Launch work
Mazor Robotics
Launch brochure for Mazor X, one of the pieces we built while we were Mazor’s marketing team from 2015 to 2018.
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Product launchesMedical device go to market strategy, built backward from your sales goal.
For device companies and manufacturers launching a product or a new capability. We start from the number your board expects and run only the marketing that gets you there.
The problem
Launch day comes, and no one is waiting.
Device companies and OEMs
The clearance arrives, the reps get a brochure, and the first surgeons hear about it at the next show. Months of selling time are gone.
Manufacturers and suppliers
You add a new process or a new line. Your OEM customers find out by accident, and the new capacity sits idle.
Your launchBuyers should be waiting before day one.
Who you are launching to
Write for the people who sign.
A launch stalls when the message speaks to one person and the decision is made by five. Pick your launch to see who signs and what convinces each of them.
Hospitals buy capacity and outcomes. Surgeons champion them.
1Surgeon champion
Wants the clinical edge and a reason to try it this month.
What convinces themTheir peers. We film and write up the first surgeons who use it, and plan your KOL relationships.
2Value analysis committee
Needs evidence, cost and a clean comparison.
What convinces themA value analysis file: the evidence, the cost and a clear comparison with what they use today.
3OR and service line leaders
Ask what it does to cases, time and staffing.
What convinces themOne page on what it changes in cases, time and staffing, in their words.
4CFO and administration
Sign when the capacity and ROI case is clear.
What convinces themAn ROI one pager built on your data, ready for the budget meeting.
We move the message from what the surgeon feels to what the hospital gains, with the surgeon as the in house champion. Every message is built from your cleared indications and reviewed by your team.
OEMs buy certainty. Engineers, quality and sourcing all have a vote.
1R&D and engineering
Want design for manufacturability help before the RFQ.
What convinces themDesign guides and examples of parts you have made, written for engineers.
2Quality and regulatory
Need records, validation and audit history.
What convinces themYour certifications, validation and audit history, easy to find and easy to forward.
3Sourcing and supply chain
Compare lead times, capacity and risk.
What convinces themLead times, capacity and a clear answer on risk they can take to their boss.
4Operations executives
Approve a supplier who will not slow the program.
What convinces themCase studies from programs like theirs that shipped on schedule.
For contract manufacturers and suppliers, a launch is a new capability, a new site or a new segment. We take it to the OEM teams who choose suppliers.
Our launch method
Twelve years of launches, built into three stages.
Each stage ends with something you can use. Below are the first six months, taken from the plans we run for clients today.
Your launch planMaster framework
This is our master framework, and your plan is made to measure. We cut every Gantt for one company: your products, your buyers, your shows, your budget and your dates. No two of our plans look alike.
StrategyLaunch foundationDemand and growthNumbered moments you approve or launch
Month 1Month 2Month 3Month 4Month 5Month 6
Stage 1 · StrategyWeeks 1 to 5 · You walk away with: A written launch plan: segments, messaging, competitors, KPIs and timeline.
Kickoff and the shared plan
Market and competitor analysis
Buyer profiles for each decision maker
Goals and KPIs your board can track
Launch story and claim guidelines
Positioning against competitors
Stage 2 · Launch foundationWeeks 5 to 15 · You walk away with: Everything your reps and buyers need on launch day.
Launch website or product pages
Sales deck, brochure and sales sheets
Press release: product launch
Rep and distributor training kit
Surgeon education and KOL plan
Stage 3 · Demand and growthWeek 6 onward · You walk away with: Meetings your sales team can close.
Outreach setup: lists and LinkedIn
Outreach to target accounts (LG6, our lead generation program)
Newsletter and social, every month
Show: outreach, meetings, follow up
Story pitched to The MedTech Digest
Pipeline report, every month
1Launch story approved
2Launch website live
3Launch show
4First quarter review
- 1Launch story approved
- 2Launch website live
- 3Launch show
- 4First quarter review
How to read it. Each row is a workstream, each bar is when we work on it. The numbered markers are the moments you approve or go live.
What it means for you. You see the launch story approved in about five weeks and meetings booked before your launch show.
The launch moment
Make the show the turning point.
For most launches, the moment that matters is the show where your buyers gather. We plan the weeks before and after it, not only the booth.
- Before
Meetings booked with your target accounts through LG6 lead generation, so the booth calendar is full before you fly out.
- During
Hands on demos, because surgeons need to try a device, plus a small evening with surgeons who already use it.
- After
Follow up within the week, content from the show reused for months, and every contact in your CRM.
