Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #186 | Why the Status Quo in Clinician Relationships is Dangerous And What Needs to Change in Your Medical Device Exporting Partnerships

Transcript

#186 | Why the Status Quo in Clinician Relationships is Dangerous And What Needs to Change in Your Medical Device Exporting 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'll
• 0:01
  learn
• 0:01
  the
• 0:01
  one
• 0:02
  common
• 0:02
  mistake
• 0:03
  that
• 0:03
  leads
• 0:03
  to
• 0:03
  risky
• 0:04
  gaps
• 0:04
  in
• 0:05
  your
• 0:05
  distribution
• 0:06
  strategy,
• 0:07
  Welcome
• 0:07
  to
• 0:08
  Clinician
• 0:08
  to
• 0:08
  CEO,
• 0:09
  the
• 0:09
  podcast
• 0:10
  helping
• 0:11
  clinicians
• 0:11
  simplify
• 0:12
  your
• 0:12
  go-to-market
• 0:13
  strategy
• 0:13
  so
• 0:13
  that
• 0:13
  you
• 0:14
  can
• 0:14
  stop
• 0:14
  guessing
• 0:15
  and
• 0:15
  turn
• 0:16
  your
• 0:16
  working
• 0:16
  prototypes
• 0:17
  into
• 0:17
  international
• 0:18
  MedTech
• 0:18
  businesses.
• 0:19
  I'm
• 0:19
  your
• 0:20
  host,
• 0:20
  Hakeem
• 0:20
  Aade.
• 0:21
  Let's
• 0:22
  get
• 0:22
  started.
• 0:23
  In
• 0:23
  today's
• 0:23
  episode,
• 0:24
  I'm
• 0:24
  gonna
• 0:24
  be
• 0:24
  taking
• 0:25
  you
• 0:25
  through
• 0:25
  the
• 0:25
  decision
• 0:26
  scenario
• 0:26
  from
• 0:26
  the
• 0:27
  last
• 0:27
  episode.
• 0:27
  And
• 0:28
  hopefully
• 0:28
  what
• 0:28
  you're
• 0:28
  gonna
• 0:29
  learn,
• 0:29
  if
• 0:30
  you're
• 0:30
  gonna
• 0:30
  learn
• 0:30
  how.
• 0:31
  To
• 0:31
  manage
• 0:32
  the
• 0:32
  risks
• 0:33
  in
• 0:33
  medical
• 0:33
  device
• 0:34
  distribution
• 0:34
  once
• 0:35
  they've
• 0:35
  actually
• 0:35
  happened.
• 0:36
  'cause
• 0:36
  the
• 0:36
  last
• 0:36
  episode
• 0:36
  was
• 0:37
  all
• 0:37
  about,
• 0:37
  how
• 0:38
  to
• 0:38
  mitigate.
• 0:38
  This
• 0:38
  is
• 0:38
  about
• 0:39
  what
• 0:39
  you
• 0:39
  do
• 0:39
  when
• 0:40
  it's
• 0:40
  happened.
• 0:40
  Then
• 0:40
  you're
• 0:40
  also
• 0:41
  gonna
• 0:41
  learn
• 0:41
  the
• 0:41
  critical
• 0:42
  importance
• 0:42
  of
• 0:42
  communication
• 0:43
  and
• 0:43
  I'll
• 0:44
  then
• 0:44
  introduce
• 0:44
  you
• 0:45
  to
• 0:45
  a
• 0:45
  thinking
• 0:45
  framework,
• 0:46
  which
• 0:46
  is
• 0:46
  gonna
• 0:47
  help
• 0:47
  you
• 0:47
  decide
• 0:48
  how
• 0:48
  to
• 0:48
  move
• 0:48
  forward
• 0:49
  when
• 0:49
  you
• 0:49
  have
• 0:50
  a
• 0:50
  number
• 0:50
  of
• 0:51
  possible
• 0:51
  choices.
• 0:52
  And
• 0:52
  if
• 0:52
  you're
• 0:52
  building
• 0:53
  a
• 0:53
  MedTech
• 0:53
  business
• 0:54
  and
• 0:54
  you're
• 0:54
  not
• 0:55
  sure
• 0:55
  what
• 0:55
  your
• 0:55
  next
• 0:56
  move
• 0:56
  should
• 0:56
  be,
• 0:57
  whether
• 0:57
  that's
• 0:57
  evidence,
• 0:58
  market
• 0:58
  access,
• 0:59
  commercialization,
• 1:00
  distribution,
• 1:01
  strategy
• 1:01
  or
• 1:02
  adoption,
• 1:02
  don't
• 1:03
  guess
• 1:04
  Booker
• 1:04
  Healthcare
• 1:05
  export
• 1:05
  accelerated
• 1:06
  diagnostic
• 1:06
  Call
• 1:06
  with
• 1:07
  me.
• 1:07
  Use
• 1:07
  the
• 1:08
  link
• 1:08
  in
• 1:08
  the
• 1:08
  show
• 1:09
  notes
• 1:09
  and
• 1:09
  in
• 1:09
  that
• 1:09
  session
• 1:10
  I'll
• 1:10
  help
• 1:10
  you
• 1:10
  identify
• 1:11
  the
• 1:11
  specific
• 1:12
  constraints
• 1:13
  blocking
• 1:13
  your
• 1:13
  momentum
• 1:14
  and
• 1:14
  the
• 1:14
  commercial
• 1:14
  move,
• 1:15
  most
• 1:15
  likely
• 1:16
  to
• 1:16
  unlock
• 1:16
  your
• 1:17
  progress.
• 1:17
  So
• 1:18
  I
• 1:18
  think
• 1:18
  we
• 1:18
  just
• 1:19
  get
• 1:19
  into
• 1:19
  it
• 1:19
  really.
• 1:19
  So
• 1:20
  just
• 1:20
  to
• 1:20
  remind
• 1:20
  everybody
• 1:21
  the
• 1:21
  decision
• 1:22
  making
• 1:22
  scenario.
• 1:23
  Was
• 1:23
  this,
• 1:24
  I
• 1:24
  suppose
• 1:25
  that
• 1:25
  you've
• 1:25
  been
• 1:25
  working
• 1:26
  with
• 1:26
  a
• 1:26
  distributor
• 1:27
  for
• 1:27
  some
• 1:27
  time.
• 1:28
  You've
• 1:28
  been
• 1:28
  getting
• 1:28
  manual
• 1:28
  updates
• 1:29
  on
• 1:29
  progress,
• 1:30
  and
• 1:30
  then
• 1:31
  you
• 1:31
  find
• 1:31
  that
• 1:31
  they're
• 1:31
  holding
• 1:32
  twice
• 1:32
  as
• 1:32
  much
• 1:32
  stock,
• 1:33
  than
• 1:33
  they
• 1:33
  had
• 1:34
  been
• 1:34
  telling
• 1:35
  you.
• 1:35
  So
• 1:36
  the
• 1:36
  questions
• 1:37
  or
• 1:37
  the
• 1:37
  choices
• 1:38
  of
• 1:38
  what
• 1:38
  you
• 1:38
  then
• 1:39
  do
• 1:39
  next
• 1:39
  are
• 1:40
  a.
• 1:40
  Do
• 1:40
  you
• 1:41
  schedule
• 1:41
  a
• 1:41
  meeting
• 1:41
  with
• 1:41
  your
• 1:41
  distributor?
• 1:42
  Request
• 1:42
  a
• 1:42
  full
• 1:43
  disclosure
• 1:43
  on
• 1:43
  stock
• 1:44
  levels
• 1:44
  and
• 1:44
  sales
• 1:45
  data?
• 1:45
  Do
• 1:45
  you
• 1:46
  b
• 1:46
  develop
• 1:47
  contingency
• 1:47
  plans?
• 1:48
  I
• 1:49
  you
• 1:49
  don't
• 1:49
  want
• 1:49
  to
• 1:49
  confront
• 1:49
  your
• 1:50
  distributor,
• 1:50
  directly
• 1:51
  because
• 1:51
  you're
• 1:51
  thinking,
• 1:51
  well
• 1:52
  then,
• 1:52
  there
• 1:53
  might,
• 1:53
  you
• 1:53
  might
• 1:53
  upset
• 1:54
  the
• 1:54
  apple
• 1:54
  cart
• 1:54
  for
• 1:54
  want
• 1:55
  of
• 1:55
  a
• 1:55
  better
• 1:55
  term.
• 1:56
  So
• 1:56
  you
• 1:56
  develop
• 1:57
  some
• 1:57
  internal
• 1:58
  contingencies,
• 1:58
  such
• 1:59
  as
• 1:59
  sourcing
• 1:59
  an
• 1:59
  alternative
• 2:00
  distributor
• 2:01
  and
• 2:01
  having
• 2:01
  them
• 2:01
  in
• 2:01
  the
• 2:01
  backup,
• 2:02
  reevaluating.
• 2:03
  Your
• 2:03
  supply
• 2:04
  chain,
• 2:04
  just
• 2:04
  looking
• 2:04
  at
• 2:05
  other
• 2:05
  contingency
• 2:05
  plans
• 2:06
  that
• 2:06
  you
• 2:07
  can,
• 2:07
  start
• 2:08
  to
• 2:08
  mitigate
• 2:08
  what's
• 2:09
  happening
• 2:09
  going
• 2:09
  forward,
• 2:10
  or
• 2:10
  do
• 2:10
  you
• 2:10
  see,
• 2:11
  engage
• 2:12
  a
• 2:12
  third
• 2:12
  party
• 2:13
  consultant
• 2:13
  to
• 2:13
  assess
• 2:14
  and
• 2:14
  mediate
• 2:14
  the
• 2:14
  distributor
• 2:15
  relationship
• 2:15
  by
• 2:16
  having
• 2:16
  somebody,
• 2:17
  who's
• 2:17
  not
• 2:17
  related
• 2:18
  to
• 2:18
  either
• 2:19
  party,
• 2:19
  who
• 2:19
  can
• 2:20
  then
• 2:20
  look
• 2:20
  at
• 2:20
  it?
