Will Martin is an accomplished executive with over two decades of medtech experience. In this riveting discussion, we delve into Will’s journey that led him to become the CEO at IRRAS, a medical device company aiming to revolutionize the treatment of patients with intracranial bleeding.
Will embarked on his medical device career somewhat out of necessity. After the internet bubble crash in the early 2000s, he started working in medical sales at Boston Scientific. At the time, he didn’t know this would be a great launching pad for his career. Over time, his extensive expertise in product management, business development, sales, and marketing have further propelled him on his journey across various medtech startups.
In 2007, Will joined startup Access Closure as part of the commercial field sales team. Here, he was exposed to the process of building a new category from the ground up and had the chance to get involved in various aspects of the business beyond customer relationships. As a result of this experience, he later worked for firms like Hotspur Technologies, Athromed, Philips, and, eventually, IRRAS.
At IRRAS, Will is determined to fill the innovation gap in treating patients with intracranial bleeding. The company's flagship technology, IRRAflow, aims to offer a digital and proactive approach to treating intracranial bleeding by combining fluid removal, patient monitoring, automated irrigation, and targeted therapeutic drug delivery. The goal is to help healthcare professionals work smarter, not harder.
Under Will's guidance, IRRAS has made significant strides in commercializing this groundbreaking technology. The company has secured regulatory clearances and approvals not only in the United States but in several international markets, too.
Moreover, IRRAS recently solidified a commercial partnership with Medtronic in the United States, further bolstering the company's growth prospects.
Key Learnings From Will’s Experience
- Go the extra mile in meeting users' needs by considering every facet of their experience.
- Establishing solid, genuine relationships with customers and influential thought leaders is one of the best things you can do for your company.
- Keep your eye on the ball when it comes to quality management, which will ensure your company is ready for a successful M&A event
Will Martin is an accomplished executive with over two decades of hands-on experience in the medtech arena, including roles at Boston Scientific, Access Closure, Hotspur Technologies, and Athromed. Will's expertise in sales and marketing leadership propelled him to become the CEO of IRRAS, where his team is revolutionizing the treatment of intracranial bleeding. His contributions to startups and established strategics have solidified his reputation as a proven leader in the medical device space.
Catering to Every User: The Ultimate Success Formula
The product or technology you’re developing has to cater to users' needs across the board. This covers not just the clinical and economic aspects but also the user experience. Will says, "You have to absolutely make sure that what you're building meets and exceeds the needs of your customers in every possible way."
To understand the market needs from all possible angles, the best thing you can do is to keep the communication flowing. Involving diverse stakeholders, including physicians and naysayers, allows companies to pinpoint potential stumbling blocks early and strategize accordingly.
For instance, their flagship technology, IRRAflow, was initially designed with neurosurgeons in mind. However, the company soon realized this wasn’t enough for widespread adoption. Instead, Will took a holistic approach to the product, taking into account both its primary and secondary users.
This helped them identify that nurses weren’t comfortable with the product's learning curve. IRRAS was able to fine-tune its training and software, making it more user-friendly for nursing staff, and just like Will anticipated, this update brought a wider range of users into the fold.
How Smart Internal Networking Yields Commercial Success
In an early-stage startup, internal customers are among the most important actors. From his own experience, Will explains how recognizing the significance of these relationships and subsequently cultivating trust within the organization paves the way to growth and new opportunities.
Business functions such as marketing, clinical affairs, and scientific communications must closely collaborate in their efforts, including the distribution of vital information. With better coordination amongst these core teams, you can give yourself a better shot at a successful product launch through a cohesive approach.
According to Will, another party you should build strong connections with is the industry thought leaders, i.e., people with wisdom and power to influence others. Founded in Europe, IRRAS needed to establish a presence in the US market from scratch. Will shares how they spent around 18 months building a foundation of thought leaders to support their product launch.
In his words: "If you are working with the right physician thought leaders, not only through your product development but also understanding the three to five accounts and three to five territories that you want to invest in first, it makes everything you want to scale from that point forward a million times easier."
Why Quality Assurance is Crucial to an M&A Event
When it comes to mergers and acquisitions, quality management systems can make the difference between failure and success.
Audit readiness and solid quality systems are some of the most important things a startup can put forward. In Will's words: "The ease of integration, how closely an early-stage company watches and invests in quality within the organization, and the ability of the quality management system to be easily incorporated into a company's quality management system... Those things are oftentimes overlooked, but are oftentimes the most challenging parts of diligence."
Quality management also impacts company valuation, which is vital for startups looking to attract potential acquirers. According to Will, failing to empathize with the BD team responsible for evaluating your company can lead to significant gaps in your operations and hefty remediation costs.
Quality systems may sound like a basic, foundational concept, but paying extra attention makes a real difference. In Will’s words: "Don't underappreciate those basic foundational things. They'll come back to bite you hard."
Will's perspective serves as a good reminder for startup leaders to prioritize quality management systems to successfully navigate the M&A process.
