Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #168 | Why Clinicians Doing Their Own Admin Is Killing Sales Growth & What You Need To Delegate First

Transcript

#168 | Why Clinicians Doing Their Own Admin Is Killing Sales Growth & What You Need To Delegate First · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:04
  In
• 0:04
  this
• 0:04
  episode,
• 0:05
  you're
• 0:05
  gonna
• 0:05
  learn
• 0:05
  three
• 0:06
  things.
• 0:07
  Number
• 0:07
  one,
• 0:08
  how
• 0:08
  to
• 0:08
  identify
• 0:09
  the
• 0:09
  real
• 0:10
  bottleneck
• 0:10
  in
• 0:10
  your
• 0:10
  MedTech
• 0:11
  business
• 0:11
  before
• 0:12
  hiring
• 0:12
  simply
• 0:13
  makes
• 0:13
  the
• 0:13
  problem
• 0:14
  more
• 0:14
  expensive.
• 0:15
  Number
• 0:15
  two,
• 0:16
  why
• 0:16
  clinicians
• 0:16
  doing
• 0:17
  admin
• 0:17
  is
• 0:17
  one
• 0:17
  of
• 0:17
  the
• 0:18
  biggest
• 0:18
  hidden
• 0:19
  growth
• 0:19
  click.
• 0:21
  Number
• 0:21
  two,
• 0:22
  why
• 0:22
  clinicians
• 0:23
  doing
• 0:23
  admin
• 0:24
  is
• 0:24
  one
• 0:24
  of
• 0:24
  the
• 0:24
  biggest
• 0:25
  hidden
• 0:26
  growth
• 0:26
  killers
• 0:27
  and
• 0:27
  how
• 0:27
  to
• 0:27
  spot
• 0:28
  what
• 0:28
  you
• 0:28
  should
• 0:28
  never
• 0:29
  be
• 0:29
  doing
• 0:29
  yourself.
• 0:30
  And
• 0:30
  finally,
• 0:31
  number
• 0:31
  three,
• 0:32
  how
• 0:32
  lean
• 0:33
  operating
• 0:33
  models,
• 0:34
  including
• 0:34
  the
• 0:34
  smart
• 0:35
  use
• 0:35
  of
• 0:35
  virtual
• 0:35
  assistants,
• 0:36
  actually
• 0:37
  enable
• 0:37
  go
• 0:38
  to
• 0:38
  market
• 0:38
  and
• 0:38
  export
• 0:39
  instead
• 0:40
  of
• 0:40
  slowing
• 0:40
  you
• 0:41
  down.
• 0:41
  Welcome
• 0:42
  to
• 0:42
  Clinician
• 0:42
  to
• 0:43
  CEO,
• 0:44
  the
• 0:44
  podcast
• 0:44
  helping
• 0:45
  clinicians
• 0:45
  simplify
• 0:46
  your
• 0:46
  go-to-market
• 0:47
  strategy
• 0:48
  so
• 0:48
  that
• 0:48
  you
• 0:48
  can
• 0:48
  stop
• 0:48
  guessing
• 0:49
  and
• 0:50
  turn
• 0:50
  your
• 0:50
  working
• 0:51
  prototypes
• 0:51
  into
• 0:52
  international
• 0:52
  MedTech
• 0:53
  businesses.
• 0:54
  I'm
• 0:54
  your
• 0:54
  host,
• 0:54
  Hakeem
• 0:55
  Aade.
• 0:56
  Let's
• 0:56
  get
• 0:56
  started.
• 1:02
  This
• 1:02
  episode
• 1:03
  is
• 1:04
  about
• 1:04
  whether
• 1:04
  your
• 1:04
  operating
• 1:05
  model
• 1:05
  can
• 1:05
  support
• 1:06
  adoption
• 1:06
  revenue
• 1:07
  and
• 1:08
  international
• 1:08
  growth,
• 1:09
  and
• 1:09
  how
• 1:09
  virtual
• 1:10
  assistants
• 1:10
  can
• 1:10
  help
• 1:11
  when
• 1:11
  used
• 1:11
  properly.
