Clinician to CEO : Export Your Medical Device With Confidence By Overcoming Go To Market Roadblocks For Medtech Growth

Hakeem Adebiyi
  • 5.0 (5)
  • Business
  • Semiweekly

Have you built a medical device that works, but losing momentum when exporting? This podcast is for clinicians like you who need help with simplify their go to market strategy and turn your product into an international MedTech business. Hosted by Hakeem Adebiyi, who has spent over a decade helping MedTech and medical device companies export into 60+ international healthcare markets, the show helps clinicians stop guessing and turn working prototypes into scalable MedTech businesses. Tune in on Tuesdays and Thursdays to learn: • How clinicians successfully export medical devices without burning time or cash • What actually drives adoption of MedTech in real clinical settings • How to build a commercial strategy that survives contact with reality You’ll leave every episode with actionable takeaways that you can implement immediately to start growing your medical device business. If you want to stop burning time and cash on the wrong decisions in your MedTech strategy, hit play on fan-favourite episode #98, Why Most Business Plans Fail Before They Start, and steal the smarter way to build yours

  1. 1d ago

    #244 | Why Are You Rushing MedTech Export Sales? Understand Your Customer's Buying Cycle First

    You're ready to sell your MedTech product, but have you considered whether your customers are actually ready to buy? As a clinician founder looking to commercialise your MedTech product in export markets, it's natural to want to generate sales as quickly as possible. After years of product development, clinical validation and regulatory approval, the pressure to start generating revenue can be enormous. But your urgency to sell doesn't necessarily match your customer's readiness to buy. Hospitals and healthcare organisations have their own purchasing processes, budget cycles, decision-makers and competing priorities. Even when clinicians are enthusiastic about your product, that doesn't mean a purchase will happen immediately. In this episode, Hakeem explores why understanding your customer's buying cycle is essential to building a realistic MedTech export sales strategy and why pushing for sales before customers are ready can lead to frustration, unrealistic forecasts and missed opportunities. In todays episode you'll discover: Why your MedTech sales timeline may be very different from your customer's buying cycle, even when there's genuine interest in your product.How understanding hospital purchasing processes, budget cycles and decision-makers can help clinician founders set more realistic expectations for export sales.Why aligning your commercialisation strategy with your customer's buying journey can help you manage sales opportunities more effectively and avoid putting unnecessary pressure on potential customers. Listen now to discover how understanding your MedTech customers' buying cycles can help you build more realistic export sales forecasts, manage opportunities more effectively and turn genuine clinical interest into commercial sales. Book a 30min Healthcare Export Accelerator discovery call Connect with me on Linkedin Buy The Sales Acceleration Formula This podcast is for clinicians and solo founders feeling stuck in turning their medical devices into real businesses, with practical insight on go to market strategy, sales strategy, product launch, sales plans, business growth, exporting, selling internationally and how to scale up their international sales in MedTech.

  2. 6d ago

    #243 | 3 Ways to Get Your MedTech Export Distributors to Sell More of Your Product

    You've appointed an export distributor for your MedTech product, but how do you get them to prioritise selling it over the other products in their portfolio? As a clinician founder looking to commercialise your MedTech product in international markets, appointing an export distributor is an important milestone. But securing a distribution agreement doesn't guarantee sales. Your distributor may already represent several established medical device companies, each competing for their time, attention and resources. So how do you make sure your product doesn't get overlooked? In this episode, Hakeem speaks with Nishant Varmer about what motivates MedTech export distributors, why some partnerships struggle to deliver results and how manufacturers can work more effectively with distributors to drive sales. Today you'll discover: Why appointing an export distributor doesn't automatically mean they'll prioritise your MedTech product, and what influences where they focus their sales efforts.How building stronger distributor relationships, providing the right support and aligning commercial incentives can encourage distributors to invest more time and effort in selling your product.How to recognise when your export distributors aren't delivering the results you expected and take practical steps to improve performance. Listen now to discover how to make your MedTech product a greater priority for export distributors, strengthen your commercial partnerships and increase your chances of generating consistent international sales. Book a 30min Healthcare Export Accelerator discovery call Connect with me on Linkedin This podcast is for clinicians and solo founders feeling stuck in turning their medical devices into real businesses, with practical insight on go to market strategy, sales strategy, product launch, sales plans, business growth, exporting, selling internationally and how to scale up their international sales in MedTech.

