Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #174 | The Smart Simple Move That Turns Medical Device Pilots Into Export-Ready Revenue

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#174 | The Smart Simple Move That Turns Medical Device Pilots Into Export-Ready Revenue · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  you've
• 0:00
  Done
• 0:00
  the
• 0:00
  hard
• 0:00
  bit.
• 0:01
  you've
• 0:01
  got
• 0:01
  regulatory
• 0:02
  approval.
• 0:03
  you've
• 0:03
  got
• 0:03
  two
• 0:03
  pilot
• 0:04
  sites
• 0:04
  ongoing.
• 0:05
  you've
• 0:05
  got
• 0:05
  distributor
• 0:06
  interest,
• 0:06
  but
• 0:07
  you've
• 0:07
  got
• 0:07
  limited
• 0:08
  runway.
• 0:09
  your
• 0:09
  sales
• 0:09
  aren't
• 0:09
  coming
• 0:10
  in
• 0:10
  like
• 0:10
  you
• 0:10
  want,
• 0:11
  and
• 0:11
  you
• 0:11
  can
• 0:11
  only
• 0:12
  choose
• 0:12
  one
• 0:12
  focus
• 0:13
  in
• 0:13
  the
• 0:13
  next
• 0:14
  90
• 0:14
  days.
• 0:15
  What
• 0:15
  do
• 0:15
  you
• 0:15
  prioritize?
• 0:17
  In
• 0:17
  the
• 0:17
  next
• 0:17
  seven
• 0:17
  minutes,
• 0:18
  I'm
• 0:18
  going
• 0:18
  to
• 0:18
  show
• 0:18
  you
• 0:19
  how
• 0:19
  to
• 0:19
  prioritize
• 0:20
  when
• 0:20
  everything
• 0:20
  feels
• 0:21
  urgent
• 0:22
  and
• 0:22
  why
• 0:22
  does
• 0:22
  only
• 0:22
  one
• 0:23
  move
• 0:24
  that
• 0:24
  you
• 0:24
  should
• 0:24
  take
• 0:25
  that
• 0:25
  will
• 0:25
  turn
• 0:25
  early
• 0:26
  traction
• 0:26
  into
• 0:27
  real
• 0:27
  commercial
• 0:28
  proof
• 0:28
  so
• 0:29
  that
• 0:29
  you
• 0:29
  can
• 0:29
  scale
• 0:29
  internationally
• 0:30
  without
• 0:31
  guessing.
• 0:32
  Welcome
• 0:32
  to
• 0:32
  Clinician
• 0:33
  to
• 0:33
  CEO,
• 0:34
  the
• 0:34
  podcast
• 0:35
  helping
• 0:35
  clinicians
• 0:36
  simplify
• 0:36
  your
• 0:37
  go-to-market
• 0:37
  strategy
• 0:38
  so
• 0:38
  that
• 0:38
  you
• 0:38
  can
• 0:39
  stop
• 0:39
  guessing
• 0:40
  and
• 0:40
  turn
• 0:40
  your
• 0:41
  working
• 0:41
  prototypes
• 0:42
  into
• 0:42
  international
• 0:43
  MedTech
• 0:43
  businesses.
• 0:44
  I'm
• 0:44
  your
• 0:44
  host,
• 0:45
  Hakeem
• 0:45
  Aade.
• 0:46
  Let's
• 0:47
  get
• 0:47
  started.
• 0:48
  Now
• 0:48
  in
• 0:48
  the
• 0:48
  last
• 0:49
  episode,
• 0:49
  I
• 0:49
  put
• 0:49
  this
• 0:50
  scenario
• 0:50
  to
• 0:50
  Mark
• 0:51
  Chuda.
• 0:51
  You're
• 0:52
  advising
• 0:52
  a
• 0:53
  clinical
• 0:53
  founder.
• 0:54
  They
• 0:54
  have
• 0:55
  regulatory
• 0:55
  approval.
• 0:56
  They
• 0:56
  have
• 0:56
  two
• 0:56
  pilot
• 0:57
  sites
• 0:57
  with
• 0:57
  good
• 0:57
  feedback.
• 0:58
  They
• 0:58
  have
• 0:58
  one
• 0:59
  distributor
• 0:59
  who's
• 0:59
  keen
• 1:00
  but
• 1:00
  unproven,
• 1:01
  and
• 1:01
  you
• 1:01
  have
• 1:01
  a
• 1:01
  limited
• 1:02
  cash
• 1:02
  runway.
• 1:03
  And
• 1:03
  90
• 1:04
  days
• 1:04
  before
• 1:05
  board
• 1:05
  pressure
• 1:06
  starts
• 1:06
  to
• 1:06
  kick
• 1:06
  in.
• 1:07
  The
• 1:07
  question,
• 1:08
  you
• 1:08
  can
• 1:08
  only
• 1:09
  choose
• 1:09
  one
• 1:10
  primary
• 1:10
  focus
• 1:11
  for
• 1:11
  the
• 1:11
  next
• 1:11
  90
• 1:12
  days.
• 1:12
  What
• 1:13
  is
• 1:13
  the.
• 1:13
  Primary
• 1:14
  focus
• 1:15
  and
• 1:15
  why
• 1:16
  I,
• 1:16
  what
• 1:16
  do
• 1:16
  you
• 1:17
  prioritize
• 1:18
  and
• 1:18
  why?
