Why MedTech Doesn’t Sell After Approval

FDA approval feels like the finish line. It’s not.

In this episode, we break down one of the most dangerous assumptions in MedTech go-to-market: that regulatory approval leads to commercial success.

It doesn’t.

We introduce the concept of buyability - the real-world ability of hospitals and healthcare systems to adopt, pay for, and implement a product under actual economic and operational conditions.

You’ll hear why:

• physician interest doesn’t equal revenue
• strong clinical results can still fail commercially
• reimbursement is not a detail - it’s market structure
• and why most pipelines in MedTech are filled with activity, not real opportunities

We also unpack how hospital decisions actually happen including the role of Value Analysis Committees (VAC), budget ownership, procurement dynamics, and the hidden reasons deals quietly die.

If you're a MedTech founder, CEO, or commercial leader operating in the U.S. market, this episode will challenge how you define pipeline, traction, and growth.

Because approval gives you permission to sell.
It does not give the market permission to buy.