The commercial launch plan and its execution have to match the complexity of the platform.
As the sophisticated digital solutions emerge in MedTech/ HealthTech, this will be one of the major headwinds that will require expert design and navigation.
To The Large Strategics
Who are not historically digitally native, while you may be able to design a surgical robotic platform, do you have the infrastructure and economics ready to be committed to the 5+ year in-the-market learning experience until you get it aligned with the expectation in the market that currently exists?
The ability to get through clinicals if you are a surgical robotic platform is one thing, getting an infrastructure in place that will support a successful worldwide launch will have those who grew up in a non-digital community short-sheet the effort. The resources as well will be much more robust than you originally estimated.
Then, as a publicly-traded company, will the stock price that you need to cater to on a quarterly basis align with the longer-term disruption of your current business model, which by design should be putting your current model out of business?
To the Emerging Tech Startups
OK, you have developed a first-in-class platform, and are digitally native by “birth,” but have not scaled out commercial teams, perhaps, even underestimated the funds and headcount required to go Prime Time, and suddenly, you are rightfully concerned about “burning through” the investment dollars you have in place. But, if you do not pick a direction and “go,” you may die a different death.
You can’t play defense on the path to commercialization.