Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #194 | Why Most Clinicians Struggle to Retain Customers in Medical Device Exporting, And How To Create Trust Through Real Partnerships

Transcript

#194 | Why Most Clinicians Struggle to Retain Customers in Medical Device Exporting, And How To Create Trust Through Real Partnerships · 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're
• 0:01
  going
• 0:01
  to
• 0:01
  find
• 0:02
  out
• 0:02
  why
• 0:02
  chasing
• 0:02
  patients
• 0:03
  too
• 0:03
  soon
• 0:04
  can
• 0:04
  derail
• 0:05
  your
• 0:05
  medical
• 0:05
  device
• 0:06
  strategy
• 0:07
  and
• 0:07
  what
• 0:07
  to
• 0:07
  do
• 0:08
  instead
• 0:08
  Welcome
• 0:09
  to
• 0:09
  Clinician
• 0:10
  to
• 0:10
  CEO,
• 0:11
  the
• 0:11
  podcast
• 0:12
  helping
• 0:12
  clinicians
• 0:13
  simplify
• 0:13
  your
• 0:13
  go-to-market
• 0:14
  strategy
• 0:15
  so
• 0:15
  that
• 0:15
  you
• 0:15
  can
• 0:15
  stop
• 0:16
  guessing
• 0:17
  and
• 0:17
  turn
• 0:17
  your
• 0:17
  working
• 0:18
  prototypes
• 0:18
  into
• 0:19
  international
• 0:19
  MedTech
• 0:20
  businesses.
• 0:21
  I'm
• 0:21
  your
• 0:21
  host,
• 0:21
  Hakeem
• 0:22
  Aade.
• 0:23
  Let's
• 0:23
  get
• 0:24
  started.
• 0:24
  So
• 0:25
  on
• 0:25
  this
• 0:25
  episode,
• 0:25
  you're
• 0:26
  gonna
• 0:26
  discover
• 0:26
  three
• 0:26
  things.
• 0:27
  Number
• 0:27
  one,
• 0:27
  why
• 0:28
  chasing
• 0:28
  more
• 0:28
  patients
• 0:29
  too
• 0:29
  early
• 0:29
  can
• 0:29
  actually
• 0:30
  stall
• 0:30
  your
• 0:30
  growth.
• 0:31
  Number
• 0:31
  two,
• 0:31
  the
• 0:31
  difference
• 0:32
  between
• 0:32
  looking
• 0:32
  busy
• 0:33
  and
• 0:33
  delivering
• 0:33
  real
• 0:34
  value.
• 0:34
  And
• 0:35
  number
• 0:35
  three,
• 0:36
  why
• 0:36
  the
• 0:36
  smartest
• 0:36
  healthcare
• 0:37
  companies
• 0:37
  grow
• 0:38
  through
• 0:38
  partnerships,
• 0:39
  not
• 0:39
  noise.
• 0:40
  So
• 0:40
  now
• 0:40
  let's
• 0:40
  test
• 0:40
  this
• 0:41
  with
• 0:41
  the
• 0:41
  decision
• 0:41
  scenario
• 0:42
  that
• 0:42
  I
• 0:42
  posed
• 0:43
  at
• 0:43
  the
• 0:43
  end
• 0:43
  of
• 0:43
  my
• 0:44
  last
• 0:44
  episode
• 0:44
  that
• 0:45
  lots
• 0:45
  of
• 0:45
  healthcare
• 0:45
  businesses
• 0:46
  get
• 0:47
  wrong,
• 0:47
  imagine
• 0:48
  you
• 0:48
  are
• 0:48
  at
• 0:48
  a
• 0:48
  crossroads
• 0:49
  in
• 0:49
  your
• 0:49
  company's
• 0:50
  growth
• 0:50
  strategy.
• 0:50
  Your
• 0:51
  mobile
• 0:51
  healthcare
• 0:51
  services
• 0:52
  are
• 0:52
  getting
• 0:52
  instruction,
• 0:53
  but
• 0:53
  you
• 0:53
  need
• 0:54
  to
• 0:54
  decide
• 0:55
  how
• 0:55
  to
• 0:55
  expand
• 0:55
  your
• 0:56
  reach
• 0:56
  effectively.
• 0:56
  Do
• 0:57
  you
• 0:57
  a,
• 0:57
  invest
• 0:58
  heavily
• 0:58
  in
• 0:58
  digital
• 0:58
  marketing
• 0:59
  to
• 1:00
  attract
• 1:00
  more
• 1:00
  patients
• 1:00
  directly
• 1:01
  through
• 1:01
  online
• 1:02
  platforms?