• 1:19
  A
• 1:20
  push
• 1:20
  hard
• 1:21
  on
• 1:21
  signing
• 1:21
  and
• 1:21
  onboarding
• 1:22
  the
• 1:22
  distributor
• 1:23
  to
• 1:23
  accelerate.
• 1:23
  Reach
• 1:24
  B.
• 1:25
  Double
• 1:25
  down
• 1:25
  on
• 1:26
  converting
• 1:26
  one
• 1:26
  pilot
• 1:27
  site
• 1:27
  into
• 1:27
  a
• 1:27
  fully
• 1:28
  scaled
• 1:28
  case.
• 1:29
  Study
• 1:29
  with
• 1:29
  hard
• 1:29
  data.
• 1:30
  C
• 1:30
  hire
• 1:31
  a
• 1:31
  commercial
• 1:31
  lead
• 1:32
  to
• 1:32
  build
• 1:33
  a
• 1:33
  structured
• 1:33
  pipeline.
• 1:34
  And
• 1:34
  messaging
• 1:35
  and
• 1:36
  d
• 1:36
  finally
• 1:37
  define
• 1:38
  the
• 1:38
  commercial
• 1:38
  narrative
• 1:39
  and
• 1:39
  economic
• 1:40
  case
• 1:40
  before
• 1:40
  pushing
• 1:41
  further.
• 1:42
  so
• 1:42
  Mark's
• 1:43
  answer
• 1:43
  was
• 1:43
  very
• 1:43
  simple
• 1:44
  and
• 1:44
  very
• 1:44
  quick.
• 1:45
  Actually,
• 1:45
  he
• 1:46
  said,
• 1:46
  B,
• 1:47
  convert
• 1:48
  one
• 1:48
  pilot
• 1:48
  into
• 1:49
  a
• 1:49
  fully
• 1:49
  scaled
• 1:50
  data
• 1:51
  backed
• 1:51
  case
• 1:51
  study.
• 1:52
  IE
• 1:53
  he
• 1:53
  said
• 1:54
  that
• 1:54
  you
• 1:54
  need
• 1:54
  to
• 1:54
  build
• 1:54
  proof
• 1:55
  because
• 1:55
  that
• 1:55
  will
• 1:56
  prove
• 1:57
  measurable
• 1:57
  economic
• 1:57
  value.
• 1:58
  It
• 1:59
  will
• 1:59
  ensure
• 2:00
  that
• 2:00
  you
• 2:00
  understand
• 2:01
  a
• 2:01
  clear
• 2:01
  procurement
• 2:02
  pathway,
• 2:03
  which
• 2:03
  will
• 2:03
  then
• 2:03
  help
• 2:03
  you
• 2:04
  move
• 2:04
  your
• 2:04
  product
• 2:04
  through
• 2:05
  much
• 2:05
  more
• 2:05
  quickly.
• 2:06
  It
• 2:06
  will
• 2:06
  also
• 2:06
  turn
• 2:06
  interest
• 2:07
  into
• 2:07
  evidence.
• 2:07
  'cause
• 2:08
  at
• 2:08
  the
• 2:08
  moment
• 2:08
  what
• 2:08
  you've
• 2:08
  got
• 2:08
  is
• 2:08
  interest
• 2:09
  and
• 2:09
  you
• 2:09
  need
• 2:10
  evidence.
• 2:10
  And
• 2:10
  then
• 2:10
  the
• 2:11
  evidence
• 2:11
  can
• 2:11
  be
• 2:11
  turned
• 2:11
  into
• 2:12
  leverage
• 2:13
  with
• 2:13
  in
• 2:13
  other
• 2:14
  accounts
• 2:14
  and
• 2:14
  other
• 2:14
  countries.
• 2:15
  And
• 2:16
  I
• 2:16
  agree
• 2:16
  with
• 2:16
  him.
• 2:17
  So
• 2:17
  let
• 2:18
  me
• 2:18
  tell
• 2:18
  you
• 2:18
  why
• 2:19
  and
• 2:19
  let's
• 2:19
  break
• 2:20
  it
• 2:20
  down.
• 2:20
  The
• 2:20
  first
• 2:21
  things
• 2:21
  first,
• 2:22
  I
• 2:22
  want
• 2:22
  to
• 2:22
  clarify
• 2:23
  'cause
• 2:23
  we
• 2:23
  talked
• 2:23
  about
• 2:23
  regulatory
• 2:24
  approval.
• 2:24
  And
• 2:24
  regulator
• 2:25
  approval
• 2:25
  is
• 2:25
  not
• 2:25
  traction,
• 2:26
  it's
• 2:26
  permission,
• 2:27
  it's
• 2:27
  the
• 2:27
  entry
• 2:28
  ticket.
• 2:28
  So
• 2:29
  it
• 2:29
  proves
• 2:29
  that
• 2:29
  your
• 2:29
  device
• 2:30
  is
• 2:30
  safe,
• 2:30
  that
• 2:30
  it's
• 2:31
  compliant,
• 2:31
  and
• 2:31
  that
• 2:32
  it's
• 2:32
  technically
• 2:32
  validated.
• 2:33
  But
• 2:34
  what
• 2:34
  it
• 2:34
  does
• 2:34
  not
• 2:34
  prove
• 2:35
  is
• 2:35
  that
• 2:35
  anyone's
• 2:35
  gonna
• 2:35
  buy
• 2:36
  it.