• 2:20
  Because
• 2:21
  effectively
• 2:21
  what
• 2:21
  you're
• 2:22
  saying
• 2:22
  is.
• 2:22
  Do
• 2:22
  the
• 2:22
  mess
• 2:23
  to
• 2:23
  the
• 2:23
  lack
• 2:23
  of
• 2:24
  trust.
• 2:24
  Now
• 2:24
  we,
• 2:25
  it
• 2:25
  needs
• 2:25
  to
• 2:25
  be
• 2:25
  mediated
• 2:26
  and
• 2:26
  you
• 2:26
  need
• 2:26
  to
• 2:26
  see
• 2:27
  what
• 2:27
  you
• 2:27
  can
• 2:27
  do
• 2:27
  to,
• 2:28
  improve
• 2:28
  the
• 2:28
  situation.
• 2:29
  Or
• 2:29
  do
• 2:29
  you
• 2:30
  d
• 2:30
  strengthen
• 2:31
  the
• 2:31
  internal
• 2:32
  team
• 2:32
  meetings
• 2:33
  to
• 2:33
  closely
• 2:34
  track
• 2:35
  stock
• 2:35
  levels
• 2:36
  so
• 2:36
  that
• 2:36
  you're,
• 2:37
  obviously
• 2:37
  you've
• 2:37
  getting
• 2:37
  information
• 2:38
  from
• 2:38
  the
• 2:38
  distributor,
• 2:39
  but
• 2:39
  now
• 2:40
  you're
• 2:40
  gonna
• 2:40
  get
• 2:40
  your
• 2:40
  whole
• 2:40
  team
• 2:41
  involved
• 2:41
  to
• 2:41
  start
• 2:42
  monitoring
• 2:42
  it.
• 2:42
  Measuring
• 2:43
  it
• 2:43
  and
• 2:43
  to
• 2:43
  make
• 2:43
  sure
• 2:44
  that
• 2:44
  actually
• 2:44
  going
• 2:45
  forward,
• 2:45
  then
• 2:46
  you're
• 2:46
  in
• 2:46
  the
• 2:46
  best
• 2:46
  position.
• 2:47
  And
• 2:47
  this
• 2:47
  isn't.
• 2:48
  Just
• 2:48
  a
• 2:48
  simple
• 2:49
  choice.
• 2:49
  'cause
• 2:50
  each
• 2:50
  option
• 2:51
  carries
• 2:51
  implications
• 2:53
  that
• 2:53
  could
• 2:53
  go
• 2:53
  through
• 2:54
  the
• 2:54
  wholly
• 2:54
  your
• 2:54
  organization
• 2:55
  and
• 2:56
  impact
• 2:56
  the
• 2:56
  future
• 2:57
  success.
• 2:57
  So
• 2:58
  just
• 2:58
  as
• 2:58
  you'll
• 2:58
  know,
• 2:59
  there's
• 2:59
  always
• 3:00
  situations
• 3:01
  you
• 3:01
  find
• 3:01
  yourself
• 3:01
  in
• 3:02
  which
• 3:02
  aren't
• 3:02
  ideal.
• 3:03
  You've
• 3:03
  got
• 3:03
  a
• 3:03
  number
• 3:04
  of
• 3:04
  options.
• 3:05
  So
• 3:05
  what
• 3:05
  I'm
• 3:05
  gonna
• 3:05
  do
• 3:05
  is
• 3:05
  go
• 3:05
  for
• 3:06
  each
• 3:06
  one
• 3:06
  of
• 3:06
  these
• 3:06
  options
• 3:07
  to
• 3:07
  say
• 3:07
  how
• 3:07
  I
• 3:07
  would
• 3:08
  do
• 3:08
  it,
• 3:08
  and
• 3:09
  then.
• 3:09
  Give
• 3:09
  you
• 3:09
  a
• 3:09
  thinking
• 3:10
  framework
• 3:10
  that
• 3:11
  then
• 3:11
  allows
• 3:12
  you
• 3:12
  to
• 3:12
  approach
• 3:13
  all
• 3:13
  forks
• 3:14
  in
• 3:14
  the
• 3:14
  road
• 3:14
  or
• 3:15
  all
• 3:15
  challenges
• 3:15
  that
• 3:16
  you
• 3:16
  may
• 3:16
  have
• 3:16
  with
• 3:17
  this
• 3:17
  framework.
• 3:18
  So
• 3:18
  let's
• 3:18
  get
• 3:19
  straight
• 3:19
  into
• 3:19
  breaking
• 3:20
  these
• 3:20
  options
• 3:21
  down.
• 3:21
  So
• 3:21
  option
• 3:22
  A,
• 3:22
  as
• 3:22
  I
• 3:22
  said,
• 3:22
  is
• 3:23
  you
• 3:23
  meet
• 3:23
  with
• 3:23
  a
• 3:23
  distributor,
• 3:24
  you're
• 3:24
  putting
• 3:24
  all
• 3:24
  your
• 3:24
  cars
• 3:25
  on
• 3:25
  the
• 3:25
  table,
• 3:26
  and
• 3:26
  this
• 3:27
  route,
• 3:27
  obviously,
• 3:28
  it,
• 3:28
  it
• 3:29
  allows
• 3:29
  for
• 3:30
  transparency,
• 3:31
  and
• 3:31
  it
• 3:31
  could
• 3:31
  possibly
• 3:32
  reinforce
• 3:32
  your
• 3:32
  relationship.
• 3:33
  Because
• 3:34
  you're
• 3:34
  opening
• 3:34
  the
• 3:34
  floor
• 3:35
  for
• 3:35
  dialogue
• 3:36
  and
• 3:36
  that
• 3:36
  you're
• 3:36
  showing
• 3:37
  that
• 3:37
  you
• 3:37
  value
• 3:37
  honesty.
• 3:38
  However,
• 3:38
  it
• 3:38
  may
• 3:39
  also
• 3:39
  expose
• 3:40
  you
• 3:40
  to
• 3:40
  pushback
• 3:41
  or
• 3:41
  defensiveness,
• 3:42
  because
• 3:43
  if
• 3:43
  they've
• 3:43
  actually
• 3:43
  been
• 3:43
  dishonest,
• 3:44
  what
• 3:45
  you're
• 3:45
  doing
• 3:45
  is
• 3:45
  calling
• 3:46
  them
• 3:46
  out.
• 3:46
  So
• 3:46
  yes,
• 3:47
  on
• 3:47
  the
• 3:47
  one
• 3:48
  hand,
• 3:48
  it's
• 3:49
  nice
• 3:49
  and
• 3:49
  transparent.
• 3:50
  It's
• 3:50
  open,
• 3:51
  it's
• 3:51
  honest.
• 3:51
  But
• 3:51
  if
• 3:52
  they've
• 3:52
  been
• 3:52
  dishonest.
• 3:53
  Then
• 3:54
  you've
• 3:54
  gotta
• 3:54
  balance
• 3:54
  that
• 3:55
  with
• 3:55
  the
• 3:55
  fact
• 3:56
  that
• 3:56
  they
• 3:56
  may
• 3:56
  not,
• 3:57
  be
• 3:58
  forthcoming
• 3:59
  and
• 3:59
  then
• 3:59
  it
• 3:59
  starts
• 3:59
  to
• 3:59
  complicate
• 4:00
  matters
• 4:00
  further
• 4:01
  because
• 4:01
  you're
• 4:01
  effectively
• 4:02
  saying
• 4:02
  that
• 4:02
  they
• 4:03
  have
• 4:03
  not
• 4:03
  been
• 4:03
  telling
• 4:03
  you
• 4:04
  the
• 4:04
  truth.
• 4:04
  However,
• 4:05
  the
• 4:05
  fact
• 4:06
  of
• 4:06
  matter
• 4:06
  is
• 4:06
  open
• 4:06
  communication
• 4:07
  is
• 4:08
  crucial
• 4:08
  in
• 4:08
  partnerships,
• 4:09
  even
• 4:09
  if
• 4:10
  your
• 4:10
  distributor
• 4:10
  hasn't
• 4:11
  been
• 4:11
  openly
• 4:12
  communicating
• 4:12
  with
• 4:12
  you.
• 4:13
  So.
• 4:14
  If
• 4:14
  you
• 4:14
  take
• 4:14
  this
• 4:14
  approach,
• 4:15
  you
• 4:15
  lay
• 4:15
  down
• 4:16
  the
• 4:16
  groundwork
• 4:16
  for
• 4:17
  a
• 4:17
  healthier
• 4:17
  relationship
• 4:18
  if
• 4:18
  both
• 4:18
  parties
• 4:19
  start
• 4:20
  to
• 4:20
  understand
• 4:20
  the
• 4:20
  expectations.
• 4:21
  So
• 4:21
  there
• 4:21
  might
• 4:21
  not
• 4:21
  have
• 4:21
  been
• 4:21
  an
• 4:22
  expectation
• 4:22
  set
• 4:22
  down
• 4:22
  in
• 4:22
  the
• 4:23
  first
• 4:23
  place.
• 4:23
  So
• 4:24
  there
• 4:24
  has
• 4:24
  to
• 4:24
  come
• 4:24
  a
• 4:24
  point
• 4:24
  when
• 4:24
  you
• 4:25
  set
• 4:25
  down
• 4:25
  those
• 4:25
  expectations.