• 1:02
  Do
• 1:02
  you
• 1:02
  b
• 1:03
  form
• 1:03
  strategic
• 1:04
  partnerships
• 1:05
  with
• 1:05
  established
• 1:05
  hospitals
• 1:06
  to
• 1:06
  leverage
• 1:06
  their
• 1:07
  networks
• 1:07
  and
• 1:07
  credibility?
• 1:08
  Do
• 1:08
  you
• 1:08
  see
• 1:09
  focus
• 1:09
  on
• 1:10
  developing
• 1:11
  new
• 1:11
  service
• 1:11
  offerings
• 1:12
  rather
• 1:13
  than
• 1:13
  scaling
• 1:13
  existing
• 1:14
  ones,
• 1:14
  or
• 1:14
  do
• 1:14
  you
• 1:14
  d.
• 1:15
  Prioritize
• 1:16
  international
• 1:16
  expansion
• 1:17
  in
• 1:17
  markets
• 1:18
  that
• 1:18
  have
• 1:18
  shown
• 1:18
  interest
• 1:19
  in
• 1:19
  your
• 1:19
  services.
• 1:20
  And
• 1:20
  so
• 1:21
  we
• 1:21
  can
• 1:21
  now
• 1:21
  go
• 1:21
  straight
• 1:22
  into
• 1:22
  it
• 1:22
  and
• 1:22
  give
• 1:22
  me
• 1:22
  thank
• 1:23
  you,
• 1:23
  gimme
• 1:23
  your
• 1:23
  views.
• 1:24
  well
• 1:24
  let
• 1:24
  me
• 1:25
  look
• 1:25
  at
• 1:26
  the,
• 1:26
  the
• 1:26
  A,
• 1:26
  B,
• 1:27
  C,
• 1:27
  D
• 1:28
  here.
• 1:28
  So
• 1:28
  I
• 1:28
  think
• 1:29
  for
• 1:29
  us,
• 1:30
  we
• 1:30
  chose.
• 1:31
  Form
• 1:31
  strategic
• 1:31
  partnerships
• 1:32
  with
• 1:32
  established
• 1:33
  hospitals
• 1:33
  to
• 1:33
  leverage
• 1:34
  their
• 1:34
  networks
• 1:34
  and
• 1:34
  credibility.
• 1:35
  For
• 1:35
  us
• 1:36
  it
• 1:36
  was
• 1:36
  about
• 1:37
  value.
• 1:37
  Value
• 1:38
  is
• 1:38
  the
• 1:38
  fundamental
• 1:39
  thing,
• 1:39
  and
• 1:39
  if
• 1:39
  we
• 1:39
  could
• 1:39
  provide
• 1:40
  value,
• 1:40
  the
• 1:41
  rest
• 1:41
  would
• 1:41
  follow.
• 1:42
  It's
• 1:42
  not
• 1:42
  easy
• 1:42
  to
• 1:43
  turn
• 1:43
  away
• 1:43
  the,
• 1:44
  and
• 1:44
  we
• 1:44
  did
• 1:45
  the
• 1:45
  opportunity
• 1:46
  to,
• 1:46
  B2B
• 1:47
  or
• 1:47
  B2C
• 1:48
  marketing
• 1:49
  and
• 1:49
  invest
• 1:49
  in
• 1:49
  that,
• 1:50
  because
• 1:50
  that
• 1:50
  brings
• 1:51
  you
• 1:51
  people
• 1:51
  quickly.
• 1:52
  But
• 1:52
  I
• 1:52
  think
• 1:53
  that's
• 1:53
  more
• 1:53
  superficial.
• 1:54
  And
• 1:54
  if
• 1:55
  you
• 1:55
  can
• 1:55
  prove
• 1:56
  the
• 1:56
  value
• 1:56
  underneath,
• 1:57
  you
• 1:57
  can't
• 1:57
  go.
• 1:57
  Nobody's
• 1:58
  gonna
• 1:58
  be
• 1:58
  able
• 1:58
  to
• 1:58
  take
• 1:59
  you.
• 1:59
  You're
• 1:59
  gonna
• 2:00
  sustain.
• 2:00
  And
• 2:00
  so
• 2:01
  for
• 2:01
  us,
• 2:01
  the
• 2:01
  value
• 2:02
  was
• 2:02
  in
• 2:02
  what
• 2:02
  we
• 2:02
  could
• 2:03
  deliver
• 2:03
  to
• 2:03
  the
• 2:03
  community,
• 2:04
  and
• 2:04
  that's
• 2:04
  what
• 2:04
  we
• 2:04
  did.
