I help medical device founders build demand before clearance, so the engine is running the day you can sell.
Most of what wins your first customers can start now, inside the rules: scientific exchange, evidence that clinicians cite, and a list of the people who care about the problem your device solves. The infrastructure built before clearance becomes the launch engine.
The map: before and after clearance, in person and online
Four quarters with your website at the centre, powering the retargeting. Before clearance, the job is to grow the email list and the retargeting pools. After clearance, the job is to activate them.
In person
Online
Before clearance
After clearance
Scientific exchange
- Educational sessions at specialty conferences
- Roundtables with the clinicians who lead the field
- Research collaborations under ethics approval
- Educational only, never deployment
Authority and the list
- Publications, abstracts and reviews
- Evidence pages written for clinicians, built to be cited by artificial intelligence (AI) search
- A clinician-qualified email list
- Retargeting audiences that grow every month
Your website
Every quarter sends people here, and every visit feeds the retargeting audiences that bring them back. Before clearance: start a scientific exchange, or join the list. After clearance: book a demo.
Demos and references
- Branded demonstrations and conference booths
- Accredited education sessions
- Visits to reference sites
- The full sales effort
Activate
- Messaging updated with the claims now permitted
- Email to the list you warmed for a year or more
- Retargeting the audiences already built
- Case studies, the return-on-investment calculator, and a weekly prospect brief
Your website powers the retargeting
The conference session, the published paper, the roundtable and the evidence page all send clinicians to the same place. If they are on your site, they want to learn, gain trust and eliminate uncertainty. Before clearance it offers two next steps and only two: a scientific exchange, routed to your clinical team, or a place on the list for clearance day.
Either way, the visit is tagged and the visitor joins your retargeting audiences, so your evidence follows them for months and brings them back. That is how a year of conferences and content turns into warm audiences on clearance day, ready to activate.
Paid reach is funded by signal, one phase at a time
Paid reach runs in gated phases. Tracking comes first, then a small test with a tightly defined clinician audience, then retargeting, then wider audiences. Each phase is funded by the signal from the one before, and no phase commits the next. Spend at scale waits for evidence from after clearance, so the budget follows signal and never faith.
What we will and won’t do before clearance
- We will build clinician-grade content and authority, run research collaborations under ethics protocols, collect letters of intent for deployment after clearance, grow the email list and retargeting pools, and route patient enquiries to your clinical team.
- We won’t imply clearance or “clinical-grade” status, make claims beyond what the rules allow at your stage, or take orders before you may sell.
The marketing engine and every content approval are documented in your quality management system (QMS): each public claim, the evidence behind it, who approved it and when. Your regulatory counsel reviews every public asset, and the record lets an auditor trace any statement back to its evidence. That discipline is what makes the strategy defensible to investors and to the regulator.
After clearance: the engine you already have
On clearance day the messaging updates, and the people who followed your evidence for the past year hear from you first. From then on the engine watches public signals in your market: new clearances in the Food and Drug Administration (FDA) 510(k) database and Health Canada’s licence listing, coverage and billing decisions, hospital tenders and capital plans, job postings, clinician publications, and the people you know at each site. Every Monday you get 10 qualified prospects with a reason each one fits now, and every message stays inside your cleared indications. See a worked example.
Where to start
Take the qualified prospects scorecard: 12 multiple-choice questions, about 2 minutes. It leads to a working session (1 to 2 hours, recorded, under a mutual non-disclosure agreement, $25, with a written playbook within 24 hours), or to the free kit.