  different
• 4:25
  question,
• 4:26
  and
• 4:26
  it
• 4:26
  leads
• 4:27
  to
• 4:27
  completely
• 4:28
  different
• 4:28
  actions
• 4:29
  because
• 4:29
  once
• 4:29
  you
• 4:29
  understand
• 4:30
  the
• 4:30
  full
• 4:30
  decision
• 4:31
  making
• 4:31
  unit,
• 4:32
  you
• 4:32
  can
• 4:33
  tailor
• 4:33
  your
• 4:33
  message
• 4:34
  to
• 4:34
  each
• 4:34
  stakeholder.
• 4:35
  You
• 4:35
  can
• 4:35
  address
• 4:35
  the
• 4:36
  real
• 4:36
  objections
• 4:37
  to
• 4:37
  not
• 4:37
  the
• 4:37
  assumed
• 4:38
  ones,
• 4:38
  and
• 4:38
  you
• 4:38
  can
• 4:39
  remove
• 4:39
  the.
• 4:39
  Actual
• 4:40
  barriers
• 4:40
  to
• 4:40
  adoption.
• 4:41
  And
• 4:41
  that's
• 4:42
  when
• 4:42
  things
• 4:43
  start
• 4:43
  to
• 4:43
  move.
• 4:44
  And
• 4:44
  the
• 4:44
  honest
• 4:44
  truth
• 4:45
  is
• 4:45
  that
• 4:46
  lots
• 4:46
  of
• 4:46
  people
• 4:46
  don't
• 4:47
  get
• 4:47
  to
• 4:47
  this
• 4:47
  stage.
• 4:48
  And
• 4:48
  if
• 4:48
  they
• 4:49
  do,
• 4:49
  this
• 4:49
  is
• 4:49
  exactly
• 4:50
  where
• 4:50
  they
• 4:50
  stop
• 4:51
  because
• 4:51
  if
• 4:51
  they
• 4:51
  get
• 4:51
  to
• 4:51
  this
• 4:51
  stage,
• 4:52
  they
• 4:52
  now
• 4:52
  understand
• 4:53
  there
• 4:53
  are
• 4:54
  different
• 4:54
  stakeholders,
• 4:55
  but
• 4:55
  they
• 4:55
  don't
• 4:56
  map
• 4:56
  them
• 4:56
  properly.
• 4:57
  They
• 4:57
  don't
• 4:57
  know
• 4:58
  who
• 4:58
  actually
• 4:58
  really
• 4:59
  has
• 4:59
  influence.
• 5:00
  They
• 5:00
  don't
• 5:00
  know
• 5:01
  who
• 5:01
  makes
• 5:01
  decisions.
• 5:02
  They
• 5:02
  don't
• 5:03
  know
• 5:03
  where
• 5:04
  support
• 5:05
  and
• 5:05
  resistance
• 5:06
  really
• 5:06
  sit.
• 5:07
  So
• 5:07
  what
• 5:07
  I
• 5:08
  use
• 5:08
  and
• 5:08
  what
• 5:09
  I've
• 5:09
  built
• 5:09
  into,
• 5:09
  a
• 5:10
  tool
• 5:10
  is
• 5:11
  what
• 5:11
  I
• 5:11
  call
• 5:12
  a
• 5:12
  decision
• 5:12
  making
• 5:13
  unit
• 5:14
  matrix.
• 5:14
  And
• 5:14
  at
• 5:15
  its
• 5:15
  simplest,
• 5:16
  it's
• 5:16
  forces
• 5:16
  you
• 5:17
  to
• 5:17
  answer
• 5:17
  four
• 5:18
  things.
• 5:19
  Number
• 5:19
  one,
• 5:19
  who
• 5:20
  is
• 5:20
  involved
• 5:20
  in
• 5:20
  the
• 5:20
  decision?
• 5:21
  Number
• 5:21
  two,
• 5:22
  how
• 5:22
  much
• 5:22
  influence
• 5:23
  do
• 5:23
  they
• 5:23
  have?
• 5:23
  Number
• 5:24
  three,
• 5:24
  do
• 5:25
  they
• 5:25
  support
• 5:25
  you?
