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#208 | The NUMBER ONE Mistake Clinicians Make When Commercializing Your MedTech Product · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  One
• 0:00
  thing
• 0:00
  you're
• 0:00
  gonna
• 0:00
  learn
• 0:01
  in
• 0:01
  today's
• 0:01
  episode
• 0:01
  is
• 0:02
  why
• 0:02
  narrowing
• 0:02
  your
• 0:02
  product
• 0:03
  claims
• 0:03
  could
• 0:04
  get
• 0:04
  your
• 0:04
  MedTech
• 0:05
  product
• 0:05
  to
• 0:05
  market
• 0:06
  faster.
• 0:06
  Welcome
• 0:07
  to
• 0:07
  Clinician
• 0:07
  to
• 0:07
  CEO,
• 0:08
  the
• 0:09
  podcast
• 0:09
  helping
• 0:10
  clinicians
• 0:10
  simplify
• 0:11
  your
• 0:11
  go-to-market
• 0:12
  strategy
• 0:12
  so
• 0:13
  that
• 0:13
  you
• 0:13
  can
• 0:13
  stop
• 0:13
  guessing
• 0:14
  and
• 0:14
  turn
• 0:15
  your
• 0:15
  working
• 0:15
  prototypes
• 0:16
  into
• 0:16
  international
• 0:17
  MedTech
• 0:17
  businesses.
• 0:18
  I'm
• 0:19
  your
• 0:19
  host,
• 0:19
  Hakeem
• 0:20
  Aade.
• 0:20
  Let's
• 0:21
  get
• 0:21
  started.
• 0:22
  So
• 0:22
  three
• 0:22
  things
• 0:23
  you're
• 0:23
  gonna
• 0:23
  discover
• 0:23
  today
• 0:24
  is,
• 0:24
  number
• 0:25
  one,
• 0:25
  why
• 0:25
  regulatory
• 0:26
  hurdles
• 0:26
  aren't
• 0:27
  always
• 0:27
  the
• 0:27
  real
• 0:27
  problem
• 0:28
  that
• 0:28
  you
• 0:28
  think
• 0:28
  they
• 0:28
  are.
• 0:29
  Number
• 0:29
  two,
• 0:29
  how
• 0:30
  to
• 0:30
  make
• 0:30
  progress
• 0:31
  without
• 0:31
  starting
• 0:31
  from
• 0:31
  scratch.
• 0:32
  Number
• 0:32
  three,
• 0:33
  why
• 0:33
  getting
• 0:33
  one
• 0:34
  claim
• 0:34
  to
• 0:34
  market
• 0:35
  is
• 0:35
  often
• 0:35
  better
• 0:36
  than
• 0:36
  chasing
• 0:36
  10.
• 0:37
  So
• 0:37
  at
• 0:37
  the
• 0:37
  end
• 0:37
  of
• 0:38
  every
• 0:38
  one
• 0:38
  of
• 0:38
  my
• 0:38
  guest
• 0:39
  episodes,
• 0:39
  I
• 0:39
  ask
• 0:40
  them
• 0:40
  to
• 0:40
  tackle
• 0:40
  a
• 0:40
  real
• 0:41
  world
• 0:41
  commercial
• 0:41
  decision.
• 0:42
  There
• 0:42
  isn't
• 0:42
  always
• 0:43
  a
• 0:43
  right
• 0:43
  answer,
• 0:43
  and
• 0:44
  the
• 0:44
  goal
• 0:44
  is
• 0:44
  to
• 0:44
  understand
• 0:45
  how
• 0:45
  they
• 0:46
  think.
• 0:46
  So
• 0:47
  today's
• 0:47
  scenario
• 0:48
  comes
• 0:48
  from
• 0:48
  my
• 0:48
  conversation
• 0:49
  with
• 0:49
  Jordan
• 0:49
  Morrison,
• 0:50
  and
• 0:50
  here's
• 0:50
  the
• 0:50
  challenge
• 0:51
  that
• 0:51
  I
• 0:51
  gave
• 0:51
  her
• 0:51
  you
• 0:52
  are
• 0:52
  advising
• 0:52
  a
• 0:52
  startup
• 0:53
  with
• 0:53
  a
• 0:53
  promising
• 0:54
  medical
• 0:54
  device.
• 0:55
  Early
• 0:55
  trials
• 0:55
  are
• 0:55
  encouraging,
• 0:56
  but
• 0:56
  regulatory
• 0:57
  hurdles
• 0:57
  are
• 0:57
  slowing
• 0:58
  progress.
