New Book Release!
So You're Launching a Medical Device... is available now on Amazon!
About the Author
Lisa is a seasoned healthcare marketer with over 40 years of experience in commercialization within the medical device and biotech industries. Her diverse background spans ophthalmology, podiatry, orthopedics, neurosurgery, radiology, healthcare finance, emergency medicine, cardiology, and gastroenterology. Throughout her career, Lisa has managed all aspects of downstream marketing—from high-level strategy to hands-on execution.
Known for her innovative, out-of-the-box marketing strategies, Lisa has successfully positioned companies and their offerings uniquely in the market. She specializes in consumer outreach and referring physician education, working with a wide range of clients, including freestanding endoscopy centers, health systems, and government agencies.
Prior to starting BMMG, Lisa played a key role in eight acquisitions and has managed multimillion-dollar marketing budgets. She has led teams responsible for securing high-level engagements, including reaching hospital CEOs.
As Seen On
So You're Launching a Medical device...
Drawing from her extensive experience, Lisa has written So You’re Launching a Medical Device—a practical, no-nonsense guide designed to help medical marketers navigate the complexities of launching and scaling innovative healthcare solutions.
Chapter 1: Some Basics
You don’t need to be an expert in regulatory affairs, funding, or clinical trials—but you do need to understand enough to ask the right questions and spot red flags. This chapter gives you the foundational knowledge every MedTech marketer needs to be effective.
Chapter 2: The Start-Up Phase
The early days of launching a medical device can be chaotic. Learn how to develop a rock-solid launch plan, create demand, and craft an irresistible pitch deck. This phase is all about setting the stage for market success.
Chapter 3: The Growth Phase
Once your product is launched, it’s time to accelerate growth. This chapter covers how to train and empower your sales team, expand your market reach, and build peer-to-peer credibility that drives adoption.
Chapter 4: The Maturity Phase
Your device is established, but the work isn’t over. Discover how to sustain growth, optimize your marketing strategies, and explore new opportunities for expansion—whether through product line extensions or new indications.
Chapter 5: The Decline Phase
Every product has a lifecycle, and understanding how to manage the decline phase is crucial. Learn when to sunset a product, how to reposition it, and strategies to transition customers to new offerings while maintaining brand trust.
Chapter 6: Thinking Outside the box
The best MedTech marketers don’t just follow the rules—they rewrite them. This chapter challenges you to think beyond traditional strategies and leverage creative, out-of-the-box marketing techniques to stand out in the industry.
Chapter 7: Checklists, Templates, and Resources
Get access to practical tools, templates, and frameworks that will streamline your medical device launch, optimize your marketing efforts, and help you stay ahead of regulatory challenges.
What You’ll Gain from Reading So You’re Launching a Medical Device...
Discover the proven strategies, insider insights, and practical tools you need to successfully bring your medical device to market—and keep it thriving.
A Roadmap for Success
Insider Insights from a Seasoned Expert
How to Avoid Costly Mistakes
Building Demand Before Launch
Scaling for Growth
Navigating Market Saturation & Product Lifecycle Management
How to Stand Out in a Crowded Market
Available now on Amazon!
Who's This Book Perfect For?
Medical Device Marketers
Marketing Leaders
Sales & Commercialization Team
Healthcare Industry Professionals
If you want to successfully launch, scale, and sustain a medical device in today’s competitive market, this book is for you!
Available now on Amazon!
STILL NOT SURE IF YOU SHOULD GIVE IT A READ?
FAQs
"I already have experience in medical marketing."
Even seasoned professionals can benefit from fresh insights, updated industry trends, and out-of-the-box strategies that challenge conventional approaches.
"I’m not launching a product right now."
This book isn’t just about launch—it’s about long-term commercialization, market positioning, and sustaining growth. Even if you’re in a later phase, the insights apply.
"I don’t work directly in marketing."
Whether you’re in sales, product management, regulatory affairs, or leadership, understanding commercialization strategies can strengthen cross-functional collaboration and business success.
"Medical device marketing is too niche for me."
If you work in biotech, digital health, or MedTech in general, many of the commercialization strategies in this book are still highly relevant.
"I don’t have time to read another business book."
This book is designed as a practical, go-to resource—pick it up, find the exact challenge you’re facing, and apply the insights immediately.
READY TO GIVE IT A READ?
AVAILABLE NOW ON AMAZON!