• 4:26
  And
• 4:27
  if
• 4:27
  you
• 4:27
  were
• 4:27
  to
• 4:27
  take
• 4:27
  this
• 4:28
  option,
• 4:29
  then
• 4:29
  the
• 4:29
  first
• 4:29
  thing
• 4:29
  you
• 4:29
  need
• 4:30
  to
• 4:30
  do
• 4:30
  is
• 4:30
  make
• 4:30
  sure
• 4:31
  you
• 4:31
  prepare
• 4:31
  for
• 4:31
  the
• 4:31
  conversation.
• 4:32
  Don't
• 4:32
  just
• 4:32
  go
• 4:33
  in
• 4:33
  there
• 4:33
  without
• 4:33
  having
• 4:34
  all
• 4:34
  your
• 4:34
  data,
• 4:34
  gather
• 4:35
  your
• 4:35
  data
• 4:35
  and
• 4:36
  prepare
• 4:36
  your
• 4:36
  questions
• 4:37
  beforehand
• 4:37
  so
• 4:37
  you
• 4:37
  can
• 4:38
  have
• 4:38
  an
• 4:38
  idea
• 4:38
  of
• 4:38
  how
• 4:39
  you
• 4:39
  want
• 4:39
  that.
• 4:40
  Meeting
• 4:40
  to
• 4:40
  flow.
• 4:41
  And
• 4:41
  then
• 4:41
  if
• 4:41
  you
• 4:41
  move
• 4:41
  on
• 4:41
  to
• 4:41
  option
• 4:42
  B,
• 4:42
  develop
• 4:43
  contingency
• 4:43
  plans.
• 4:44
  Here
• 4:44
  what
• 4:44
  you're
• 4:44
  trying
• 4:45
  to
• 4:45
  do
• 4:45
  is
• 4:45
  avoid
• 4:45
  confrontation,
• 4:46
  but
• 4:46
  still,
• 4:47
  make
• 4:47
  sure
• 4:47
  that
• 4:48
  you're
• 4:48
  not
• 4:48
  gonna
• 4:48
  be
• 4:49
  completely
• 4:49
  exposed
• 4:50
  moving
• 4:50
  forward.
• 4:51
  So
• 4:51
  what
• 4:51
  you're
• 4:51
  trying
• 4:51
  to
• 4:52
  look
• 4:52
  at
• 4:52
  is
• 4:52
  how
• 4:53
  can
• 4:53
  you
• 4:53
  create
• 4:53
  alternative
• 4:54
  pathways
• 4:55
  that
• 4:55
  allow
• 4:55
  you
• 4:55
  to
• 4:55
  protect,
• 4:56
  yourself,
• 4:57
  because
• 4:57
  you've
• 4:57
  got
• 4:58
  stock
• 4:58
  building,
• 4:59
  and
• 4:59
  you
• 4:59
  don't
• 4:59
  really
• 5:00
  want
• 5:00
  that
• 5:00
  stock
• 5:00
  building.
• 5:01
  Now
• 5:01
  the
• 5:02
  challenge
• 5:02
  here
• 5:03
  is
• 5:03
  this
• 5:03
  option
• 5:04
  risks
• 5:04
  appearing
• 5:05
  untrustworthy
• 5:06
  and
• 5:06
  good
• 5:06
  word.
• 5:06
  However,
• 5:07
  the
• 5:07
  challenge
• 5:07
  here
• 5:08
  is,
• 5:09
  in
• 5:09
  option
• 5:10
  A
• 5:10
  we're
• 5:10
  talking
• 5:10
  about,
• 5:11
  being
• 5:11
  transparent,
• 5:12
  and
• 5:12
  making
• 5:12
  sure
• 5:13
  that
• 5:13
  you
• 5:13
  and
• 5:13
  the
• 5:13
  distributor
• 5:14
  are
• 5:14
  both
• 5:15
  on
• 5:15
  the
• 5:15
  same
• 5:15
  page.
• 5:16
  Whereas
• 5:16
  here
• 5:17
  what
• 5:17
  you're
• 5:17
  doing
• 5:17
  is
• 5:17
  building
• 5:18
  contingency
• 5:18
  plans
• 5:19
  and
• 5:19
  this
• 5:19
  risks,
• 5:20
  if
• 5:21
  the
• 5:21
  distributor
• 5:22
  finds
• 5:22
  out
• 5:22
  what
• 5:22
  you're
• 5:22
  doing,
• 5:23
  the
• 5:24
  you're
• 5:24
  basically
• 5:24
  saying
• 5:25
  to
• 5:25
  'em,
• 5:25
  I
• 5:25
  don't
• 5:25
  really
• 5:25
  trust
• 5:26
  you,
• 5:26
  so
• 5:26
  I'm
• 5:26
  putting
• 5:26
  all
• 5:26
  these
• 5:26
  contingency
• 5:27
  plans
• 5:27
  in
• 5:27
  place.
• 5:28
  And
• 5:28
  that
• 5:28
  could
• 5:28
  actually
• 5:29
  worsen
• 5:30
  the
• 5:30
  relationship,
• 5:31
  which
• 5:31
  then
• 5:31
  means
• 5:32
  that
• 5:32
  they're
• 5:32
  much
• 5:32
  more
• 5:33
  likely
• 5:33
  not
• 5:34
  to
• 5:34
  give
• 5:34
  you
• 5:34
  the
• 5:34
  information
• 5:35
  that
• 5:35
  you're
• 5:35
  looking
• 5:36
  for.
• 5:36
  But
• 5:37
  having
• 5:37
  said
• 5:37
  that.
• 5:38
  It's
• 5:38
  critical
• 5:39
  to
• 5:39
  have
• 5:39
  a
• 5:40
  backup
• 5:40
  plan
• 5:40
  whenever
• 5:41
  you're
• 5:41
  working
• 5:41
  in
• 5:41
  med
• 5:42
  tech,
• 5:42
  especially
• 5:43
  when
• 5:43
  partners
• 5:43
  are
• 5:44
  involved
• 5:44
  because
• 5:44
  you
• 5:45
  go
• 5:45
  into
• 5:45
  relationship,
• 5:46
  as
• 5:46
  you
• 5:46
  all
• 5:46
  know,
• 5:47
  you
• 5:47
  think
• 5:47
  it's
• 5:47
  gonna
• 5:47
  be
• 5:47
  great,
• 5:48
  it
• 5:48
  might
• 5:48
  be
• 5:48
  great
• 5:48
  for
• 5:49
  a
• 5:49
  period
• 5:49
  of
• 5:49
  time,
• 5:49
  it
• 5:49
  might
• 5:49
  not
• 5:50
  be
• 5:50
  great
• 5:50
  for
• 5:50
  a
• 5:50
  period
• 5:50
  of
• 5:50
  time,
• 5:51
  but
• 5:51
  if
• 5:51
  you
• 5:52
  don't
• 5:52
  have
• 5:52
  a
• 5:52
  backup
• 5:52
  plan,
• 5:53
  if
• 5:53
  it
• 5:54
  does
• 5:54
  go
• 5:54
  wrong,
• 5:54
  what
• 5:55
  you
• 5:55
  gonna
• 5:55
  do?
• 5:55
  So
• 5:56
  if
• 5:56
  you're
• 5:56
  gonna
• 5:56
  take
• 5:56
  this
• 5:57
  option,
• 5:57
  wow.
• 5:57
  Suggest
• 5:58
  if
• 5:58
  you
• 5:58
  analyze
• 5:59
  competitive
• 6:00
  distributors,
• 6:01
  you
• 6:01
  analyze
• 6:02
  the
• 6:02
  supply
• 6:03
  chain
• 6:03
  that
• 6:03
  you've
• 6:03
  got
• 6:04
  to
• 6:04
  see
• 6:04
  if
• 6:04
  you
• 6:04
  can
• 6:04
  diversify
• 6:05
  that.
• 6:06
  And
• 6:06
  just
• 6:06
  look
• 6:06
  at
• 6:06
  different
• 6:07
  things
• 6:07
  that
• 6:07
  you
• 6:07
  can
• 6:07
  do
• 6:08
  as
• 6:08
  contingencies.
• 6:09
  And
• 6:10
  then
• 6:10
  option
• 6:10
  C,
• 6:10
  I
• 6:11
  said,
• 6:11
  which
• 6:11
  was
• 6:12
  engage
• 6:12
  a
• 6:12
  third
• 6:12
  party
• 6:13
  consultant
• 6:14
  and
• 6:14
  what
• 6:14
  you're
• 6:14
  doing
• 6:15
  here,
• 6:15
  and
• 6:16
  the
• 6:16
  fingers.
• 6:16
  What
• 6:17
  you
• 6:17
  have
• 6:17
  to
• 6:17
  accept
• 6:18
  is
• 6:18
  those
• 6:18
  other
• 6:18
  two
• 6:18
  things
• 6:19
  probably
• 6:19
  don't
• 6:19
  cost
• 6:19
  you
• 6:19
  anything.
• 6:20
  Well,
• 6:20
  this
• 6:20
  one
• 6:20
  is
• 6:20
  gonna
• 6:20
  cost
• 6:21
  you
• 6:21
  something.
• 6:21
  But
• 6:22
  what
• 6:22
  you'll
• 6:22
  try
• 6:23
  to
• 6:23
  look
• 6:23
  at
• 6:23
  is
• 6:23
  how
• 6:23
  do
• 6:24
  I
• 6:24
  maintain
• 6:24
  the
• 6:24
  relationship
• 6:25
  but
• 6:25
  get,
• 6:26
  the
• 6:26
  information
• 6:26
  I
• 6:27
  require?