• 0:58
  So
• 0:58
  do
• 0:59
  you,
• 0:59
  A,
• 0:59
  push
• 0:59
  ahead
• 1:00
  with
• 1:00
  a
• 1:00
  full
• 1:00
  submission;
• 1:01
  do
• 1:01
  you,
• 1:01
  B,
• 1:01
  generate
• 1:02
  more
• 1:02
  clinical
• 1:02
  evidence;
• 1:03
  do
• 1:03
  you,
• 1:03
  C,
• 1:03
  adapt
• 1:03
  the
• 1:04
  products
• 1:04
  based
• 1:04
  on
• 1:04
  clinical
• 1:05
  feedback;
• 1:05
  or
• 1:05
  do
• 1:05
  you,
• 1:05
  D,
• 1:06
  partner
• 1:06
  with
• 1:06
  a
• 1:06
  larger
• 1:07
  company
• 1:07
  to
• 1:07
  push
• 1:08
  it
• 1:08
  through?
• 1:08
  What's
• 1:08
  your
• 1:08
  choice
• 1:09
  and
• 1:09
  why?
• 1:09
  so
• 1:09
  here's
• 1:10
  Jordan's
• 1:10
  answer
• 1:10
  Well,
• 1:11
  I
• 1:11
  don't
• 1:11
  know
• 1:11
  if
• 1:11
  I'm
• 1:11
  gonna
• 1:12
  follow
• 1:12
  any
• 1:12
  of
• 1:12
  those
• 1:12
  choices,
• 1:13
  but
• 1:13
  that's
• 1:13
  what
• 1:13
  makes
• 1:14
  Samira
• 1:14
  special.
• 1:15
  So
• 1:15
  one
• 1:16
  of
• 1:16
  the
• 1:16
  things
• 1:16
  I
• 1:16
  do
• 1:17
  is
• 1:17
  I
• 1:17
  have
• 1:17
  agnostic
• 1:18
  experts
• 1:19
  from
• 1:19
  the
• 1:19
  very
• 1:19
  beginning.
• 1:20
  So
• 1:20
  when
• 1:20
  you,
• 1:21
  choose
• 1:21
  to
• 1:21
  work
• 1:21
  with
• 1:21
  me,
• 1:22
  my
• 1:22
  people,
• 1:23
  my
• 1:23
  regulatory,
• 1:23
  'cause
• 1:24
  you
• 1:24
  said
• 1:24
  this
• 1:24
  is
• 1:24
  a
• 1:24
  regulatory
• 1:25
  issue,
• 1:25
  my
• 1:25
  regulatory
• 1:26
  people
• 1:26
  are
• 1:26
  gonna
• 1:26
  review
• 1:26
  what
• 1:27
  you've
• 1:27
  already
• 1:27
  done,
• 1:27
  and
• 1:28
  then
• 1:28
  they're
• 1:28
  going
• 1:28
  to
• 1:28
  give
• 1:28
  it
• 1:29
  a
• 1:29
  memo
• 1:29
  that
• 1:29
  is
• 1:30
  investor-facing
• 1:30
  deliverable
• 1:31
  to
• 1:31
  say,
• 1:31
  "Hey,
• 1:32
  this
• 1:32
  is
• 1:32
  the
• 1:32
  pathway."
• 1:33
  So
• 1:33
  now
• 1:33
  I
• 1:33
  can
• 1:33
  look
• 1:34
  against
• 1:34
  what
• 1:34
  your
• 1:34
  team
• 1:35
  has
• 1:35
  said
• 1:35
  and
• 1:35
  what
• 1:36
  my
• 1:36
  team
• 1:36
  has
• 1:36
  said,
• 1:36
  and
• 1:37
  I
• 1:37
  can
• 1:37
  now
• 1:37
  start
• 1:38
  to
• 1:38
  reconcile
• 1:39
  that.
• 1:39
  So
• 1:40
  if
• 1:40
  you're
• 1:40
  saying
• 1:40
  regulatory
• 1:41
  hurdles,
• 1:41
  I
• 1:41
  wanna
• 1:41
  know
• 1:42
  what
• 1:42
  are
• 1:42
  those
• 1:42
  hurdles.
