Episode 64 – Riding the Technology Adoption Life Cycle Curve in MedTech with Geoffrey Moore, Author, Crossing the Chasm

This is a special episode.  Our guest today is Geoffrey Moore, Author of Crossing The Chasm: Marketing and Selling Disruptive Products to Mainstream Customers which is on Inc. Magazines list of top 10 Marketing Books of All time.  He has written several other books on marketing relative to disruptive technologies.  Geoff is highly regarded throughout the high-tech world. Today, Geoff will take us on a tour of the Technology Adoption Life Cycle and then we dive into details of early market challenges and then the ultimate challenge of crossing the chasm into the mainstream market. We talk about disruptive technologies, early adopters, key opinion leaders, signs you are approaching the chasm, the pragmatists on the other side of the chasm, pragmatists in pain, the bowling alley, the tornado, mistakes to avoid and much much more. By the way, in our discussion the terms visionary and early adopter are interchangeable.  Also, the terms pragmatists and early majority are also interchangeable.  Everyone involved in leading a MedTech company and marketing and sales will learn a lot from this episode.

You will hear me refer to several attendees to this event. Three countries are represented. The Netherlands, the Czech Republic and the United States.  These people are all members of the MedTech Leaders community.  I always set up interviews as live virtual events so members can attend.  If you want to learn more about the community, go to medtechleaders.net.

Now Go Win Your Week!

Geoffrey Moore’s LinkedIn profile link

Geoffrey Moore’s website link

Great books by Geoff:

Crossing the Chasm, Marketing and Selling Disruptive Products to Mainstream Customers. This third edition brings Moore’s classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore’s most current insights and findings.

• Amazon Link

Zone to Win – Moore’s classic bestseller, CROSSING THE CHASM, has sold more than one million copies by addressing the challenges faced by start-up companies. Now ZONE TO WIN is set to guide established enterprises through the same journey.

• Amazon Link

Escape Velocity – Addresses the central dilemma established firms face: how to continue to harvest past success while driving the organization, its people and its processes, toward future growth and opportunities.

• Amazon Link

Inside the Tornado – A follow-on work to Crossing the Chasm that deals with the dynamics of post-chasm markets, in particular the market share battle during hyper-growth that results in the anointing the market leader or gorilla.

• Amazon Link

Ted Newill’s LinkedIn Profile link

More Medical Device Success podcasts link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page

Episode 63 – In the C-Suite with Daniel Cloutier, CEO, LOK Corporation

Understanding how the worldwide distribution ecosystem works is a must for any MedTech professional. This conversation with Daniel Cloutier provides a window into this world and how LOK brings value to the manufacturers it represents with turnkey distribution. Daniel jokes that they are “Global minus One”.  Take a guess at what country that is. LOK Corporation represents companies ranging in size from start-ups to very large firms to optimize their worldwide distribution.  Frequently, they are working with new concept and disruptive technologies.  Daniel takes us through how they match products to their 17,000 strong distributor network and then help their manufacturers monitor distributor activity via sophisticated dashboards.  They provide assistance all along the medtech roadmap from vetting the distributors, to finding KOLs in various countries, to getting regulatory clearances, ensuring distributors meet ISO requirements and more.  And, venture funds, private equity, angels and incubators frequently seek LOK out for advice giving LOK a view of products in the pipeline.  This podcast is a great review of the complexities of setting up international distribution and the value of a professional global manufacturers’ representative company.

Now Go Win Your Week!

Daniel Cloutier LinkedIn Profile link

LOK Corporation website link

Ted Newill’s LinkedIn Profile link

More Medical Device Success podcasts link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page

Episode 62 – Digital Caffeine for Zoom Fatigue in MedTech with VidiPlus

Want your virtual prospecting to stand out? Bring your virtual presentations and messaging to life. This digital technology from VidiPlus will help. Dror Benjamin, CEO and his team have created a wonderful virtual tool. The way it brings your presentation items into the virtual window right next to you is very sophisticated. You can explode product images so you can reach in with your hand and point features out.  Or, if used for service, you could explode a product image to focus in on key parts that you are talking about.  While you have an image up you can rotate it.  You can show videos, websites and YouTube.  All of this is selected from a very convenient control widget so you are not sharing and unsharring your window to move from one medium to another.  Needless to say, it will make any MedTech company look very tech savvy and credible. 

Now Go Win Your Week!!

