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The Commercialization Flywheel: Customer References & Evidence
The Commercialization Flywheel: Customer References & Evidence
Every healthcare customer evaluating new technology asks three critical questions: (1) who else is using it? (2) how are they using it? (3) what was the result?
The path to mainstream success is developing compelling answers to these three questions. It begins with a slow, labor-intensive process of working with early adopters to provide strong references and generate new evidence.
There are no shortcuts. Even teams pouring their hearts into life-saving products face years of work that initially produces only a trickle of evidence - enough to prove value, but not enough to satisfy most health system buyers. Success requires finding the few who will accept what you have at that moment.
This means being selective. Qualify early adopters who will accept limited evidence and have both clinical champions and budget authority for routine adoption - not just researchers looking for publications.
After spending $50M over 6 years trying to muscle our way into health systems at T2 Biosystems, our greatest success came when we reduced the sales team by 75% and cut marketing budget by $750K. With this lean, cross-functional team, we achieved record revenue and doubled our clinical evidence output. → Download Lessons Learned webinar slides
Value Development Framework
Value Development Framework
We created this framework to accelerate the timeline to routine utilization and patient impact. The framework balances research, clinical, and commercial objectives with one goal: advancing patient care. → Download: Value Development Framework white paper
Each customer should advance your evidence, not repeat it. Start by proving the technology works reliably. Then build toward clinical outcomes and financial impact.
Routine clinical adoption requires a new assay to move from features (reliability and test performance) to value development (clinical action, clinical outcomes, and financial analysis).
Elite distributors attribute 50% of their success to post-sale support - not the initial sale. →Download: Elite International Distributors white paper
Any commercial team can learn from this. The principle works whether you're running international partnerships, direct sales, or hybrid models. Application specialists and medical affairs teams, coordinating with sales leadership, turn evaluations into adoption, adoption into references, and references into evidence that closes the next deal.
Partnership Opportunities
Partnership Opportunities
For Healthcare Companies working to commercialize innovative products:
For Healthcare Companies working to commercialize innovative products:
We help turn post-sales support into your commercial engine. When sales and post-sales work together, customers generate evidence and serve as strong references. This creates a flywheel: current customers achieve greater value while you close more new accounts.
For Hospitals and Health Systems who want to prove clinical excellence, but are bogged down with pilot fatigue:
For Hospitals and Health Systems who want to prove clinical excellence, but are bogged down with pilot fatigue:
We help you move beyond "Try it before you buy it" to "Prove Value Before You Buy" - turning pilots into structured evaluations that generate evidence and inform adoption decisions.
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