Tom Tackles the Adoption Myth
One of the biggest myths in MedTech: if the technology is good enough, the market will adopt it. Sounds right. It’s not. Most innovations never make it past early adopters — that first 13% of the market. Getting beyond that isn’t about better technology. It’s about risk. Surgeons manage clinical reputation. Hospitals, operational disruption. Procurement, budget exposure. Your innovation — no matter how good — has to feel safe to adopt. And that feeling? That’s a job for brand. In MedTech, adoption follows what feels safe.
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