Will Martin is an accomplished executive with over two decades of medtech experience. In this riveting discussion, we delve into Will’s journey that led him to become the CEO at IRRAS, a medical device company aiming to revolutionize the treatment of patients with intracranial bleeding.
Will embarked on his medical device career somewhat out of necessity. After the internet bubble crash in the early 2000s, he started working in medical sales at Boston Scientific. At the time, he didn’t know this would be a great launching pad for his career. Over time, his extensive expertise in product management, business development, sales, and marketing have further propelled him on his journey across various medtech startups.
In 2007, Will joined startup Access Closure as part of the commercial field sales team. Here, he was exposed to the process of building a new category from the ground up and had the chance to get involved in various aspects of the business beyond customer relationships. As a result of this experience, he later worked for firms like Hotspur Technologies, Athromed, Philips, and, eventually, IRRAS.
At IRRAS, Will is determined to fill the innovation gap in treating patients with intracranial bleeding. The company's flagship technology, IRRAflow, aims to offer a digital and proactive approach to treating intracranial bleeding by combining fluid removal, patient monitoring, automated irrigation, and targeted therapeutic drug delivery. The goal is to help healthcare professionals work smarter, not harder.
Under Will's guidance, IRRAS has made significant strides in commercializing this groundbreaking technology. The company has secured regulatory clearances and approvals not only in the United States but in several international markets, too.
Moreover, IRRAS recently solidified a commercial partnership with Medtronic in the United States, further bolstering the company's growth prospects.
Key Learnings From Will’s Experience
- Go the extra mile in meeting users' needs by considering every facet of their experience.
- Establishing solid, genuine relationships with customers and influential thought leaders is one of the best things you can do for your company.
- Keep your eye on the ball when it comes to quality management, which will ensure your company is ready for a successful M&A event
Will Martin is an accomplished executive with over two decades of hands-on experience in the medtech arena, including roles at Boston Scientific, Access Closure, Hotspur Technologies, and Athromed. Will's expertise in sales and marketing leadership propelled him to become the CEO of IRRAS, where his team is revolutionizing the treatment of intracranial bleeding. His contributions to startups and established strategics have solidified his reputation as a proven leader in the medical device space.
Catering to Every User: The Ultimate Success Formula
The product or technology you’re developing has to cater to users' needs across the board. This covers not just the clinical and economic aspects but also the user experience. Will says, "You have to absolutely make sure that what you're building meets and exceeds the needs of your customers in every possible way."
To understand the market needs from all possible angles, the best thing you can do is to keep the communication flowing. Involving diverse stakeholders, including physicians and naysayers, allows companies to pinpoint potential stumbling blocks early and strategize accordingly.
For instance, their flagship technology, IRRAflow, was initially designed with neurosurgeons in mind. However, the company soon realized this wasn’t enough for widespread adoption. Instead, Will took a holistic approach to the product, taking into account both its primary and secondary users.
This helped them identify that nurses weren’t comfortable with the product's learning curve. IRRAS was able to fine-tune its training and software, making it more user-friendly for nursing staff, and just like Will anticipated, this update brought a wider range of users into the fold.
How Smart Internal Networking Yields Commercial Success
In an early-stage startup, internal customers are among the most important actors. From his own experience, Will explains how recognizing the significance of these relationships and subsequently cultivating trust within the organization paves the way to growth and new opportunities.
Business functions such as marketing, clinical affairs, and scientific communications must closely collaborate in their efforts, including the distribution of vital information. With better coordination amongst these core teams, you can give yourself a better shot at a successful product launch through a cohesive approach.
According to Will, another party you should build strong connections with is the industry thought leaders, i.e., people with wisdom and power to influence others. Founded in Europe, IRRAS needed to establish a presence in the US market from scratch. Will shares how they spent around 18 months building a foundation of thought leaders to support their product launch.
In his words: "If you are working with the right physician thought leaders, not only through your product development but also understanding the three to five accounts and three to five territories that you want to invest in first, it makes everything you want to scale from that point forward a million times easier."
Why Quality Assurance is Crucial to an M&A Event
When it comes to mergers and acquisitions, quality management systems can make the difference between failure and success.
Audit readiness and solid quality systems are some of the most important things a startup can put forward. In Will's words: "The ease of integration, how closely an early-stage company watches and invests in quality within the organization, and the ability of the quality management system to be easily incorporated into a company's quality management system... Those things are oftentimes overlooked, but are oftentimes the most challenging parts of diligence."
Quality management also impacts company valuation, which is vital for startups looking to attract potential acquirers. According to Will, failing to empathize with the BD team responsible for evaluating your company can lead to significant gaps in your operations and hefty remediation costs.
Quality systems may sound like a basic, foundational concept, but paying extra attention makes a real difference. In Will’s words: "Don't underappreciate those basic foundational things. They'll come back to bite you hard."
Will's perspective serves as a good reminder for startup leaders to prioritize quality management systems to successfully navigate the M&A process.