  3. Oct 27

    #242 | The 1% Market Share Mistake Clinician Founders Make When Exporting MedTech

    When choosing an export market for your MedTech product, are you basing your sales forecast on evidence or assumptions? When you're a clinician founder looking to commercialise your MedTech product in export markets, identifying a large market can make your sales forecasts look incredibly attractive. After all, capturing just 1% of a £100 million market would generate £1 million in revenue. But market size doesn't tell you who will buy your medical device, why they'll choose it, how you'll reach them or how long it will take to generate those sales. In this episode, Hakeem explores why relying on market share assumptions can lead clinician founders to overestimate their commercial potential and what it takes to build a more credible export sales forecast. In this episode you'll discover: Why assuming you can capture just 1% of a large export market doesn't necessarily mean your MedTech sales forecast is commercially achievable.How clinician founders can look beyond market size to understand the customers, competition, purchasing decisions and commercial barriers that influence their ability to generate sales.How working backwards from your revenue targets to customer numbers, purchasing behaviour, conversion rates and sales cycles can help you build a more realistic MedTech export commercialisation strategy. Listen now to discover how to move beyond market share assumptions and build a more credible MedTech export sales forecast based on the customers you can realistically reach, convert and retain. Book a 30min Healthcare Export Accelerator discovery call Connect with me on Linkedin This podcast is for clinicians and solo founders feeling stuck in turning their medical devices into real businesses, with practical insight on go to market strategy, sales strategy, product launch, sales plans, business growth, exporting, selling internationally and how to scale up their international sales in MedTech.

  4. Oct 22

    #241 | What Clinician Founders Need to Know Before Scaling Their MedTech Business

    As a clinician founder, how do you know when your MedTech business is genuinely ready to scale? Growing your MedTech business isn't simply about acquiring more customers, appointing more distributors or entering new export markets. Before you scale, you need to know whether your existing customers are successfully adopting your product and whether you have a commercial model that can deliver those results repeatedly. In this episode, Hakeem speaks with Spencer Jones, a nurse turned MedTech entrepreneur and CEO of Lapovations, about why building a strong foundation for growth can be more important than expanding too quickly. In this episode you'll discover: Why acquiring more customers or entering new export markets doesn't necessarily mean your MedTech business is ready to scale, particularly if existing customers aren't consistently adopting your product.How working closely with your early customers can help clinician founders understand what drives adoption and develop a repeatable commercialisation model.Why testing, learning and refining your go-to-market strategy before expanding can help you avoid costly mistakes and build a stronger foundation for international growth. Listen now to discover how clinician founders can build a repeatable MedTech commercialisation strategy that supports customer adoption, reduces the risks of scaling too early and creates a stronger foundation for success in export markets. Book a 30min Healthcare Export Accelerator discovery call Connect with me on Linkedin This podcast is for clinicians and solo founders feeling stuck in turning their medical devices into real businesses, with practical insight on go to market strategy, sales strategy, product launch, sales plans, business growth, exporting, selling internationally and how to scale up their international sales in MedTech.

  5. Oct 20

    #240 | How to Know When to Stop Chasing MedTech Export Sales Opportunities (For Clinicians)

    How long should you keep pursuing a potential MedTech customer before deciding your time might be better spent elsewhere? When you're trying to grow MedTech sales in export markets, every potential customer can feel like an opportunity worth pursuing. But an enthusiastic meeting, a request for a proposal or repeated assurances of interest don't necessarily mean a sale is going to happen. In this episode, Hakeem explores how to distinguish genuine sales opportunities from customer interest, what to do when promising deals stop progressing, and why knowing when to redirect your efforts can be an important part of your commercialisation strategy. In this episode you'll discover: How to establish whether a potential customer represents a genuine MedTech sales opportunity by understanding their need, priorities, budget and purchasing decision process.How to investigate why a qualified opportunity has stalled and distinguish a genuinely long healthcare sales cycle from a deal that's no longer progressing.Why deciding when to pause an opportunity and focus your resources elsewhere could help you generate more sales without permanently closing the door on a potential customer. Listen now to discover how to qualify MedTech sales opportunities, make better decisions about stalled deals and focus your time on the customers most likely to deliver commercial results in your export markets. Book a 30min Healthcare Export Accelerator discovery call Connect with me on Linkedin This podcast is for clinicians and solo founders feeling stuck in turning their medical devices into real businesses, with practical insight on go to market strategy, sales strategy, product launch, sales plans, business growth, exporting, selling internationally and how to scale up their international sales in MedTech.

