How to Launch a Medical Device in 7 Steps

A mentee of mine asked how to launch a product. Shout out to Tony Recupero and Nikolas Kerr for developing this process:

0: Seize the Opportunity with a great product story.

1: Position the Product in the market in relation to where competitors are.

2. Organize and Lead the internal departments to rally around the product launch and own parts of it.

3. Plan the Product Launch with a blueprint so there’s clarity on who is doing what, by when, and how.

4. Listen via customer preference survey by expanding the product trial to other customers to assess performance. This helps identify issues, ensure that product functions are optimally designed, ensure ease of use, and finally gather all customer feedback.

5. Build your Sales Muscle by evangelizing the product with the sales team. This is where training helps in developing the material but also including the sales team in the process.

6. Schedule one internal and one external date for the product launch so that it is a company-wide event that builds momentum into the launch of the product into the market.

7. Sustain Momentum after the product launch by closely monitoring 5 categories:

• Metrics
• Communication
• Customer Profiling
• Objection Handling
• Technique Adjustments