• 2:36
  Hospitals
• 2:37
  don't
• 2:37
  buy
• 2:37
  approvals,
• 2:38
  they
• 2:38
  buy
• 2:39
  outcomes.
• 2:40
  And
• 2:40
  if
• 2:40
  you
• 2:40
  confuse
• 2:40
  those
• 2:41
  two
• 2:41
  things,
• 2:42
  you're
• 2:42
  already
• 2:42
  gonna
• 2:42
  be
• 2:42
  on
• 2:42
  very,
• 2:43
  very
• 2:43
  thin
• 2:43
  ice.
• 2:44
  So
• 2:45
  now
• 2:45
  let's
• 2:45
  move
• 2:46
  on
• 2:46
  to
• 2:46
  the
• 2:46
  fact
• 2:46
  that
• 2:46
  you've
• 2:47
  got
• 2:47
  two
• 2:47
  pilot
• 2:47
  sites
• 2:48
  with
• 2:48
  good
• 2:48
  feedback.
• 2:49
  'cause
• 2:49
  that
• 2:49
  matters.
• 2:50
  But
• 2:50
  good
• 2:50
  feedback
• 2:51
  isn't
• 2:52
  automatically
• 2:52
  commercial
• 2:53
  readiness.
• 2:53
  And
• 2:53
  the
• 2:53
  real
• 2:54
  question
• 2:54
  is
• 2:54
  this,
• 2:55
  have
• 2:55
  you
• 2:55
  extracted
• 2:57
  anything
• 2:57
  structured
• 2:58
  from
• 2:58
  those
• 2:58
  pilots,
• 2:59
  not
• 2:59
  just
• 2:59
  them
• 2:59
  saying
• 3:00
  they
• 3:00
  like
• 3:00
  it.
• 3:01
  So
• 3:01
  let
• 3:01
  me
• 3:01
  ask
• 3:01
  you
• 3:01
  something
• 3:02
  directly.
• 3:03
  Do
• 3:03
  you
• 3:04
  have
• 3:05
  measurable.
• 3:06
  Provable
• 3:07
  economic
• 3:07
  value
• 3:08
  that
• 3:08
  you've
• 3:08
  been
• 3:09
  able
• 3:09
  to
• 3:09
  prove
• 3:09
  from
• 3:10
  that
• 3:11
  pilot?
• 3:12
  Do
• 3:12
  you
• 3:12
  have
• 3:13
  proof
• 3:13
  of
• 3:13
  workflow
• 3:14
  integration?
• 3:15
  Do
• 3:15
  you
• 3:15
  know
• 3:16
  the
• 3:16
  procurement
• 3:16
  pathway?
• 3:17
  Do
• 3:17
  you
• 3:18
  know
• 3:18
  who
• 3:18
  actually
• 3:18
  signed
• 3:19
  off
• 3:19
  the
• 3:20
  pilot
• 3:20
  internally?
• 3:21
  Do
• 3:21
  you
• 3:21
  have
• 3:22
  repeat
• 3:22
  usage
• 3:23
  data?
• 3:24
  Because
• 3:24
  if
• 3:24
  you
• 3:24
  don't,
• 3:25
  then
• 3:26
  all
• 3:26
  you
• 3:26
  have
• 3:26
  is
• 3:26
  interest,
• 3:27
  and
• 3:27
  interest
• 3:28
  is
• 3:28
  fragile.
• 3:29
  Interest
• 3:29
  disappears
• 3:30
  when
• 3:31
  budget
• 3:31
  pressure
• 3:31
  hits.
• 3:32
  Interest
• 3:32
  disappears
• 3:33
  when
• 3:34
  a
• 3:34
  competitor
• 3:35
  walks
• 3:35
  in.
• 3:35
  Interest
• 3:36
  disappears.
• 3:37
  When
• 3:37
  the
• 3:37
  board
• 3:37
  asks
• 3:37
  you
• 3:38
  where
• 3:38
  the
• 3:38
  revenue,
• 3:39
  but
• 3:39
  what
• 3:39
  doesn't
• 3:40
  disappear
• 3:40
  is
• 3:40
  proof.
• 3:41
  That
• 3:41
  doesn't
• 3:41
  disappear.
• 3:42
  Proof
• 3:42
  strengthens
• 3:43
  your
• 3:43
  pricing
• 3:44
  conversations,
• 3:44
  proof
• 3:45
  shortens
• 3:46
  your
• 3:46
  sales
• 3:46
  cycle,
• 3:47
  and
• 3:47
  proof
• 3:48
  gives
• 3:48
  you
• 3:49
  confidence.
• 3:50
  And
• 3:50
  that's
• 3:50
  why
• 3:51
  we
• 3:51
  double
• 3:51
  down
• 3:52
  on
• 3:52
  this
• 3:52
  as
• 3:53
  a
• 3:53
  priority.
• 3:54
  And
• 3:54
  if
• 3:54
  you
• 3:54
  chose
• 3:54
  a
• 3:55
  for
• 3:55
  your
• 3:55
  priority,
• 3:56
  a
• 3:56
  onboard
• 3:56
  the
• 3:57
  new
• 3:57
  distributor,
• 3:58
  then
• 3:58
  the
• 3:58
  proof
• 3:59
  that
• 3:59
  you'll
• 3:59
  get
• 3:59
  from
• 3:59
  a
• 3:59
  case
• 3:59
  study
• 4:00
  is
• 4:00
  even
• 4:00
  more
• 4:00
  critical.
