Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #166 | How To Go From Agreement to Action: Real Strategies To Drive Product Uptake

Transcript

#166 | How To Go From Agreement to Action: Real Strategies To Drive Product Uptake · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  Three
• 0:00
  things
• 0:00
  that
• 0:00
  you're
• 0:01
  gonna
• 0:01
  learn
• 0:01
  in
• 0:01
  this
• 0:02
  episode.
• 0:03
  Number
• 0:03
  one,
• 0:03
  why
• 0:04
  good
• 0:04
  evidence
• 0:04
  still
• 0:05
  doesn't
• 0:05
  equal
• 0:05
  adoption.
• 0:06
  Adoption
• 0:07
  is
• 0:07
  a
• 0:07
  system
• 0:07
  problem,
• 0:08
  not
• 0:09
  a
• 0:09
  product
• 0:09
  problem,
• 0:10
  I
• 0:10
  assure
• 0:10
  you.
• 0:11
  Number
• 0:11
  two,
• 0:12
  how
• 0:12
  to
• 0:12
  spot
• 0:13
  the
• 0:13
  real
• 0:13
  who
• 0:14
  behind
• 0:14
  adoption,
• 0:15
  including
• 0:16
  the
• 0:16
  people
• 0:16
  you
• 0:16
  forgot
• 0:17
  even
• 0:18
  exist.
• 0:18
  Number
• 0:19
  three,
• 0:19
  how
• 0:20
  to
• 0:20
  move
• 0:21
  from
• 0:21
  barriers
• 0:21
  to
• 0:21
  action.
• 0:22
  Picking
• 0:23
  strategies
• 0:23
  that
• 0:23
  match
• 0:24
  the
• 0:24
  barrier,
• 0:25
  not
• 0:25
  defaulting
• 0:26
  to
• 0:26
  just
• 0:26
  training
• 0:27
  everybody
• 0:27
  and
• 0:27
  then
• 0:28
  praying
• 0:28
  that
• 0:29
  that
• 0:29
  works.
• 0:29
  Welcome
• 0:30
  to
• 0:30
  Clinician
• 0:31
  to
• 0:31
  CEO,
• 0:32
  the
• 0:32
  podcast
• 0:33
  helping
• 0:33
  clinicians
• 0:34
  simplify
• 0:34
  your
• 0:35
  go-to-market
• 0:35
  strategy
• 0:36
  so
• 0:36
  that
• 0:36
  you
• 0:36
  can
• 0:36
  stop
• 0:37
  guessing
• 0:38
  and
• 0:38
  turn
• 0:38
  your
• 0:38
  working
• 0:39
  prototypes
• 0:40
  into
• 0:40
  international
• 0:40
  med
• 0:41
  tech
• 0:41
  businesses.
• 0:42
  I'm
• 0:42
  your
• 0:42
  host,
• 0:43
  Hakeem
• 0:43
  Aade.
• 0:44
  Let's
• 0:44
  get
• 0:45
  started.
• 0:45
  So
• 0:46
  these
• 0:46
  are
• 0:46
  my
• 0:46
  key
• 0:46
  takeaways
• 0:47
  from
• 0:47
  my
• 0:48
  episode
• 0:49
  with
• 0:49
  Julia
• 0:50
  Moore
• 0:50
  on
• 0:50
  why
• 0:50
  clinically
• 0:51
  sound
• 0:51
  medical
• 0:52
  devices.
• 0:52
  Still
• 0:53
  fail
• 0:53
  to
• 0:54
  get
• 0:54
  adopted,
• 0:55
  take
• 0:55
  away.
• 0:55
  Number
• 0:55
  one,
• 0:56
  stop
• 0:56
  treating
• 0:57
  agreement.
• 0:58
  Like
• 0:58
  that's
• 0:59
  adoption.
• 1:00
  A
• 1:00
  clinician
• 1:00
  saying
• 1:01
  that
• 1:01
  they
• 1:01
  love
• 1:01
  it
• 1:02
  is
• 1:02
  not
• 1:03
  adoption.
