In this episode of Breaking MedTech, Ryan and Cope talk about one of the biggest mistakes small medical device companies make: expecting the whole market to switch over at once just because their product is “better.”

That’s not how this works.

You’re not getting every case.

You’re not getting into every hospital.

Not every surgeon or department is going to jump on board.

What you need is a beachhead.

A focused entry point where you can win, prove value, build trust, and expand from there.

Because going from zero to $5 million in revenue doesn’t happen overnight — and it definitely doesn’t happen by assuming logic will carry the day.

It takes strategy. Focus. Persistence. And a clear understanding that better products don’t sell themselves.