Course Summary:
Commercial success is where medtech companies win — or stall. The gap between regulatory clearance and real adoption is where most innovations break down.
This 8-week course delivers 16 tactical lessons that provide a clear playbook for turning a promising product into market traction. You’ll learn how to align the stakeholders who drive adoption, build a flexible commercial engine, and create market momentum that compounds over time — influencing clinicians, engaging patients, and generating the brand pull needed to drive sustained growth.
Lesson #1: Go-to-Market Foundations
Strong launches start with an unmet clinical need. This week focuses on validating foundational viability through early customer discovery and tight feedback loops. You’ll learn how to sharpen your value proposition and simplify the procedural ecosystem to achieve true product-market fit.
Lesson #2: Targeting the Ecosystem
This week’s lesson explores how to choose an initial market entry that is easy to teach, repeat, and scale. You’ll also learn how to craft multi-stakeholder messaging that engages both providers and patients, builds institutional support, and creates demand.
Lesson #3: Sales Engine & First Wins
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Lesson #4: Economic Case & Market Pull
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Lesson #5: Partnering for Scale
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Lesson #6: Explore Non-Traditional Channels
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Lesson #7: Market Momentum & Expansion
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Lesson #8: The Commercial Playbook
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