• 1:12
  So
• 1:12
  there's
• 1:13
  five
• 1:13
  key
• 1:13
  takeaways.
• 1:15
  Number
• 1:15
  one,
• 1:15
  your
• 1:16
  bottleneck
• 1:16
  is
• 1:17
  not
• 1:17
  headcount.
• 1:18
  Because
• 1:18
  most
• 1:18
  clinician
• 1:19
  led
• 1:19
  med
• 1:19
  techs
• 1:19
  don't
• 1:20
  stall
• 1:20
  because
• 1:21
  they
• 1:21
  need
• 1:21
  more
• 1:21
  people.
• 1:22
  They
• 1:22
  stall
• 1:23
  because
• 1:23
  work
• 1:23
  isn't
• 1:23
  flowing
• 1:24
  cleanly
• 1:25
  from
• 1:25
  idea
• 1:26
  to
• 1:26
  evidence,
• 1:27
  to
• 1:27
  sales
• 1:28
  to
• 1:28
  delivery.
• 1:29
  So
• 1:30
  hiring
• 1:30
  into
• 1:31
  a
• 1:31
  broken
• 1:31
  flow
• 1:32
  just
• 1:32
  locks
• 1:33
  the
• 1:33
  problem
• 1:33
  in.
• 1:34
  So
• 1:35
  what
• 1:35
  I'd
• 1:35
  like
• 1:35
  you
• 1:35
  to
• 1:35
  do
• 1:36
  is
• 1:36
  map
• 1:36
  your
• 1:36
  business
• 1:37
  into
• 1:37
  four
• 1:37
  simple
• 1:38
  stages.
• 1:39
  A
• 1:40
  before
• 1:40
  the
• 1:41
  customer
• 1:41
  or
• 1:41
  hospital
• 1:41
  engages.
• 1:42
  B
• 1:43
  first
• 1:43
  contact
• 1:44
  or
• 1:44
  onboarding.
• 1:45
  C,
• 1:46
  delivery
• 1:47
  or
• 1:47
  clinical
• 1:47
  use,
• 1:48
  and
• 1:48
  D,
• 1:49
  after
• 1:49
  delivery,
• 1:50
  follow
• 1:51
  up
• 1:51
  billing,
• 1:52
  reporting.
• 1:53
  and
• 1:53
  then
• 1:53
  what?
• 1:53
  You
• 1:54
  need
• 1:54
  to
• 1:54
  identify
• 1:55
  where
• 1:55
  does
• 1:55
  progress,
• 1:56
  slow
• 1:56
  or
• 1:57
  break.
• 1:58
  That's
• 1:58
  your
• 1:58
  bottleneck,
• 1:59
  not
• 2:00
  a
• 2:00
  lack
• 2:00
  of
• 2:00
  resource.
• 2:01
  And
• 2:01
  then
• 2:02
  take
• 2:02
  away
• 2:02
  number
• 2:02
  two,
• 2:03
  if
• 2:03
  you
• 2:04
  are
• 2:04
  doing
• 2:04
  all
• 2:04
  the
• 2:04
  admin,
• 2:05
  you
• 2:05
  are
• 2:05
  undermining
• 2:07
  your
• 2:07
  own
• 2:07
  value
• 2:08
  because
• 2:08
  clinicians,
• 2:09
  as
• 2:09
  you
• 2:09
  know,
• 2:09
  are
• 2:10
  trained
• 2:10
  to
• 2:10
  diagnose,
• 2:11
  decide,
• 2:12
  and
• 2:12
  deliver
• 2:13
  outcomes.
• 2:14
  Yet
• 2:14
  most
• 2:15
  founder
• 2:15
  calendars
• 2:16
  are
• 2:16
  clogged
• 2:17
  with
• 2:17
  scheduling,
• 2:18
  chasing,
• 2:19
  formatting,
• 2:20
  and
• 2:20
  coordination.
