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

Hakeem Adebiyi
  • 5.0 (5)
  • Business
  • Updated 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. 2d ago

    #231 | Should You Export Your MedTech Product to One European Market or Several?

    When exporting your MedTech product to Europe, should you focus everything on one market first or test several countries at the same time? That's exactly the unresolved question. We're not telling them the answer. Choosing where to start in Europe isn't simply about finding the country with the biggest MedTech market. Different countries can have very different reimbursement pathways, adoption barriers, competition, KOL support and routes to market. In this Decision Point episode, Hakeem revisits his conversation with Laurent Laffineur to explore whether your European export strategy should focus on one market, test several carefully selected countries, or start somewhere smaller where you can prove your commercial model before scaling. In this episode you'll discover: Why the biggest European MedTech market isn't automatically the best place to invest your export budget first.The advantages of testing your go-to-market strategy across two or three carefully selected European markets rather than assuming success in one country can simply be duplicated elsewhere. How customer access, adoption barriers, competition, KOL relationships and the cost of proving commercial traction can help you decide where to concentrate your investment. Listen now to discover how to approach your first European export markets and decide where to invest your MedTech go-to-market budget before committing significant resources to expansion. Book a 30min Healthcare Export Accelerator discovery call Message me via DM 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.

  2. 4d ago

    #230 | How to Choose the Right European Export Markets for Your MedTech Product (For Clinicians)

    If you're planning to export your MedTech product to Europe, how do you decide which countries you should actually enter first? This doesn't assume they're making a mistake. It poses the central decision the episode helps them make. Europe may look like one export opportunity on a map, but the commercial reality can be very different from country to country. Reimbursement, clinician adoption, buying pathways, language, culture and routes to market can all change as you cross a border. In this episode, Hakeem speaks with Laurent Laffineur, founder of Prime MedTech, about how to build a European go-to-market strategy, prioritise the right export markets and start commercial preparation before you're ready to launch. On todays episode you'll discover: How to prioritise European export markets based on the factors that matter for your specific MedTech product rather than simply choosing the biggest countries. Why reimbursement, KOL support, clinician adoption, language, culture and available budget can dramatically change where your best European opportunities are.Why your European commercialisation and go-to-market work should begin during the regulatory process rather than waiting until you've received EU MDR approval and want to launch immediately. Listen now to learn how to choose the right European export markets for your MedTech product and build your go-to-market strategy before committing significant time and money to launch. Book a 30min Healthcare Export Accelerator discovery call Message me via DM 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. Sep 10

    #229 | How to Build a MedTech Go-to-Market Strategy Around the Customer's Problem (For clinicians)

    Are you spending too much time telling customers about your MedTech product and not enough time talking about the problem they actually care about? When you've spent years developing a medical device, it's natural to want to talk about the technology, the clinical evidence and why you built it. But your customers haven't been on that journey with you. If you're trying to commercialise or export your MedTech product, your go-to-market strategy needs to start with the problem through the customer's eyes, the value of solving it and whether that value is strong enough to make them change what they're doing today. In todays episode you'll discover: Why the story behind your MedTech product can create interest without necessarily giving customers a reason to buy.How to understand the clinical problem through your customers' eyes and communicate it using the language and outcomes that matter to them.How to determine whether the value of your solution is strong enough to overcome the effort, disruption and behavioural change required for adoption. Listen now to discover how putting the customer's problem at the centre of your MedTech go-to-market strategy can strengthen commercialisation, support adoption and give your medical device a better chance of succeeding in export markets. Book a 30min Healthcare Export Accelerator discovery call Message me via DM 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. Sep 8

    #228 | How to Prove Your MedTech Commercialisation Strategy Is Actually Working

    How do you know whether your MedTech commercialisation strategy is actually working? Regulatory approval, clinical evidence, distributor appointments, customer meetings and even your first sale can all feel like signs of commercial progress. But for MedTech founders trying to build, commercialise and eventually export a medical device, there's a difference between creating the conditions for commercial success and proving you have a sustainable business. In this episode, Hakeem uses an unlikely lesson from 90s hip-hop to explore what really counts as commercial success—and why the ability to repeat a sale matters so much. In this episode you'll discover: How to distinguish between activities that support MedTech commercialisation and the evidence that your commercial model is actually working.Why making your first medical device sale is only part of the story—and what repeatability tells you about whether you've built a sustainable business.How working backwards from the money can help you understand the decision-makers, budgets, beliefs and buying process required to generate sales repeatedly. ActionListen now to discover how to measure whether your MedTech commercialisation strategy is genuinely working and identify what needs to happen to turn individual sales into a repeatable commercial model. Book a 30min Healthcare Export Accelerator discovery call Message me via DM 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. Sep 3

