The Problem with “Safe” Launches

In MedTech, launches are often quiet. A conference booth, a few press releases, some training workshops. And while there’s nothing wrong with that, it’s not how consumer tech companies capture attention, create demand, and inspire loyalty. Apple doesn’t just release a new product — they create a cultural moment. Tesla doesn’t just deliver cars — they create a movement. Amazon doesn’t just sell products — they make the entire experience seamless and addictive.

What if MedTech borrowed just a little of that magic — in a way that fits our regulated, trust-driven world?

Lesson 1: Story Before Specs
Consumer tech leaders never start with technical jargon. They start with a story. Apple keynotes begin by painting a picture of the problem their new device will solve. Dyson starts with a frustration, then wows you with their fix. In MedTech, we often lead with features and compliance checklists — but we can be just as compelling by leading with patient and clinician stories. Data backs it up, but emotion opens the door.

Lesson 2: Build the Ecosystem Early
Tesla didn’t wait for sales to start building charging stations. Apple didn’t launch the iPhone without the App Store ready. In MedTech, your “ecosystem” is your KOL network, training sites, onboarding processes, and service support. Launch day shouldn’t be the first time these elements are ready — they should be in place before your first sale to remove friction and speed adoption.

Lesson 3: Obsess Over Customer Experience
Amazon wins loyalty because buying is effortless. Apple devices are intuitive from the moment you pick them up. In MedTech, clinicians and staff have demanding schedules — they’ll gravitate toward devices that save them time and reduce cognitive load. Audit your onboarding and setup process. Aim for “ready to use” in 20 minutes or less. Every hour you save a clinician is a point toward long-term adoption.

Lesson 4: Create Launch Day Energy
An iPhone launch is an event. People line up in the rain, influencers post unboxings, and tech reviewers go live within hours. MedTech can’t have hype lines outside hospitals, but you can create moments: live-streamed surgeries, coordinated social media pushes, timed press releases, and “first patient treated” announcements. The goal is to turn a launch date into a launch moment.

Consumer tech’s speed and flash aren’t directly transferable to MedTech — but the principles of storytelling, ecosystem building, experience design, and moment creation absolutely are. If you’re preparing for FDA clearance or a commercial launch, now’s the time to think beyond the booth and brochure.