• 2:21
  Does
• 2:22
  that
• 2:22
  sound
• 2:22
  familiar
• 2:22
  to
• 2:22
  you?
• 2:23
  Because
• 2:23
  if
• 2:23
  it
• 2:24
  does,
• 2:24
  then
• 2:24
  you're
• 2:25
  definitely
• 2:25
  listening
• 2:26
  to
• 2:26
  the
• 2:26
  right
• 2:26
  episode.
• 2:27
  And
• 2:27
  that
• 2:27
  feeling
• 2:28
  That's
• 2:28
  Simply
• 2:29
  down
• 2:29
  to
• 2:29
  misallocation
• 2:30
  and
• 2:30
  you
• 2:30
  shouldn't
• 2:31
  be
• 2:31
  doing
• 2:31
  it.
• 2:32
  And
• 2:32
  the
• 2:32
  action
• 2:32
  that
• 2:33
  you
• 2:33
  can
• 2:33
  take
• 2:33
  today
• 2:34
  to
• 2:34
  identify
• 2:35
  what
• 2:35
  you
• 2:35
  should
• 2:36
  and
• 2:36
  shouldn't
• 2:36
  be
• 2:36
  doing
• 2:37
  is
• 2:37
  quite
• 2:38
  simply
• 2:38
  list
• 2:39
  the
• 2:39
  tasks
• 2:40
  that
• 2:40
  you
• 2:40
  handled
• 2:41
  yesterday.
• 2:42
  Mark
• 2:42
  each
• 2:42
  one
• 2:42
  down,
• 2:43
  have
• 2:43
  either
• 2:44
  value
• 2:45
  creating
• 2:46
  IE,
• 2:46
  it
• 2:46
  moves
• 2:47
  adoption.
• 2:47
  It
• 2:47
  moves
• 2:48
  the
• 2:48
  revenue,
• 2:48
  it
• 2:48
  moves
• 2:49
  evidence,
• 2:50
  it
• 2:50
  moves
• 2:50
  partnerships,
• 2:51
  or.
• 2:52
  The
• 2:52
  second
• 2:52
  category,
• 2:53
  value
• 2:54
  supporting
• 2:55
  necessary,
• 2:56
  but
• 2:56
  not
• 2:56
  worth
• 2:57
  your
• 2:57
  rate
• 2:57
  if
• 2:57
  you
• 2:57
  were
• 2:58
  charging
• 2:59
  out
• 2:59
  somebody
• 3:00
  to
• 3:00
  do
• 3:00
  it.
• 3:01
  Anything
• 3:02
  in
• 3:02
  that
• 3:02
  second
• 3:03
  bucket
• 3:03
  becomes
• 3:04
  your
• 3:04
  delegation
• 3:05
  roadmap.
• 3:06
  IE
• 3:06
  you
• 3:07
  need
• 3:07
  to
• 3:07
  delegate
• 3:07
  it
• 3:08
  and
• 3:08
  then
• 3:08
  take
• 3:08
  away.
• 3:08
  Number
• 3:09
  three,
• 3:10
  export
• 3:10
  fails,
• 3:11
  or
• 3:11
  often
• 3:11
  operating
• 3:12
  model
• 3:12
  fails.
• 3:13
  Because
• 3:13
  export
• 3:14
  and
• 3:14
  go
• 3:14
  to
• 3:14
  market
• 3:14
  strategies
• 3:15
  don't
• 3:15
  collapse
• 3:16
  because
• 3:16
  the
• 3:16
  product
• 3:17
  isn't
• 3:17
  good.
• 3:17
  They
• 3:17
  collapse
• 3:18
  because
• 3:18
  the
• 3:18
  operating
• 3:19
  backbone
• 3:20
  can't
• 3:20
  absorb
• 3:21
  complexity.
• 3:22
  As
• 3:22
  you
• 3:22
  start
• 3:23
  to
• 3:23
  scale
• 3:23
  up,
• 3:24
  missed
• 3:24
  follow
• 3:25
  ups,
• 3:25
  slow
• 3:26
  responses,
• 3:26
  broken
• 3:27
  admin
• 3:27
  and
• 3:28
  inconsistent
• 3:28
  execution,
• 3:29
  kill
• 3:30
  momentum.
