Latest / Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth / #217 | 5 Things Clinicians Want Before They'll Adopt Your MedTech Product

Transcript

#217 | 5 Things Clinicians Want Before They'll Adopt Your MedTech Product · Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

• 0:00
  So what you're gonna learn in today's episode is the five lessons every med tech founder should know about getting clinicians to adopt a new product, but looking at it from a clinician's point of view.
• 0:10
  Welcome to Clinician to CEO, the podcast helping clinicians simplify your go-to-market strategy so that you can stop guessing and turn your working prototypes into international MedTech businesses.
• 0:23
  I'm your host, Hakeem Aade.
• 0:25
  Let's get started.
• 0:26
  The three things that you're gonna discover today are, number one, how clinicians really evaluate new technologies in the real world.
• 0:32
  Number two, the hidden barriers that stop great products getting used.
• 0:36
  And number three, the key things that drive adoption, and spoiler alert, it isn't more clinical evidence.
• 0:42
  Over the next few minutes, I'm gonna share with you the five biggest lessons that I took away from my conversation with Dr.
• 0:47
  Tangwan Azorfor about a clinician's perspective on adopting new products.
• 0:51
  So takeaway number one was clinicians don't buy products, they buy better patient care.
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  And that was the first question that Dr.
• 0:58
  Atherford says that she asks when she sees a new product is incredibly simple, and it's: How is this gonna help me look after my patients?
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  Everything else comes afterwards.
• 1:08
  So if your product doesn't clearly improve patient care, nothing else really matters to her, and she's not gonna look at anything else.
• 1:13
  so the action that I think you should take from this takeaway is go and look at your website or your sales deck, and go and do that this week.
• 1:20
  Look at the first thing that you're currently telling clinicians.
• 1:23
  If it doesn't immediately answer the question, how does this improve patient care?
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  Then you need to rewrite it, and I'd do that immediately.
• 1:29
  Because if clinicians can't see the patient benefit immediately, Atherford said, they'll never get far enough to appreciate anything or everything else.
• 1:37
  Takeaway number two, don't make me change my workflow.
• 1:39
  That came, out quite loud and clear.
• 1:41
  One of Tangwan's biggest frustrations was companies coming in and explaining the physiology or giving a medical lecture rather than showing how their products fit into clinical practice in the real world.
• 1:51
  So clinicians already understand the medicine.
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  What they want to know actually is, will this slow me down?
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  Will it fit into my existing workflow?
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  Will it make my job easier?
• 2:00
  So the action point here then is go and map every step a clinician takes when using your product, and I'd hope that you'd know that before you go and start speaking to clinicians in any meaningful kind of way.
• 2:08
  Then once you've done that, identify the three biggest points where you're asking them to change what they already do.
• 2:14
  Pick the biggest one and work out how you can ideally remove it.
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  If you can't remove it, how can you actually simplify it?
• 2:20
  And do that before you start going and speaking to clinicians.
• 2:23
  number three clinical evidence gets you considered, but real-world use gets you adopted.
• 2:29
  And this is a point that really stood out to me.
• 2:31
  When evaluating a product, Tsangwan always asks which hospitals are already using it, and I think you've probably heard that loads of time when you go to see clinicians.
• 2:39
  Because evidence obviously does matter, but seeing other clinicians successfully using the product provides confidence that papers alone can't.
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  And it seemed from the conversation that Dr.
• 2:48
  Azafo was saying that actually that is more important.
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  Actually, hearing from other clinicians is more important than seeing clinical papers.
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  So the action here is write down your three strongest proof points that you've got today.
• 3:01
  Then ask Yourself, how many of those come from real clinical use rather than just clinical studies?
• 3:05
  If the answer is very few, your next priority really should be generating reference sites and real-world feedback.
• 3:11
  Takeaway number four, training shouldn't be an afterthought.
• 3:13
  A a great product can still fail if people don't know how to use it.
• 3:17
  And Tsangwan gave several examples where companies assumed products were intuitive, but clinicians needed ongoing support, and especially in high-pressure environments.
• 3:27
  And if people need to watch a video halfway through an emergency, I think you know you've already lost.
• 3:32
  So the action point here is go to three clinicians that have never used your product, give them a short demonstration, and then ask them to explain back to you how they would actually use it, and write down every
• 3:43
  question they ask.
• 3:44
  Because every question they ask about how to use it is friction and then what you wanna do is prioritize removing the biggest friction point before your next customer presentation.
• 3:53
  Takeaway number five, adoption is a team decision.
• 3:56
  One of the biggest mistakes that companies make is assuming that the most senior person makes the ultimate decision, and that's not always the case.
• 4:04
  In reality, adoption involves clinicians, it involves managers, it involves equipment leads, it involves procurement, and it involves many, many others that you may not know on the surface.
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  so in reality, adoption involves loads of people.
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  It involves clinicians, managers, equipment leads, procurement, lots of people that you might not even think about.
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  And don't assume that winning over one person means that you've won the account.
• 4:27
  So the action point that I want you to take here is choose your biggest target hospital, and then map out everyone that's involved in getting your product adopted.
• 4:36
  And the beauty of this is as you start to do it, you'll realize there's lots of information you don't know, and that's the important thing.
• 4:41
  You then need to go and find that information so that you've got a very clear map of everybody who's involved.
• 4:46
  Then once you've done that, highlight the people that you've never spoken to and pick one of them, and then make a plan to understand what matters to them before your next meeting, and then pick the next one, and
• 4:56
  so on and so forth.
• 4:57
  So the closing thought from me here is that if there's one lesson that I took away from my conversation with Dr.
• 5:03
  Tangwanaphort, it's this: clinicians don't adopt products just because they're new or just because they've got lots of clinical evidence They adopt products because they improve patient care and because they fit naturally into clinical practice and make life easier
• 5:15
  for the people who are using them every day.
• 5:17
  So before you invest in another clinical study or another sales presentation, ask yourself, have you made it as easy as possible for clinicians to use and therefore to say yes?
• 5:27
  Because in med tech, adoption isn't just about having the best product, it's about fitting into the reality of clinical practice.
• 5:33
  Hakeem: And if you're building a MedTech business and you're not sure whether your next move should be around evidence, market access, commercialization, distributor strategy.
• 5:42
  Hakeem: Or adoption.
• 5:43
  Hakeem: Do not guess.
• 5:45
  Hakeem: Book a healthcare export accelerator diagnostic Call with me.
• 5:48
  Hakeem: Use my link in the show notes.
• 5:50
  Hakeem: And in that session I'll help you identify the specific constraints blocking your momentum and the commercial move most likely to unlock your progress.
• 5:59
  Hakeem: Thanks for tuning in.
• 6:01
  Hakeem: Until next time, thanks for listening.
• 6:03
  Hakeem: Keep challenging your assumptions and keep growing.