S1E60 - How to Move Stakeholders from Awareness to Sustained Adoption Without Friction

Marketing medical devices requires understanding that stakeholders are different, buying processes are longer, and friction points are more complex than consumer products or software. Most companies build websites and attend trade shows hoping prospects will decode their message, but prospects do not have time for that.

Sustained adoption is not the same as initial purchase. It means the device is used continuously with no friction, no concerns, and no barriers, causing users to stop or switch. Getting there requires understanding every stakeholder involved, what questions they have at each stage, and what fears might stop them.

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