GTM for Complex MedTech Products: Overcoming the ‘So What?’ Problem

Bringing a complex MedTech product to market is no small feat. Between intricate engineering, regulatory hurdles, and a crowded marketplace, it’s easy to focus your messaging on what makes your product technically impressive. But there’s a critical challenge I see time and again: the “So What?” problem.

This issue crops up when companies focus on specifications—like signal precision, sensor responsiveness, or miniaturization—without connecting those features to real-world outcomes. Clinicians, administrators, and payers don’t care about the underlying tech unless it clearly translates to benefits like faster workflows, lower costs, or improved patient outcomes.

So how do you bridge this gap?
First, shift from features to benefits. Instead of highlighting how your technology works, focus on why it matters. Reframe your product story around how it solves specific customer pain points. Does it reduce procedure time, lower costs, or improve patient outcomes? Those are the details that resonate.

Second, speak your customer’s language. Avoid technical jargon and opt for terms your audience understands and values. For example, instead of “microsecond response time,” say “reduces procedure time by 20%.” Instead of “high signal-to-noise ratio,” say “delivers clearer imaging for faster, more confident diagnosis.”

Third, validate with real-world data. User feedback, case studies, and pilot results add credibility to your claims. Show how your technology performs in real environments—not just in theory.

Fourth, maintain message consistency. Your marketing, sales, and product teams should all tell the same story. When everyone is aligned, your audience receives a unified, compelling narrative that builds trust and drives action.

MedTech launches can’t rely on “tech talk” alone. They need a clear, compelling message that answers the customer’s most important question: What’s in it for me?

Overcoming the “So What?” problem isn’t about dumbing down your technology—it’s about elevating the conversation to focus on real impact. Let’s craft a go-to-market strategy that connects your product’s brilliance with your audience’s needs.