Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #188 | Why Blaming Distributors for Slow Adoption Is a Costly Mistake, And How to Fix Your Medical Device Exporting Strategy (For clinicians)

Transcript

#188 | Why Blaming Distributors for Slow Adoption Is a Costly Mistake, And How to Fix Your Medical Device Exporting Strategy (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
  discover
• 0:01
  why
• 0:02
  you
• 0:02
  need
• 0:02
  to
• 0:02
  stop
• 0:02
  blaming
• 0:02
  your
• 0:03
  distributor
• 0:03
  for
• 0:03
  slow
• 0:04
  uptake
• 0:04
  of
• 0:04
  your
• 0:04
  medical
• 0:04
  device
• 0:05
  in
• 0:05
  export
• 0:05
  markets.
• 0:06
  Welcome
• 0:07
  to
• 0:07
  Clinician
• 0:08
  to
• 0:08
  CEO,
• 0:09
  the
• 0:09
  podcast
• 0:09
  helping
• 0:10
  clinicians
• 0:11
  simplify
• 0:11
  your
• 0:11
  go-to-market
• 0:12
  strategy
• 0:13
  so
• 0:13
  that
• 0:13
  you
• 0:13
  can
• 0:13
  stop
• 0:14
  guessing
• 0:14
  and
• 0:15
  turn
• 0:15
  your
• 0:15
  working
• 0:16
  prototypes
• 0:16
  into
• 0:17
  international
• 0:17
  MedTech
• 0:18
  businesses.
• 0:19
  I'm
• 0:19
  your
• 0:19
  host,
• 0:19
  Hakeem
• 0:20
  Aade.
• 0:21
  Let's
• 0:21
  get
• 0:22
  started.
• 0:22
  So
• 0:23
  this
• 0:23
  is
• 0:23
  gonna
• 0:23
  be
• 0:23
  a
• 0:23
  really
• 0:23
  short
• 0:24
  episode.
• 0:24
  However,
• 0:25
  in
• 0:25
  the
• 0:25
  next
• 0:25
  few
• 0:26
  minutes,
• 0:26
  what
• 0:26
  you're
• 0:26
  gonna
• 0:26
  learn
• 0:27
  is,
• 0:27
  number
• 0:27
  one,
• 0:28
  why
• 0:28
  blaming
• 0:28
  your
• 0:29
  distributor,
• 0:29
  usually
• 0:30
  the
• 0:30
  wrong
• 0:30
  diagnosis.
• 0:31
  Number
• 0:31
  two,
• 0:32
  what's
• 0:32
  actually
• 0:32
  stopping
• 0:33
  your
• 0:33
  product
• 0:33
  from
• 0:33
  being
• 0:33
  used
• 0:34
  in
• 0:34
  the
• 0:34
  real
• 0:34
  world?
• 0:35
  And
• 0:35
  number
• 0:35
  three,
• 0:35
  the
• 0:36
  one
• 0:36
  question
• 0:36
  you
• 0:36
  need
• 0:36
  to
• 0:36
  ask
• 0:37
  to
• 0:37
  unlock
• 0:37
  adoption.
• 0:38
  And
• 0:38
  I
• 0:38
  recorded
• 0:39
  this
• 0:39
  episode
• 0:39
  because
• 0:40
  I've
• 0:40
  seen
• 0:40
  something
• 0:40
  this
• 0:40
  week
• 0:41
  that
• 0:41
  seems
• 0:41
  to
• 0:41
  come
• 0:41
  up
• 0:42
  again
• 0:42
  and
• 0:42
  again
• 0:43
  and
• 0:43
  it
• 0:43
  just
• 0:44
  genuinely
• 0:44
  needs
• 0:44
  calling
• 0:45
  out
• 0:45
  because
• 0:46
  I
• 0:46
  keep
• 0:46
  hearing
• 0:47
  MedTech
• 0:48
  companies
• 0:48
  saying,
• 0:49
  oh,
• 0:50
  distributor's
• 0:50
  not
• 0:50
  performing.
• 0:51
  They're
• 0:51
  not
• 0:51
  pushing
• 0:52
  the
• 0:52
  product.
• 0:52
  We
• 0:53
  need
• 0:53
  a
• 0:53
  better
• 0:54
  partner.
• 0:55
  And
• 0:55
  honestly.
• 0:55
  I
• 0:55
  don't
• 0:56
  think
• 0:57
  if
• 0:57
  that
• 0:57
  is
• 0:57
  you,
• 0:58
  and
• 0:58
  I'm
• 0:58
  hoping
• 0:58
  it's
• 0:58
  not,
• 0:58
  but
• 0:59
  if
• 0:59
  that
• 0:59
  is
• 0:59
  you,
• 0:59
  you
• 0:59
  don't
• 1:00
  have
• 1:00
  a
• 1:00
  distributor
• 1:00
  problem.