• 6:27
  And
• 6:28
  that
• 6:28
  then
• 6:28
  means
• 6:28
  that
• 6:28
  you're
• 6:29
  bringing
• 6:29
  in
• 6:30
  maybe
• 6:30
  an
• 6:30
  experience
• 6:31
  viewpoint.
• 6:31
  And
• 6:31
  that
• 6:32
  could
• 6:32
  save
• 6:32
  you
• 6:33
  from
• 6:33
  a
• 6:33
  physical
• 6:33
  point
• 6:34
  of
• 6:34
  view,
• 6:34
  that
• 6:34
  burnout
• 6:34
  or
• 6:34
  emotional,
• 6:35
  decision
• 6:36
  that
• 6:36
  you've
• 6:36
  gotta
• 6:36
  go
• 6:37
  through.
• 6:37
  IE
• 6:37
  you've
• 6:38
  got
• 6:38
  a
• 6:38
  distributor,
• 6:39
  you've
• 6:39
  got
• 6:39
  a
• 6:39
  good
• 6:39
  relationship
• 6:40
  with
• 6:40
  them.
• 6:40
  Something's
• 6:41
  gone
• 6:41
  wrong.
• 6:41
  You've
• 6:41
  now
• 6:42
  gotta
• 6:42
  go
• 6:42
  through
• 6:42
  that
• 6:42
  process.
• 6:43
  Getting
• 6:43
  a
• 6:43
  third
• 6:44
  party
• 6:44
  person
• 6:44
  in
• 6:45
  that
• 6:45
  may
• 6:45
  be
• 6:46
  an
• 6:46
  option
• 6:47
  where
• 6:47
  they
• 6:47
  can
• 6:48
  then
• 6:48
  start
• 6:48
  facilitating.
• 6:49
  Tough
• 6:49
  conversations.
• 6:50
  It's
• 6:50
  not
• 6:51
  personal
• 6:51
  because
• 6:51
  that
• 6:52
  person's
• 6:52
  not
• 6:52
  personally
• 6:52
  involved
• 6:53
  and
• 6:53
  they
• 6:53
  can
• 6:54
  also
• 6:54
  offer
• 6:54
  some
• 6:54
  strategic
• 6:55
  insights
• 6:55
  on
• 6:56
  how
• 6:56
  you
• 6:56
  can
• 6:57
  move
• 6:57
  forward.
• 6:57
  But.
• 6:58
  As
• 6:58
  always
• 6:58
  with
• 6:59
  these
• 6:59
  things,
• 6:59
  you
• 6:59
  do
• 6:59
  the
• 7:00
  balance
• 7:00
  that
• 7:00
  you're
• 7:01
  tying
• 7:01
  up.
• 7:01
  Because
• 7:02
  one,
• 7:02
  if
• 7:02
  you
• 7:02
  take
• 7:02
  this
• 7:03
  view,
• 7:04
  then
• 7:04
  you're
• 7:04
  also
• 7:05
  adding
• 7:05
  another
• 7:06
  layer
• 7:06
  of
• 7:06
  complexity
• 7:07
  and
• 7:07
  cost
• 7:08
  into
• 7:08
  the
• 7:08
  situation.
• 7:09
  Now,
• 7:10
  the
• 7:10
  reason
• 7:10
  why,
• 7:11
  this
• 7:11
  is
• 7:11
  an
• 7:11
  interesting
• 7:12
  view
• 7:12
  and
• 7:13
  it
• 7:13
  might
• 7:13
  be
• 7:14
  a
• 7:14
  view.
• 7:14
  That
• 7:14
  you
• 7:15
  haven't
• 7:15
  thought
• 7:15
  about,
• 7:16
  and
• 7:16
  it's
• 7:16
  just
• 7:16
  that
• 7:16
  I'm
• 7:17
  bringing
• 7:17
  it
• 7:17
  in
• 7:17
  because
• 7:17
  I've
• 7:18
  seen
• 7:18
  it
• 7:18
  work
• 7:19
  in
• 7:19
  certain
• 7:19
  organizations
• 7:20
  because
• 7:20
  sometimes
• 7:21
  an
• 7:21
  external
• 7:22
  perspective
• 7:23
  can
• 7:23
  provide
• 7:24
  a
• 7:24
  great
• 7:24
  deal
• 7:24
  of
• 7:25
  clarity
• 7:25
  when
• 7:25
  emotions
• 7:26
  are
• 7:26
  running
• 7:26
  high.
• 7:26
  So,
• 7:27
  I'm
• 7:27
  feeling
• 7:28
  that
• 7:28
  you
• 7:28
  as
• 7:28
  a
• 7:28
  distributor
• 7:29
  have
• 7:29
  deceived
• 7:29
  me.
• 7:30
  The
• 7:30
  distributor's
• 7:30
  feeling
• 7:31
  that
• 7:31
  you're
• 7:31
  accusing
• 7:32
  them
• 7:32
  of
• 7:32
  something
• 7:32
  and
• 7:32
  obviously
• 7:33
  you're
• 7:33
  getting
• 7:33
  very
• 7:33
  defensive.
• 7:34
  Emotions
• 7:34
  are
• 7:34
  running
• 7:35
  high,
• 7:35
  very
• 7:36
  rare
• 7:36
  to
• 7:36
  make
• 7:36
  the
• 7:37
  best
• 7:37
  decisions
• 7:37
  when
• 7:37
  emotions
• 7:38
  are
• 7:38
  running
• 7:38
  high.
• 7:38
  So
• 7:38
  having
• 7:39
  that
• 7:39
  external
• 7:39
  perspective
• 7:40
  can
• 7:41
  lead
• 7:42
  to
• 7:42
  clarity
• 7:42
  and
• 7:43
  take
• 7:43
  the
• 7:43
  emotion
• 7:44
  out
• 7:44
  of
• 7:44
  it.
• 7:44
  And
• 7:44
  if
• 7:44
  you're
• 7:44
  gonna
• 7:45
  do
• 7:45
  that,
• 7:45
  then
• 7:46
  if
• 7:46
  you
• 7:46
  already
• 7:46
  know
• 7:47
  people
• 7:47
  who
• 7:47
  are
• 7:47
  third
• 7:47
  parties
• 7:48
  that
• 7:48
  you
• 7:48
  can
• 7:48
  work
• 7:48
  with,
• 7:49
  that's
• 7:49
  great.
• 7:49
  If
• 7:50
  not,
• 7:50
  and
• 7:50
  you're
• 7:50
  starting
• 7:51
  to
• 7:51
  look
• 7:51
  for
• 7:51
  people
• 7:51
  who
• 7:52
  can
• 7:52
  potentially
• 7:52
  do
• 7:52
  that,
• 7:53
  then.
• 7:53
  Vet
• 7:53
  potential
• 7:54
  consultant
• 7:54
  space
• 7:55
  on
• 7:55
  their
• 7:55
  experience,
• 7:56
  specifically
• 7:57
  in
• 7:57
  MedTech
• 7:58
  distribution,
• 7:59
  and
• 7:59
  there's
• 7:59
  plenty
• 7:59
  of
• 7:59
  people
• 7:59
  out
• 8:00
  there.
• 8:00
  And
• 8:00
  then
• 8:00
  option
• 8:01
  D,
• 8:01
  strengthen
• 8:02
  internal
• 8:03
  team
• 8:03
  meetings.
• 8:04
  And
• 8:04
  what
• 8:05
  I
• 8:05
  mean
• 8:05
  by
• 8:05
  this
• 8:05
  is,
• 8:05
  at
• 8:06
  the
• 8:06
  moment,
• 8:06
  all
• 8:07
  those,
• 8:07
  situations
• 8:08
  are
• 8:08
  about,
• 8:09
  this
• 8:09
  has
• 8:09
  happened
• 8:10
  year
• 8:10
  managing
• 8:10
  the
• 8:11
  situation
• 8:11
  when
• 8:11
  you
• 8:12
  open
• 8:12
  up
• 8:12
  to
• 8:12
  the
• 8:12
  team.
• 8:13
  Several
• 8:13
  things
• 8:13
  happen.
• 8:13
  Number
• 8:14
  one,
• 8:14
  it
• 8:15
  means
• 8:15
  that,
• 8:16
  as
• 8:16
  they
• 8:16
  say,
• 8:16
  a
• 8:16
  problem
• 8:16
  shared
• 8:17
  with
• 8:17
  the
• 8:17
  problem,
• 8:17
  Hal.
• 8:17
  So
• 8:17
  it's
• 8:17
  just
• 8:18
  not
• 8:18
  you
• 8:18
  doing
• 8:18
  it.
• 8:19
  You've
• 8:19
  then
• 8:19
  opened
• 8:19
  that
• 8:19
  out
• 8:19
  to
• 8:19
  the
• 8:19
  team.
• 8:20
  You
• 8:20
  can
• 8:20
  then
• 8:20
  brainstorm
• 8:21
  the
• 8:21
  problem
• 8:21
  and
• 8:21
  come
• 8:21
  out
• 8:21
  with
• 8:22
  some
• 8:22
  solutions.
• 8:23
  And
• 8:23
  some
• 8:23
  of
• 8:23
  those
• 8:23
  solutions
• 8:24
  may
• 8:24
  well
• 8:25
  lead
• 8:25
  to
• 8:25
  options
• 8:26
  A,
• 8:26
  B,
• 8:26
  and
• 8:26
  C.
• 8:27
  And
• 8:27
  then
• 8:27
  once
• 8:28
  you've
• 8:28
  come
• 8:28
  out
• 8:28
  a
• 8:28
  solution,
• 8:29
  then
• 8:30
  what
• 8:30
  you
• 8:30
  want
• 8:30
  to
• 8:30
  do
• 8:30
  then
• 8:31
  is
• 8:31
  then
• 8:31
  devolve
• 8:32
  that,
• 8:32
  and
• 8:33
  devolve
• 8:33
  some
• 8:33
  of
• 8:33
  that
• 8:33
  to
• 8:34
  the
• 8:34
  team.
