The Healthtech Marketing Show · 2026-06-08 · 30 min
One of the most common and costly mistakes in medtech commercialization is confusing clinical buy-in with commercial buy-in. A surgeon who loves your device, peer-reviewed data supporting it, and a field rep with a 20-year relationship can all be in place, and the deal can still stall out completely. Why? Because the doctor is not the buyer. I sit down with Todd Laderach , a medtech commercial strategy veteran with over two decades of experience across sales, marketing, and go-to-market leadership. Todd now runs his own firm helping device companies get life-saving products off the shelf and into the hands of clinicians, and he brings a clarity to the commercial realities of medical device selling that I think will resonate well beyond the device world. We dig into why clinical validation is necessary but not sufficient, how to map a hospital buying committee and figure out who actually holds the yes, and how to arm your clinical champion to sell internally to stakeholders you will likely never get in front of directly.
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