• 1:42
  Is
• 1:43
  this
• 1:43
  a
• 1:43
  breakthrough
• 1:43
  designation,
• 1:44
  and
• 1:44
  we're
• 1:45
  trying
• 1:45
  to
• 1:45
  pave
• 1:45
  a
• 1:45
  way
• 1:46
  that
• 1:46
  hasn't
• 1:46
  been
• 1:46
  done
• 1:46
  before?
• 1:47
  Can
• 1:47
  we
• 1:47
  make
• 1:47
  it
• 1:48
  something
• 1:48
  that's
• 1:48
  a
• 1:49
  predicate?
• 1:49
  I
• 1:49
  think
• 1:49
  a
• 1:50
  lotta
• 1:50
  times,
• 1:50
  too,
• 1:51
  especially
• 1:51
  in
• 1:51
  regulatory,
• 1:52
  there's
• 1:52
  easy
• 1:53
  fixes.
• 1:53
  Sometimes
• 1:54
  we're
• 1:54
  so
• 1:55
  busy
• 1:55
  trying
• 1:55
  to,
• 1:55
  like,
• 1:56
  solve
• 1:56
  world
• 1:56
  hunger,
• 1:57
  that
• 1:57
  maybe
• 1:57
  we
• 1:57
  just
• 1:58
  solve
• 1:58
  hunger
• 1:58
  in,
• 1:59
  you
• 1:59
  know-
• 2:00
  One
• 2:00
  state
• 2:00
  or
• 2:00
  one
• 2:01
  country.
• 2:01
  Like,
• 2:01
  let's
• 2:01
  solve
• 2:02
  Italy's
• 2:02
  problem,
• 2:03
  and
• 2:03
  then
• 2:03
  we
• 2:03
  can
• 2:04
  solve
• 2:04
  all
• 2:04
  of
• 2:05
  the
• 2:05
  world,
• 2:05
  right?
• 2:05
  So
• 2:06
  I
• 2:06
  think
• 2:06
  a
• 2:06
  lot
• 2:06
  of
• 2:06
  times,
• 2:07
  when
• 2:07
  it's
• 2:07
  regulatory
• 2:08
  hurdles,
• 2:08
  the
• 2:08
  hurdles
• 2:09
  I
• 2:09
  see
• 2:09
  are
• 2:10
  they've
• 2:10
  spent
• 2:10
  a
• 2:10
  lot
• 2:11
  of
• 2:11
  money
• 2:11
  on
• 2:11
  a
• 2:11
  regulatory
• 2:12
  consultant
• 2:13
  that's
• 2:13
  telling
• 2:13
  them
• 2:14
  that
• 2:14
  they
• 2:15
  now
• 2:15
  don't
• 2:16
  have
• 2:16
  the
• 2:16
  data
• 2:16
  they
• 2:16
  need
• 2:17
  for
• 2:17
  the
• 2:18
  submission.
• 2:18
  That's
• 2:19
  what
• 2:19
  I
• 2:19
  see
• 2:19
  a
• 2:19
  lot
• 2:19
  is
• 2:19
  like,
• 2:20
  okay,
• 2:20
  I
• 2:20
  need
• 2:20
  X
• 2:21
  validation
• 2:21
  data
• 2:22
  to,
• 2:22
  to
• 2:22
  back
• 2:22
  up
• 2:23
  your
• 2:23
  claims.
• 2:23
  What
• 2:24
  if
• 2:24
  we
• 2:24
  take
• 2:24
  the
• 2:25
  data
• 2:25
  you
• 2:25
  have
• 2:26
  and
• 2:26
  find
• 2:26
  claims
• 2:27
  that
• 2:27
  support
• 2:27
  the
• 2:27
  data
• 2:28
  you
• 2:28
  have?
• 2:28
  So
• 2:28
  maybe
• 2:29
  you're
• 2:29
  not,
• 2:29
  again,
• 2:30
  maybe
• 2:30
  you're
• 2:30
  not
• 2:30
  hitting
• 2:30
  the
• 2:31
  whole
• 2:31
  entire
• 2:31
  market
• 2:32
  on
• 2:32
  the
• 2:32
  first
• 2:32
  iteration,
• 2:33
  but
• 2:33
  you
• 2:33
  have
• 2:33
  one
• 2:34
  product
• 2:34
  doing
• 2:35
  one
• 2:35
  claim
• 2:35
  really,
• 2:36
  really
• 2:36
  well.
• 2:36
  Your,
• 2:37
  your
• 2:37
  data's
• 2:37
  there.
