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The Blog

Field notes from twenty years.

Healthcare commercial strategy from the field. Product launches, patient marketing, events that generate pipeline, and the access collapse that changed everything. Written by Michael Colling-Tuck, with episodes of the podcast alongside.

New posts most weeks. Subscribe at the bottom of this page and they arrive in your inbox. No pitch at the end.

MedTech Has Salespeople. It Doesn't Have Marketers.
Demand GenerationJune 2026

MedTech Has Salespeople. It Doesn't Have Marketers.

Surgical robots sell on patient outcomes. But most MedTech companies lack the patient marketing infrastructure to support them. Here's what needs to change.

Read the story →9 min read

Latest

Your Innovation Deserves More Than a 12-Minute Meeting
Demand GenerationJune 2026

Your Innovation Deserves More Than a 12-Minute Meeting

Most healthcare commercial teams send reps in before demand is built. The result is a 12-minute meeting expected to do the work of a six-month programme. Here is what actually builds demand.

12 min read
Going Back to Basics Is Not a Diagnosis
Demand GenerationJune 2026

Going Back to Basics Is Not a Diagnosis

Most healthcare campaign post-mortems fix the messaging. But product management, marketing strategy, and comms execution are three different failures. Here is how to tell them apart.

8 min read
The Fourth Growth Lever
Demand GenerationMay 2026

The Fourth Growth Lever

Most healthcare commercial teams have built one channel with real sophistication. Patient acquisition isn't it. Here's how to change that, and what happens when you do.

10 min read
Your Clinic Partners Are Generating Patients for Someone Else
Demand GenerationMay 2026

Your Clinic Partners Are Generating Patients for Someone Else

Most healthcare companies confuse patient engagement with patient marketing. Both are real. Only one generates new patient demand. Here's where to start.

10 min read

Podcast

Michael Colling-Tuck · June 2026

The Rep Role Is Changing Whether You Are Ready or Not

HCP access is down 58 per cent. Most healthcare companies are respondingby hiring more reps. The category leaders are doing something structurallydifferent.In this White Paper Chat, Michael Colling-Tuck speaks with…

Listen1 hr 15 min
Before the Rep Parks the Car
Commercial StrategyMay 2026

Before the Rep Parks the Car

Eighty-three per cent of healthcare professionals now research a supplier digitally before agreeing to a meeting. Most healthcare commercial teams are still investing in the rep as if access were 80% - instead of 24%. What the companies hitting consistent pipeline are doing differently.

7 min read

Events

Why most healthcare congresses generate disappointing pipeline, and what the companies hitting consistent event ROI actually do differently in the six weeks before the doors open.

What Happens at the Conference Was Set Six Weeks EarlierRead →
Making Green Claims in Healthcare: How to Do It Without Getting Burned
Commercial StrategyMay 2026

Making Green Claims in Healthcare: How to Do It Without Getting Burned

Green marketing in healthcare is a compliance minefield. Most companies either say nothing or say too much. Here's how the SAFE framework helps you make credible environmental claims that won't land in front of the ASA.

6 min read
It's Not a Sales Problem
Demand GenerationMarch 2026

It's Not a Sales Problem

When 80% access drops to 24%, the problem isn't sales. It's demand. A diagnostic for healthcare commercial leaders who keep hiring reps into a broken model.

8 min read

Podcast

Michael Colling-Tuck · October 2025

Why your healthcare keynote is damaging your brand.

Every healthcare marketing professional has been there: sitting through a keynote presentation that feels more like an endurance test than an opportunity to learn. The speaker clicks through slide after slide of company …

Listen1 hr 16 min
Sales Problem or Demand Problem? The Diagnostic Every Healthcare Leader Needs
Demand GenerationMarch 2026

Sales Problem or Demand Problem? The Diagnostic Every Healthcare Leader Needs

After 47 product launches, one mistake keeps repeating: solving a demand problem with a sales fix. Here's how to tell the difference and what to do about it.

5 min read
Marketing Is Not a Support Function
Demand GenerationJanuary 2026

Marketing Is Not a Support Function

When marketing reports to sales and gets leftover budget, you get support-level results. In healthcare's new reality, that's a commercial strategy problem - not a marketing problem.

