Built a life-science product that works, but growth stalled? Talk to Bill about diagnosing your commercialization path before you spend years selling to the wrong buyer.
https://meshagency.com/fcmo-fractional-cmo-fractional-marketing/ 

Physical therapist turned founder Shehla Rooney (GoKnee, https://www.linkedin.com/in/shehlarooney/ ) shares how early success selling to clinicians masked a deeper problem and why realizing the patient was the true buyer changed everything. This podcast focuses on the misfires, mindset shifts, and lessons that reshaped her go-to-market strategy.

00:00 Why growth stalls when founders guess their customer
06:10 Early assumptions and selling to the wrong audience
13:45 The moment customer discovery changed the strategy
21:20 Selling the solution instead of the product
28:40 How listening replaced guessing in go to market decisions
36:05 Applying one marketing lesson across the business
43:30 A simple playbook for founders building real growth

If you’ve built something that works but growth still stalled, this episode will feel uncomfortably familiar.

In Part 1 of this conversation, I talk with physical therapist and GoKnee founder Shehla Rooney about how a breakthrough recovery tool and years of hard work were slowed by one fundamental mistake: selling to the wrong audience.

Shehla walks through the early illusion of traction from her professional network, why marketing to PTs and surgeons felt logical (but wasn’t), and how promoting features instead of outcomes missed what patients actually cared about. She also draws a powerful parallel between bad marketing and bad clinical care, skipping diagnosis and jumping straight to treatment.

Before you spend another dollar on marketing, get clear on who actually converts. DM Bill for the ICP Clarity Worksheet.

#MedTech #DigitalHealth #gotomarketstrategy