• 2:38
  You
• 2:38
  obviously
• 2:38
  didn't
• 2:39
  build
• 2:39
  something
• 2:39
  that
• 2:39
  hurt
• 2:40
  people,
• 2:40
  right?
• 2:40
  You
• 2:40
  would've
• 2:41
  stopped
• 2:41
  everything
• 2:41
  yesterday.
• 2:42
  So
• 2:42
  if
• 2:42
  it's
• 2:42
  a
• 2:42
  regulatory
• 2:43
  hurdle,
• 2:44
  chances
• 2:44
  are
• 2:44
  your
• 2:45
  claims
• 2:45
  are
• 2:45
  too
• 2:45
  broad,
• 2:46
  and
• 2:46
  that
• 2:46
  can
• 2:46
  be
• 2:46
  addressed
• 2:47
  by
• 2:47
  a
• 2:47
  second
• 2:47
  and
• 2:47
  third
• 2:47
  iteration.
• 2:48
  So
• 2:48
  the
• 2:48
  best
• 2:49
  thing
• 2:49
  to
• 2:49
  do
• 2:49
  is
• 2:49
  save
• 2:49
  your
• 2:50
  money.
• 2:50
  What
• 2:50
  can
• 2:50
  you
• 2:51
  do
• 2:51
  with
• 2:51
  the
• 2:51
  data
• 2:51
  you
• 2:52
  have?
• 2:52
  What
• 2:52
  can
• 2:53
  you
• 2:53
  get
• 2:53
  for
• 2:53
  the
• 2:53
  least
• 2:54
  amount
• 2:54
  of
• 2:54
  money?
• 2:54
  'Cause
• 2:55
  this
• 2:55
  is
• 2:55
  a
• 2:55
  bargaining,
• 2:56
  negotiating
• 2:56
  thing,
• 2:56
  and
• 2:57
  how
• 2:57
  do
• 2:57
  we
• 2:57
  continue
• 2:58
  to
• 2:58
  move
• 2:58
  forward?
• 2:59
  Like,
• 2:59
  do
• 2:59
  not
• 2:59
  lose
• 2:59
  that,
• 3:00
  forward
• 3:00
  progression.
• 3:01
  So
• 3:01
  maybe
• 3:01
  it
• 3:01
  loo-
• 3:02
  again,
• 3:02
  pivot.
• 3:02
  Maybe
• 3:03
  it
• 3:03
  looks
• 3:03
  different.
• 3:03
  Maybe
• 3:04
  you're
• 3:04
  not
• 3:04
  gonna
• 3:04
  get
• 3:04
  a
• 3:04
  clearance
• 3:05
  that
• 3:05
  says
• 3:06
  you
• 3:06
  can
• 3:06
  solve
• 3:07
  all
• 3:07
  of
• 3:07
  the
• 3:07
  cancers
• 3:08
  in
• 3:08
  all
• 3:08
  of
• 3:08
  the
• 3:08
  world
• 3:09
  at
• 3:09
  all
• 3:09
  of
• 3:09
  the
• 3:09
  same
• 3:09
  times
• 3:10
  with
• 3:10
  one
• 3:10
  little
• 3:10
  pill.
• 3:11
  But
• 3:11
  maybe
• 3:11
  your,
• 3:12
  your
• 3:12
  clinical
• 3:12
  data
• 3:12
  showed,
• 3:13
  well,
• 3:13
  there
• 3:14
  is
• 3:14
  a
• 3:14
  decrease
• 3:15
  in
• 3:15
  reoccurrence
• 3:15
  of
• 3:16
  breast
• 3:16
  cancer.
• 3:16
  So
• 3:16
  now
• 3:16
  you've,
• 3:17
  you've
• 3:17
  changed
• 3:17
  that
• 3:18
  claim
• 3:18
  down.
• 3:18
  You've
• 3:18
  narrowed
• 3:19
  it
• 3:19
  down.
• 3:19
  You're
• 3:19
  actually
• 3:20
  getting
• 3:20
  the
• 3:20
  data
• 3:20
  that
• 3:21
  supports
• 3:21
  it.
• 3:21
  You've
• 3:21
  not
• 3:22
  wasted
• 3:22
  the
• 3:22
  money
• 3:22
  in
• 3:22
  the
• 3:23
  bill
• 3:23
  that
• 3:23
  you've
• 3:23
  done
• 3:23
  so
• 3:24
  far,
• 3:24
  and
• 3:24
  you
• 3:24
  can
• 3:24
  keep
• 3:25
  moving
• 3:25
  forward.