• 5:26
  Are
• 5:26
  they
• 5:26
  neutral
• 5:26
  or
• 5:27
  are
• 5:27
  they
• 5:27
  actively
• 5:27
  blocking
• 5:28
  you?
• 5:28
  And
• 5:28
  number
• 5:29
  four
• 5:29
  and
• 5:30
  critically,
• 5:31
  on
• 5:31
  what
• 5:31
  grounds
• 5:32
  do
• 5:32
  they
• 5:32
  make
• 5:33
  their
• 5:33
  decision?
• 5:34
  Because
• 5:34
  not.
• 5:34
  All
• 5:35
  stakeholders
• 5:36
  are
• 5:36
  equal.
• 5:37
  Some
• 5:37
  people
• 5:37
  look
• 5:37
  important
• 5:38
  but
• 5:38
  have
• 5:38
  no
• 5:39
  real
• 5:39
  influence.
• 5:40
  Others
• 5:40
  sit
• 5:40
  quiet
• 5:40
  in
• 5:41
  the
• 5:41
  background
• 5:41
  and
• 5:42
  can
• 5:42
  kill
• 5:42
  your
• 5:43
  deal
• 5:43
  instantly.
• 5:44
  So
• 5:44
  what
• 5:45
  you're
• 5:45
  effectively
• 5:45
  doing
• 5:46
  when
• 5:46
  you're
• 5:46
  using
• 5:47
  a
• 5:47
  decision
• 5:48
  making
• 5:49
  influencer
• 5:49
  matrix
• 5:50
  is
• 5:51
  mapping
• 5:52
  those
• 5:52
  four
• 5:53
  things.
• 5:53
  And
• 5:54
  when
• 5:54
  you
• 5:54
  lay
• 5:54
  that
• 5:54
  out
• 5:55
  visually.
• 5:56
  'cause
• 5:56
  it's
• 5:56
  the
• 5:56
  visual
• 5:56
  bit
• 5:57
  that's
• 5:57
  the
• 5:57
  most
• 5:57
  important
• 5:57
  thing.
• 5:58
  Something
• 5:59
  interesting
• 5:59
  happens,
• 6:00
  you
• 6:00
  stop
• 6:00
  guessing,
• 6:01
  and
• 6:01
  more
• 6:01
  importantly,
• 6:02
  you
• 6:03
  become
• 6:03
  very
• 6:03
  clear
• 6:04
  on
• 6:04
  what
• 6:04
  you
• 6:05
  don't
• 6:05
  know.
• 6:05
  And
• 6:06
  knowing
• 6:06
  what
• 6:06
  you
• 6:06
  don't
• 6:06
  know
• 6:07
  then
• 6:07
  tells
• 6:07
  you
• 6:07
  exactly
• 6:08
  what
• 6:08
  you
• 6:08
  need
• 6:08
  to
• 6:09
  go
• 6:09
  and
• 6:09
  find
• 6:09
  out
• 6:10
  to
• 6:10
  move
• 6:10
  the
• 6:11
  decision
• 6:11
  forward.
• 6:12
  And
• 6:12
  once
• 6:12
  you
• 6:13
  have
• 6:13
  that
• 6:13
  clarity,
• 6:14
  you
• 6:14
  can
• 6:14
  then
• 6:14
  start
• 6:14
  to
• 6:14
  see
• 6:15
  from
• 6:15
  your
• 6:15
  mapping
• 6:15
  who
• 6:16
  your
• 6:16
  champions
• 6:16
  are.
• 6:17
  Who's
• 6:17
  neutral
• 6:18
  and
• 6:18
  who
• 6:18
  needs
• 6:18
  work,
• 6:19
  and
• 6:20
  who's
• 6:20
  the
• 6:20
  detractor
• 6:21
  that
• 6:21
  you
• 6:21
  may
• 6:21
  need
• 6:22
  to
• 6:22
  manage
• 6:23
  or
• 6:23
  work
• 6:24
  around.
