Hands On Business By Hakeem Adebiyi

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.

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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.

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.

Action

Listen 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.

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.

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.

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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.

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.