• 1:03
  Adoption
• 1:04
  is
• 1:04
  a
• 1:04
  behavior
• 1:04
  change
• 1:05
  across
• 1:05
  multiple
• 1:06
  people
• 1:06
  and
• 1:06
  multiple
• 1:07
  roles,
• 1:07
  not
• 1:08
  just
• 1:08
  one
• 1:08
  person
• 1:08
  saying
• 1:09
  they
• 1:09
  like
• 1:09
  it.
• 1:09
  So
• 1:09
  the
• 1:10
  action
• 1:10
  I
• 1:10
  want
• 1:10
  you
• 1:10
  to
• 1:10
  take
• 1:10
  here
• 1:11
  is,
• 1:11
  right
• 1:12
  one
• 1:12
  sentence
• 1:13
  that
• 1:13
  describes
• 1:14
  your
• 1:14
  behavior
• 1:14
  chain
• 1:15
  that
• 1:15
  you're
• 1:15
  looking
• 1:15
  for
• 1:16
  after
• 1:16
  X
• 1:16
  happens.
• 1:17
  Who
• 1:18
  must
• 1:18
  do
• 1:18
  what
• 1:19
  differently,
• 1:20
  when
• 1:21
  and
• 1:21
  where?
• 1:21
  Because
• 1:22
  you
• 1:22
  need
• 1:22
  to
• 1:22
  be
• 1:23
  able
• 1:23
  to
• 1:23
  explain
• 1:23
  what
• 1:23
  the
• 1:23
  behavior
• 1:24
  change
• 1:24
  is,
• 1:24
  and
• 1:25
  you
• 1:25
  need
• 1:25
  to
• 1:25
  understand
• 1:25
  what
• 1:26
  it
• 1:26
  is
• 1:26
  if
• 1:26
  you're
• 1:26
  trying
• 1:26
  to
• 1:27
  explain
• 1:27
  it
• 1:27
  to
• 1:27
  others.
• 1:28
  And
• 1:28
  if
• 1:28
  you
• 1:28
  can't
• 1:29
  write
• 1:29
  that
• 1:29
  in
• 1:30
  plain
• 1:30
  English,
• 1:30
  you
• 1:31
  don't
• 1:31
  have
• 1:31
  an
• 1:31
  adoption
• 1:31
  plan,
• 1:32
  you
• 1:32
  have
• 1:32
  hope.
• 1:33
  So
• 1:33
  takeaway
• 1:33
  number
• 1:34
  two.
• 1:34
  Build
• 1:35
  your
• 1:35
  who
• 1:35
  list,
• 1:36
  then
• 1:36
  assume
• 1:36
  it's
• 1:37
  wrong
• 1:37
  because
• 1:38
  you
• 1:38
  may
• 1:38
  well
• 1:38
  miss
• 1:39
  critical
• 1:39
  who's,
• 1:40
  and
• 1:40
  the
• 1:40
  one
• 1:41
  you
• 1:41
  miss
• 1:41
  might
• 1:42
  be
• 1:42
  the
• 1:42
  person
• 1:43
  who
• 1:43
  speaks
• 1:43
  to
• 1:43
  the
• 1:43
  patient
• 1:43
  last,
• 1:44
  or
• 1:44
  controls
• 1:45
  the
• 1:45
  workflow
• 1:46
  or
• 1:46
  blocks
• 1:46
  procurement
• 1:47
  quietly.
• 1:48
  So
• 1:48
  what
• 1:48
  I
• 1:48
  want
• 1:49
  you
• 1:49
  to
• 1:49
  do
• 1:49
  as
• 1:50
  an
• 1:50
  action
• 1:50
  point
• 1:50
  for
• 1:51
  this
• 1:51
  takeaway
• 1:52
  is
• 1:52
  to
• 1:52
  do
• 1:52
  a
• 1:53
  30
• 1:53
  minute
• 1:54
  workflow,
• 1:55
  walk
• 1:56
  IE
• 1:56
  go
• 1:56
  to
• 1:57
  one
• 1:57
  site
• 1:57
  and
• 1:57
  map
• 1:58
  every
• 1:58
  single
• 1:59
  touch
• 1:59
  point
• 1:59
  from
• 2:00
  start
• 2:00
  to
• 2:00
  finish,
• 2:01
  and
• 2:01
  then
• 2:01
  ask
• 2:01
  who
• 2:02
  touches
• 2:02
  this
• 2:02
  process.