• 6:24
  And
• 6:25
  this
• 6:25
  is
• 6:25
  where
• 6:25
  most
• 6:26
  MedTech
• 6:26
  companies
• 6:27
  go
• 6:27
  wrong.
• 6:27
  They
• 6:27
  spend
• 6:28
  months
• 6:28
  convincing
• 6:29
  a
• 6:29
  clinician
• 6:30
  who
• 6:30
  loves
• 6:30
  the
• 6:30
  products,
• 6:31
  but
• 6:31
  have
• 6:31
  absolutely
• 6:32
  no
• 6:32
  power
• 6:33
  to
• 6:33
  get
• 6:33
  it
• 6:33
  adopted.
• 6:34
  And
• 6:34
  they
• 6:34
  do
• 6:34
  this
• 6:35
  whilst
• 6:35
  completely
• 6:36
  ignoring
• 6:37
  the
• 6:37
  person
• 6:38
  who
• 6:38
  can
• 6:38
  actually
• 6:38
  say
• 6:38
  no,
• 6:39
  or
• 6:39
  conversely
• 6:40
  yes.
• 6:41
  So
• 6:41
  before
• 6:41
  you
• 6:42
  go,
• 6:42
  I
• 6:42
  want
• 6:43
  you
• 6:43
  to
• 6:43
  do
• 6:43
  this.
• 6:43
  Pick
• 6:44
  one
• 6:44
  account,
• 6:44
  just
• 6:45
  one
• 6:45
  where
• 6:45
  things
• 6:46
  aren't
• 6:46
  progressing
• 6:47
  as
• 6:47
  quickly
• 6:47
  as
• 6:47
  you
• 6:47
  expected.
• 6:48
  And
• 6:48
  map
• 6:48
  out
• 6:49
  your
• 6:49
  decision
• 6:49
  making
• 6:50
  unit.
• 6:50
  Ask
• 6:51
  yourself
• 6:51
  four
• 6:52
  things.
• 6:52
  Who
• 6:52
  is
• 6:53
  involved
• 6:53
  in
• 6:53
  the
• 6:54
  decision?
• 6:54
  How
• 6:54
  much
• 6:55
  influence
• 6:55
  do
• 6:55
  they
• 6:55
  really
• 6:56
  have?
• 6:56
  Do
• 6:57
  they
• 6:57
  support
• 6:57
  you?
• 6:57
  Are
• 6:58
  they
• 6:58
  neutral
• 6:58
  or
• 6:59
  are
• 6:59
  they
• 6:59
  blocking
• 6:59
  you?
• 7:00
  And
• 7:00
  what
• 7:00
  do
• 7:00
  they
• 7:01
  actually
• 7:01
  base
• 7:01
  their
• 7:01
  decision
• 7:02
  on?
• 7:02
  Now,
• 7:02
  here's
• 7:03
  the
• 7:03
  important
• 7:03
  part.
• 7:04
  Be
• 7:04
  honest,
• 7:05
  not
• 7:05
  who
• 7:06
  you
• 7:06
  think
• 7:06
  should
• 7:07
  be
• 7:07
  involved,
• 7:07
  but
• 7:08
  who
• 7:08
  actually
• 7:08
  is
• 7:08
  not
• 7:09
  who
• 7:09
  you
• 7:09
  hope
• 7:09
  is
• 7:10
  supportive,
• 7:10
  but
• 7:10
  who
• 7:11
  actually
• 7:11
  is
• 7:11
  and
• 7:12
  not
• 7:12
  who
• 7:12
  you
• 7:12
  wish
• 7:12
  mattered.
• 7:13
  But
• 7:13
  what
• 7:14
  actually
• 7:14
  drives
• 7:15
  their
• 7:15
  decisions.
• 7:16
  If
• 7:16
  you
• 7:17
  can't
• 7:17
  answer
• 7:17
  those
• 7:17
  clearly,
• 7:18
  that's
• 7:18
  probably
• 7:19
  why
• 7:19
  things
• 7:20
  aren't
• 7:20
  moving.
