If your commercialization team shows up after the big decisions are already locked, don’t act shocked when the product struggles in the market. Talk to Bill.

- Bill Schick: https://www.linkedin.com/in/founderandcdo/

In this episode of LifeSci Continuum, I sit down with Ayse Unsalan, global medtech commercialization and product strategy leader, to talk about why strong products still stall in the market. We dig into the hidden cost of silos, why commercialization teams too often inherit decisions they did not shape, and why clinical value alone is not enough to drive market adoption.

Connect with Ayse Unsalan to continue the conversation on medtech commercialization, product lifecycle strategy, and market adoption.

- Ayse Unsalan: https://www.linkedin.com/in/ayse-unsalan-ab11a743/

00:00 Why great medtech products still fail in the market
01:10 Ayse Unsalan’s background in medical device commercialization
02:58 Why successful teams focus on the problem, not the product
04:48 How silos break product launches in medtech organizations
07:47 Why cross-functional teams must align early
12:11 Why commercialization must be involved from day one
16:08 The danger of falling in love with your product
18:56 How bad assumptions kill pricing and market success
21:33 Clinical value vs market adoption explained
25:06 Why great products fail without financial and operational value
30:23 A real failure story from trying to build the “perfect product”
33:36 Why startups fail without commercial strategy
37:56 The biggest mistakes teams make too late in development
41:11 Feature-focused vs value-driven product strategy
45:46 What “relevance” really means in medtech

Too many medtech teams assume that if the product is clinically strong, the market will figure itself out.

Cute theory. Often dead wrong.

In this episode, I talk with Ayse Unsalan about the commercialization failures that happen long before launch. Drawing on nearly two decades in medical device marketing, portfolio strategy, and product lifecycle leadership, Ayse explains why successful products are usually backed by successful teams, not just clever engineering.

We get into what happens when cross-functional teams stay trapped in silos, why timing matters more than many organizations want to admit, and how commercialization teams are often forced to inherit decisions around indication, price, value proposition, and evidence long after those decisions should have been challenged.

Ayse also lays out one of the most useful distinctions in medtech: clinical value may get you access to the market, but adoption is what keeps you there. That means teams have to think beyond features and superiority claims and focus on whether the product creates real clinical, operational, and financial value for the full system around the user.

If you work in medtech and you’re still treating commercialization like the last mile instead of a strategic input from day one, this episode is for you.

#MedTech #MedicalDevices #Commercialization #ProductStrategy #GoToMarket