I'm joined by Natalie Freels, CEO at InsightHealth Consulting, as we explore how data-driven market intelligence is revolutionizing medtech commercialization strategies and transforming how innovative companies bring breakthrough technologies to market.

The Hidden Truth About Market Research in Medtech
→ Traditional market research methods are failing medtech startups because they rely on outdated physician survey data that doesn't reflect real-world adoption patterns
→ Most medtech companies waste 40% of their market research budget on generic industry reports instead of targeted, actionable intelligence specific to their device category

Cracking the Code on Physician Adoption Behavior
→ Physicians don't adopt new technologies based on clinical evidence alone - peer influence networks and financial incentives drive 70% of adoption decisions
→ The "early adopter" physicians in medtech aren't the ones you think - they're typically mid-career specialists with strong hospital relationships, not academic leaders
→ Geographic clustering analysis reveals that successful medtech launches spread through specific hospital systems and regions in predictable patterns

The Data Sources Big Medtech Doesn't Want You to Know About
→ Payor claims databases contain hidden goldmines of adoption data that small medtech companies can access for under $10K annually
→ Social media sentiment analysis of physician communities provides earlier signals than traditional market research at a fraction of the cost

Why Most Medtech Market Strategies Fail Before Launch
→ 80% of medtech companies enter markets without understanding the reimbursement landscape complexity, leading to 2-year delays in meaningful revenue
→ Total addressable market calculations are typically inflated because companies don't account for adoption curve realities and competitive displacement
→ The biggest market entry failures happen when companies target the wrong customer segment first - going after academic medical centers instead of mid sized and community hospitals

Best Quotes:

"Traditional market research in medtech is like driving while looking in the rearview mirror - you're making decisions based on where the market was, not where it's going."

"The medtech companies that will survive the next decade are the ones that treat market intelligence as a core competency, not an outsourced afterthought."

"Real-time competitive intelligence isn't just about knowing what your competitors are doing - it's about predicting what they're going to do before they know it themselves."

"Most medtech startups fail not because they build bad products, but because they fundamentally misunderstand how their markets actually work."

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Find the perfect vendors for your medtech project for free at MedtechVendors - https://www.medtechvendors.com/

📈 My FREE 5-day course for Medtech Innovators to create successful ventures: https://xomedtech.com/free-course

FIND SPENCER JONES ON SOCIAL
Spencer's LinkedIn
XO Medtech LinkedIn

FIND NATALIE SPENCER ON SOCIAL
Natalie's LinkedIn Profile
InsightHealth Consulting Website

Episode Timestamps:
00:00 - Introduction to market intelligence in medtech
03:45 - Why traditional market research fails medtech startups
08:12 - The real drivers of physician technology adoption
14:30 - Revenue intelligence strategies that increase win rates
19:55 - Hidden data sources for competitive advantage
25:20 - Common market entry mistakes and how to avoid them
31:10 - Advanced competitive intelligence tactics
37:45 - Building internal market intelligence capabilities
43:20 - AI and predictive analytics in medtech market research
48:15 - Future trends in medtech competitive intelligence
52:30 - Key takeaways and action items for medtech innovators
55:45 - Closing thoughts and contact information

I'm joined by Brian More, CEO at Nanovis, a nanotechnology company that's transforming patient outcomes through breakthrough surface engineering innovations.

In this episode, we jump into:

The Nanotechnology Impact in Spinal Implants
→ Nanovis creates surfaces that mimic natural bone structure at the nanoscale, dramatically improving osseointegration rates
→ Their proprietary nanotopography increases surface area by 30-40x compared to traditional smooth implants, accelerating bone growth
→ The technology reduces healing time from months to weeks by creating optimal conditions for osteoblast attachment and proliferation

From Academia to Commercial Success: The Nanovis Journey
→ How demonstrating clear clinical superiority over existing titanium coating technologies landed them funding
→ How strategic partnerships with major implant manufacturers accelerated market penetration without requiring massive sales infrastructure

Breaking Through FDA Regulatory Barriers
→ Why positioning their technology as a surface modification rather than a new device class helped secure FDA clearance
→ Demonstrating substantial equivalence while still showing enhanced performance through the 510k pathway
→ Why they showed clinical data and compared to the industry standard (and why it actually mattered)

