Lessons In Launching Medtech Products: Commercialization And The Seduction Of Early Revenue

By Daniela Schardinger published on Forbes.com

After regulatory approval, medtech startups enter a uniquely exposed phase. The product is cleared, years of development are behind them and expectations rise quickly. Boards want validation. Investors want proof of market response. Regulators expect post-market vigilance. Revenue becomes the most visible signal of success. Often, it feels like the only one.

This is why many startups move quickly from approval to launch. Not necessarily because they are ready, but because accountability arrives before alternatives do. There is no acquirer yet. No licensing partner ready to step in. Years of research and development, capital and regulatory effort suddenly need to be justified, and revenue becomes the easiest metric to point to. Unfortunately, using revenue as your guiding metric can also undermine your success.

Three Things I've Learned Through Experience

Over the years, I have been involved in launching medtech products across nearly 30 markets, using a mix of distributors and direct sales. These are the lessons that only became clear once products entered the real world:

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