MedTech innovators can generate real commercial traction in crowded, high-trust markets. But it requires them to plan ahead and actively engage the market while telling a story.
Ignite: Early momentum starts with awareness. Before launch, companies must shape the conversation, frame the problem, and poke holes at the current standard of care not being perfect. Help the market recognize the flaws that leaves an opening to position your technology as the inevitable solution. This isn’t about product features—it’s about educating the market so your solution becomes the obvious next step.
Engage: Once you’ve lit the spark, the goal is to sustain attention with credibility-building content. From clinical data to thought leadership, engagement requires speaking the language of your audience—clinicians, investors, or partners—and delivering value at every touchpoint.
Dominate: Finally, the winners are those who out-execute. Dominating a category requires repeatable systems, scalable marketing programs, and smart use of both digital and offline tactics. It’s not just about being seen—it’s about consistently converting interest into action.
The 3-Step Demand Process is more than a framework; it’s a roadmap for MedTech CEOs and commercial leaders under pressure to show results fast. By following this approach, companies can avoid the common “invisibility trap” and move from idea to impact with confidence.
If you missed the live session, you can watch the full recording to learn how to apply the framework to your own commercialization journey.