Future of Nanotechnology in Medical Devices
→ Surface engineering will become standard across all implantable devices, not just spinal hardware
→ Next-generation developments include drug-eluting nanosurfaces that release therapeutic compounds over time
→ AI-driven surface optimization will create patient-specific nanotopographies based on individual bone density and healing patterns

Building Strategic Partnerships in Medtech
→ Success required finding partners who understood the long-term value proposition despite higher upfront development costs
→ International expansion focused on markets with faster regulatory pathways to prove clinical efficacy before US scaling
→ Licensing agreements include milestone-based payments tied to clinical outcomes rather than just unit sales

Best Quotes:

"We're not just making implants rougher - we're engineering surfaces at the molecular level to speak the same language as human bone cells."

"The biggest mistake in medtech is thinking that better technology automatically wins. You need better outcomes, and you need to prove them."

"Nanotechnology isn't the future of medical devices - it's happening right now. The question is whether you're going to be part of it or get left behind."

"Surgeons don't care about your surface area calculations. They care about whether their patients are walking pain-free six months later."

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🤝 Join the #1 network for medtech innovators on the internet. Become a member to accelerate your journey, collaborate and build valuable ventures. Join for free using this link - https://xo-medtech.circle.so/join?invitation_token=3be7a91cf85779cc999d33b732b75eb3b2a28aec-df0574a8-8af4-45b4-9013-d40d0596a899

Find the perfect vendors for your medtech project for free at MedtechVendors - https://www.medtechvendors.com/

📈 My FREE 5-day course for Medtech Innovators to create successful ventures: https://xomedtech.com/free-course

FIND SPENCER JONES ON SOCIAL
Spencer's LinkedIn - https://www.linkedin.com/in/medtech-innovation/
XO Medtech LinkedIn - https://www.linkedin.com/company/xo-medtech

FIND BRIAN MOORE ON SOCIAL
Brian's LinkedIn Profile - https://www.linkedin.com/in/brian-more-75526812/
Nanovis Website - https://nanovistechnology.com/

Episode Timestamps:
0:00 - Introduction to Brian Moore and Nanovis nanotechnology breakthrough
3:15 - The science behind nanosurface engineering for bone integration
8:42 - Brian's transition from spine surgeon to medtech CEO
12:30 - Early funding challenges and investor education on nanotechnology
16:45 - FDA regulatory pathway strategy for surface modification technology
21:20 - Manufacturing scalability challenges in nanotechnology production
26:10 - Clinical trial results and surgeon adoption strategies
31:55 - Partnership approach vs. direct competition with major implant companies
37:40 - International expansion and market penetration tactics
42:25 - Future applications of nanotechnology across medical devices
47:15 - Drug-eluting surfaces and next-generation product development
52:30 - AI integration for personalized nanosurface optimization
56:45 - Key advice for medtech entrepreneurs entering competitive markets

I'm joined by Santosh Iyer, Founder and CEO of Moonshot, as we explore the mission to train the modern healthcare workforce in emerging technologies, the true potential of AI in medtech, and strategies for innovating within highly regulated healthcare environments.

In this episode, we dive deep into:
Moonshot's Mission and Vision
→ Training healthcare professionals to leverage AI, advanced imaging, and robotics
→ Creating hands-on experiential learning to drive skills retention and enthusiasm
→ Serving learners from high school students to seasoned healthcare executives

The Reality of AI in MedTech
→ Where AI will truly make an impact (hint: it's not where you think)
→ Back office operations as the first true breakthrough applications
→ Why corporate policies may be limiting innovation and productivity

Healthcare's Innovation Paradox
→ How the most innovative industry can simultaneously resist change
→ Why startups outside the traditional venture model have the advantage
→ Partnering strategies that leverage the high velocity of medtech sales

The Future of Healthcare Training
→ Why traditional educational approaches fall short for emerging tech
→ The power of contextualized, hands-on learning in just one day
→ How Gen Z's hunger for AI mastery offers lessons for executives

First-Principles Redesign of Healthcare
→ Three fundamental changes to reimagine healthcare systems
→ Breaking distribution strongholds and creating healthcare "app stores"
→ Why hospital innovation sandboxes need more favorable terms

AI Implementation & Regulation
→ Navigating FDA oversight of AI and robotic technologies
→ The need for expert-driven regulatory frameworks that move at technology speed
→ Using AI to help regulate AI more effectively

Best Quotes:
"People don't buy AI. They're buying a solution to a problem. The real value comes from businesses with a core product that's not AI-focused but solves a very niche, high pain point—and then AI is integrated in a very seamless way."