• 4:01
  And
• 4:01
  I'm
• 4:01
  not
• 4:01
  surprised
• 4:02
  if
• 4:02
  you
• 4:02
  chose
• 4:03
  Option
• 4:03
  A
• 4:03
  actually,
• 4:03
  because
• 4:04
  Keen
• 4:04
  Distributors
• 4:05
  lead.
• 4:06
  And
• 4:07
  always
• 4:07
  lead
• 4:07
  to
• 4:08
  excited
• 4:08
  founders
• 4:09
  because
• 4:09
  they're
• 4:09
  really
• 4:10
  keen.
• 4:10
  They
• 4:11
  love
• 4:11
  the
• 4:11
  product.
• 4:12
  They've
• 4:12
  got
• 4:12
  good
• 4:12
  reach,
• 4:13
  they've
• 4:13
  got
• 4:13
  great
• 4:13
  reach.
• 4:14
  In
• 4:14
  fact,
• 4:14
  now
• 4:14
  that's
• 4:15
  all
• 4:15
  good.
• 4:16
  And
• 4:16
  let's
• 4:16
  be
• 4:16
  fair,
• 4:17
  distributors
• 4:18
  can
• 4:18
  absolutely
• 4:19
  create
• 4:20
  demand
• 4:20
  in
• 4:20
  their
• 4:20
  market
• 4:21
  and
• 4:21
  make
• 4:21
  or
• 4:21
  break
• 4:21
  your
• 4:21
  product.
• 4:22
  And
• 4:22
  those
• 4:23
  markets,
• 4:23
  especially
• 4:23
  internationally,
• 4:24
  because
• 4:25
  they
• 4:25
  know
• 4:25
  the
• 4:25
  hospitals,
• 4:26
  they
• 4:26
  know
• 4:27
  the
• 4:27
  procurement
• 4:27
  route,
• 4:28
  they
• 4:28
  know
• 4:28
  the
• 4:28
  influencers.
• 4:29
  But
• 4:30
  what
• 4:30
  they
• 4:30
  can't
• 4:31
  do
• 4:31
  is
• 4:31
  invent
• 4:32
  a
• 4:32
  commercial
• 4:32
  case
• 4:32
  for
• 4:33
  you
• 4:33
  if
• 4:33
  you
• 4:33
  activate
• 4:34
  a
• 4:34
  distributor.
• 4:35
  Without
• 4:35
  a
• 4:35
  clear
• 4:36
  economic
• 4:36
  story,
• 4:37
  without
• 4:37
  defined
• 4:38
  positioning,
• 4:39
  without
• 4:39
  identifying
• 4:40
  the
• 4:40
  target
• 4:41
  segment
• 4:42
  and
• 4:42
  without
• 4:42
  structured
• 4:42
  onboarding,
• 4:43
  what
• 4:43
  you're
• 4:44
  actually
• 4:44
  asking
• 4:44
  them
• 4:45
  to
• 4:45
  do
• 4:45
  is
• 4:45
  figure
• 4:46
  out
• 4:46
  for
• 4:46
  themselves
• 4:47
  and
• 4:47
  good
• 4:47
  distributors.
• 4:48
  Don't
• 4:48
  want
• 4:49
  to
• 4:49
  do
• 4:49
  that,
• 4:49
  and
• 4:49
  they
• 4:49
  won't
• 4:50
  do
• 4:50
  that.
• 4:50
  What
• 4:50
  they
• 4:51
  want
• 4:51
  is
• 4:51
  clarity.
• 4:52
  They
• 4:52
  want
• 4:52
  confidence.
• 4:53
  They
• 4:53
  want
• 4:54
  something
• 4:54
  they
• 4:54
  can
• 4:55
  take
• 4:55
  into
• 4:55
  a
• 4:55
  hospital
• 4:56
  and
• 4:56
  say,
• 4:56
  here's
• 4:57
  why
• 4:57
  it
• 4:57
  works.
• 4:57
  Here's
• 4:58
  the
• 4:58
  data
• 4:59
  and
• 4:59
  here
• 5:00
  is
• 5:00
  the
• 5:00
  impact.
• 5:01
  If
• 5:01
  you
• 5:01
  give
• 5:01
  them
• 5:01
  that,
• 5:02
  then
• 5:02
  they
• 5:02
  can
• 5:03
  amplify
• 5:04
  demand
• 5:04
  in
• 5:04
  their
• 5:05
  market.
• 5:05
  If
• 5:05
  you
• 5:05
  don't,
• 5:06
  you're
• 5:06
  gonna
• 5:06
  find
• 5:07
  it
• 5:07
  really
• 5:07
  difficult.
• 5:08
  And
• 5:08
  sooner
• 5:08
  or
• 5:09
  later
• 5:09
  the
• 5:10
  distributor.