• 1:01
  I
• 1:01
  think
• 1:01
  what
• 1:01
  you
• 1:01
  actually
• 1:02
  have,
• 1:02
  and
• 1:02
  what
• 1:02
  they
• 1:03
  have
• 1:03
  certainly
• 1:04
  is
• 1:04
  an
• 1:04
  adoption
• 1:04
  problem
• 1:05
  because
• 1:06
  if
• 1:06
  your
• 1:06
  product
• 1:06
  isn't
• 1:07
  being
• 1:07
  used,
• 1:08
  don't
• 1:08
  just
• 1:08
  go
• 1:08
  straight
• 1:09
  and
• 1:09
  say,
• 1:09
  it
• 1:09
  must
• 1:09
  be
• 1:09
  the
• 1:09
  distributor
• 1:10
  because
• 1:10
  it's
• 1:11
  not
• 1:11
  usually
• 1:11
  not
• 1:11
  being
• 1:12
  adopted
• 1:12
  because
• 1:13
  someone
• 1:13
  isn't
• 1:13
  selling
• 1:14
  hard
• 1:14
  enough.
• 1:14
  It's
• 1:15
  because
• 1:15
  it's
• 1:15
  not
• 1:15
  landing
• 1:16
  in
• 1:16
  front
• 1:16
  of
• 1:16
  the
• 1:16
  right
• 1:17
  customers
• 1:17
  with
• 1:17
  the
• 1:17
  right
• 1:18
  messaging
• 1:18
  in
• 1:19
  the
• 1:19
  right
• 1:19
  systems.
• 1:20
  Distributors,
• 1:21
  and
• 1:21
  I
• 1:21
  know
• 1:21
  you
• 1:21
  know
• 1:21
  this,
• 1:22
  distributors
• 1:23
  don't
• 1:23
  create
• 1:24
  demand.
• 1:25
  They
• 1:25
  respond
• 1:26
  to
• 1:26
  it.
• 1:26
  So
• 1:27
  if
• 1:27
  clinicians
• 1:28
  aren't
• 1:28
  asking
• 1:29
  for
• 1:29
  that
• 1:29
  product
• 1:30
  or
• 1:30
  that
• 1:30
  service,
• 1:31
  if
• 1:31
  it
• 1:31
  doesn't
• 1:31
  fit
• 1:32
  into
• 1:32
  the
• 1:32
  workflow,
• 1:33
  if
• 1:33
  procurement
• 1:34
  don't
• 1:34
  see
• 1:34
  it
• 1:34
  as
• 1:34
  a
• 1:34
  priority.
• 1:35
  No
• 1:35
  amount
• 1:36
  of
• 1:36
  activity
• 1:36
  is
• 1:36
  gonna
• 1:36
  fix
• 1:37
  that,
• 1:37
  and
• 1:37
  this
• 1:38
  is
• 1:38
  where
• 1:38
  companies
• 1:39
  and
• 1:39
  founders
• 1:40
  lose
• 1:41
  a
• 1:41
  ridiculous
• 1:42
  amount
• 1:42
  of
• 1:42
  time.
• 1:43
  Because
• 1:43
  what
• 1:43
  they
• 1:43
  do
• 1:44
  when
• 1:44
  they
• 1:44
  think
• 1:45
  it's
• 1:45
  the
• 1:45
  distributor
• 1:45
  without
• 1:46
  actually
• 1:46
  really
• 1:46
  going
• 1:46
  into
• 1:47
  it
• 1:47
  and
• 1:47
  finding
• 1:47
  out
• 1:47
  what
• 1:48
  it
• 1:48
  is,
• 1:48
  is
• 1:48
  they'll
• 1:49
  swap
• 1:49
  distributors
• 1:49
  out.
• 1:50
  They'll
• 1:50
  then
• 1:50
  start
• 1:51
  pushing
• 1:51
  harder.
• 1:52
  And
• 1:52
  actually
• 1:52
  doing
• 1:52
  more
• 1:53
  and
• 1:53
  more
• 1:53
  activity
• 1:53
  on
• 1:54
  the
• 1:54
  wrong
• 1:54
  things
• 1:54
  most
• 1:55
  of
• 1:55
  the
• 1:55
  time.
• 1:55
  And
• 1:56
  they'll
• 1:56
  expand
• 1:57
  into
• 1:57
  new
• 1:57
  markets.
