Zero Friction

Terry Coutsolioutsos

The show highlights people, processes and/or platforms that remove barriers from revenue growth

Episodes

  1. May 25

    Medvance's Tad Hartlaub on MedTech Innovation & Startup Marketing || Zero Friction Podcast

    In this episode, Terry sits down with Tad Hartlaub — Managing Director and Co-Founder of MedVance Marketing — to unpack the realities of launching and scaling MedTech startups in today’s healthcare landscape. With more than 20 years in medical device marketing, 30+ product launches, and multiple medical device patents, Tad shares what it really takes to move innovation from idea to clinical adoption. From university incubators and startup funding challenges to hospital procurement barriers and market-fit strategy, this conversation dives into the friction points that can make or break healthcare innovation. Episode at a glance: -How MedVance helps MedTech and biotech startups bridge the gap between innovation and clinical adoption -Why market-fit analysis is critical before FDA approval and commercialization -The hidden friction points inside hospital systems, value analysis committees, and healthcare purchasing -How startups can better communicate clinical and economic value to healthcare stakeholders -The role of KOLs, clinical champions, and strategic messaging in accelerating adoption -Tad’s journey from product patents and Fortune 500 healthcare companies to launching MedVance Marketing -Advice to founders and innovators: keep your head in the clouds while keeping your feet on the ground MedVance Marketing Website: https://www.medvancemarketing.com Connect with Tad Hartlaub on LinkedIn:   / tad-hartlaub-5b4014a5

    25 min

About

The show highlights people, processes and/or platforms that remove barriers from revenue growth