• 5:11
  It
• 5:11
  is
• 5:11
  gonna
• 5:12
  find
• 5:12
  it
• 5:12
  very
• 5:12
  difficult
• 5:13
  to
• 5:13
  sell
• 5:13
  and
• 5:13
  they'll
• 5:14
  start
• 5:14
  to
• 5:14
  switch
• 5:14
  off
• 5:15
  and
• 5:15
  six
• 5:15
  months
• 5:15
  later,
• 5:16
  it's
• 5:16
  not
• 5:17
  then
• 5:17
  that
• 5:17
  they've
• 5:17
  underperformed,
• 5:18
  it's
• 5:18
  that
• 5:18
  you
• 5:19
  weren't
• 5:19
  commercially
• 5:19
  ready
• 5:20
  for
• 5:20
  giving
• 5:21
  them
• 5:21
  that
• 5:21
  product
• 5:21
  and
• 5:21
  scaling
• 5:22
  in
• 5:22
  that
• 5:23
  market.
• 5:23
  Now
• 5:25
  you
• 5:25
  may
• 5:25
  well
• 5:25
  be
• 5:25
  thinking,
• 5:26
  okay,
• 5:27
  I
• 5:27
  understand
• 5:28
  that.
• 5:28
  I
• 5:28
  understand
• 5:28
  why
• 5:28
  you're
• 5:28
  not
• 5:29
  gonna
• 5:29
  go
• 5:29
  to
• 5:29
  the
• 5:29
  distributor.
• 5:30
  At
• 5:30
  first,
• 5:31
  but
• 5:31
  you're
• 5:31
  thinking
• 5:32
  why
• 5:32
  an
• 5:32
  option
• 5:32
  C
• 5:33
  though?
• 5:33
  Hire
• 5:33
  a
• 5:33
  commercial
• 5:34
  lead.
• 5:34
  And
• 5:35
  it's
• 5:35
  a
• 5:35
  fair
• 5:35
  question
• 5:36
  because
• 5:37
  if
• 5:37
  that
• 5:37
  commercial
• 5:38
  lead
• 5:38
  is
• 5:38
  going
• 5:38
  to
• 5:38
  help
• 5:39
  structure
• 5:39
  the
• 5:39
  pilot
• 5:40
  properly,
• 5:40
  extract
• 5:41
  economic
• 5:41
  value,
• 5:42
  build
• 5:42
  a
• 5:42
  procurement
• 5:43
  map,
• 5:43
  sharpen
• 5:44
  the
• 5:44
  positioning,
• 5:44
  then
• 5:45
  yes,
• 5:45
  that
• 5:46
  could
• 5:46
  make
• 5:46
  sense.
• 5:47
  But
• 5:47
  the
• 5:47
  fact
• 5:48
  that
• 5:48
  you've
• 5:48
  already
• 5:49
  got
• 5:49
  two
• 5:49
  pilots
• 5:50
  running
• 5:50
  would
• 5:50
  indicate
• 5:51
  that
• 5:51
  you've
• 5:51
  clearly
• 5:52
  got
• 5:52
  enough
• 5:52
  internal
• 5:53
  resource
• 5:53
  to
• 5:53
  execute
• 5:54
  them.
• 5:54
  So
• 5:54
  the
• 5:54
  question
• 5:55
  isn't,
• 5:55
  do
• 5:55
  we
• 5:55
  need
• 5:56
  more
• 5:56
  people?
• 5:56
  The
• 5:57
  question
• 5:57
  is,
• 5:58
  have
• 5:58
  we
• 5:58
  extracted
• 5:58
  the
• 5:59
  value
• 5:59
  from
• 5:59
  what
• 5:59
  we're
• 5:59
  already
• 6:00
  doing?
• 6:00
  Hiring
• 6:01
  someone
• 6:01
  before
• 6:01
  you've
• 6:02
  maximized
• 6:02
  the
• 6:02
  learning
• 6:03
  from
• 6:03
  your
• 6:03
  existing
• 6:04
  pilots
• 6:04
  can
• 6:04
  just
• 6:04
  add
• 6:05
  cost,
• 6:05
  not
• 6:06
  clarity.
• 6:06
  And
• 6:07
  with
• 6:07
  limited
• 6:07
  runway
• 6:08
  cost
• 6:08
  matters.
• 6:09
  You
• 6:09
  don't
• 6:09
  hire
• 6:10
  because
• 6:10
  you
• 6:10
  feel
• 6:10
  pressure.
• 6:11
  You
• 6:11
  need
• 6:11
  clarity
• 6:12
  before
• 6:12
  capacity
• 6:13
  always.
• 6:14
  So
• 6:15
  that's
• 6:15
  option
• 6:16
  C.
• 6:17
  Now,
• 6:17
  let's
• 6:17
  talk
• 6:17
  about
• 6:18
  option
• 6:18
  D.
• 6:19
  Refine
• 6:19
  the
• 6:19
  commercial
• 6:20
  narrative
• 6:21
  and
• 6:21
  economic
• 6:22
  case
• 6:22
  before
• 6:22
  pushing
• 6:23
  further
• 6:23
  on
• 6:24
  the
• 6:24
  surface.
• 6:24
  That
• 6:25
  sounds
• 6:25
  mature.
• 6:26
  It
• 6:26
  sounds
• 6:26
  like
• 6:27
  you're
• 6:27
  tightening
• 6:27
  the
• 6:27
  message,
• 6:28
  you're
• 6:28
  sharpening
• 6:28
  the
• 6:28
  pitch
• 6:28
  deck,
• 6:29
  you're
• 6:29
  reworking
• 6:29
  the
• 6:30
  positioning.