See our trade show work · How LG6, our lead generation program, books the meetings
Launch work we have built
Some of the launches we have worked on.
Launch work
Unify Medical
A launch website built to explain a new device to US surgeons and book demos.
Launch work
Foundation Surgical
A competitive analysis brochure that gives reps a clear answer when buyers compare.
After the launch
Every device follows the same adoption curve. We plan for every stage.
Click a stage to see what your buyers need and how we help. Moore calls the gap after the first 16% of buyers the chasm. It is where many devices lose momentum.
Innovators, 2.5%
Before launch
Technologists and risk takers. They are not afraid to fail and make a great test group.
Message that works: Talk about scarcity: be first, help shape it.
What we do here
- Positioning and messaging
- Investor decks and one pagers
- A first website that explains the device
Early adopters, 13.5%
Launch
Visionaries looking for a breakthrough. They rely on intuition and on the reputation of key opinion leaders.
Message that works: Talk about scarcity and vision, through the voices of respected surgeons.
What we do here
- Product launch built on MT-7
- Key opinion leader content and video
- A pitch to The MedTech Digest
The chasm, at 16%
Crossing the chasm
This is where most devices stall. The next buyers will not move without references, data and proof that others like them already use it.
Message that works: Switch from scarcity to social proof.
What we do here
- Case studies and clinical proof content
- Lead generation into early majority accounts
- Sales materials reps can use with skeptics
Early majority, 34%
Scale
Pragmatists. Logical, data driven, and they need references before they buy.
Message that works: Social proof, data and peer references.
What we do here
- LG6 lead generation
- Search and AI visibility
- Trade shows that end in meetings
Late majority, 34%
Defend and expand
Conservatives. They want established standards, support and the market leader.
Message that works: Prove you are the standard of care.
What we do here
- PR and thought leadership
- A brand that looks like the leader
- Content for new indications and markets
Laggards, 16%
Next generation
Skeptics who resist change. Time to plan the next product, or the next market.
Message that works: Plan the next launch, or a new market.
What we do here
- Next generation launch planning
- Rebrand or portfolio refresh
- US market entry for a proven device
Adoption shares from Everett Rogers, Diffusion of Innovations. The chasm from Geoffrey Moore, Crossing the Chasm. Adapted by MedTech Momentum.
Your strategic advisor
Guillaume Viallaneix advises your leadership on the big launch decisions.
Positioning, partners, distributors and investors. European and American, 26 years in MedTech, 14 as an executive on the OEM side. In English, French or Spanish. Our team in Orlando, Florida runs the launch every week.
Around your launch: The MedTech Digest, our own publication.
FAQ
Questions about medical device product launches
What is a medical device go to market strategy?
It is the plan that takes a cleared device, or a new manufacturing capability, from approval to steady sales. It defines who buys, what they need to hear, the proof they need, how you reach them and in what order. At MedTech Momentum it starts as a written launch plan built backward from your sales goal.
When should we start planning a launch?
As soon as your clearance timeline is clear. Because the plan works backward from your goal, starting early means fewer shortcuts later. Shorter timelines work too, with a tighter scope.
How long does a product launch take?
Stage 1 takes about five weeks. The launch foundation runs through month four, and demand generation starts in the second month and keeps going. Every stage has milestones you can track.
Do you launch new capabilities for contract manufacturers?
Yes. For manufacturers and suppliers, a launch is a new capability, site or segment. We take it to the OEM teams who choose suppliers: engineering, quality, sourcing and operations.
Do you work with our regulatory team?
Yes. Launch messaging is built from your cleared claims, and your team reviews every message, page and ad before anything goes public.
Your next step
Bring your launch date and your sales goal.
Guillaume ViallaneixFounder and PresidentPick a time with Guillaume.
- 30 minutes with Guillaume Viallaneix
- Your launch, planned backward from the goal
- The first three milestones and what each one needs
Prefer to write? Send us your launch.
Prefer email? [email protected] · +1 (321) 946 1303
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Send us your launch.
Tell us what you are launching, when, and the sales goal. Guillaume reviews it himself and comes back with the first three milestones.
- No obligation
- Planned backward from your goal
- Built within your cleared claims
Thank you. We have received your launch details. Guillaume will get back to you.
Keep exploring
Where to go next.
Service
Lead generation
Put your new device in front of the accounts that can buy it first.
See how LG6 lead generation works→ServiceTrade shows and events
Fill your booth calendar before the launch show.
See trade show support→Who we helpInternational companies
Launching from outside the US? See how we plan a US entry.
See US market entry→