• 1:58
  'cause
• 1:58
  they're
• 1:58
  thinking,
• 1:58
  oh,
• 1:58
  well
• 1:58
  if
• 1:58
  you're
• 1:58
  going
• 1:58
  into
• 1:59
  more
• 1:59
  markets,
• 1:59
  it's
• 1:59
  just
• 2:00
  more
• 2:00
  activity,
• 2:00
  isn't
• 2:00
  it?
• 2:01
  Now
• 2:01
  they're
• 2:01
  doing
• 2:01
  all
• 2:02
  of
• 2:02
  those
• 2:02
  things
• 2:03
  instead
• 2:03
  of
• 2:03
  asking
• 2:04
  the
• 2:04
  one
• 2:04
  question
• 2:05
  that
• 2:05
  actually
• 2:05
  matters.
• 2:06
  And
• 2:06
  that
• 2:06
  question
• 2:06
  is,
• 2:07
  why
• 2:08
  isn't
• 2:08
  this
• 2:08
  being
• 2:08
  pulled
• 2:09
  through?
• 2:09
  And
• 2:09
  then
• 2:09
  finding
• 2:09
  out
• 2:10
  what
• 2:10
  the
• 2:10
  reason
• 2:10
  is
• 2:11
  for
• 2:11
  that,
• 2:11
  and
• 2:11
  then
• 2:12
  creating
• 2:12
  a
• 2:12
  solution.
• 2:13
  Because
• 2:13
  until
• 2:13
  you
• 2:13
  answer
• 2:14
  that
• 2:14
  question,
• 2:15
  IE
• 2:15
  why
• 2:16
  isn't
• 2:16
  this
• 2:16
  being
• 2:16
  pulled
• 2:17
  through?
• 2:17
  You're
• 2:17
  not
• 2:17
  gonna
• 2:18
  scale.
• 2:18
  All
• 2:18
  you're
• 2:18
  doing
• 2:19
  is
• 2:19
  moving.
• 2:20
  Whatever
• 2:20
  the
• 2:20
  problem
• 2:21
  may
• 2:21
  be
• 2:21
  around
• 2:22
  IE.
• 2:23
  My
• 2:23
  distributor's
• 2:23
  rubbish.
• 2:24
  I
• 2:24
  need
• 2:24
  to
• 2:24
  get
• 2:24
  rid
• 2:24
  of
• 2:24
  them.
• 2:25
  And
• 2:25
  you
• 2:25
  get
• 2:25
  another
• 2:25
  distributor
• 2:26
  and
• 2:26
  then
• 2:26
  you
• 2:26
  find
• 2:26
  out
• 2:26
  the
• 2:26
  same
• 2:27
  thing,
• 2:27
  so
• 2:27
  you
• 2:27
  then
• 2:27
  expand
• 2:28
  the
• 2:28
  market,
• 2:28
  et
• 2:28
  cetera,
• 2:29
  et
• 2:29
  cetera,
• 2:29
  Now,
• 2:30
  if
• 2:30
  that
• 2:30
  sounds
• 2:30
  familiar,
• 2:31
  I'm
• 2:31
  hoping
• 2:32
  it
• 2:32
  doesn't,
• 2:32
  'cause
• 2:33
  I
• 2:33
  know
• 2:33
  everyone
• 2:33
  listened
• 2:33
  to
• 2:33
  this.
• 2:34
  It's
• 2:34
  been
• 2:34
  following
• 2:34
  all
• 2:35
  my
• 2:35
  advice.
• 2:35
  So
• 2:36
  you're
• 2:36
  not
• 2:36
  gonna
• 2:37
  disclaim
• 2:37
  your
• 2:37
  distributor,
• 2:38
  but
• 2:38
  if
• 2:38
  it
• 2:38
  does
• 2:38
  sound
• 2:39
  familiar,
• 2:39
  that's
• 2:40
  the
• 2:40
  start.
• 2:40
  Because
• 2:40
  now
• 2:41
  you
• 2:41
  can
• 2:41
  stop
• 2:41
  asking,
• 2:42
  do
• 2:42
  we
• 2:42
  do
• 2:42
  more
• 2:42
  activity?
• 2:43
  Do
• 2:43
  we
• 2:43
  push
• 2:44
  harder?
• 2:44
  And
• 2:45
  the
• 2:45
  one
• 2:45
  question
• 2:46
  I
• 2:46
  want
• 2:46
  you
• 2:46
  to
• 2:46
  simply
• 2:47
  ask
• 2:47
  yourself
• 2:48
  all
• 2:48
  the
• 2:48
  time
• 2:49
  when
• 2:49
  adoption
• 2:50
  isn't
• 2:50
  occurring
• 2:50
  is,
• 2:51
  why
• 2:52
  isn't
• 2:52
  this
• 2:53
  being
• 2:53
  pulled
• 2:53
  through?