"In healthcare, we're in the business of caring for patients. If it doesn't move outcomes, it doesn't matter. You could talk all the AI fluff you want, but if you're not moving outcomes, no one really cares."

"Moonshot programming is one day, team-based, and hands-on because that's where the fun and retention comes in. Learning should not be boring. Our education system is broken where they make it feel like a drag."

Want more insights on medtech innovation?
Press the subscribe button to unpack hot takes and insider tactics from the trenches of medtech startups.

📈 My FREE 5-day course for Medtech Innovators to create successful ventures: https://xomedtech.com/free-course

🤝 Join the #1 network for medtech innovators on the internet. Become a member to accelerate your journey, collaborate and build valuable ventures.

Try 7-days completely free: https://xo-medtech.circle.so/checkout/xo-membership

FIND SPENCER JONES ON SOCIAL
LinkedIn: https://www.linkedin.com/in/medtech-innovation/
XO Medtech LinkedIn: https://www.linkedin.com/company/xo-medtech

FIND SANTOSH IYER ON SOCIAL
LinkedIn: https://www.linkedin.com/in/santoshliyer/
Moonshot: https://www.moonshothealth.org/

Episode Timestamps:
00:00 - Introduction to Santosh Iyer and Moonshot
02:00 - Moonshot's mission to train the modern healthcare workforce
06:00 - The real breakthrough applications of AI in healthcare
11:00 - Corporate policies blocking AI tool adoption
15:00 - State economic development and workforce training
20:00 - Avoiding "AI washing" in medtech marketing
26:00 - Healthcare's innovation paradox and startup strategies
30:00 - Marketing challenges specific to healthcare
36:00 - First principles redesign of healthcare systems
38:20 - The FDA's handling of AI and robotic technologies
42:09 - Using AI to help regulate AI more effectively
44:20 - Lessons from high school students that executives should learn

In this episode, I'm joined by Dr. Oke Anakwenze, CEO of SutureTech and Professor of Orthopedic Surgery at Duke University, as we explore his journey from practicing surgeon to medtech entrepreneur and the development of RapidFix - the world's first all-suture staple for tendon repair.

In this episode, we breakdown:

The Surgeon's Path to Innovation
→ First-generation journey into orthopedic surgery
→ Identifying critical problems in rotator cuff repairs
→ Developing a passion for medical innovation

Developing Revolutionary Technology
→ Creating the world's first all-suture staple
→ Addressing the high 30-80% failure rate in rotator cuff repairs
→ Designing for surgeon efficiency, patient outcomes, and health system value

Navigating the Regulatory and Testing Landscape
→ Strategic approach to FDA submissions
→ Planning post-approval clinical studies to validate outcomes
→ Balancing biomechanical testing with clinical validation

Building the Right Partnerships
→ Finding and vetting development partners
→ Overcoming product design challenges
→ The critical importance of early collaboration

Funding Strategy for Medtech Success
→ Milestone-based funding approaches
→ Targeting different investor groups with tailored messaging
→ Managing dilution while maintaining competitive valuation

Best Quotes:
"There's gotta be a better way to do this... from a first principle standpoint, I just felt that fixing a tendon to a bone should not be that hard."

"For investors, it's more focused on the opportunity, the revenue targets, how we separate ourselves from other competitors in the market and our unique advantages."

"I think the next 12 months are going to be very exciting. And I have a strong feeling that we're going to impact how we think about tendon repairs permanently."

Want more insights on medtech innovation?

Press the subscribe button to unpack hot takes and insider tactics from the trenches of medtech startups.

