What happens when groundbreaking medtech isn't enough—when success depends on how well physicians and health plans actually adopt it?

In this episode of Med Tech Gurus, we sit down with Dr. Shannon Decker, PhD, MBA, M.Ed., Founder & CEO of VBC1. With over 25 years of experience in healthcare transformation—including 17 years in Medicare, Medicaid, quality improvement, and risk adjustment—Shannon has become a nationally recognized strategist on aligning medical devices with real-world provider workflows.

From helping health plans and physician groups improve outcomes, to showing medtech innovators why the best devices still fail without strong provider enablement, Shannon shares hard-earned lessons on education, incentives, and adoption. She explains how startups can avoid costly mistakes, when to engage with clinicians, and why intrinsic motivation often drives lasting change more than financial incentives.

Whether you're a startup CEO, a commercial leader, or a clinician navigating the shift to value-based care, this conversation delivers a playbook for turning innovation into impact