• 2:05
  So
• 2:05
  what's
• 2:05
  interesting
• 2:06
  about
• 2:06
  Ryan's
• 2:06
  answer
• 2:07
  is
• 2:07
  that
• 2:07
  a
• 2:07
  lot
• 2:07
  of
• 2:07
  companies
• 2:08
  would
• 2:08
  have
• 2:08
  gone
• 2:09
  the
• 2:09
  other
• 2:09
  way,
• 2:10
  i.e.
• 2:10
  they
• 2:11
  would
• 2:11
  have
• 2:11
  chased
• 2:11
  growth
• 2:12
  through
• 2:12
  marketing
• 2:13
  because
• 2:13
  it
• 2:13
  feels
• 2:13
  faster
• 2:15
  and
• 2:15
  they've
• 2:16
  therefore
• 2:16
  chased
• 2:16
  visibility
• 2:17
  first,
• 2:17
  more
• 2:18
  ads,
• 2:18
  more
• 2:18
  outreach,
• 2:19
  more
• 2:19
  markets,
• 2:20
  more
• 2:20
  noise.
• 2:20
  But
• 2:20
  what
• 2:21
  Ryan
• 2:21
  discussed
• 2:21
  here
• 2:22
  was
• 2:22
  about
• 2:22
  anchoring
• 2:23
  everything
• 2:24
  in
• 2:24
  value
• 2:24
  first
• 2:25
  and
• 2:25
  then
• 2:25
  scaling
• 2:25
  from
• 2:26
  that.
• 2:26
  And
• 2:26
  in
• 2:26
  med
• 2:27
  tech,
• 2:27
  that's
• 2:27
  the
• 2:27
  difference.
• 2:28
  And
• 2:28
  that's
• 2:28
  always
• 2:29
  going
• 2:29
  to
• 2:29
  be
• 2:29
  the
• 2:29
  difference
• 2:29
  between
• 2:30
  short
• 2:30
  term
• 2:30
  traction
• 2:31
  and
• 2:31
  long
• 2:31
  term
• 2:32
  adoption,
• 2:32
  because
• 2:32
  credibility
• 2:33
  is
• 2:33
  what
• 2:33
  everything
• 2:34
  else
• 2:34
  is
• 2:34
  built
• 2:35
  on.
• 2:35
  So
• 2:35
  once
• 2:35
  you
• 2:35
  can
• 2:36
  consistently
• 2:36
  deliver
• 2:37
  value
• 2:37
  within
• 2:37
  a
• 2:37
  trusted
• 2:38
  network,
• 2:38
  whether
• 2:38
  that
• 2:39
  network
• 2:39
  is
• 2:39
  a
• 2:39
  hospital
• 2:40
  group,
• 2:40
  clinical
• 2:41
  partners
• 2:41
  or
• 2:42
  healthcare
• 2:42
  system,
• 2:43
  growth
• 2:43
  becomes
• 2:44
  far
• 2:44
  more
• 2:44
  sustainable.
• 2:45
  And
• 2:45
  I
• 2:45
  think
• 2:46
  there's
• 2:46
  a
• 2:46
  really
• 2:47
  important
• 2:47
  distinction
• 2:48
  here
• 2:48
  between
• 2:49
  looking
• 2:49
  busy
• 2:50
  and
• 2:50
  building
• 2:51
  something
• 2:51
  that
• 2:51
  actually
• 2:52
  lasts.
• 2:52
  And
• 2:52
  I
• 2:52
  talk
• 2:53
  about
• 2:53
  that
• 2:53
  all
• 2:53
  the
• 2:53
  time.
• 2:54
  So
• 2:54
  before
• 2:54
  you
• 2:54
  go,
• 2:55
  here's
• 2:55
  something
• 2:56
  practical
• 2:56
  that
• 2:56
  I
• 2:56
  want
• 2:56
  you
• 2:57
  to
• 2:57
  do
• 2:57
  straight
• 2:57
  after
• 2:57
  this
• 2:58
  episode.
• 2:58
  Which
• 2:58
  will
• 2:58
  hopefully
• 2:59
  help
• 2:59
  you
• 3:00
  pressure
• 3:00
  test
• 3:00
  your
• 3:00
  own
• 3:01
  business,
• 3:01
  and
• 3:01
  it's
• 3:01
  just
• 3:01
  four
• 3:02
  simple
• 3:02
  quick
• 3:03
  questions.
• 3:03
  The
• 3:03
  first
• 3:03
  one
• 3:04
  is,
• 3:04
  why
• 3:04
  do
• 3:04
  your
• 3:05
  best
• 3:05
  customers
• 3:06
  actually
• 3:06
  stay
• 3:06
  with
• 3:06
  you?