📈 My FREE 5-day course for Medtech Innovators to create successful ventures: https://xomedtech.com/free-course

🤝 Join the #1 network for medtech innovators on the internet. Become a member to accelerate your journey, collaborate and build valuable ventures. Try 7-days completely free: https://xo-medtech.circle.so/checkout/xo-membership

FIND SPENCER JONES ON SOCIAL
LinkedIn: https://www.linkedin.com/in/spencer-jones-5a008672/
XO Medtech LinkedIn: https://www.linkedin.com/company/xo-medtech

FIND DR. OKE ANAKWENZE ON SOCIAL
LinkedIn: linkedin.com/in/oke-a-anakwenze-md-mba-1a5b677a
SutureTech: https://www.linkedin.com/company/suturetech/

Episode Timestamps:
0:00 - Introduction to Dr. Oke Anakwenze
2:43 - Journey into Medicine and Orthopedic Surgery
5:38 - The Origins of Innovation in Tendon Repair
8:18 - Introducing RapidFix: The World's First All-Suture Staple
10:34 - Building the Economic Value Proposition for Hospitals
14:49 - Planning Clinical Studies and FDA Submission Strategy
18:28 - Overcoming the Darkest Moments in Product Development
21:28 - Finding the Right Manufacturing and Development Partners
24:32 - Balancing a Surgical Career with Entrepreneurship
27:13 - Navigating Intellectual Property and Academic Institutions
32:13 - Crafting Effective Investor Pitches for Different Stakeholders
38:29 - Strategic Funding Approaches for Medical Device Startups
42:56 - Key Advice for Aspiring Medtech Entrepreneurs

I'm joined by Dr. Joshua Liu, Co-founder and CEO of SeamlessMD, as we explore the journey from practicing physician to digital health entrepreneur and the strategies behind building a successful patient engagement platform that enhances care journeys through innovative technology.

In this episode, we dive deep into:

The Digital Patient GPS
→ How SeamlessMD guides patients through complex healthcare journeys
→ Automating patient education, reminders, and symptom monitoring
→ Creating a "GPS for healthcare" that reduces readmissions and costs

From Physician to Digital Health Innovator
→ Dr. Liu's entrepreneurial journey from medical school to startup founder
→ The decision to pursue innovation over traditional medical practice
→ Finding the right engineering co-founders with complementary skills

Platform vs. Point Solution Strategy
→ Navigating the healthcare technology ecosystem
→ Finding the sweet spot between specialized tools and comprehensive platforms
→ Why health systems prefer solutions that work across multiple service lines

Implementing for Measurable Outcomes
→ The evolution from pilots to full implementations
→ Why 100 patients is the magic number for meaningful data analysis
→ Strategies for proving ROI in healthcare implementations

Healthcare Equity and Accessibility
→ Designing for the lowest common denominator to ensure broad accessibility
→ Adapting reading levels and interfaces for different populations
→ Balancing innovation with equitable access to care

The Future of AI in Healthcare
→ Taking a measured approach to AI implementation
→ Why basic symptom monitoring can be more effective than complex predictive analytics
→ The importance of clinical protocols for AI-generated insights

Best Quotes:

"The analogy I like to use for seamless is travel. Imagine you're traveling from point A to point B. In the past you had paper maps, but now folks have gone digital because GPS is faster, safer and better."

"If you're going to overcome the inertia that an incumbent has like an EHR and a large health system, your solution has to be 10 times better than the incumbent, but it has to be 10 times better on metrics that they actually care about."

"Building in healthcare is very hard, but super rewarding... if you're crazy enough to do this, then you're in the right space."

Want more insights on medtech innovation?

Press the subscribe button to unpack hot takes and insider tactics from the trenches of medtech startups.
📈 My free 5-day course for Medtech Innovators to create successful ventures: https://xomedtech.com/free-course
🤝 Join the #1 network for medtech innovators on the internet. Become a member to accelerate your journey, collaborate and build valuable ventures. Try 7-days completely free: https://xo-medtech.circle.so/checkout/xo-membership

FIND SPENCER JONES ON SOCIAL
LinkedIn: https://www.linkedin.com/in/spencer-jones-5a008672/
XO Medtech LinkedIn: https://www.linkedin.com/company/xo-medtech