• 3:25
  And
• 3:26
  now
• 3:26
  commercialize
• 3:27
  with
• 3:27
  just
• 3:27
  that
• 3:27
  one
• 3:27
  little
• 3:27
  claim
• 3:28
  and
• 3:28
  that
• 3:28
  one
• 3:28
  little
• 3:29
  piece.
• 3:29
  Get
• 3:29
  some
• 3:29
  revenue
• 3:30
  coming
• 3:30
  in
• 3:30
  so
• 3:31
  now
• 3:31
  you
• 3:31
  can
• 3:31
  build
• 3:31
  the
• 3:31
  second
• 3:32
  and
• 3:32
  third
• 3:32
  iterations
• 3:33
  and
• 3:33
  keep
• 3:33
  doing
• 3:33
  the
• 3:33
  research
• 3:34
  and
• 3:34
  development.
• 3:34
  That's
• 3:35
  a
• 3:35
  win
• 3:35
  across
• 3:35
  the
• 3:35
  board.
• 3:36
  So
• 3:36
  it's
• 3:36
  not
• 3:36
  a
• 3:36
  hurdle.
• 3:37
  It's,
• 3:37
  it's
• 3:37
  a
• 3:37
  literally,
• 3:38
  it's
• 3:38
  a
• 3:38
  pivot.
• 3:38
  So
• 3:39
  what
• 3:39
  I
• 3:39
  would
• 3:39
  do
• 3:39
  is
• 3:39
  I
• 3:40
  start
• 3:40
  with
• 3:40
  my
• 3:40
  independent
• 3:41
  agnostic
• 3:41
  overview
• 3:42
  as
• 3:42
  part
• 3:42
  of
• 3:42
  my
• 3:42
  due
• 3:43
  diligence,
• 3:43
  and
• 3:43
  I
• 3:43
  say,
• 3:44
  "Do
• 3:44
  they
• 3:44
  agree
• 3:44
  with
• 3:45
  what
• 3:45
  your
• 3:45
  person
• 3:45
  is
• 3:45
  saying?"
• 3:46
  And
• 3:46
  then
• 3:46
  how
• 3:47
  do
• 3:47
  we
• 3:47
  salvage
• 3:47
  it?
• 3:47
  Like,
• 3:48
  how
• 3:48
  do
• 3:48
  we
• 3:48
  fix
• 3:48
  it?
• 3:49
  That's
• 3:49
  all,
• 3:49
  that's
• 3:49
  the
• 3:49
  real
• 3:50
  answer.
• 3:50
  Instead
• 3:50
  of
• 3:51
  blindly,
• 3:51
  again,
• 3:52
  going
• 3:52
  straight
• 3:52
  into,
• 3:53
  Well,
• 3:53
  we
• 3:53
  already
• 3:54
  started
• 3:54
  this.
• 3:54
  This
• 3:54
  is
• 3:54
  what
• 3:54
  our
• 3:55
  clinical
• 3:55
  trials
• 3:55
  are.
• 3:56
  This
• 3:56
  is
• 3:56
  what
• 3:56
  we
• 3:56
  have
• 3:56
  to
• 3:57
  do.
• 3:57
  This
• 3:57
  is
• 3:57
  our
• 3:57
  only
• 3:57
  pathway
• 3:58
  forward."
• 3:58
  There's,
• 3:59
  there's
• 3:59
  a,
• 3:59
  what
• 3:59
  is
• 3:59
  it?
• 3:59
  15
• 4:00
  ways
• 4:00
  to
• 4:00
  skin
• 4:00
  a
• 4:00
  cat?
• 4:01
  That
• 4:01
  always
• 4:01
  makes
• 4:01
  me
• 4:01
  nervous
• 4:02
  about
• 4:02
  skinning
• 4:02
  cats.
• 4:02
  Yeah.
• 4:02
  But
• 4:03
  there's,
• 4:03
  there's
• 4:03
  multiple
• 4:04
  ways
• 4:04
  to
• 4:04
  get
• 4:04
  to
• 4:04
  the
• 4:05
  end,
• 4:05
  to
• 4:05
  be
• 4:05
  clear,
• 4:06
  right?