• 2:03
  Even
• 2:04
  for
• 2:04
  30
• 2:04
  seconds.
• 2:04
  So
• 2:05
  you
• 2:05
  then
• 2:05
  know
• 2:05
  every
• 2:06
  point
• 2:06
  within
• 2:07
  that
• 2:07
  process,
• 2:08
  add
• 2:08
  the
• 2:08
  hidden
• 2:09
  roles,
• 2:09
  the
• 2:09
  admin,
• 2:10
  schedulers,
• 2:11
  the
• 2:11
  ward
• 2:11
  class,
• 2:11
  the
• 2:12
  it,
• 2:12
  the
• 2:12
  procurement,
• 2:13
  data
• 2:13
  governance,
• 2:14
  clinical
• 2:14
  educators,
• 2:15
  finance
• 2:15
  pathway
• 2:16
  leads.
• 2:16
  You
• 2:16
  want
• 2:17
  to
• 2:17
  make
• 2:17
  sure
• 2:18
  that
• 2:18
  you
• 2:18
  know
• 2:18
  everybody's
• 2:19
  in
• 2:19
  there
• 2:20
  and
• 2:20
  you
• 2:20
  don't
• 2:20
  miss
• 2:20
  them
• 2:21
  out,
• 2:21
  because
• 2:21
  it
• 2:21
  could
• 2:21
  just
• 2:21
  be
• 2:22
  one
• 2:22
  of
• 2:22
  those
• 2:22
  that
• 2:23
  actually
• 2:23
  puts
• 2:24
  the
• 2:24
  kibosh
• 2:25
  on
• 2:25
  the
• 2:25
  whole
• 2:25
  process
• 2:26
  and
• 2:26
  then
• 2:26
  take
• 2:27
  away
• 2:27
  number
• 2:27
  three.
• 2:28
  Don't
• 2:28
  ask,
• 2:29
  what
• 2:29
  are
• 2:29
  your
• 2:29
  barriers?
• 2:30
  Ask
• 2:30
  what
• 2:31
  are
• 2:31
  your
• 2:31
  colleague
• 2:32
  barriers?
• 2:32
  Because
• 2:32
  people
• 2:33
  don't
• 2:33
  often
• 2:34
  like
• 2:34
  to
• 2:34
  admit
• 2:35
  their
• 2:35
  own
• 2:35
  barriers,
• 2:36
  but
• 2:36
  they'll
• 2:36
  happily
• 2:37
  diagnose
• 2:38
  everyone
• 2:39
  else's
• 2:40
  a
• 2:40
  um,
• 2:40
  asking
• 2:40
  for
• 2:40
  a
• 2:41
  friend.
• 2:41
  Now,
• 2:42
  that's
• 2:42
  where
• 2:42
  the
• 2:42
  truth
• 2:43
  starts
• 2:43
  to
• 2:43
  leak
• 2:43
  out
• 2:44
  when
• 2:44
  you
• 2:44
  ask
• 2:44
  that
• 2:44
  sort
• 2:44
  of
• 2:44
  question.
• 2:45
  So,
• 2:46
  action
• 2:46
  point
• 2:46
  here.
• 2:47
  Run
• 2:47
  five
• 2:48
  short
• 2:48
  calls
• 2:49
  with
• 2:49
  customers
• 2:50
  and
• 2:50
  ask
• 2:50
  these
• 2:51
  two
• 2:51
  questions.
• 2:52
  Only
• 2:52
  number
• 2:53
  one.
• 2:53
  What
• 2:54
  would
• 2:54
  stop
• 2:54
  people
• 2:54
  like
• 2:55
  you
• 2:55
  adopting
• 2:55
  this?
• 2:56
  People
• 2:56
  like
• 2:56
  you,
• 2:56
  not
• 2:57
  you,
• 2:57
  of
• 2:57
  course.