• 2:54
  If
• 2:54
  the
• 2:54
  why
• 2:54
  question,
• 2:55
  which
• 2:55
  is
• 2:55
  key
• 2:55
  now?
• 2:56
  If
• 2:56
  you
• 2:56
  listen
• 2:57
  to
• 2:57
  this
• 2:57
  and
• 2:57
  thinking,
• 2:58
  okay,
• 2:58
  fair
• 2:58
  enough,
• 2:58
  Hakeem,
• 2:59
  like
• 2:59
  what
• 2:59
  you
• 2:59
  said
• 3:00
  there,
• 3:00
  well,
• 3:01
  what
• 3:01
  do
• 3:01
  I
• 3:01
  actually
• 3:01
  do
• 3:02
  instead?
• 3:02
  Of
• 3:03
  just
• 3:03
  do
• 3:03
  more
• 3:03
  activity,
• 3:04
  then
• 3:04
  in
• 3:04
  the
• 3:04
  next
• 3:05
  episode,
• 3:06
  I'm
• 3:06
  gonna
• 3:06
  show
• 3:06
  you
• 3:06
  exactly
• 3:07
  how
• 3:07
  to
• 3:07
  diagnose,
• 3:08
  where
• 3:08
  a
• 3:08
  adoption
• 3:08
  is
• 3:08
  breaking
• 3:09
  down
• 3:09
  so
• 3:09
  that
• 3:09
  you
• 3:10
  can
• 3:10
  stop
• 3:10
  pushing
• 3:10
  harder
• 3:11
  and
• 3:11
  start
• 3:11
  understanding
• 3:12
  why
• 3:13
  your
• 3:13
  product
• 3:14
  isn't
• 3:14
  being
• 3:14
  pulled
• 3:14
  true,
• 3:14
  because
• 3:15
  lack
• 3:15
  of
• 3:15
  adoption
• 3:16
  is
• 3:16
  seldom
• 3:17
  an
• 3:18
  activity
• 3:18
  problem.
• 3:19
  It's
• 3:19
  more
• 3:20
  often
• 3:20
  than
• 3:20
  not
• 3:20
  a
• 3:21
  thinking
• 3:21
  problem.
• 3:21
  And
• 3:22
  if
• 3:22
  you're
• 3:22
  building
• 3:23
  a
• 3:23
  MedTech
• 3:24
  business
• 3:24
  and
• 3:25
  you're
• 3:25
  not
• 3:25
  sure
• 3:25
  whether
• 3:25
  your
• 3:26
  next
• 3:26
  move
• 3:26
  should
• 3:26
  be
• 3:26
  around
• 3:27
  evidence,
• 3:27
  market
• 3:28
  access,
• 3:28
  commercialization,
• 3:29
  distributor
• 3:30
  strategy.
• 3:30
  Or
• 3:30
  adoption.
• 3:31
  Do
• 3:32
  not
• 3:32
  guess.
• 3:33
  Book
• 3:33
  a
• 3:33
  healthcare
• 3:34
  export
• 3:34
  accelerator
• 3:35
  diagnostic
• 3:35
  Call
• 3:35
  with
• 3:36
  me.
• 3:36
  Use
• 3:36
  my
• 3:37
  link
• 3:37
  in
• 3:37
  the
• 3:37
  show
• 3:37
  notes.
• 3:38
  And
• 3:38
  in
• 3:38
  that
• 3:39
  session
• 3:39
  I'll
• 3:40
  help
• 3:40
  you
• 3:40
  identify
• 3:41
  the
• 3:41
  specific
• 3:41
  constraints
• 3:42
  blocking
• 3:43
  your
• 3:43
  momentum
• 3:44
  and
• 3:44
  the
• 3:44
  commercial
• 3:45
  move
• 3:45
  most
• 3:46
  likely
• 3:46
  to
• 3:46
  unlock
• 3:46
  your
• 3:47
  progress.
• 3:47
  Thanks
• 3:48
  for
• 3:48
  tuning
• 3:48
  in.
• 3:49
  Until
• 3:49
  next
• 3:49
  time,
• 3:50
  thanks
• 3:50
  for
• 3:50
  listening.
• 3:51
  Keep
• 3:51
  challenging
• 3:52
  your
• 3:52
  assumptions
• 3:53
  and
• 3:53
  keep
• 3:53
  growing.