• 3:07
  So
• 3:07
  if
• 3:07
  the
• 3:07
  answer
• 3:08
  is
• 3:08
  price,
• 3:09
  convenience,
• 3:09
  or
• 3:09
  we've
• 3:10
  always
• 3:10
  used
• 3:10
  you,
• 3:11
  your
• 3:11
  value
• 3:11
  probably
• 3:12
  isn't
• 3:12
  strong
• 3:12
  enough
• 3:13
  yet.
• 3:13
  The
• 3:13
  strongest
• 3:14
  businesses
• 3:15
  get
• 3:15
  repeat
• 3:16
  engagement
• 3:16
  because
• 3:17
  they
• 3:17
  improve
• 3:17
  outcomes,
• 3:18
  reduce
• 3:18
  friction,
• 3:19
  save
• 3:19
  time,
• 3:19
  or
• 3:19
  solve
• 3:20
  a
• 3:20
  meaningful
• 3:20
  problem
• 3:21
  consistently.
• 3:21
  So
• 3:21
  you
• 3:21
  need
• 3:22
  to
• 3:22
  work
• 3:22
  on
• 3:23
  that,
• 3:23
  and
• 3:23
  if
• 3:23
  it's
• 3:23
  one
• 3:23
  of
• 3:24
  those
• 3:24
  things
• 3:24
  we've
• 3:24
  just
• 3:24
  mentioned,
• 3:25
  then
• 3:25
  you've
• 3:26
  probably
• 3:26
  got
• 3:26
  a
• 3:27
  decent
• 3:27
  value
• 3:27
  proposition.
• 3:28
  Secondly,
• 3:29
  the
• 3:29
  second
• 3:29
  question
• 3:30
  is,
• 3:30
  if
• 3:31
  your
• 3:31
  marketing
• 3:31
  stopped
• 3:32
  tomorrow,
• 3:32
  where
• 3:33
  would
• 3:33
  your
• 3:33
  next
• 3:34
  customer
• 3:34
  come
• 3:34
  from?
• 3:35
  So
• 3:35
  if
• 3:35
  the
• 3:35
  answer
• 3:35
  is
• 3:35
  nowhere
• 3:36
  or
• 3:36
  you're
• 3:36
  not
• 3:36
  sure,
• 3:37
  then
• 3:37
  you
• 3:38
  may
• 3:38
  have
• 3:38
  awareness,
• 3:39
  but
• 3:39
  you
• 3:39
  haven't
• 3:40
  got
• 3:40
  advocacy,
• 3:40
  and
• 3:40
  it's
• 3:40
  advocacy
• 3:41
  that
• 3:41
  you
• 3:41
  really
• 3:41
  need.
• 3:42
  So
• 3:42
  because
• 3:43
  strong
• 3:43
  healthcare
• 3:43
  businesses
• 3:44
  eventually
• 3:45
  create
• 3:45
  referrals,
• 3:46
  partnerships,
• 3:46
  and
• 3:46
  reputation-led
• 3:48
  growth.
• 3:48
  So
• 3:48
  that's
• 3:48
  another
• 3:49
  thing
• 3:49
  to
• 3:49
  think
• 3:49
  about,
• 3:49
  about
• 3:50
  your
• 3:50
  business.
• 3:50
  And
• 3:50
  again,
• 3:51
  as
• 3:51
  I
• 3:51
  said,
• 3:51
  be
• 3:51
  brutally
• 3:52
  honest
• 3:52
  to
• 3:52
  yourself
• 3:53
  as
• 3:53
  you're
• 3:53
  going
• 3:53
  through
• 3:53
  these
• 3:53
  questions.
• 3:54
  The
• 3:54
  third
• 3:54
  question
• 3:55
  is,
• 3:55
  are
• 3:55
  your
• 3:55
  partnerships
• 3:56
  creating
• 3:57
  real
• 3:57
  outcomes
• 3:58
  or
• 3:58
  just
• 3:59
  visibility?
• 4:00
  Because
• 4:00
  logos
• 4:01
  and
• 4:01
  introductions
• 4:02
  and,
• 4:02
  announcements
• 4:03
  may
• 4:04
  look
• 4:04
  impressive,
• 4:04
  but
• 4:05
  real
• 4:05
  partnerships
• 4:05
  should
• 4:06
  create
• 4:06
  adoption,
• 4:07
  trust
• 4:07
  and
• 4:07
  measurable
• 4:08
  impact.