• 8:34
  So
• 8:34
  if
• 8:34
  you're
• 8:34
  saying,
• 8:35
  right,
• 8:35
  we're
• 8:35
  gonna
• 8:35
  do,
• 8:35
  we're
• 8:36
  gonna
• 8:36
  now
• 8:36
  start
• 8:36
  tracking
• 8:37
  stock
• 8:37
  levels
• 8:37
  closely,
• 8:38
  then.
• 8:39
  You,
• 8:39
  it's
• 8:39
  not
• 8:39
  just
• 8:39
  you
• 8:39
  doing
• 8:40
  it,
• 8:40
  you've
• 8:40
  got
• 8:40
  your
• 8:41
  team
• 8:41
  doing
• 8:41
  it,
• 8:41
  and
• 8:41
  you're,
• 8:42
  they're
• 8:42
  working
• 8:42
  with
• 8:42
  their
• 8:43
  team
• 8:43
  counterparts
• 8:44
  in
• 8:44
  the
• 8:44
  distributor.
• 8:44
  and
• 8:45
  if
• 8:45
  it's
• 8:45
  another
• 8:46
  solution,
• 8:46
  again,
• 8:47
  what
• 8:47
  you're
• 8:48
  doing,
• 8:48
  if
• 8:48
  it's
• 8:49
  a
• 8:49
  solution
• 8:49
  that
• 8:49
  you
• 8:49
  wanna
• 8:49
  have
• 8:49
  a
• 8:49
  meeting
• 8:50
  or
• 8:50
  with
• 8:51
  the
• 8:51
  distributor,
• 8:51
  or
• 8:51
  you
• 8:52
  want
• 8:52
  to
• 8:52
  have
• 8:52
  the
• 8:52
  third
• 8:53
  party,
• 8:54
  then
• 8:54
  you
• 8:55
  can
• 8:55
  use
• 8:55
  your
• 8:55
  team
• 8:55
  to
• 8:56
  help
• 8:56
  you
• 8:56
  pursue
• 8:57
  that
• 8:57
  particular
• 8:58
  path.
• 8:59
  And
• 8:59
  the
• 8:59
  good
• 8:59
  thing
• 9:00
  here
• 9:00
  is
• 9:01
  that
• 9:01
  then
• 9:01
  if
• 9:02
  you've
• 9:02
  got
• 9:02
  more
• 9:02
  people
• 9:03
  looking
• 9:03
  at
• 9:03
  a
• 9:03
  problem,
• 9:04
  you're
• 9:04
  gonna
• 9:04
  be
• 9:04
  in
• 9:04
  a
• 9:04
  better
• 9:05
  position
• 9:05
  to
• 9:05
  identify
• 9:06
  the
• 9:06
  challenges,
• 9:07
  but
• 9:07
  also
• 9:07
  more
• 9:08
  importantly,
• 9:09
  identify
• 9:10
  the
• 9:10
  solutions.
• 9:11
  The
• 9:11
  downside
• 9:12
  potentially
• 9:12
  could
• 9:13
  be
• 9:13
  that
• 9:13
  if
• 9:14
  your
• 9:14
  team
• 9:14
  had
• 9:14
  already
• 9:14
  got
• 9:15
  lots
• 9:15
  of
• 9:15
  stuff
• 9:15
  going
• 9:16
  on
• 9:16
  and
• 9:16
  you're
• 9:16
  now
• 9:17
  putting
• 9:17
  more
• 9:17
  stuff
• 9:17
  onto
• 9:17
  them,
• 9:18
  And
• 9:18
  then
• 9:18
  you're
• 9:19
  really
• 9:19
  looking
• 9:20
  at
• 9:20
  stock
• 9:20
  levels
• 9:20
  every
• 9:21
  minute
• 9:21
  of
• 9:21
  every
• 9:22
  day,
• 9:22
  and
• 9:22
  you're
• 9:22
  getting
• 9:22
  them
• 9:22
  to
• 9:22
  do
• 9:22
  it.
• 9:23
  They
• 9:23
  may
• 9:23
  start
• 9:23
  feeling
• 9:24
  they're
• 9:24
  being
• 9:24
  micromanaged,
• 9:25
  potentially
• 9:25
  they
• 9:25
  may
• 9:26
  feel
• 9:26
  a
• 9:26
  bit
• 9:26
  more
• 9:26
  pressure
• 9:27
  because
• 9:27
  they're
• 9:27
  now
• 9:27
  being
• 9:28
  asked
• 9:28
  to
• 9:29
  help
• 9:29
  with
• 9:29
  these
• 9:29
  big
• 9:30
  problems
• 9:30
  because
• 9:30
  it
• 9:31
  is
• 9:31
  a
• 9:31
  big
• 9:31
  problem.
• 9:31
  Well,
• 9:32
  if
• 9:32
  you've
• 9:32
  got
• 9:32
  additional
• 9:33
  stock,
• 9:33
  over
• 9:33
  and
• 9:33
  above
• 9:34
  and
• 9:34
  you're
• 9:34
  getting
• 9:34
  them
• 9:34
  to
• 9:35
  actually
• 9:35
  start
• 9:35
  thinking
• 9:35
  about,
• 9:36
  well,
• 9:36
  how
• 9:36
  can
• 9:36
  we,
• 9:37
  alleviate
• 9:37
  this
• 9:38
  issue
• 9:38
  with
• 9:38
  the
• 9:39
  distributor
• 9:40
  and.
• 9:40
  If
• 9:40
  all
• 9:41
  of
• 9:41
  a
• 9:41
  sudden
• 9:41
  you've
• 9:41
  now
• 9:42
  got
• 9:42
  other
• 9:42
  members
• 9:42
  of
• 9:42
  your
• 9:43
  team
• 9:43
  speaking
• 9:44
  to
• 9:44
  the
• 9:44
  distributors,
• 9:45
  and
• 9:45
  other
• 9:45
  members
• 9:46
  of,
• 9:46
  the
• 9:46
  distributor
• 9:46
  team,
• 9:47
  they
• 9:47
  may
• 9:47
  well
• 9:48
  start
• 9:48
  feeling
• 9:49
  that
• 9:49
  they're
• 9:49
  being
• 9:49
  micromanaged.
• 9:50
  So
• 9:50
  on
• 9:50
  the
• 9:51
  positive
• 9:51
  side,
• 9:51
  if
• 9:51
  it
• 9:51
  works,
• 9:52
  your
• 9:52
  team
• 9:53
  can
• 9:53
  feel,
• 9:54
  that
• 9:54
  they're
• 9:55
  being
• 9:55
  empowered
• 9:55
  and
• 9:55
  they've
• 9:56
  got
• 9:56
  a
• 9:56
  culture
• 9:56
  of
• 9:56
  accountability.
• 9:57
  But
• 9:58
  on
• 9:58
  the
• 9:58
  downside.
• 9:59
  Then
• 9:59
  people
• 9:59
  may
• 10:00
  feel
• 10:00
  micromanaged.
• 10:01
  So
• 10:01
  if
• 10:01
  you
• 10:01
  are
• 10:01
  gonna
• 10:01
  go
• 10:02
  with
• 10:02
  option
• 10:02
  D,
• 10:03
  then
• 10:04
  quite
• 10:04
  clearly,
• 10:04
  as
• 10:05
  we
• 10:05
  said
• 10:05
  when
• 10:05
  we're
• 10:05
  talking
• 10:06
  about
• 10:06
  if
• 10:06
  you're
• 10:06
  gonna
• 10:06
  arrange
• 10:07
  a
• 10:07
  meeting.
• 10:07
  Think
• 10:08
  very
• 10:08
  clearly
• 10:08
  about
• 10:09
  what,
• 10:10
  if
• 10:10
  you
• 10:10
  try
• 10:10
  to
• 10:10
  get
• 10:10
  outta
• 10:11
  the
• 10:11
  meeting,
• 10:12
  prepare
• 10:12
  all
• 10:12
  your
• 10:12
  documentation
• 10:13
  in
• 10:13
  terms
• 10:14
  of
• 10:14
  where
• 10:14
  the
• 10:14
  why
• 10:15
  did
• 10:15
  the
• 10:15
  problem,
• 10:16
  what
• 10:16
  the
• 10:16
  problem
• 10:17
  occurred,
• 10:17
  and
• 10:18
  actually
• 10:18
  the
• 10:18
  questions
• 10:19
  that
• 10:19
  you
• 10:19
  want
• 10:19
  ask,
• 10:19
  be
• 10:19
  asking
• 10:20
  your
• 10:20
  team
• 10:20
  in
• 10:20
  the
• 10:20
  first
• 10:21
  instance
• 10:22
  are
• 10:22
  what
• 10:23
  are
• 10:23
  your
• 10:23
  views,
• 10:24
  what
• 10:24
  your
• 10:24
  ideas,
• 10:25
  and
• 10:25
  start
• 10:25
  brainstorming
• 10:25
  it
• 10:26
  and
• 10:26
  get
• 10:26
  that
• 10:27
  information,
• 10:27
  there.
• 10:28
  And
• 10:28
  then
• 10:28
  once
• 10:28
  you've
• 10:28
  done
• 10:29
  the
• 10:29
  brainstorming,
• 10:29
  my
• 10:30
  suggestion
• 10:30
  would
• 10:30
  be
• 10:31
  that
• 10:31
  you
• 10:31
  don't
• 10:32
  just
• 10:32
  do
• 10:32
  the
• 10:32
  brainstorming
• 10:33
  and
• 10:33
  then
• 10:33
  say,
• 10:33
  right,
• 10:33
  okay,
• 10:34
  we're
• 10:34
  gonna
• 10:34
  go
• 10:34
  with
• 10:34
  that.