• 3:31
  That's
• 3:31
  where
• 3:32
  virtual
• 3:32
  assistants
• 3:33
  can
• 3:33
  become
• 3:34
  an
• 3:34
  invaluable
• 3:35
  solution.
• 3:36
  And
• 3:36
  virtual
• 3:37
  assistants
• 3:38
  aren't
• 3:38
  a
• 3:38
  shortcut.
• 3:39
  They're
• 3:39
  a
• 3:39
  way
• 3:40
  to
• 3:40
  remove
• 3:41
  operational
• 3:41
  drag
• 3:42
  without
• 3:42
  massively
• 3:43
  inflating
• 3:43
  your
• 3:44
  overhead
• 3:44
  or
• 3:45
  committing
• 3:45
  to
• 3:46
  premature
• 3:46
  hires.
• 3:47
  I
• 3:48
  hiring
• 3:48
  far
• 3:49
  too
• 3:49
  early
• 3:50
  in
• 3:50
  your
• 3:50
  journey
• 3:51
  and
• 3:51
  they
• 3:51
  work
• 3:52
  best
• 3:53
  when
• 3:53
  assigned.
• 3:54
  Clear,
• 3:55
  repeatable.
• 3:56
  Ownership.
• 3:57
  So
• 3:57
  the
• 3:57
  action
• 3:57
  that
• 3:58
  you
• 3:58
  can
• 3:58
  take
• 3:58
  today
• 3:59
  is
• 3:59
  pick
• 3:59
  one
• 4:00
  metric
• 4:01
  that
• 4:01
  signals
• 4:01
  friction
• 4:02
  in
• 4:02
  your
• 4:02
  business,
• 4:02
  whether
• 4:02
  that's
• 4:03
  missed
• 4:03
  calls,
• 4:03
  whether
• 4:04
  it's
• 4:04
  delayed
• 4:04
  quotes,
• 4:05
  unanswered
• 4:06
  distributed
• 4:06
  emails,
• 4:07
  backlog
• 4:08
  in
• 4:08
  invoicing
• 4:08
  or
• 4:08
  reporting.
• 4:09
  And
• 4:10
  for
• 4:10
  one
• 4:10
  recurring
• 4:11
  friction
• 4:12
  area,
• 4:13
  write
• 4:13
  a
• 4:13
  basic
• 4:14
  SOP.
• 4:15
  Not
• 4:15
  perfect,
• 4:16
  just
• 4:16
  clear
• 4:16
  enough
• 4:17
  that
• 4:17
  someone
• 4:18
  else
• 4:18
  could
• 4:18
  run
• 4:18
  with
• 4:19
  it
• 4:19
  without
• 4:20
  asking
• 4:20
  you
• 4:20
  10
• 4:20
  questions.
• 4:21
  If
• 4:21
  the
• 4:21
  task
• 4:22
  can't
• 4:22
  be
• 4:22
  documented,
• 4:23
  it's
• 4:24
  very
• 4:24
  difficult
• 4:25
  to
• 4:25
  scale
• 4:26
  it.
• 4:26
  And
• 4:26
  then
• 4:26
  takeaway
• 4:27
  number
• 4:27
  four,
• 4:27
  why
• 4:28
  virtual
• 4:28
  assistants
• 4:29
  work
• 4:29
  when
• 4:30
  local
• 4:30
  hires
• 4:31
  often
• 4:32
  don't.
• 4:33
  Early
• 4:33
  local
• 4:33
  hires
• 4:34
  at
• 4:34
  fixed
• 4:34
  cost
• 4:35
  and
• 4:35
  expectation
• 4:36
  before
• 4:36
  the
• 4:36
  model
• 4:36
  is
• 4:37
  proven.