• 2:58
  And
• 2:58
  then
• 2:58
  what
• 2:59
  would
• 2:59
  your
• 2:59
  colleagues
• 3:00
  say
• 3:00
  if
• 3:00
  the
• 3:00
  biggest
• 3:01
  reasons
• 3:02
  this
• 3:02
  fails
• 3:03
  here?
• 3:03
  Then
• 3:03
  record
• 3:04
  the
• 3:04
  answers
• 3:05
  word
• 3:05
  for
• 3:05
  word,
• 3:06
  and
• 3:06
  then
• 3:06
  group
• 3:06
  them
• 3:06
  into
• 3:07
  themes
• 3:08
  so
• 3:08
  that
• 3:08
  you've
• 3:08
  got
• 3:08
  confidence,
• 3:09
  time,
• 3:10
  workload,
• 3:10
  role
• 3:11
  clarity,
• 3:12
  incentive
• 3:13
  integration,
• 3:13
  identity,
• 3:14
  politics,
• 3:15
  and
• 3:15
  then
• 3:15
  you
• 3:15
  can
• 3:15
  start
• 3:16
  really
• 3:16
  seeing
• 3:16
  what
• 3:17
  the
• 3:17
  barriers
• 3:17
  are
• 3:18
  and
• 3:18
  then
• 3:18
  having
• 3:19
  a
• 3:19
  strategy
• 3:19
  for
• 3:19
  that,
• 3:19
  which
• 3:20
  is
• 3:20
  takeaway
• 3:21
  number
• 3:21
  four.
• 3:21
  Match
• 3:22
  your
• 3:23
  strategy
• 3:23
  to
• 3:24
  the
• 3:24
  actual
• 3:24
  barrier.
• 3:25
  Because
• 3:25
  training,
• 3:26
  for
• 3:26
  example,
• 3:27
  only
• 3:27
  works
• 3:27
  when
• 3:28
  knowledge
• 3:28
  is
• 3:29
  the
• 3:29
  barrier.
• 3:29
  If
• 3:30
  the
• 3:30
  barrier
• 3:30
  is
• 3:30
  something
• 3:30
  else,
• 3:31
  for
• 3:31
  example,
• 3:32
  emotional
• 3:32
  identity,
• 3:33
  workflow,
• 3:33
  incentives,
• 3:34
  or
• 3:35
  overload,
• 3:35
  then
• 3:35
  training
• 3:36
  is
• 3:36
  obviously
• 3:37
  not
• 3:38
  the
• 3:38
  thing
• 3:38
  that's
• 3:39
  going
• 3:39
  to
• 3:39
  remove
• 3:40
  that
• 3:40
  barrier.
• 3:41
  So
• 3:41
  action
• 3:42
  point,
• 3:42
  take
• 3:42
  your
• 3:43
  top
• 3:43
  three
• 3:43
  barriers
• 3:44
  and
• 3:44
  then
• 3:44
  assign
• 3:44
  one
• 3:44
  strategy.
• 3:45
  For
• 3:45
  each
• 3:46
  one.
• 3:46
  For
• 3:46
  example,
• 3:47
  if
• 3:47
  the
• 3:48
  barrier
• 3:48
  is
• 3:48
  overwhelm
• 3:49
  or
• 3:49
  too
• 3:49
  much
• 3:49
  data,
• 3:50
  then
• 3:50
  you
• 3:50
  want
• 3:50
  to
• 3:50
  be
• 3:51
  having
• 3:51
  a
• 3:51
  strategy
• 3:52
  like
• 3:52
  simplifying
• 3:52
  the
• 3:52
  dashboard
• 3:53
  that
• 3:53
  you're
• 3:53
  using,
• 3:53
  reducing
• 3:54
  the
• 3:54
  decisions
• 3:55
  that
• 3:55
  are
• 3:55
  required,
• 3:56
  uh,
• 3:56
  or
• 3:56
  maybe
• 3:56
  just
• 3:57
  actually
• 3:57
  looking
• 3:58
  at
• 3:58
  exceptions
• 3:59
  rather
• 3:59
  than
• 3:59
  mapping
• 4:00
  the
• 4:00
  whole
• 4:00
  process,
• 4:01
  for
• 4:01
  example.