• 10:34
  You
• 10:34
  do
• 10:35
  this,
• 10:35
  you
• 10:35
  do
• 10:35
  that,
• 10:35
  you
• 10:35
  do
• 10:35
  that.
• 10:36
  You
• 10:36
  then
• 10:36
  actually
• 10:37
  ask
• 10:37
  for
• 10:37
  people
• 10:38
  what
• 10:38
  they
• 10:38
  think
• 10:39
  is
• 10:39
  the
• 10:39
  best
• 10:39
  way
• 10:39
  to
• 10:40
  do
• 10:40
  as
• 10:40
  a
• 10:40
  team.
• 10:41
  How.
• 10:41
  Should
• 10:42
  each
• 10:42
  person,
• 10:43
  get
• 10:43
  involved.
• 10:44
  Because
• 10:44
  if
• 10:44
  they
• 10:44
  come
• 10:44
  back
• 10:45
  to
• 10:45
  you
• 10:45
  and
• 10:45
  say,
• 10:45
  well,
• 10:45
  I
• 10:45
  would
• 10:45
  take
• 10:46
  this,
• 10:46
  I
• 10:46
  would
• 10:46
  take
• 10:47
  that,
• 10:47
  then
• 10:47
  they'll
• 10:48
  feel
• 10:48
  em
• 10:48
  empowered
• 10:49
  as
• 10:49
  opposed
• 10:50
  to
• 10:50
  feel
• 10:50
  that
• 10:50
  they're
• 10:50
  being
• 10:51
  micromanaged
• 10:51
  or
• 10:51
  pushed
• 10:52
  or
• 10:52
  pressurized.
• 10:53
  So
• 10:53
  that,
• 10:54
  that
• 10:54
  would
• 10:54
  be
• 10:54
  option
• 10:55
  D.
• 10:55
  Now
• 10:56
  I'm
• 10:56
  gonna
• 10:56
  give
• 10:56
  you
• 10:57
  what
• 10:57
  I
• 10:57
  think
• 10:58
  and
• 10:58
  what
• 10:58
  I
• 10:59
  would
• 10:59
  do
• 10:59
  in
• 10:59
  this
• 10:59
  situation.
• 11:00
  But
• 11:00
  before
• 11:00
  that,
• 11:01
  I
• 11:01
  want
• 11:01
  to
• 11:01
  take
• 11:01
  you
• 11:02
  through
• 11:02
  the
• 11:02
  thinking
• 11:03
  framework
• 11:04
  that
• 11:04
  I
• 11:05
  use
• 11:05
  and
• 11:05
  I
• 11:05
  think
• 11:06
  is
• 11:06
  a
• 11:06
  very
• 11:06
  useful
• 11:06
  thinking
• 11:07
  framework,
• 11:08
  that
• 11:08
  when
• 11:08
  you're
• 11:08
  looking.
• 11:09
  This
• 11:10
  type
• 11:10
  of
• 11:10
  decision.
• 11:11
  And
• 11:11
  the
• 11:12
  thinking
• 11:12
  framework
• 11:13
  is
• 11:13
  three
• 11:13
  simple
• 11:14
  points.
• 11:14
  The
• 11:14
  first
• 11:15
  one
• 11:15
  is
• 11:15
  clarity
• 11:15
  on
• 11:16
  goals.
• 11:16
  So
• 11:16
  what
• 11:17
  is
• 11:17
  it
• 11:17
  that
• 11:17
  you
• 11:17
  want
• 11:18
  from
• 11:18
  this
• 11:18
  distributor
• 11:19
  relationship
• 11:20
  because
• 11:21
  that
• 11:21
  determines
• 11:22
  what
• 11:23
  approach
• 11:23
  you
• 11:24
  take.
• 11:24
  So
• 11:24
  if
• 11:25
  you're
• 11:25
  thinking,
• 11:26
  well,
• 11:26
  actually
• 11:26
  I'm
• 11:26
  not
• 11:26
  bothered
• 11:27
  if
• 11:27
  the
• 11:27
  distributor
• 11:27
  relationship
• 11:28
  blows
• 11:28
  up.
• 11:28
  Then,
• 11:29
  you're
• 11:29
  gonna
• 11:29
  behave
• 11:29
  in
• 11:30
  one
• 11:30
  way.
• 11:30
  But
• 11:31
  if
• 11:31
  you're
• 11:31
  thinking,
• 11:31
  no,
• 11:31
  I
• 11:32
  need
• 11:32
  to
• 11:32
  find
• 11:32
  a
• 11:32
  way
• 11:33
  to
• 11:33
  make
• 11:33
  sure
• 11:33
  that
• 11:33
  I
• 11:34
  find
• 11:34
  out
• 11:34
  the
• 11:34
  relevant
• 11:35
  information,
• 11:36
  and
• 11:36
  I
• 11:36
  have
• 11:36
  to
• 11:36
  explain
• 11:36
  to
• 11:37
  them
• 11:37
  that
• 11:37
  actually
• 11:37
  this
• 11:38
  can't
• 11:38
  happen
• 11:38
  again,
• 11:38
  et
• 11:39
  cetera,
• 11:39
  and
• 11:39
  put
• 11:39
  in
• 11:39
  mitigations
• 11:40
  moving
• 11:40
  forward,
• 11:41
  and
• 11:41
  make
• 11:42
  sure
• 11:42
  you
• 11:42
  find
• 11:42
  out
• 11:42
  what
• 11:42
  the
• 11:42
  real
• 11:43
  stock
• 11:43
  level
• 11:43
  are,
• 11:44
  and
• 11:44
  then
• 11:44
  ensure
• 11:45
  that
• 11:45
  actually
• 11:45
  you've
• 11:46
  got
• 11:46
  a
• 11:46
  process
• 11:47
  for
• 11:48
  running
• 11:48
  those
• 11:48
  stock
• 11:48
  levels
• 11:49
  down
• 11:49
  and
• 11:49
  making
• 11:49
  sure
• 11:49
  the
• 11:50
  customers
• 11:50
  aren't
• 11:50
  disadvantaged.
• 11:51
  But
• 11:51
  yeah,
• 11:51
  so
• 11:52
  if
• 11:52
  you
• 11:52
  are
• 11:53
  wanting
• 11:53
  to
• 11:53
  maintain
• 11:54
  that
• 11:54
  and
• 11:54
  get
• 11:55
  all
• 11:55
  that
• 11:55
  information,
• 11:56
  then
• 11:56
  obviously,
• 11:57
  that'll
• 11:57
  be
• 11:57
  different
• 11:58
  than
• 11:58
  someone
• 11:58
  that
• 11:59
  you're
• 11:59
  not
• 11:59
  really
• 11:59
  bothered
• 11:59
  about
• 12:00
  and
• 12:00
  you're
• 12:00
  thinking,
• 12:00
  well,
• 12:00
  I'm
• 12:01
  changing
• 12:01
  the
• 12:01
  distributor
• 12:01
  anyway,
• 12:02
  so
• 12:02
  I
• 12:02
  don't
• 12:02
  mind
• 12:03
  going
• 12:03
  in
• 12:03
  and
• 12:03
  blowing
• 12:04
  up
• 12:04
  the
• 12:04
  relationship.
• 12:04
  I
• 12:04
  just
• 12:05
  need
• 12:05
  to
• 12:05
  find
• 12:05
  out
• 12:05
  what
• 12:05
  the
• 12:06
  stock
• 12:06
  levels
• 12:06
  are.
• 12:06
  So
• 12:06
  that's
• 12:06
  the
• 12:07
  first
• 12:07
  one.
• 12:07
  Clarity
• 12:08
  on
• 12:08
  goals.
• 12:08
  You
• 12:09
  need
• 12:09
  to
• 12:09
  know
• 12:09
  what
• 12:10
  it
• 12:10
  is
• 12:10
  you're
• 12:10
  trying
• 12:10
  to
• 12:10
  achieve.
• 12:11
  Number
• 12:11
  two,
• 12:12
  it's
• 12:12
  risk
• 12:13
  versus
• 12:13
  reward.
• 12:14
  What's
• 12:14
  the
• 12:14
  potential
• 12:14
  upside
• 12:15
  of
• 12:15
  each
• 12:15
  option
• 12:16
  compared
• 12:16
  to
• 12:16
  the
• 12:16
  risk
• 12:17
  involved?
• 12:17
  That's
• 12:17
  why
• 12:17
  when
• 12:18
  I
• 12:18
  was
• 12:18
  talking
• 12:18
  through
• 12:18
  it,
• 12:19
  I
• 12:19
  was
• 12:19
  talking
• 12:19
  through
• 12:20
  the
• 12:20
  upside,
• 12:21
  the
• 12:21
  downside
• 12:22
  that
• 12:22
  what
• 12:22
  could
• 12:23
  happen,
• 12:23
  what
• 12:23
  might
• 12:23
  not
• 12:23
  happen,
• 12:24
  and
• 12:24
  then
• 12:24
  number
• 12:25
  three,
• 12:25
  data
• 12:26
  driven
• 12:26
  decisions.
• 12:27
  That's
• 12:28
  why,
• 12:28
  when
• 12:28
  I
• 12:28
  talked
• 12:28
  about
• 12:29
  the
• 12:29
  option
• 12:29
  about
• 12:29
  getting
• 12:30
  a
• 12:30
  third
• 12:30
  party
• 12:30
  person
• 12:30
  in,
• 12:31
  that
• 12:31
  was
• 12:31
  because
• 12:31
  I
• 12:32
  was
• 12:32
  talking
• 12:32
  about
• 12:32
  taking
• 12:32
  the
• 12:32
  emotion
• 12:33
  out
• 12:33
  of
• 12:33
  it.