• 6:30
  But
• 6:31
  here's
• 6:31
  the
• 6:31
  problem.
• 6:32
  Narrative
• 6:32
  without
• 6:33
  evidence
• 6:33
  is
• 6:33
  just
• 6:33
  an
• 6:33
  opinion
• 6:34
  dressed
• 6:34
  up
• 6:34
  in
• 6:35
  very
• 6:35
  nice
• 6:35
  clothes.
• 6:36
  You
• 6:36
  can
• 6:36
  polish
• 6:37
  your
• 6:37
  story
• 6:37
  or
• 6:37
  you
• 6:38
  like,
• 6:38
  but
• 6:39
  I
• 6:39
  can
• 6:39
  assure
• 6:39
  you
• 6:39
  if
• 6:39
  it's
• 6:39
  not
• 6:40
  anchored
• 6:40
  in
• 6:40
  structure
• 6:41
  pilot
• 6:41
  data,
• 6:42
  then
• 6:42
  the
• 6:42
  narrative
• 6:43
  is
• 6:43
  not
• 6:43
  gonna
• 6:43
  help
• 6:43
  you.
• 6:43
  The
• 6:44
  strongest
• 6:44
  commercial
• 6:45
  narrative
• 6:46
  doesn't
• 6:46
  come
• 6:46
  from
• 6:46
  brainstorming.
• 6:47
  It
• 6:47
  comes
• 6:48
  from
• 6:48
  proof.
• 6:49
  Your
• 6:49
  pilot
• 6:49
  tells
• 6:50
  you
• 6:50
  what
• 6:51
  actually
• 6:51
  resonated,
• 6:52
  what
• 6:52
  actually
• 6:53
  changed,
• 6:53
  where
• 6:54
  economic
• 6:54
  value
• 6:54
  showed
• 6:55
  up,
• 6:55
  what
• 6:55
  objections
• 6:56
  came
• 6:56
  up,
• 6:57
  who
• 6:57
  really
• 6:57
  influenced
• 6:58
  the
• 6:58
  decision.
• 6:58
  That's
• 6:59
  what
• 6:59
  sharpens
• 7:00
  narrative.
• 7:00
  So
• 7:01
  option
• 7:01
  D
• 7:01
  would
• 7:02
  be
• 7:02
  premature
• 7:02
  at
• 7:03
  this
• 7:03
  stage
• 7:03
  without
• 7:04
  doubling
• 7:05
  down
• 7:05
  on
• 7:05
  the
• 7:06
  case
• 7:06
  study
• 7:06
  because
• 7:06
  your
• 7:07
  narrative
• 7:07
  should
• 7:08
  be
• 7:08
  refined
• 7:08
  from
• 7:09
  evidence
• 7:10
  and
• 7:10
  it
• 7:10
  should
• 7:10
  not
• 7:10
  be
• 7:11
  instead
• 7:11
  of
• 7:12
  the
• 7:12
  evidence.
• 7:12
  So
• 7:13
  hopefully
• 7:13
  you're
• 7:13
  still
• 7:14
  all
• 7:14
  with
• 7:14
  me
• 7:14
  and.
• 7:15
  So
• 7:16
  hopefully
• 7:16
  you're
• 7:16
  still
• 7:17
  all
• 7:17
  with
• 7:17
  me
• 7:17
  and
• 7:18
  you
• 7:18
  agree
• 7:18
  with
• 7:19
  me
• 7:19
  and
• 7:19
  Mark
• 7:20
  that
• 7:20
  doubling
• 7:20
  down
• 7:21
  on
• 7:21
  the
• 7:21
  case
• 7:21
  study
• 7:21
  and
• 7:21
  gaining
• 7:22
  proof
• 7:22
  is
• 7:22
  the
• 7:23
  right
• 7:23
  option
• 7:24
  and
• 7:24
  the
• 7:24
  right
• 7:24
  priority
• 7:25
  in
• 7:25
  the
• 7:25
  next
• 7:25
  90
• 7:25
  days.
• 7:26
  So
• 7:26
  now
• 7:26
  let's
• 7:27
  just
• 7:27
  have
• 7:27
  a
• 7:27
  quick
• 7:27
  discussion
• 7:28
  about
• 7:28
  what
• 7:29
  does
• 7:29
  a
• 7:29
  fully
• 7:29
  scaled
• 7:30
  case
• 7:30
  study
• 7:31
  actually
• 7:31
  mean?
• 7:32
  It's
• 7:32
  not
• 7:32
  a
• 7:32
  testimonial,
• 7:33
  it's
• 7:33
  not
• 7:33
  a
• 7:34
  quote
• 7:34
  saying
• 7:35
  we
• 7:35
  really
• 7:35
  like
• 7:36
  it.
• 7:36
  What
• 7:36
  I'm
• 7:36
  talking
• 7:37
  about
• 7:37
  is
• 7:38
  baseline
• 7:38
  data.
• 7:39
  Post
• 7:39
  implementation
• 7:40
  data,
• 7:41
  measurable
• 7:41
  improvement,
• 7:42
  economic
• 7:43
  impact,
• 7:44
  clear
• 7:44
  workflow,
• 7:45
  story
• 7:46
  name,
• 7:46
  stakeholders,
• 7:47
  procurement,
• 7:48
  pathway,
• 7:48
  clarity,
• 7:49
  so
• 7:49
  that
• 7:49
  becomes
• 7:50
  commercial
• 7:50
  ammunition.
