How to Plan a Medical Device Launch with Specialty and State Data

A device launch often fails because the team tries to reach everyone at once. Specialty and state data can help you begin with a focused audience.

1. Define who uses the device

An orthopedic implant starts with Orthopedics, which has 37,464 data contacts. A surgical tool may also need Surgery, while an imaging product belongs with Radiology.

2. Choose your first territories

Compare counts by state and match them to where your reps, distributors and reference sites already are. It is often better to do well in a few states than to spread a small team across many of them.

3. Map the buying group

Add the people who affect the decision, such as surgeons, department heads, purchasing managers and clinical educators. Each one needs different information.

4. Test, then expand

Start with a small group, measure real replies and meetings, and improve the message before you expand to more states. Ask your legal and regulatory teams to review claims before anything goes out.