• 12:33
  And
• 12:33
  the
• 12:33
  other
• 12:34
  way
• 12:34
  of
• 12:34
  taking
• 12:34
  emotion
• 12:34
  out
• 12:35
  of
• 12:35
  it
• 12:35
  is
• 12:35
  data
• 12:36
  driven
• 12:36
  decisions.
• 12:37
  Because
• 12:37
  if
• 12:37
  you
• 12:37
  gather
• 12:38
  as
• 12:38
  much
• 12:38
  information
• 12:38
  as
• 12:39
  you
• 12:39
  can
• 12:39
  from
• 12:40
  stock
• 12:40
  levels
• 12:40
  to
• 12:40
  market
• 12:41
  trends,
• 12:41
  et
• 12:41
  cetera,
• 12:42
  and
• 12:42
  then
• 12:42
  you
• 12:43
  ensure
• 12:43
  that
• 12:43
  your
• 12:44
  choice
• 12:44
  is
• 12:45
  founded
• 12:45
  on
• 12:45
  facts
• 12:46
  and
• 12:47
  not
• 12:47
  feelings,
• 12:48
  then
• 12:48
  you're
• 12:48
  gonna
• 12:48
  be
• 12:48
  in
• 12:48
  a
• 12:48
  much
• 12:49
  better
• 12:49
  position.
• 12:50
  So
• 12:50
  what
• 12:51
  you
• 12:51
  need
• 12:51
  to
• 12:52
  ask
• 12:52
  yourself
• 12:52
  when
• 12:53
  you're
• 12:53
  in
• 12:53
  this
• 12:54
  situation
• 12:54
  is
• 12:55
  how
• 12:55
  will
• 12:55
  this
• 12:56
  decision
• 12:56
  affect
• 12:57
  my
• 12:57
  immediate
• 12:57
  output
• 12:58
  and
• 12:58
  long-term
• 12:59
  goals?
• 13:00
  So
• 13:00
  then
• 13:01
  what
• 13:01
  you
• 13:01
  do
• 13:02
  to
• 13:02
  wrap
• 13:02
  all
• 13:02
  this
• 13:02
  up
• 13:03
  is
• 13:03
  you'd
• 13:03
  ask
• 13:03
  yourself
• 13:03
  two
• 13:04
  questions.
• 13:04
  Number
• 13:04
  one,
• 13:05
  how
• 13:05
  will
• 13:06
  this
• 13:06
  decision
• 13:06
  affect
• 13:06
  my
• 13:06
  immediate
• 13:07
  output
• 13:07
  and
• 13:07
  long-term
• 13:08
  goals?
• 13:08
  And
• 13:08
  then
• 13:08
  number
• 13:09
  two,
• 13:09
  what's
• 13:09
  gonna
• 13:09
  give
• 13:09
  you
• 13:09
  the
• 13:09
  most
• 13:10
  leverage
• 13:10
  while
• 13:10
  maintaining
• 13:11
  stability
• 13:12
  in
• 13:12
  your
• 13:13
  existing
• 13:13
  relationships?
• 13:14
  So
• 13:15
  based
• 13:15
  on
• 13:15
  all
• 13:15
  of
• 13:15
  this,
• 13:16
  my
• 13:16
  choice
• 13:17
  is
• 13:17
  actually
• 13:17
  a
• 13:18
  schedule
• 13:18
  a
• 13:18
  meeting
• 13:19
  with
• 13:19
  the
• 13:19
  distributor
• 13:20
  for
• 13:20
  full
• 13:20
  disclosure.
• 13:21
  Why?
• 13:22
  Well,
• 13:22
  firstly,
• 13:22
  because
• 13:23
  I
• 13:23
  just
• 13:23
  like
• 13:23
  to
• 13:23
  be
• 13:23
  open
• 13:24
  and
• 13:24
  transparent.
• 13:24
  I
• 13:25
  find
• 13:25
  it
• 13:25
  very
• 13:25
  difficult
• 13:26
  to
• 13:26
  work
• 13:27
  in
• 13:28
  a
• 13:28
  situation,
• 13:28
  a
• 13:28
  partnership
• 13:29
  whereby.
• 13:30
  I'm
• 13:30
  frustrated
• 13:31
  or
• 13:32
  I
• 13:32
  think
• 13:32
  someone's
• 13:32
  deceiving
• 13:33
  me
• 13:33
  and
• 13:33
  I
• 13:33
  don't
• 13:33
  make
• 13:34
  that
• 13:34
  open.
• 13:35
  And
• 13:35
  that's
• 13:35
  just
• 13:35
  the
• 13:35
  way
• 13:35
  I
• 13:36
  function.
• 13:36
  But
• 13:36
  I
• 13:36
  think
• 13:37
  not
• 13:38
  just
• 13:38
  because
• 13:39
  that's
• 13:39
  the
• 13:39
  way,
• 13:40
  that's
• 13:40
  my
• 13:40
  preferred
• 13:41
  style,
• 13:41
  but
• 13:41
  from
• 13:42
  experience
• 13:43
  of
• 13:43
  working
• 13:43
  with
• 13:43
  lots
• 13:44
  of
• 13:44
  partnerships.
• 13:44
  Transparency
• 13:45
  is
• 13:45
  essential.
• 13:45
  And
• 13:46
  then
• 13:46
  maintaining
• 13:47
  close
• 13:47
  contact
• 13:48
  with
• 13:48
  your
• 13:48
  distributor
• 13:49
  because
• 13:49
  you're
• 13:49
  having
• 13:49
  a
• 13:50
  meeting
• 13:50
  and
• 13:51
  then
• 13:51
  you're
• 13:51
  gonna
• 13:51
  implement
• 13:52
  meeting,
• 13:52
  empowers
• 13:53
  you
• 13:53
  to
• 13:53
  work
• 13:54
  collaboratively
• 13:55
  towards
• 13:55
  solutions
• 13:56
  that
• 13:56
  benefit
• 13:56
  both
• 13:57
  parties.
• 13:57
  And
• 13:58
  this
• 13:58
  is
• 13:58
  the
• 13:58
  key
• 13:58
  thing
• 13:58
  really,
• 13:59
  because.
• 13:59
  It's
• 13:59
  not
• 13:59
  just
• 14:00
  about
• 14:00
  benefiting
• 14:00
  you.
• 14:01
  So
• 14:01
  firstly,
• 14:02
  having
• 14:02
  a
• 14:02
  meeting
• 14:03
  will
• 14:03
  then
• 14:03
  hopefully,
• 14:04
  lets
• 14:04
  them
• 14:04
  know
• 14:05
  that
• 14:05
  actually
• 14:06
  what's
• 14:06
  happened
• 14:07
  and
• 14:07
  there
• 14:07
  might
• 14:07
  be
• 14:07
  a
• 14:07
  justifiable
• 14:08
  reason
• 14:08
  for
• 14:09
  it,
• 14:09
  but
• 14:09
  if
• 14:09
  there
• 14:10
  isn't
• 14:10
  a
• 14:10
  justifiable
• 14:10
  reason
• 14:11
  for
• 14:11
  it,
• 14:11
  they
• 14:11
  still
• 14:11
  know,
• 14:11
  you
• 14:12
  know,
• 14:12
  and
• 14:12
  then
• 14:12
  they
• 14:12
  have
• 14:13
  to
• 14:13
  explain
• 14:14
  why
• 14:14
  it's
• 14:14
  happened.
• 14:15
  And
• 14:15
  then
• 14:15
  it's
• 14:15
  your
• 14:15
  job
• 14:16
  to
• 14:16
  explain
• 14:17
  why
• 14:17
  it's
• 14:17
  not
• 14:17
  in
• 14:17
  their
• 14:18
  interest
• 14:19
  and
• 14:19
  it's
• 14:19
  not
• 14:19
  in
• 14:19
  your
• 14:19
  interest
• 14:20
  and
• 14:20
  actually
• 14:20
  working
• 14:21
  together.
• 14:21
  Is
• 14:22
  in
• 14:22
  both
• 14:22
  your
• 14:22
  interest
• 14:23
  and
• 14:23
  then,
• 14:24
  that
• 14:24
  allows
• 14:24
  you
• 14:24
  to
• 14:24
  work,
• 14:25
  collaboratively
• 14:26
  towards
• 14:26
  solutions
• 14:27
  that
• 14:27
  benefit
• 14:27
  both
• 14:28
  of
• 14:28
  you,
• 14:28
  not
• 14:28
  just
• 14:28
  one
• 14:29
  of
• 14:29
  you.
• 14:29
  And
• 14:29
  the
• 14:29
  key
• 14:30
  really
• 14:30
  coming
• 14:30
  out,
• 14:30
  this
• 14:31
  is
• 14:31
  that
• 14:31
  staying
• 14:32
  close
• 14:32
  to
• 14:32
  your
• 14:32
  distributors
• 14:33
  is
• 14:33
  critical
• 14:35
  because
• 14:35
  it
• 14:36
  means
• 14:36
  that
• 14:37
  rather
• 14:37
  than
• 14:37
  having
• 14:37
  assumptions,
• 14:38
  IE
• 14:38
  you
• 14:39
  thought
• 14:39
  that
• 14:39
  they
• 14:39
  had
• 14:40
  a
• 14:40
  certain
• 14:40
  amount
• 14:40
  of
• 14:40
  stock,
• 14:41
  or
• 14:41
  they
• 14:41
  had
• 14:41
  actually
• 14:41
  told
• 14:42
  you
• 14:42
  there's
• 14:42
  a
• 14:42
  certain
• 14:42
  amount
• 14:42
  of
• 14:43
  stock
• 14:43
  but
• 14:43
  you
• 14:43
  didn't
• 14:43
  check
• 14:43
  it.
