Your Product Doesn't Speak for Itself. Neither Does Your Website. One of the biggest myths in MedTech is that great technology sells itself. It doesn't. If it did, hospitals would be full of incredible products that nobody's ever heard of instead of products backed by companies that built strong commercial engines. The reality is much less satisfying. The moment a hospital stakeholder can't immediately explain what your product does, why it matters, and why they should care,

Stop Calling Every Hospital a Prospect. They're Not. One of the fastest ways to waste a year after FDA clearance is convincing yourself every hospital is a prospect. They're not. Some hospitals move quickly. Some move slowly. Some have physician champions who can push a new technology through procurement in a matter of months. Others have enough internal politics to turn a simple pilot into a multi-quarter project. And yet one of the most common mistakes I see in early-stage