• 4:08
  And
• 4:08
  then
• 4:09
  finally,
• 4:09
  question
• 4:10
  four
• 4:10
  that
• 4:10
  you
• 4:10
  need
• 4:10
  to
• 4:10
  ask
• 4:11
  yourself
• 4:11
  is,
• 4:11
  are
• 4:12
  you
• 4:12
  scaling
• 4:12
  because
• 4:13
  you've
• 4:13
  proven
• 4:13
  value
• 4:14
  or
• 4:14
  because
• 4:14
  growth
• 4:15
  feels
• 4:15
  like
• 4:15
  the
• 4:15
  next
• 4:16
  thing
• 4:16
  that
• 4:16
  you
• 4:16
  should
• 4:17
  be
• 4:17
  doing?
• 4:17
  And
• 4:17
  there's
• 4:17
  so
• 4:17
  many
• 4:18
  companies
• 4:18
  that
• 4:18
  do
• 4:18
  that,
• 4:19
  but
• 4:19
  the
• 4:19
  problem
• 4:19
  is
• 4:19
  scaling
• 4:20
  weak
• 4:20
  value
• 4:21
  usually
• 4:22
  just
• 4:22
  creates
• 4:22
  bigger
• 4:22
  problems
• 4:23
  later
• 4:24
  on
• 4:24
  and
• 4:24
  a
• 4:24
  lot
• 4:24
  faster.
• 4:25
  So
• 4:25
  if
• 4:25
  your
• 4:26
  answers
• 4:26
  expose
• 4:27
  gaps,
• 4:27
  there's
• 4:28
  no
• 4:28
  need
• 4:28
  to
• 4:28
  panic.
• 4:29
  The
• 4:29
  next
• 4:29
  step
• 4:29
  isn't
• 4:29
  necessarily
• 4:30
  more
• 4:30
  marketing.
• 4:31
  As
• 4:31
  I've
• 4:31
  said
• 4:31
  several
• 4:32
  times,
• 4:32
  it's
• 4:32
  usually
• 4:33
  getting
• 4:33
  clear
• 4:33
  on
• 4:34
  the
• 4:34
  value
• 4:34
  you
• 4:34
  truly
• 4:34
  deliver,
• 4:35
  who
• 4:35
  benefits
• 4:36
  from
• 4:36
  it
• 4:36
  most,
• 4:36
  and
• 4:37
  building
• 4:37
  deeper
• 4:37
  proof
• 4:38
  before
• 4:38
  expanding
• 4:39
  wider.
• 4:40
  And
• 4:40
  if
• 4:40
  you're
• 4:40
  building
• 4:41
  a
• 4:41
  MedTech
• 4:42
  business
• 4:42
  and
• 4:43
  you're
• 4:43
  not
• 4:43
  sure
• 4:43
  whether
• 4:44
  your
• 4:44
  next
• 4:44
  move
• 4:44
  should
• 4:44
  be
• 4:45
  around
• 4:45
  evidence,
• 4:46
  market
• 4:46
  access,
• 4:46
  commercialization,
• 4:47
  distributor
• 4:48
  strategy.
• 4:48
  Or
• 4:49
  adoption.
• 4:49
  Do
• 4:50
  not
• 4:50
  guess.
• 4:51
  Book
• 4:51
  a
• 4:51
  healthcare
• 4:52
  export
• 4:52
  accelerator
• 4:53
  diagnostic
• 4:53
  Call
• 4:53
  with
• 4:54
  me.
• 4:54
  Use
• 4:55
  my
• 4:55
  link
• 4:55
  in
• 4:55
  the
• 4:55
  show
• 4:56
  notes.
• 4:56
  And
• 4:56
  in
• 4:57
  that
• 4:57
  session
• 4:57
  I'll
• 4:58
  help
• 4:58
  you
• 4:58
  identify
• 4:59
  the
• 4:59
  specific
• 4:59
  constraints
• 5:00
  blocking
• 5:01
  your
• 5:01
  momentum
• 5:02
  and
• 5:02
  the
• 5:02
  commercial
• 5:03
  move
• 5:03
  most
• 5:04
  likely
• 5:04
  to
• 5:04
  unlock
• 5:05
  your
• 5:05
  progress.
• 5:06
  Thanks
• 5:06
  for
• 5:06
  tuning
• 5:06
  in.
• 5:07
  Until
• 5:07
  next
• 5:07
  time,
• 5:08
  thanks
• 5:08
  for
• 5:08
  listening.
• 5:09
  Keep
• 5:09
  challenging
• 5:10
  your
• 5:10
  assumptions
• 5:11
  and
• 5:11
  keep
• 5:11
  growing.