• 7:51
  That
• 7:52
  reduces
• 7:52
  your
• 7:52
  sales
• 7:53
  cycle,
• 7:53
  that's
• 7:53
  gonna
• 7:54
  strengthen
• 7:54
  your
• 7:54
  distributor
• 7:55
  negotiations.
• 7:56
  That's
• 7:56
  gonna
• 7:56
  change
• 7:57
  pricing
• 7:57
  conversations,
• 7:58
  and
• 7:58
  that's
• 7:58
  gonna
• 7:59
  make
• 7:59
  investor
• 8:00
  conversations
• 8:01
  easier.
• 8:02
  Once
• 8:02
  you've
• 8:02
  got
• 8:02
  that
• 8:03
  case
• 8:03
  study,
• 8:03
  you've
• 8:04
  got
• 8:04
  leverage.
• 8:05
  And
• 8:05
  when
• 8:05
  runway's
• 8:05
  tight,
• 8:06
  leverage
• 8:07
  matters
• 8:07
  more
• 8:08
  than
• 8:08
  anything
• 8:09
  else.
• 8:09
  And
• 8:10
  here's
• 8:10
  the
• 8:10
  real
• 8:10
  principle,
• 8:11
  with
• 8:11
  limited
• 8:12
  funds
• 8:12
  certainty.
• 8:14
  Beats
• 8:14
  activity.
• 8:15
  Spreading
• 8:15
  yourself
• 8:16
  across
• 8:16
  two
• 8:16
  pilots,
• 8:17
  distributor,
• 8:18
  onboarding,
• 8:18
  hiring,
• 8:19
  message
• 8:20
  refinement.
• 8:20
  Now
• 8:21
  doing
• 8:21
  all
• 8:21
  of
• 8:21
  those
• 8:22
  things
• 8:22
  may
• 8:23
  feel
• 8:23
  productive,
• 8:24
  but
• 8:24
  you'll
• 8:24
  end
• 8:25
  up
• 8:25
  with
• 8:25
  four
• 8:26
  half-built
• 8:26
  assets
• 8:27
  instead
• 8:28
  of
• 8:28
  one
• 8:28
  undeniably
• 8:29
  powerful
• 8:30
  asset.
• 8:30
  When
• 8:31
  you
• 8:31
  focus
• 8:31
  your
• 8:31
  attention
• 8:32
  and
• 8:32
  one
• 8:33
  undeniable
• 8:33
  case
• 8:34
  study
• 8:34
  can
• 8:34
  unlock
• 8:35
  distributors,
• 8:36
  it
• 8:36
  can
• 8:36
  unlock
• 8:36
  investors,
• 8:37
  it
• 8:37
  will
• 8:38
  unlock
• 8:38
  new
• 8:39
  hospitals,
• 8:40
  and
• 8:40
  it'll
• 8:40
  definitely
• 8:40
  help
• 8:40
  you
• 8:40
  unlock
• 8:41
  new
• 8:42
  export
• 8:42
  markets
• 8:43
  because
• 8:43
  you
• 8:43
  are
• 8:43
  not
• 8:43
  saying,
• 8:44
  we
• 8:44
  think
• 8:45
  this
• 8:45
  works
• 8:45
  anymore.
• 8:46
  You're
• 8:46
  saying,
• 8:47
  here's
• 8:47
  the
• 8:47
  data.
• 8:48
  That's
• 8:48
  a
• 8:48
  very,
• 8:49
  very
• 8:49
  different
• 8:50
  conversation.
• 8:51
  Now
• 8:51
  I'll
• 8:51
  add
• 8:52
  one
• 8:52
  nuance
• 8:53
  to
• 8:53
  what,
• 8:53
  I
• 8:54
  would
• 8:54
  do
• 8:54
  in
• 8:54
  this
• 8:54
  situation
• 8:55
  because
• 8:55
  while
• 8:55
  you're
• 8:56
  building
• 8:56
  that
• 8:56
  case
• 8:56
  study,
• 8:57
  I
• 8:57
  would
• 8:57
  actually
• 8:58
  probably
• 8:58
  still
• 8:58
  quietly
• 8:59
  pressure
• 8:59
  test
• 8:59
  the
• 8:59
  distributor,
• 9:00
  not
• 9:00
  fully
• 9:00
  activate,
• 9:01
  which
• 9:01
  is
• 9:01
  gonna
• 9:01
  take
• 9:01
  you
• 9:01
  loads
• 9:02
  of
• 9:02
  time.
• 9:02
  But
• 9:03
  just
• 9:03
  test
• 9:03
  them
• 9:03
  by
• 9:04
  asking
• 9:04
  a
• 9:04
  few
• 9:04
  questions.
• 9:05
  And
• 9:05
  you
• 9:05
  can
• 9:05
  do
• 9:05
  that
• 9:05
  by
• 9:05
  email.
• 9:06
  You
• 9:06
  don't
• 9:06
  have
• 9:06
  to
• 9:06
  even
• 9:07
  get
• 9:07
  on
• 9:07
  a
• 9:07
  call.
• 9:07
  Or
• 9:08
  you'd
• 9:08
  need
• 9:08
  to
• 9:08
  ask
• 9:08
  me.
