{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"The Product Adoption Lie: Why Great MedTech Fails to Scale","description":"Why do so many breakthrough MedTech products fail \u2014 even when the technology works? In this episode of Med Tech Gurus, we\u2019re joined by Holley Miller, Founder and President of Grey Matter Marketing and one of the most direct, no-nonsense voices in healthcare commercialization today. With nearly three decades in life sciences \u2014 from the early days of surgical robotics to advising CEOs, boards, and investors \u2014 Holley has helped create more than $4.5 billion in enterprise value by doing one thing differently: designing adoption before launch. Holley is the architect of what she calls the Product Adoption Lie \u2014 the dangerous belief that better products automatically win. In this conversation, she explains why most launches fail not because the product is weak, but because the market was never taught to change its beliefs or behavior. We explore why adoption must be engineered, how category design replaces traditional go-to-market playbooks, and why alignment across clinical, regulatory, and commercial teams is essential to changing the standard of care. If you\u2019re a founder, executive, or investor trying to scale innovation \u2014 not just launch a product \u2014 this episode delivers a hard truth and a clear roadmap for building something the market can\u2019t ignore. ","author_name":"Med Tech Gurus","author_url":"http:\/\/med-tech-gurus.libsyn.com\/website","html":"