• 7:20
  And
• 7:21
  once
• 7:21
  you've
• 7:21
  done
• 7:21
  that,
• 7:22
  I'd
• 7:22
  be
• 7:22
  really
• 7:22
  interested
• 7:23
  to
• 7:23
  hear
• 7:23
  what
• 7:23
  you
• 7:23
  find.
• 7:24
  For
• 7:24
  example,
• 7:25
  where
• 7:25
  did
• 7:26
  you
• 7:26
  realize
• 7:26
  you
• 7:26
  were
• 7:26
  speaking
• 7:27
  to
• 7:27
  the
• 7:27
  wrong
• 7:27
  person?
• 7:28
  And
• 7:28
  where
• 7:28
  did
• 7:29
  influence
• 7:29
  sit
• 7:29
  differently
• 7:30
  to
• 7:30
  what
• 7:31
  you
• 7:31
  expected?
• 7:31
  So
• 7:32
  once
• 7:32
  you've
• 7:32
  done
• 7:33
  that,
• 7:33
  drop
• 7:33
  me
• 7:33
  a
• 7:33
  message
• 7:34
  because
• 7:34
  I
• 7:34
  read
• 7:34
  everyone
• 7:35
  and
• 7:35
  it'll
• 7:35
  also
• 7:36
  help
• 7:36
  me
• 7:36
  shape
• 7:37
  future
• 7:37
  episodes.
• 7:38
  And
• 7:38
  if
• 7:39
  you're
• 7:39
  building
• 7:39
  a
• 7:39
  MedTech
• 7:40
  business
• 7:40
  and
• 7:41
  you're
• 7:41
  not
• 7:41
  sure
• 7:41
  what
• 7:42
  your
• 7:42
  next
• 7:42
  move
• 7:42
  should
• 7:43
  be,
• 7:43
  whether
• 7:43
  that's
• 7:44
  evidence,
• 7:44
  market
• 7:45
  access,
• 7:45
  commercialization,
• 7:46
  distribution,
• 7:47
  strategy
• 7:48
  or
• 7:48
  adoption,
• 7:49
  don't
• 7:49
  guess
• 7:50
  because
• 7:50
  if
• 7:50
  you're
• 7:50
  speaking
• 7:51
  to
• 7:51
  the
• 7:51
  wrong
• 7:51
  stakeholders,
• 7:52
  nothing
• 7:53
  is
• 7:53
  gonna
• 7:53
  land.
• 7:54
  So
• 7:54
  book
• 7:54
  a
• 7:55
  healthcare
• 7:55
  export
• 7:56
  accelerator
• 7:56
  diagnostic
• 7:57
  call
• 7:57
  with
• 7:57
  me
• 7:58
  using
• 7:58
  the
• 7:58
  link
• 7:58
  in
• 7:58
  the
• 7:58
  show
• 7:59
  notes.
• 7:59
  And
• 7:59
  on
• 8:00
  that
• 8:00
  call,
• 8:00
  we'll
• 8:00
  map
• 8:01
  your
• 8:01
  decision
• 8:01
  making
• 8:02
  unit
• 8:02
  together
• 8:02
  so
• 8:03
  that
• 8:03
  you
• 8:03
  can
• 8:03
  clearly
• 8:03
  see
• 8:04
  who
• 8:04
  actually
• 8:05
  makes
• 8:05
  the
• 8:05
  decisions
• 8:06
  in
• 8:06
  your
• 8:06
  market,
• 8:07
  what's
• 8:07
  blocking
• 8:07
  your
• 8:08
  progress,
• 8:08
  and
• 8:09
  the
• 8:09
  next
• 8:09
  commercial
• 8:09
  move
• 8:10
  that
• 8:10
  you
• 8:10
  need
• 8:10
  to
• 8:10
  take
• 8:11
  to
• 8:11
  unlock
• 8:12
  momentum.
• 8:12
  Until
• 8:13
  next
• 8:13
  time,
• 8:14
  thanks
• 8:14
  for
• 8:14
  listening.
• 8:15
  Keep
• 8:15
  challenging
• 8:15
  your
• 8:15
  assumptions
• 8:16
  and
• 8:16
  keep
• 8:17
  growing.