• 4:37
  Virtual
• 4:38
  assistants
• 4:39
  let
• 4:39
  you
• 4:39
  test,
• 4:40
  refine,
• 4:41
  and
• 4:41
  stabilize
• 4:42
  workflows
• 4:42
  before
• 4:43
  you
• 4:43
  scale
• 4:43
  headcount.
• 4:44
  They
• 4:45
  force
• 4:45
  clarity,
• 4:46
  they
• 4:46
  expose
• 4:47
  weak
• 4:47
  processes,
• 4:48
  and
• 4:48
  they
• 4:48
  absorb
• 4:49
  operational
• 4:50
  load
• 4:50
  without
• 4:50
  locking
• 4:51
  you
• 4:51
  into
• 4:51
  long
• 4:52
  term
• 4:52
  risk.
• 4:53
  An
• 4:53
  action
• 4:54
  that
• 4:54
  you
• 4:54
  can
• 4:54
  take
• 4:54
  today
• 4:55
  is
• 4:55
  before
• 4:56
  you
• 4:56
  bring
• 4:56
  in
• 4:56
  a
• 4:57
  va,
• 4:57
  a
• 4:57
  virtual
• 4:58
  assistant,
• 4:59
  define
• 5:00
  one
• 5:00
  workflow,
• 5:01
  one
• 5:01
  outcome,
• 5:02
  and
• 5:03
  one
• 5:03
  success
• 5:04
  metric.
• 5:05
  Because
• 5:05
  if
• 5:05
  you
• 5:05
  can't
• 5:06
  describe
• 5:06
  what
• 5:06
  good
• 5:06
  looks
• 5:07
  like,
• 5:08
  do
• 5:08
  not
• 5:08
  even
• 5:09
  think
• 5:09
  about
• 5:09
  hiring
• 5:10
  a
• 5:10
  virtual
• 5:10
  assistant
• 5:10
  yet.
• 5:11
  And
• 5:11
  then
• 5:12
  take
• 5:12
  away
• 5:12
  number
• 5:12
  five.
• 5:13
  Where
• 5:13
  are
• 5:13
  you
• 5:14
  gonna
• 5:14
  start?
• 5:15
  What's
• 5:15
  your
• 5:15
  first
• 5:16
  30
• 5:16
  day
• 5:17
  virtual
• 5:17
  assistant
• 5:18
  move?
• 5:19
  The
• 5:19
  biggest
• 5:19
  mistake
• 5:20
  is
• 5:20
  overthinking
• 5:21
  the
• 5:21
  first
• 5:22
  hire.
• 5:22
  You
• 5:22
  don't
• 5:23
  need
• 5:23
  a
• 5:23
  team.
• 5:24
  You
• 5:24
  need
• 5:24
  momentum.
• 5:25
  And
• 5:25
  the
• 5:26
  action
• 5:26
  that
• 5:27
  you
• 5:27
  can
• 5:27
  take
• 5:28
  is
• 5:28
  start
• 5:28
  with
• 5:28
  one
• 5:29
  VA
• 5:29
  virtual
• 5:30
  assistant
• 5:30
  for
• 5:31
  one
• 5:31
  role
• 5:31
  for
• 5:32
  30
• 5:32
  days.
• 5:33
  And
• 5:33
  the
• 5:33
  way
• 5:33
  to
• 5:33
  do
• 5:33
  that
• 5:34
  is
• 5:34
  pick
• 5:34
  the
• 5:34
  task
• 5:35
  that
• 5:35
  happened
• 5:36
  every
• 5:36
  week.
• 5:36
  It
• 5:36
  drains
• 5:37
  your
• 5:38
  time,
• 5:39
  it
• 5:39
  directly
• 5:39
  supports
• 5:40
  your
• 5:40
  go
• 5:41
  to
• 5:41
  market
• 5:42
  or
• 5:42
  your
• 5:42
  export
• 5:43
  strategy..
