Patients Are Consumers: How to Position Your Startup to a Non-Clinician Audience

In this playbook, we outline how medical device entrepreneurs can thrive in the consumer health market.

Key Lessons From This Playbook

• Understand market dynamics and leverage visibility: Align your product with current market demands. Don't neglect publicity. Invest in PR to build credibility and attract quality leads.

• Prioritize user-centric design and cost-effectiveness: Make sure your device is appealing, especially if you’re in a competitive space like wearables. Explore innovative pricing models – such as subscriptions – to reach a broader customer base.

• Leverage user reviews to build a strong consumer base: Use customer reviews, such as those on Amazon and through word of mouth, to gather real-world feedback and build a loyal customer base before considering expansion into other models, like prescription-based options.

• Ready your supply chain  and remain flexible: Build confidence with your investors by preparing a supply chain that’s commercially scalable. While doing that, also remember that unexpected challenges may require you to pivot. Don't get too attached to your original plans; adapt as needed to keep moving forward

• Address whopping, expensive problems: Look for big and expensive problems that money is already being spent on. Offer solutions that deliver real value and save costs.

• Consider a dual commercialization strategy: Entering the market from all angles is also an option. Make your product simple and intuitive so consumers can easily understand and adopt it. Then combine different marketing models, and have them complement each other.