• 4:06
  I
• 4:06
  try
• 4:07
  to
• 4:07
  create
• 4:07
  a
• 4:07
  roadmap,
• 4:08
  but
• 4:08
  the
• 4:08
  reality
• 4:09
  is
• 4:09
  it's
• 4:09
  just
• 4:09
  forward
• 4:10
  momentum.
• 4:10
  Don't
• 4:10
  worry
• 4:11
  about
• 4:11
  where
• 4:11
  the
• 4:11
  end
• 4:12
  point
• 4:12
  is.
• 4:12
  Don't
• 4:13
  worry
• 4:13
  about
• 4:13
  what
• 4:14
  the
• 4:14
  finish
• 4:14
  line
• 4:14
  looks
• 4:15
  like.
• 4:15
  You
• 4:15
  will
• 4:15
  never
• 4:15
  be
• 4:16
  finished.
• 4:16
  Look
• 4:16
  at
• 4:17
  where
• 4:17
  do
• 4:17
  I
• 4:17
  put
• 4:17
  the
• 4:17
  next
• 4:18
  brick
• 4:18
  to
• 4:18
  move
• 4:18
  forward?
• 4:19
  Where
• 4:19
  do
• 4:19
  I,
• 4:19
  where
• 4:19
  do
• 4:20
  I
• 4:20
  build
• 4:20
  that
• 4:20
  next
• 4:20
  roadmap?
• 4:21
  Just
• 4:21
  get
• 4:21
  that
• 4:21
  forward
• 4:22
  progress.
• 4:22
  Take
• 4:23
  what
• 4:23
  you
• 4:23
  have,
• 4:23
  polish
• 4:24
  it,
• 4:24
  fix
• 4:24
  it,
• 4:25
  salvage
• 4:25
  it.
• 4:25
  So
• 4:25
  now
• 4:26
  my
• 4:26
  thoughts.
• 4:26
  What
• 4:27
  I
• 4:27
  really
• 4:27
  liked
• 4:28
  about
• 4:28
  Jordan's
• 4:28
  answer
• 4:29
  was
• 4:29
  the
• 4:29
  fact
• 4:30
  that
• 4:30
  she
• 4:30
  didn't
• 4:30
  pick
• 4:30
  one
• 4:30
  of
• 4:30
  the
• 4:30
  four
• 4:31
  options
• 4:31
  that
• 4:31
  I
• 4:31
  gave,
• 4:31
  but
• 4:31
  she
• 4:32
  actually
• 4:32
  challenged
• 4:32
  the
• 4:32
  question
• 4:33
  because
• 4:33
  before
• 4:34
  deciding
• 4:35
  what
• 4:35
  to
• 4:35
  do
• 4:35
  next,
• 4:35
  what
• 4:36
  she
• 4:36
  wanted
• 4:36
  to
• 4:36
  understand
• 4:37
  was
• 4:37
  why
• 4:37
  the
• 4:37
  regulatory
• 4:38
  process
• 4:38
  had
• 4:39
  actually
• 4:39
  stalled.
• 4:39
  Was
• 4:40
  it
• 4:40
  a
• 4:40
  lack
• 4:40
  of
• 4:40
  evidence,
• 4:41
  or
• 4:41
  were
• 4:41
  the
• 4:41
  product
• 4:41
  claims
• 4:42
  simply
• 4:42
  too
• 4:42
  ambitious
• 4:43
  for
• 4:44
  the
• 4:44
  evidence
• 4:44
  they
• 4:44
  already
• 4:45
  had?
• 4:45
  And
• 4:45
  that
• 4:45
  distinction
• 4:46
  really
• 4:46
  matters
• 4:47
  because
• 4:47
  a
• 4:47
  lot
• 4:48
  of
• 4:48
  med
• 4:48
  tech
• 4:48
  companies
• 4:49
  assume
• 4:50
  that
• 4:50
  the
• 4:50
  answer
• 4:51
  is
• 4:51
  another
• 4:51
  clinical
• 4:51
  trial,
• 4:52
  more
• 4:52
  funding,
• 4:52
  or
• 4:53
  more
• 4:53
  time.
• 4:53
  And
• 4:53
  sometimes
• 4:54
  it
• 4:54
  is,
• 4:55
  but
• 4:55
  sometimes
• 4:55
  the
• 4:56
  quickest
• 4:56
  route
• 4:56
  to
• 4:56
  market
• 4:57
  Is
• 4:57
  matching
• 4:57
  your
• 4:58
  claim
• 4:58
  to
• 4:58
  the
• 4:58
  evidence
• 4:58
  that
• 4:59
  you've
• 4:59
  already
• 4:59
  generated.