    #227 | Why the Biggest Export Market May Be the Wrong Market for Your MedTech Product (for Clinicians)

    How do you know which international markets actually give your MedTech product the best chance of success? This avoids the problem we've discussed before: it doesn't tell the listener what they're doing wrong. It opens the question the episode answers. When you're ready to export your MedTech product, it's tempting to start with the biggest healthcare markets, the fastest-growing countries or places where you already know distributors. But the right export market for one medical device could be completely wrong for another. In this episode, Hakeem explains why effective international market selection starts by understanding your product, what drives adoption and the specific commercial conditions that need to exist in each market before you decide where to expand. In todays episode you'll discover: Why the biggest or most attractive-looking international market isn't necessarily the best export opportunity for your MedTech product.How factors including clinician adoption, competition, evidence, reimbursement, pricing, buying pathways and your commercial model can change which markets you should prioritise. How to assess both market potential and your probability of successfully entering it, rather than choosing countries based on market size alone. Listen now to learn how to choose the right export markets for your MedTech product by focusing on where you have both an attractive commercial opportunity and a realistic probability of achieving adoption. Book a 30min Healthcare Export Accelerator discovery call Message me via DM 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. Sep 1

    #226 | Why Your MedTech Product May Be Ready to Launch But Not Ready to Sell

    Your medical device has regulatory approval, clinical evidence and manufacturing in place but does that actually mean customers are ready to buy it? This doesn't diagnose their problem. It challenges the assumption that the three green ticks automatically equal commercial readiness. A MedTech product can be completely ready to launch and still not be commercially ready to sell. Before spending heavily on salespeople, distributors, exhibitions or new export markets, you need to know whether customers have genuine demand, how your medical device actually gets bought, and what could make adoption harder than expected. In this episode, Hakeem explains how to assess your commercial readiness before scaling a go-to-market strategy that may not yet work. In this episode you'll discover: How to distinguish genuine customer demand from positive feedback and interest before investing heavily in commercialisation.Why understanding the complete buying pathway—from clinicians and other decision-makers to evidence, procurement and budgets—is critical to turning interest into revenue.How to identify adoption friction and stress-test your go-to-market model before adding more salespeople, distributors or export markets. Listen now to discover whether your MedTech product is genuinely ready to sell—and what you need to fix before investing more money in commercialisation, adoption and international growth. Message me via DM on Linkedin Take the CPI Quiz to see how commercially ready your product is This podcast is for clinicians feeling stuck in turning medical devices into real businesses, with practical insight on go to market strategy, sales strategy, product launch, sales plans, business growth, exporting, and to scale up their international sales in MedTech.

  7. Aug 27

    #225 | How to Enter the US MedTech Market Without Wasting Your Export Budget

    If you had £500,000 to enter the US with your MedTech product, where would you spend it first? For clinician founders looking to export a medical device to the US, the size of the opportunity can make it tempting to think big from day one. But entering the US MedTech market and scaling across it are two very different decisions. In this episode, Hakeem and international growth and commercialisation consultant Craig T. Ingram explore whether you should build a US sales team, appoint a distributor, raise more capital or prove your commercial model in one defined market segment first. In this episode you'll discover: Why treating the US as one enormous MedTech market can lead to expensive commercial and export decisions.How proving your commercial model in one defined US customer segment can help you understand acquisition costs, adoption pathways and whether your product can actually make money before you scale. Why hiring a sales team, appointing a distributor or raising more capital shouldn't substitute for first understanding exactly where, how and why your medical device will sell in the US. Listen now to discover how to approach US MedTech market entry, prove your commercial model and make your export budget work harder before committing significant capital to scaling. Book a 30min Healthcare Export Accelerator discovery call Message me via DM 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. Aug 25

    #224 | How to Grow Your MedTech Business Without Throwing Money at Sales

    What if spending more money on sales isn't actually the fastest way to grow your MedTech business? For clinician founders looking to commercialise and export a medical device internationally, growing a MedTech business takes more than regulatory approval, investment and an expensive sales team. If the market doesn't understand the problem your product solves or have a reason to change, adding salespeople can simply increase your burn rate without increasing adoption. In this episode, Hakeem speaks with international growth and commercialisation consultant Craig T. Ingram about creating demand before launch, entering new export markets and building a commercial model capable of sustainable international growth. By listening you'll discover: Why MedTech commercialisation needs to start long before regulatory approval and product launch.Why spending heavily on salespeople isn't the same as building a market—and what needs to happen first to create demand.Why proving your commercial model, controlling your burn rate and executing consistently can be more important than trying to scale quickly. Action Listen now to discover how to grow your MedTech business by creating demand first, spending your commercial resources more intelligently and building a model that can scale sustainably. Book a 30min Healthcare Export Accelerator discovery call Message me via DM 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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