• 5:44
  And
• 5:44
  then
• 5:44
  measure
• 5:45
  that
• 5:45
  one
• 5:46
  thing
• 5:46
  only
• 5:47
  and
• 5:47
  then
• 5:47
  ask
• 5:47
  yourself,
• 5:48
  what
• 5:48
  does
• 5:49
  this
• 5:49
  free
• 5:49
  you
• 5:49
  up
• 5:50
  to
• 5:50
  do?
• 5:50
  And
• 5:50
  it
• 5:50
  should
• 5:51
  be
• 5:51
  those
• 5:51
  value
• 5:51
  creating
• 5:52
  tasks
• 5:52
  that
• 5:53
  founder
• 5:53
  should
• 5:54
  be
• 5:54
  getting
• 5:54
  involved
• 5:54
  in.
• 5:55
  Now,
• 5:55
  if
• 5:55
  you
• 5:56
  want
• 5:56
  help
• 5:56
  skipping
• 5:57
  the
• 5:57
  trial
• 5:57
  and
• 5:57
  error,
• 5:58
  message
• 5:58
  me
• 5:58
  using
• 5:59
  the
• 5:59
  link
• 5:59
  in
• 5:59
  the
• 5:59
  show
• 6:00
  notes,
• 6:00
  and
• 6:00
  I'll
• 6:00
  point
• 6:01
  you
• 6:01
  to
• 6:02
  proven
• 6:03
  virtual
• 6:03
  assistants
• 6:04
  and
• 6:04
  virtual
• 6:04
  assistant
• 6:04
  companies
• 6:05
  that
• 6:05
  work
• 6:06
  with
• 6:06
  clinician
• 6:07
  led
• 6:07
  med
• 6:07
  MedTech
• 6:08
  businesses.
• 6:09
  So
• 6:09
  if
• 6:09
  you're
• 6:09
  building
• 6:10
  a
• 6:10
  MedTech
• 6:10
  business,
• 6:11
  the
• 6:11
  real
• 6:11
  question
• 6:11
  isn't
• 6:12
  does
• 6:12
  my
• 6:12
  product
• 6:12
  work?
• 6:13
  It's,
• 6:13
  can
• 6:13
  my
• 6:14
  operating
• 6:14
  model
• 6:15
  support
• 6:15
  adoption
• 6:16
  sales
• 6:17
  and
• 6:17
  export
• 6:18
  without
• 6:18
  me
• 6:19
  doing
• 6:19
  everything?
• 6:20
  If
• 6:20
  your
• 6:20
  calendar
• 6:21
  is
• 6:21
  full
• 6:22
  of
• 6:22
  non-income
• 6:23
  generating
• 6:24
  tasks,
• 6:25
  you're
• 6:25
  not
• 6:25
  scaling,
• 6:26
  you're
• 6:26
  just
• 6:27
  surviving
• 6:28
  very
• 6:28
  loudly.
• 6:29
  And
• 6:29
  if
• 6:29
  you're
• 6:29
  struggling
• 6:30
  to
• 6:30
  turn
• 6:30
  a
• 6:30
  working
• 6:31
  prototype
• 6:32
  or
• 6:32
  a
• 6:32
  product
• 6:32
  into
• 6:33
  real
• 6:33
  traction,
• 6:34
  head
• 6:34
  over
• 6:35
  to
• 6:35
  the
• 6:35
  show
• 6:35
  notes
• 6:35
  for
• 6:36
  the
• 6:36
  Export
• 6:36
  Readiness
• 6:37
  Diagnostic.
• 6:38
  It'll
• 6:38
  show
• 6:38
  you
• 6:38
  exactly
• 6:39
  what's
• 6:39
  blocking
• 6:39
  progress
• 6:40
  and
• 6:40
  what
• 6:41
  to
• 6:41
  fix
• 6:41
  in
• 6:42
  the
• 6:42
  next
• 6:42
  90
• 6:43
  days.
• 6:44
  So
• 6:45
  as
• 6:45
  I
• 6:45
  always
• 6:45
  say,
• 6:46
  keep
• 6:46
  growing
• 6:47
  and
• 6:47
  keep
• 6:47
  listening.