• 4:02
  And
• 4:02
  then
• 4:02
  if
• 4:02
  it's
• 4:03
  the
• 4:03
  barriers,
• 4:03
  something
• 4:03
  that.
• 4:04
  It's
• 4:04
  not
• 4:04
  my
• 4:04
  job.
• 4:05
  Then
• 4:05
  you
• 4:06
  wanna
• 4:06
  start
• 4:06
  looking
• 4:06
  at
• 4:06
  what,
• 4:07
  who's
• 4:07
  got
• 4:07
  the
• 4:07
  workflow
• 4:07
  ownership,
• 4:08
  you
• 4:08
  know,
• 4:08
  agree
• 4:09
  some
• 4:09
  SOPs.
• 4:10
  Make
• 4:10
  sure
• 4:10
  you
• 4:10
  get
• 4:10
  leadership
• 4:11
  backing
• 4:12
  to
• 4:12
  actually
• 4:12
  be
• 4:12
  able
• 4:12
  to
• 4:12
  push
• 4:13
  those
• 4:13
  changes
• 4:14
  through.
• 4:14
  And
• 4:14
  if
• 4:14
  your
• 4:15
  third
• 4:15
  barrier
• 4:15
  is
• 4:16
  something
• 4:16
  like
• 4:16
  confidence
• 4:17
  or
• 4:17
  fear
• 4:17
  of
• 4:18
  looking
• 4:18
  stupid,
• 4:19
  then
• 4:19
  you're
• 4:19
  gonna
• 4:19
  start
• 4:19
  looking
• 4:20
  at,
• 4:20
  well,
• 4:20
  how
• 4:20
  do
• 4:20
  you
• 4:20
  get
• 4:21
  scripts
• 4:21
  or
• 4:21
  reminders?
• 4:22
  How
• 4:22
  do
• 4:22
  you
• 4:22
  have
• 4:22
  an
• 4:23
  escalation
• 4:23
  route?
• 4:24
  You
• 4:24
  know,
• 4:24
  how
• 4:24
  do
• 4:24
  you
• 4:24
  put
• 4:25
  in
• 4:25
  So
• 4:25
  micro
• 4:25
  learning.
• 4:26
  Via
• 4:26
  video
• 4:27
  and
• 4:28
  not
• 4:28
  90
• 4:28
  minute
• 4:29
  sessions.
• 4:29
  You
• 4:29
  want
• 4:29
  to
• 4:29
  make
• 4:30
  it
• 4:30
  nice
• 4:31
  and
• 4:31
  succinct
• 4:32
  and
• 4:32
  easy
• 4:32
  for
• 4:33
  people
• 4:33
  to
• 4:33
  take
• 4:33
  on
• 4:33
  board.
• 4:33
  And
• 4:34
  then
• 4:34
  moving
• 4:34
  on
• 4:34
  to
• 4:34
  the
• 4:34
  last
• 4:35
  takeaway
• 4:35
  that
• 4:35
  I
• 4:36
  took,
• 4:36
  way
• 4:36
  number
• 4:36
  five,
• 4:37
  lead
• 4:37
  with
• 4:37
  the
• 4:38
  evidence
• 4:38
  that
• 4:38
  your
• 4:39
  audience
• 4:39
  actually
• 4:40
  uses
• 4:41
  because
• 4:41
  some
• 4:41
  audiences.
• 4:42
  Do
• 4:43
  want
• 4:43
  randomized
• 4:44
  controlled
• 4:44
  trials.
• 4:45
  Others
• 4:45
  want
• 4:45
  a
• 4:45
  story
• 4:46
  that
• 4:46
  just
• 4:46
  fits
• 4:46
  their
• 4:46
  mission,
• 4:47
  their
• 4:47
  values,
• 4:48
  and
• 4:48
  their
• 4:48
  pressure
• 4:49
  points
• 4:49
  evident
• 4:50
  in
• 4:50
  certain
• 4:51
  circumstances.
• 4:51
  Just
• 4:51
  becomes
• 4:52
  a
• 4:52
  footnote,
• 4:52
  not
• 4:53
  the
• 4:53
  headline.
