How to Move Stakeholders from Awareness to Sustained Adoption Without Friction
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How to Move Stakeholders from Awareness to Sustained Adoption Without Friction
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Marketing medical devices requires understanding that stakeholders are different, buying processes are longer, and friction points are more complex than consumer products or software. Most companies build websites and attend trade shows hoping prospects will decode their message, but prospects do not have time for that.
Sustained adoption is not the same as initial purchase. It means the device is used continuously with no friction, no concerns, and no barriers, causing users to stop or switch. Getting there requires understanding every stakeholder involved, what questions they have at each stage, and what fears might stop them.
This episode covers how to structure marketing that moves stakeholders through a clear path, why ideal client profile refinement produces better results than broad targeting, and how one advisor identified exact pain points to cut through noise and convert a prospect.
Practical advice for anyone responsible for medtech marketing or go-to-market strategy.
Episode Breakdown:
- 00:02 Welcome
- 00:21 Intro
- 02:15 Origin
- 04:36 Challenges
- 06:51 Foundation
- 07:00 Knowledge gap
- 09:30 Adoption
- 11:45 Mapping
- 15:20 Friction
- 18:40 Content
- 22:30 Targeting
- 26:15 Failures
- 30:45 Pain points
- 34:20 Clarity
- 38:50 Tradeoffs
- 40:44 Advice
The Med Device Cyber Podcast is brought to you by Blue Goat Cyber, cybersecurity experts providing essential security solutions for the medical device industry. Learn more by visiting https://bluegoatcyber.com.
If you're interested in our services or partnering with us, schedule a Discovery Session: https://meetings.hubspot.com/blue-goat-cyber/discovery-session
Christian Espinosa is the CEO and founder of Blue Goat Cyber. Trevor Slattery is the Chief Operating Officer at Blue Goat Cyber.
Christian Espinosa on LinkedIn: https://www.linkedin.com/in/christianespinosa/
Trevor Slattery on LinkedIn: https://www.linkedin.com/in/trevor-slattery-34852b1a9
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