• 9:08
  Okay,
• 9:09
  which
• 9:09
  accounts
• 9:09
  would
• 9:09
  you
• 9:10
  open
• 9:10
  first?
• 9:11
  Who
• 9:11
  are
• 9:11
  the
• 9:11
  decision
• 9:12
  makers?
• 9:12
  What
• 9:13
  objection
• 9:13
  that
• 9:13
  are
• 9:13
  you
• 9:13
  expecting?
• 9:14
  What
• 9:15
  economic
• 9:15
  argument
• 9:16
  will
• 9:16
  you
• 9:16
  lead
• 9:16
  with?
• 9:17
  If
• 9:17
  they
• 9:17
  can't
• 9:18
  answer
• 9:18
  those
• 9:18
  questions
• 9:18
  clearly,
• 9:19
  then
• 9:19
  they're
• 9:19
  not
• 9:19
  the
• 9:19
  right
• 9:19
  distributor,
• 9:20
  however
• 9:20
  enthusiastic
• 9:21
  they
• 9:21
  are,
• 9:21
  and
• 9:21
  you've
• 9:21
  saved
• 9:22
  yourself
• 9:22
  six
• 9:23
  months.
• 9:23
  So
• 9:23
  let
• 9:24
  me
• 9:24
  close
• 9:24
  on
• 9:24
  this
• 9:25
  regulatory
• 9:25
  approval
• 9:26
  is
• 9:26
  permission
• 9:27
  to
• 9:27
  begin
• 9:28
  a
• 9:28
  pilot
• 9:28
  study
• 9:29
  is
• 9:29
  curiosity.
• 9:30
  A
• 9:30
  keen
• 9:31
  distributor
• 9:32
  is
• 9:32
  potential,
• 9:33
  but
• 9:33
  only
• 9:33
  proof
• 9:34
  creates
• 9:35
  momentum.
• 9:36
  If
• 9:36
  you've
• 9:36
  got
• 9:36
  90
• 9:37
  days
• 9:37
  and
• 9:37
  limited
• 9:38
  runway,
• 9:39
  don't
• 9:39
  chase,
• 9:39
  reach,
• 9:40
  build
• 9:40
  leverage,
• 9:41
  turn
• 9:41
  one
• 9:42
  pilot
• 9:43
  into
• 9:43
  a
• 9:43
  commercial
• 9:44
  weapon,
• 9:44
  and
• 9:45
  then
• 9:45
  scale.
• 9:46
  Because
• 9:46
  the
• 9:46
  difference
• 9:47
  between
• 9:47
  a
• 9:47
  clever
• 9:47
  invention
• 9:48
  and
• 9:48
  an
• 9:48
  international
• 9:49
  MedTech
• 9:49
  business
• 9:50
  isn't
• 9:50
  technical
• 9:51
  strength.
• 9:52
  It's
• 9:52
  commercial
• 9:53
  proof,
• 9:54
  that's
• 9:54
  what's
• 9:54
  gonna
• 9:54
  protect
• 9:55
  your
• 9:55
  runway.
• 9:56
  Now,
• 9:57
  if
• 9:57
  you
• 9:57
  are
• 9:57
  listening
• 9:58
  to
• 9:58
  this
• 9:58
  thinking,
• 9:59
  actually,
• 9:59
  if
• 9:59
  I
• 10:00
  look
• 10:00
  at
• 10:00
  my
• 10:00
  business,
• 10:01
  we've
• 10:01
  got
• 10:01
  approval,
• 10:02
  we've
• 10:02
  got
• 10:03
  interest,
• 10:03
  but
• 10:04
  I'm
• 10:04
  not
• 10:04
  sure
• 10:04
  if
• 10:04
  you've
• 10:05
  got
• 10:05
  proof,
• 10:06
  then
• 10:06
  you're
• 10:06
  exactly
• 10:06
  where
• 10:07
  Lots
• 10:07
  of
• 10:07
  MedTech
• 10:08
  founders
• 10:08
  store,
• 10:09
  not
• 10:09
  because
• 10:09
  the
• 10:10
  product
• 10:10
  isn't
• 10:10
  good,
• 10:11
  but
• 10:11
  because
• 10:12
  the
• 10:12
  commercial
• 10:12
  structure
• 10:13
  isn't
• 10:14
  tight,
• 10:14
  and
• 10:14
  if
• 10:15
  you
• 10:15
  want
• 10:15
  me
• 10:15
  to
• 10:15
  pressure
• 10:16
  test
• 10:16
  your
• 10:16
  next
• 10:17
  90
• 10:17
  days
• 10:17
  and
• 10:18
  show
• 10:18
  you
• 10:18
  where
• 10:18
  you're
• 10:18
  commercially
• 10:19
  exposed
• 10:20
  across
• 10:21
  your
• 10:21
  business,
• 10:22
  book
• 10:22
  a
• 10:22
  healthcare
• 10:23
  Export
• 10:24
  accelerator
• 10:24
  discovery
• 10:25
  call
• 10:26
  using
• 10:26
  the
• 10:26
  link
• 10:26
  in
• 10:27
  the
• 10:27
  show
• 10:27
  notes.
• 10:28
  Thanks
• 10:28
  for
• 10:28
  listening.
• 10:29
  Keep
• 10:29
  listening
• 10:30
  and
• 10:30
  keep
• 10:31
  growing.