• 14:44
  That
• 14:44
  can
• 14:44
  lead
• 14:44
  to
• 14:44
  on
• 14:45
  significant
• 14:45
  onese
• 14:46
  risk.
• 14:46
  Down
• 14:46
  the
• 14:46
  line.
• 14:47
  So
• 14:48
  the
• 14:48
  core
• 14:48
  insight
• 14:49
  for
• 14:49
  today
• 14:50
  really
• 14:51
  is
• 14:51
  make
• 14:51
  sure
• 14:51
  you
• 14:51
  stay
• 14:52
  close
• 14:52
  to
• 14:52
  your
• 14:52
  distributors.
• 14:53
  Do
• 14:53
  not
• 14:54
  ever
• 14:54
  think,
• 14:55
  okay,
• 14:55
  I've
• 14:55
  got
• 14:56
  a
• 14:56
  good
• 14:56
  relationship
• 14:56
  because
• 14:56
  I
• 14:57
  chat
• 14:57
  with
• 14:57
  them
• 14:57
  on
• 14:58
  a
• 14:58
  regular
• 14:58
  basis.
• 14:59
  That
• 14:59
  is
• 14:59
  enough.
• 15:00
  You
• 15:00
  need
• 15:00
  to
• 15:00
  have
• 15:00
  scheduled
• 15:01
  meeting
• 15:01
  if
• 15:01
  you
• 15:01
  need
• 15:01
  to
• 15:01
  be
• 15:02
  making
• 15:02
  sure
• 15:02
  you're
• 15:02
  open
• 15:02
  and
• 15:02
  transparent
• 15:03
  and
• 15:03
  you
• 15:03
  need
• 15:03
  to
• 15:04
  set
• 15:05
  the
• 15:05
  scene
• 15:05
  for
• 15:05
  that
• 15:06
  relationship
• 15:07
  from
• 15:07
  day
• 15:07
  one
• 15:08
  so
• 15:08
  that
• 15:09
  You
• 15:09
  make
• 15:09
  it
• 15:09
  very
• 15:09
  clear
• 15:10
  to
• 15:10
  your
• 15:10
  distributor
• 15:11
  that
• 15:11
  for
• 15:11
  us,
• 15:12
  openness
• 15:12
  and
• 15:13
  transparency
• 15:14
  is
• 15:14
  a
• 15:14
  key
• 15:15
  for
• 15:15
  the
• 15:15
  success.
• 15:16
  That
• 15:16
  we
• 15:16
  work
• 15:16
  together
• 15:17
  and
• 15:17
  therefore
• 15:17
  we'll
• 15:17
  thrive
• 15:18
  together.
• 15:18
  I
• 15:18
  know
• 15:19
  it
• 15:19
  sounds
• 15:19
  very
• 15:19
  glib.
• 15:19
  I
• 15:20
  do
• 15:20
  apologize,
• 15:21
  but
• 15:21
  it's
• 15:21
  true.
• 15:22
  And
• 15:22
  you
• 15:22
  want
• 15:22
  to
• 15:22
  make
• 15:23
  sure
• 15:23
  that's
• 15:23
  very
• 15:23
  clear
• 15:24
  to
• 15:24
  your
• 15:24
  distributor
• 15:25
  and
• 15:25
  then
• 15:26
  you
• 15:26
  then
• 15:26
  put
• 15:26
  that
• 15:26
  in
• 15:26
  your
• 15:27
  distributor
• 15:27
  agreement
• 15:28
  to
• 15:28
  make
• 15:28
  sure
• 15:29
  that
• 15:29
  it's
• 15:29
  not
• 15:29
  actually
• 15:29
  just.
• 15:30
  You
• 15:31
  verbalizing
• 15:31
  it,
• 15:32
  but
• 15:32
  it's
• 15:32
  actually
• 15:32
  a
• 15:32
  contractual
• 15:33
  agreement
• 15:34
  in
• 15:34
  terms
• 15:34
  of
• 15:34
  you
• 15:35
  working
• 15:35
  together.
• 15:36
  So
• 15:36
  that's
• 15:36
  definitely
• 15:36
  my
• 15:37
  answer,
• 15:37
  but
• 15:38
  I'm
• 15:38
  aware
• 15:38
  that
• 15:38
  other
• 15:38
  people
• 15:39
  might
• 15:39
  think
• 15:39
  of
• 15:39
  slightly
• 15:39
  different
• 15:40
  things.
• 15:40
  So
• 15:40
  I'd
• 15:41
  really
• 15:41
  love
• 15:42
  you
• 15:42
  to
• 15:42
  reflect
• 15:43
  on
• 15:43
  that
• 15:43
  situation
• 15:44
  and
• 15:44
  even
• 15:45
  maybe.
• 15:45
  Share
• 15:45
  your
• 15:46
  thoughts
• 15:46
  with
• 15:46
  me
• 15:47
  on
• 15:47
  LinkedIn
• 15:48
  or
• 15:49
  to
• 15:49
  send
• 15:49
  me
• 15:49
  a
• 15:49
  message
• 15:50
  because
• 15:50
  I
• 15:50
  think
• 15:50
  engaging
• 15:51
  in
• 15:51
  these
• 15:51
  sorts
• 15:51
  of
• 15:51
  conversations
• 15:53
  can
• 15:53
  shed
• 15:53
  real
• 15:54
  light
• 15:54
  on
• 15:54
  how
• 15:55
  others
• 15:55
  would
• 15:55
  navigate
• 15:56
  it.
• 15:56
  'cause
• 15:56
  there
• 15:56
  might
• 15:57
  be,
• 15:57
  things
• 15:57
  that
• 15:57
  you
• 15:58
  thought
• 15:58
  about
• 15:58
  that
• 15:58
  I've
• 15:58
  never
• 15:59
  thought
• 15:59
  about.
• 16:00
  I'm
• 16:00
  basing
• 16:00
  it
• 16:00
  on
• 16:01
  experiences
• 16:01
  I've.
• 16:02
  And
• 16:02
  what
• 16:03
  has
• 16:03
  worked
• 16:03
  and
• 16:03
  what's
• 16:03
  not
• 16:04
  worked,
• 16:04
  but
• 16:04
  my
• 16:05
  experiences
• 16:05
  or
• 16:05
  my
• 16:06
  experiences,
• 16:06
  they're
• 16:07
  not
• 16:07
  the
• 16:07
  entirety
• 16:08
  of
• 16:08
  the
• 16:08
  experiences
• 16:09
  in
• 16:09
  the
• 16:09
  MedTech
• 16:10
  industry.
• 16:10
  So
• 16:10
  I'm
• 16:10
  always
• 16:11
  really
• 16:11
  interested
• 16:11
  in
• 16:12
  what
• 16:13
  your
• 16:13
  thoughts
• 16:13
  are
• 16:14
  and
• 16:14
  what
• 16:15
  you
• 16:15
  may
• 16:16
  do,
• 16:16
  which
• 16:16
  is
• 16:16
  different
• 16:17
  than
• 16:17
  what
• 16:17
  I've
• 16:18
  put
• 16:18
  into
• 16:18
  this
• 16:19
  session.
• 16:19
  But
• 16:20
  hopefully
• 16:20
  you
• 16:20
  found
• 16:21
  that
• 16:21
  useful.
• 16:22
  And
• 16:22
  if
• 16:22
  you're
• 16:22
  building
• 16:23
  a
• 16:23
  MedTech
• 16:24
  business
• 16:25
  and
• 16:25
  you're
• 16:25
  not
• 16:25
  sure
• 16:25
  whether
• 16:26
  your
• 16:26
  next
• 16:26
  move
• 16:26
  should
• 16:27
  be
• 16:27
  around
• 16:27
  evidence,
• 16:28
  market
• 16:28
  access,
• 16:28
  commercialization,
• 16:29
  distributor
• 16:30
  strategy.
• 16:30
  Or
• 16:31
  adoption.
• 16:31
  Do
• 16:32
  not
• 16:32
  guess.
• 16:33
  Book
• 16:33
  a
• 16:33
  healthcare
• 16:34
  export
• 16:34
  accelerator
• 16:35
  diagnostic
• 16:35
  Call
• 16:36
  with
• 16:36
  me.
• 16:36
  Use
• 16:37
  my
• 16:37
  link
• 16:37
  in
• 16:37
  the
• 16:37
  show
• 16:38
  notes.
• 16:38
  And
• 16:39
  in
• 16:39
  that
• 16:39
  session
• 16:39
  I'll
• 16:40
  help
• 16:40
  you
• 16:40
  identify
• 16:41
  the
• 16:41
  specific
• 16:41
  constraints
• 16:42
  blocking
• 16:43
  your
• 16:43
  momentum
• 16:44
  and
• 16:44
  the
• 16:44
  commercial
• 16:45
  move
• 16:45
  most
• 16:46
  likely
• 16:46
  to
• 16:46
  unlock
• 16:47
  your
• 16:47
  progress.
• 16:48
  Thanks
• 16:48
  for
• 16:48
  tuning
• 16:48
  in.
• 16:49
  Until
• 16:49
  next
• 16:49
  time,
• 16:50
  thanks
• 16:50
  for
• 16:50
  listening.
• 16:51
  Keep
• 16:51
  challenging
• 16:52
  your
• 16:52
  assumptions
• 16:53
  and
• 16:53
  keep
• 16:53
  growing.