• 5:00
  And
• 5:00
  Jordan's
• 5:00
  point
• 5:01
  was
• 5:01
  really
• 5:01
  simple.
• 5:02
  What
• 5:02
  you
• 5:02
  need
• 5:02
  to
• 5:02
  ask
• 5:03
  yourself
• 5:03
  is:
• 5:03
  what
• 5:04
  does
• 5:04
  our
• 5:04
  evidence
• 5:05
  prove
• 5:05
  today?
• 5:06
  Now,
• 5:06
  if
• 5:06
  your
• 5:06
  data
• 5:07
  strongly
• 5:07
  supports
• 5:07
  one
• 5:08
  indication,
• 5:09
  focus
• 5:09
  on
• 5:09
  that.
• 5:10
  Get
• 5:10
  that
• 5:10
  claim
• 5:11
  through,
• 5:11
  start
• 5:11
  generating
• 5:12
  revenue,
• 5:12
  build
• 5:13
  real
• 5:13
  world
• 5:14
  evidence,
• 5:14
  then
• 5:14
  expand
• 5:15
  from
• 5:15
  there.
• 5:15
  That
• 5:15
  is
• 5:15
  often
• 5:16
  a
• 5:16
  far
• 5:16
  better
• 5:16
  strategy
• 5:17
  than
• 5:17
  trying
• 5:17
  to
• 5:17
  prove
• 5:17
  everything
• 5:18
  in
• 5:18
  version
• 5:19
  one.
• 5:19
  So
• 5:20
  this
• 5:20
  week's
• 5:20
  action
• 5:20
  for
• 5:21
  you,
• 5:21
  if
• 5:21
  you
• 5:21
  choose
• 5:21
  to
• 5:21
  accept
• 5:22
  it,
• 5:22
  is
• 5:23
  if
• 5:23
  you're
• 5:23
  facing
• 5:24
  any
• 5:24
  regulatory
• 5:25
  or
• 5:25
  commercial
• 5:25
  hurdles,
• 5:26
  stop
• 5:26
  for
• 5:26
  fifteen
• 5:27
  minutes
• 5:27
  and
• 5:27
  ask
• 5:27
  yourself,
• 5:28
  number
• 5:28
  one,
• 5:29
  are
• 5:29
  our
• 5:29
  product
• 5:29
  claims
• 5:30
  bigger
• 5:30
  than
• 5:30
  the
• 5:30
  evidence
• 5:31
  that
• 5:31
  we
• 5:31
  have
• 5:31
  today?
• 5:32
  Number
• 5:32
  two,
• 5:32
  what's
• 5:32
  the
• 5:32
  strongest
• 5:33
  claim
• 5:33
  our
• 5:34
  current
• 5:34
  evidence
• 5:34
  genuinely
• 5:35
  supports?
• 5:35
  And
• 5:36
  number
• 5:36
  three,
• 5:36
  what
• 5:37
  would
• 5:37
  getting
• 5:37
  that
• 5:38
  one
• 5:38
  claim
• 5:38
  to
• 5:38
  market
• 5:39
  unlock
• 5:39
  for
• 5:40
  the
• 5:40
  business?
• 5:40
  because
• 5:40
  sometimes
• 5:41
  the
• 5:41
  fastest
• 5:42
  way
• 5:42
  forward
• 5:42
  isn't
• 5:42
  collecting
• 5:43
  more
• 5:43
  data,
• 5:44
  it's
• 5:44
  just
• 5:44
  making
• 5:44
  better
• 5:45
  use
• 5:45
  of
• 5:45
  the
• 5:45
  data
• 5:46
  that
• 5:46
  you
• 5:46
  already
• 5:46
  have.
• 5:46
  So
• 5:47
  my
• 5:47
  closing
• 5:47
  thought
• 5:47
  is
• 5:48
  that
• 5:48
  getting
• 5:49
  to
• 5:49
  market
• 5:49
  isn't
• 5:49
  about
• 5:50
  proving
• 5:50
  everything.