Dror Benjamin LinkedIn Profile link

VidiPlus website link

Arcreative website link

Ted Newill’s LinkedIn Profile link

More Medical Device Success podcasts link

Medical Device Success  website link

MedTech Leaders Community link

Link to Ted’s contact page

Episode 61 – A BrandRx For MedTech with Matthew Ray Scott, FEED. The Agency.

In other words, a brand prescription for MedTech. Matthew has walked the walk. Or, maybe I should say conquered the mountain of marketing and sales challenges. He says, “It’s the only thing busy docs care about. They care about you and I aligning with their perspective; relieving them of internal, external, philosophical and practical pains; and solving their problems.” On the sales side he talks about one tactic that results in a 75% attention rate and a 3X increase in consultations. On the marketing side it is video and content that earns attention.  “Earn” is the key word because promoting features and benefits and straight up outcomes does not work.  And, much more.

We also share our respect for Geoffrey Moore, author of “Crossing the Chasm, Marketing and Selling High-Tech Products to Mainstream Customers”. Dr. Moore will be a guest on the Medical Device Success podcast on September 22.  It will start as a live event in the MedTech Leaders Community. You can learn more about the community at medtechleaders.net.  There is a free trial.

And finally, last week a fellow podcaster revealed to me a link to the top 20 medical device podcasts.  I didn’t know such a ranking existed.  Medical Device Success was ranked second in the top 20. Needless to say, I was pleasantly surprised and very humbled at the same time.  Medical Device Success does not have large company or media group helping with production like many others on the list.  It is just me a webcam, an inexpensive microphone, a MAC desktop and some software.  Thanks again to my listeners, the C-suite guests and the subject matter experts for all the support.  It means a lot.

Now…Go Win Your Week!!

Matthew Ray Scott’s LinkedIn Link

FEED. The Agency. Link

Matthew’s Medical Sales Rx Course Link

Books Matthew recommends:

• Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers, by Geoffrey Moore. Link
• The War of Art, by Steven Pressfield Link
• Turning Pro, by Steven Pressfield Link
• The Legend of Baggar Vance, by Steven Pressfield Link

Ted Newill’s LinkedIn Profile link

More Medical Device Success podcasts link

Medical Device Success website link 

MedTech Leaders Community link

Link to Ted’s contact page

Episode 60 – The Covid State of Mind of Our Doctors…Our Customers

“68% of vaccinated patients were unwilling to wear a mask and started arguments with staff”. This is one of the data points I share from a survey that has taken place throughout the past year for a particular specialty.  This survey gives a unique look into the minds of these doctors and their practices.  And, it has implications for MedTech sales and marketing for the remainder of 2021 and beyond.  Are all specialties the same? No. But even if you take the data points from the responses from this specialty and reduce the percentages, the impact remains.  This is the agenda:

• Survey Background
• Covid Infections Among Practice Staff
• Practice Capacity
• Financial Pressure
• Trade Show Intentions
• Future Behavior Post-Covid
• Comfort with Sales Representative Visits
• Conflict with Patients
• Think of the NOISE!
• What to do?

Now Go Win Your Week!

“Thanks, Ted. Working and interacting with you and the MTL community helped refine the presentation.” Jeff Levine, CEO, Advanced Scanners.o

Jeff gave me that compliment after I commented on his excellent presentation at an angel funding event. Are you looking for like-minded leaders and sales and marketing professionals and subject matter experts?  Consider the MedTech Leaders community.  To learn more, go to medtechleaders.net.  There is a free trial and the Get Involved Plan is only $14 per year.

Ted Newill’s LinkedIn Profile link

More Medical Device Success podcasts link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page

Episode 59 – The New Art & Science of MedTech Sales

Is sales an art or a science or a bit of both?  And, how has the art and science changed in the past year?  Some key trends in MedTech have accelerated due to the pandemic that will affect the art and science of selling.  This episode is a discussion to help listeners and viewers be sure they are adjusting to the trends.  One of the suggestions I make at the end of the podcast is for sales and marketing professionals that are in companies that do not take sales and marketing seriously is to form your own mastermind groups.  We have them in the MedTech Leaders Community.  However, you can form them yourself.  In the near future, I will have a podcast on how to create and manage a mastermind group.

Now Go Win Your Week!

Looking for like-minded leaders and sales and marketing professionals and subject matter experts?  Consider the MedTech Leaders community.  To learn more, go to medtechleaders.net.  There is a free trial and the Get Involved Plan is only $14 per year.

Ted Newill’s LinkedIn Profile link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page