An early-stage medical device company developed a breakthrough hospital-based infection control platform with the potential to transform patient outcomes. Despite its clinical promise, the traditional capital equipment pricing model created insurmountable adoption barriers for cost-sensitive healthcare systems. With no commercial infrastructure and limited market validation, the path to revenue remained blocked by hospital procurement realities.
They helped us establish our product and corporate positioning, while crafting our initial pricing and go-to-market strategy and materials. In addition, while serving as our initial commercial leadership, they helped us recruit, hire and train our first salespeople. Now we’re launched and on a path to a very successful first year in the market. Though our engagement with them has wound down, I continue to count and rely on their wise counsel as we navigate commercial challenges and opportunities. I recommend them with enthusiasm and confidence.”
Eliminated capital barriers by converting from traditional equipment purchases to a consignment framework for the reusable platform—immediately removing the primary adoption obstacle
Created financial flexibility through a tiered pricing model for disposable components, enabling hospitals to customize purchases based on clinical need and budget constraints
Developed precision targeting with a tailored go-to-market strategy focused on infection control stakeholders, complete with market segmentation, value messaging, and sales enablement assets calibrated for hospital decision-makers
Built commercial infrastructure from zero by establishing the sales team, implementing forecasting discipline, and executing the initial account penetration strategy
Secured first $1M in commercial revenue
Delivered scalable pricing architecture and positioning blueprint
Established repeatable sales methodology and forecasting rigor
Accelerated hospital adoption through strategic barrier removal
Go-to-Market Strategy
Sales & Commercial Infrastructure Development
Product & Pricing Positioning
Interim Commercial Leadership
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©2025 ibex Passage
©2025 ibex Passage