• 5:51
  It's
• 5:51
  about
• 5:51
  proving
• 5:52
  enough,
• 5:52
  i.e.,
• 5:52
  enough
• 5:53
  to
• 5:53
  help
• 5:53
  patients,
• 5:54
  enough
• 5:54
  to
• 5:54
  generate
• 5:55
  revenue,
• 5:55
  enough
• 5:56
  to
• 5:56
  build
• 5:56
  the
• 5:56
  next
• 5:57
  version.
• 5:57
  So
• 5:57
  before
• 5:58
  asking,
• 5:59
  What
• 5:59
  more
• 5:59
  do
• 5:59
  we
• 5:59
  need?"
• 6:00
  Ask,
• 6:00
  What
• 6:01
  can
• 6:01
  we
• 6:01
  prove
• 6:02
  with
• 6:02
  what
• 6:02
  we
• 6:02
  already
• 6:02
  have?"
• 6:03
  Because
• 6:03
  in
• 6:03
  med
• 6:03
  tech,
• 6:04
  momentum
• 6:05
  is
• 6:05
  often
• 6:05
  your
• 6:05
  biggest
• 6:06
  competitive
• 6:07
  advantage
• 6:07
  Hakeem: And
• 6:08
  Hakeem: if
• 6:08
  Hakeem: you're
• 6:08
  Hakeem: building
• 6:09
  Hakeem: a
• 6:09
  Hakeem: MedTech
• 6:10
  Hakeem: business
• 6:10
  Hakeem: and
• 6:11
  Hakeem: you're
• 6:11
  Hakeem: not
• 6:11
  Hakeem: sure
• 6:11
  Hakeem: whether
• 6:11
  Hakeem: your
• 6:12
  Hakeem: next
• 6:12
  Hakeem: move
• 6:12
  Hakeem: should
• 6:12
  Hakeem: be
• 6:12
  Hakeem: around
• 6:13
  Hakeem: evidence,
• 6:13
  Hakeem: market
• 6:14
  Hakeem: access,
• 6:14
  Hakeem: commercialization,
• 6:15
  Hakeem: distributor
• 6:16
  Hakeem: strategy.
• 6:16
  Hakeem: Or
• 6:16
  Hakeem: adoption.
• 6:17
  Hakeem: Do
• 6:18
  Hakeem: not
• 6:18
  Hakeem: guess.
• 6:19
  Hakeem: Book
• 6:19
  Hakeem: a
• 6:19
  Hakeem: healthcare
• 6:20
  Hakeem: export
• 6:20
  Hakeem: accelerator
• 6:21
  Hakeem: diagnostic
• 6:21
  Hakeem: Call
• 6:21
  Hakeem: with
• 6:22
  Hakeem: me.
• 6:22
  Hakeem: Use
• 6:22
  Hakeem: my
• 6:23
  Hakeem: link
• 6:23
  Hakeem: in
• 6:23
  Hakeem: the
• 6:23
  Hakeem: show
• 6:23
  Hakeem: notes.
• 6:24
  Hakeem: And
• 6:24
  Hakeem: in
• 6:24
  Hakeem: that
• 6:25
  Hakeem: session
• 6:25
  Hakeem: I'll
• 6:26
  Hakeem: help
• 6:26
  Hakeem: you
• 6:26
  Hakeem: identify
• 6:26
  Hakeem: the
• 6:27
  Hakeem: specific
• 6:27
  Hakeem: constraints
• 6:28
  Hakeem: blocking
• 6:29
  Hakeem: your
• 6:29
  Hakeem: momentum
• 6:30
  Hakeem: and
• 6:30
  Hakeem: the
• 6:30
  Hakeem: commercial
• 6:31
  Hakeem: move
• 6:31
  Hakeem: most
• 6:32
  Hakeem: likely
• 6:32
  Hakeem: to
• 6:32
  Hakeem: unlock
• 6:32
  Hakeem: your
• 6:33
  Hakeem: progress.
• 6:33
  Hakeem: Thanks
• 6:34
  Hakeem: for
• 6:34
  Hakeem: tuning
• 6:34
  Hakeem: in.
• 6:35
  Hakeem: Until
• 6:35
  Hakeem: next
• 6:35
  Hakeem: time,
• 6:36
  Hakeem: thanks
• 6:36
  Hakeem: for
• 6:36
  Hakeem: listening.
• 6:37
  Hakeem: Keep
• 6:37
  Hakeem: challenging
• 6:37
  Hakeem: your
• 6:38
  Hakeem: assumptions
• 6:38
  Hakeem: and
• 6:39
  Hakeem: keep
• 6:39
  Hakeem: growing.