• 4:53
  So
• 4:54
  the
• 4:54
  action
• 4:54
  I
• 4:54
  want
• 4:55
  you
• 4:55
  to
• 4:55
  take
• 4:56
  today.
• 4:56
  Is
• 4:56
  create
• 4:57
  three
• 4:57
  versions
• 4:58
  of
• 4:58
  your
• 4:58
  evidence
• 4:59
  story.
• 5:00
  So
• 5:00
  take
• 5:00
  a
• 5:01
  clinician,
• 5:01
  for
• 5:01
  example,
• 5:02
  patient
• 5:02
  safety,
• 5:03
  outcomes,
• 5:03
  time,
• 5:03
  cognitive
• 5:04
  load,
• 5:04
  potentially
• 5:05
  leaders
• 5:05
  in
• 5:05
  the
• 5:06
  organization,
• 5:06
  capacity
• 5:07
  flow,
• 5:08
  risk,
• 5:09
  reputation,
• 5:09
  strategic
• 5:10
  goals,
• 5:10
  and
• 5:10
  then
• 5:11
  the
• 5:11
  economic
• 5:12
  system
• 5:13
  payer,
• 5:13
  for
• 5:13
  example,
• 5:14
  budget,
• 5:14
  impact,
• 5:15
  pathway
• 5:15
  relief,
• 5:16
  workflow
• 5:17
  efficiency.
• 5:18
  And
• 5:18
  remember,
• 5:18
  it's
• 5:19
  the
• 5:19
  same
• 5:19
  products,
• 5:20
  it's
• 5:20
  the
• 5:20
  same
• 5:20
  truth.
• 5:21
  It's
• 5:21
  just
• 5:21
  a
• 5:21
  different
• 5:22
  hook
• 5:22
  for
• 5:22
  the
• 5:23
  different
• 5:23
  audience.
• 5:24
  And
• 5:24
  a
• 5:24
  little
• 5:25
  bonus
• 5:25
  tip
• 5:26
  resistance
• 5:26
  isn't
• 5:27
  a
• 5:27
  problem.
• 5:27
  It's
• 5:28
  unaddressed
• 5:28
  barriers,
• 5:29
  and
• 5:29
  your
• 5:30
  job
• 5:30
  is
• 5:30
  to
• 5:30
  find
• 5:30
  them
• 5:31
  and
• 5:31
  then
• 5:31
  design
• 5:32
  around
• 5:32
  them.
• 5:32
  And
• 5:32
  if
• 5:33
  you're
• 5:33
  struggling
• 5:33
  to
• 5:34
  get
• 5:34
  your
• 5:34
  product
• 5:35
  adopted,
• 5:35
  even
• 5:36
  though
• 5:36
  the
• 5:36
  evidence
• 5:37
  looks
• 5:37
  strong,
• 5:37
  head
• 5:38
  to
• 5:38
  the
• 5:38
  show
• 5:38
  notes
• 5:38
  and
• 5:38
  take
• 5:39
  the
• 5:39
  adoption
• 5:39
  risk
• 5:40
  quiz.
• 5:41
  It's
• 5:41
  a
• 5:41
  short
• 5:41
  diagnostic
• 5:42
  that
• 5:42
  shows
• 5:43
  where
• 5:43
  adoption
• 5:43
  is
• 5:43
  breaking,
• 5:44
  not
• 5:44
  whether
• 5:45
  the
• 5:45
  market
• 5:45
  is
• 5:45
  ready
• 5:46
  it
• 5:46
  pinpoints
• 5:47
  which
• 5:47
  decision,
• 5:48
  which
• 5:48
  role,
• 5:48
  and
• 5:49
  which
• 5:49
  behavior
• 5:49
  is
• 5:49
  blocking
• 5:50
  uptake
• 5:50
  so
• 5:51
  you
• 5:51
  know
• 5:51
  exactly
• 5:51
  what
• 5:52
  to
• 5:52
  fix
• 5:52
  next.
• 5:53
  Keep
• 5:54
  listening
• 5:55
  and
• 5:55
  keep
• 5:55
  growing.