  6. Oct 15

    #239 | Stop Letting Distributors Choose Your MedTech Export Markets

    If an overseas distributor approached you tomorrow wanting to sell your MedTech product, how would you decide whether that market was worth entering? An unexpected enquiry from an overseas distributor can feel like an exciting opportunity to grow your MedTech business internationally. But distributor interest alone doesn't tell you whether the market is commercially attractive, whether it's the right priority or what it will take to succeed there. In this episode, Hakeem shares a real client scenario and explains why successful MedTech exporting requires a deliberate market entry strategy rather than simply reacting to opportunities as they appear. In this episode you'll discover: Why interest from an overseas distributor doesn't automatically mean you've found the right export market for your MedTech product.How to evaluate potential export markets by considering market opportunity, growth potential, competition, regulatory requirements and commercial viability.How asking where, which and how can help you prioritise export markets and understand what it will take to succeed before committing your resources. Listen now to discover how to evaluate unexpected MedTech export opportunities, choose the markets worth pursuing and make more confident international market entry decisions. Book a 30min Healthcare Export Accelerator discovery call Connect with me on Linkedin This podcast is for clinicians and solo founders feeling stuck in turning their medical devices into real businesses, with practical insight on go to market strategy, sales strategy, product launch, sales plans, business growth, exporting, selling internationally and how to scale up their international sales in MedTech.

  7. Oct 13

    #238 | How to Know If Your Next MedTech Export Exhibition Is Worth the Investment

    Before spending thousands on your next MedTech export exhibition, how do you know whether it's actually worth the investment? International exhibitions can be a valuable part of your MedTech export strategy, whether you're looking for distributors, entering new markets or growing existing sales. But attending the same exhibitions year after year doesn't necessarily mean they're delivering commercial value. In this episode, Hakeem explores why exhibitions should be treated as a deliberate commercial investment, how to decide whether they're the right activity for your business, and why measuring their return should start before you book the stand. In todays episode you'll discover: Why attending the same MedTech exhibitions year after year, or simply because your competitors are there, doesn't necessarily make them the right investment for your export business.How to decide whether an exhibition supports your commercial objectives, whether that's finding distributors, entering new export markets or generating more sales from existing customers.Why defining what success looks like and how you'll measure it before booking an exhibition can help you understand its true return on investment and make better decisions about your export budget. Listen now to discover how to evaluate your next MedTech export exhibition, measure its commercial value and make more informed decisions about where to invest your time and money to grow your international business. Book a 30min Healthcare Export Accelerator discovery call Connect with me on Linkedin This podcast is for clinicians and solo founders feeling stuck in turning their medical devices into real businesses, with practical insight on go to market strategy, sales strategy, product launch, sales plans, business growth, exporting, selling internationally and how to scale up their international sales in MedTech.

  8. Oct 8

    #237 | Why the Biggest MedTech Export Distributor Might Be Your Worst Choice

    When choosing an export distributor for your MedTech product, is bigger always better? Finding a distributor with a large sales team, an established customer base and an impressive portfolio can look like the safest route into an export market. But size doesn't necessarily mean your MedTech product will get the attention, commitment or resources it needs. In this episode, Hakeem speaks with Beau Zorn about what really matters when selecting an export distributor—and why the right partner may not be the biggest name in the market. In this episode you'll discover: Why a large MedTech export distributor with an extensive portfolio may not always give your product the focus and commitment it needs.What to look for beyond distributor size, including portfolio fit, market relationships, commercial commitment and their ability to build a compelling business case for your product.Why MedTech companies need to understand the export market themselves and demonstrate how they'll support the distributor rather than expecting them to build the market alone. Listen now to discover how to choose a MedTech export distributor that will prioritise your product and give you a stronger chance of commercial success in your target market. Book a 30min Healthcare Export Accelerator discovery call Connect with me on Linkedin This podcast is for clinicians and solo founders feeling stuck in turning their medical devices into real businesses, with practical insight on go to market strategy, sales strategy, product launch, sales plans, business growth, exporting, selling internationally and how to scale up their international sales in MedTech.

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Have you built a medical device that works, but losing momentum when exporting? This podcast is for clinicians like you who need help with simplify their go to market strategy and turn your product into an international MedTech business. Hosted by Hakeem Adebiyi, who has spent over a decade helping MedTech and medical device companies export into 60+ international healthcare markets, the show helps clinicians stop guessing and turn working prototypes into scalable MedTech businesses. Tune in on Tuesdays and Thursdays to learn: • How clinicians successfully export medical devices without burning time or cash • What actually drives adoption of MedTech in real clinical settings • How to build a commercial strategy that survives contact with reality You’ll leave every episode with actionable takeaways that you can implement immediately to start growing your medical device business. If you want to stop burning time and cash on the wrong decisions in your MedTech strategy, hit play on fan-favourite episode #98, Why Most Business Plans Fail Before They Start, and steal the smarter way to build yours

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