FIND DR. JOSHUA LIU ON SOCIAL
LinkedIn: https://www.linkedin.com/in/joshuapliu/
SeamlessMD LinkedIn: https://www.linkedin.com/company/seamlessmobilehealth/
SeamlessMD Website: https://www.seamless.md/

Episode Timestamps:

00:00 - Introduction to Dr. Joshua Liu and SeamlessMD
06:00 - The transition from physician to digital health entrepreneur
13:30 - Platform vs. point solution strategy in healthcare
20:00 - Implementation strategy and measuring outcomes
30:00 - Health equity and designing for accessibility
38:00 - The future of AI in healthcare patient journeys
50:00 - Adapting to population differences and reading levels
55:00 - Final thoughts on healthcare innovation

I'm joined by Kyle Kruse, VP of Sales at Missile Productions, as we explore how medical device manufacturers can use video to cut through the noise, build authentic connections, and drive growth in an industry that's been slow to embrace digital marketing.

In this episode, we break down:

The Power of Personal Branding in Medtech
→ How Kyle's "Kruse Missile" nickname evolved into a powerful brand identity
→ Why personal LinkedIn content outperforms company pages every time
→ Creating authentic content that resonates with technical audiences
→ Building relationships and trust through consistent personal branding

Breaking Through Medtech Marketing Paradoxes
→ Navigating the unique challenges of marketing in the medical device industry
→ Why video creates "asymmetric warfare" against competitors stuck in old marketing models
→ Building trust through consistent content vs. relying solely on trade shows
→ The shift from traditional marketing methods to more impactful video strategies

Rethinking Customer Acquisition Costs
→ Why medical device manufacturers can justify higher customer acquisition costs
→ The true long-term value of stable manufacturing partnerships
→ How video content creates "bobbers in the water" for year-round lead generation
→ Measuring ROI and payback periods in the CDMO and CEM sectors

Video Marketing Strategies for Technical Industries
→ Creating facility tours that build trust without compromising IP
→ Turning technical expertise into engaging educational content
→ Using video to overcome the "spotlight effect" and share valuable insights
→ Building transparency in manufacturing processes through visual storytelling

Video Applications Beyond Marketing
→ Streamlining internal communications with video
→ Attracting top talent through authentic content
→ Using video to reduce meeting time and increase productivity
→ Enhancing customer relationships through consistent engagement

Best Quotes:

"Using video for marketing is like asymmetric warfare if your competitors are using a press release in the form of a LinkedIn post... no one gives a shit about that."

"Video is hard, it's a daunting task. There are so many brilliant people out there that are so good when you're in a meeting or talking one-on-one with them. And I say, 'Let's turn that camera on.' And they're like, 'No.'"

"If you're not putting yourself out there and matching what people grew up with - their habits, how they're used to doing research and learning - you're going to get left in the dust."

Want more insights on medtech innovation?
Press the subscribe button to unpack hot takes and insider tactics from the trenches of medtech startups.

📈 My free 5-day course for Medtech Innovators to create successful ventures: https://xomedtech.com/free-course

🤝 Join the #1 network for medtech innovators on the internet. Become a member to accelerate your journey, collaborate and build valuable ventures.
Try 7-days completely free: https://xo-medtech.circle.so/checkout/xo-membership

FIND SPENCER JONES ON SOCIAL
LinkedIn: https://www.linkedin.com/in/spencer-jones-5a008672/
XO Medtech LinkedIn: https://www.linkedin.com/company/xo-medtech

FIND KYLE KRUSE ON SOCIAL LinkedIn: linkedin.com/in/kruse-missile
Missile Productions: https://www.linkedin.com/company/missile-productions/posts/?feedView=all

Episode Timestamps:
0:00 - Introduction to Kyle Kruse and Missile Productions
2:51 - The story behind the "Kruse Missile" nickname and brand
6:30 - The power of personal branding on LinkedIn
11:11 - Navigating medtech marketing paradoxes
17:13 - Using video to enhance proposals and build trust
19:52 - Rethinking customer acquisition costs in medtech
24:56 - Why modern buyers take more time with research
27:27 - The importance of facility tour videos
31:11 - Creating educational video content from technical expertise
37:43 - Additional applications for video beyond marketing
43:04 - How algorithms favor video content
45:47 - Why the next generation expects video content