6 min read
The 3 E's Framework: A Unified Approach to Healthcare Demand Generation
Product LaunchJanuary 2026

The 3 E's Framework: A Unified Approach to Healthcare Demand Generation

Most healthcare companies treat sales and marketing as separate problems. The 3 E's Framework - Empower, Evolve, Equip - treats demand generation as a single unified system.

9 min read
Sales EnablementOctober 2025

The Rep Role Is Changing Whether You Are Ready or Not

HCP access is down 58%. The companies still growing are not doing more of the same with larger sales forces. They are doing something structurally different. A conversation with Badri Wadawadigi on the modernisation of the healthcare commercial process.

8 min read

Podcast

Fireside Chat · September 2025

Are Healthcare Events Really Worth It?

In this conversation, Michael Colling-Tuck and Keith Jackson discuss the land and expand strategy in the context of healthcare market entry. They emphasise the importance of initial wins, learning from early…

Listen1 hr 13 min
Why Your Clinical Champion Win Rarely Guarantees Commercial Success
Sales EnablementOctober 2025

Why Your Clinical Champion Win Rarely Guarantees Commercial Success

Winning the clinical champion is just the starting gate. The hard bit is stakeholder management - building interpreted messages for finance, procurement, operations, and C-suite that don't rely on reps improvising in the room.

5 min read

Market Entry

Healthcare manufacturers keep handing new market entry to distribution partners who were never equipped for it. Here's how to own demand creation directly and hand partners qualified leads to convert.

Why Your Healthcare Market Entry Strategy Isn't WorkingRead →
How Marketing Can Prove Its Contribution to Complex Healthcare Sales
Commercial StrategySeptember 2025

How Marketing Can Prove Its Contribution to Complex Healthcare Sales

The question that never goes away in healthcare: what is marketing actually doing to help win business? Here's how to map the customer journey, track it in a CRM, and give the commercial team a clear answer.

5 min read
Pharma and Tech Demand Generation Needs to Grow Up
Demand GenerationSeptember 2025

Pharma and Tech Demand Generation Needs to Grow Up

While B2B software companies have evolved to sophisticated demand creation ecosystems, healthcare manufacturers remain trapped in primitive lead generation tactics. Cold emails. Product white papers. Generic booth strategies. It's 2005 applied to the most compliance-heavy market in the world.

7 min read

Podcast

12 Minutes · September 2025

How do you land and expand in healthcare new market entry?

In this conversation, Michael Colling-Tuck and Keith Jackson discuss the land and expand strategy in the context of healthcare market entry. They emphasize the importance of initial wins, learning from early…

Listen23 min
Your Thought Leadership Already Exists (You're Just Hiding It)
Commercial StrategySeptember 2025

Your Thought Leadership Already Exists (You're Just Hiding It)

Healthcare companies spend years developing genuine clinical insights, then bury them under feature lists and competitive comparisons. Here's how to extract and deploy what's already there.

8 min read
The £65K Reality Check: Why Most Healthcare Events Fail to Create Demand
EventsAugust 2025

The £65K Reality Check: Why Most Healthcare Events Fail to Create Demand

£65,000 booth. 400 badge scans. 7 qualified prospects. £9,300 per meaningful conversation. A century of combined healthcare experience reveals what's really happening at expensive exhibition booths - and what actually works.

6 min read
Why Premier League Squad Strategy Is Exactly What Your Healthcare Sales Team Needs
Sales EnablementAugust 2025

Why Premier League Squad Strategy Is Exactly What Your Healthcare Sales Team Needs

Crystal Palace kept their squad together instead of buying their way out of problems. The lesson for healthcare sales teams: it's not about the wrong people. It's about how they're equipped to succeed.

5 min read
Beyond Booth Presence: Why Your Trade Show Strategy Needs Surgery
EventsJuly 2025

Beyond Booth Presence: Why Your Trade Show Strategy Needs Surgery

An event isn't a moment in time - it's a phase. Most healthcare companies are stuck treating three-day conferences like isolated marketing stunts rather than strategic demand creation opportunities.

6 min read

Podcast

Fireside Chat · July 2025

New Market Entry

In this episode of Agency Fireside Chats, Michael Colling-Tuck, Howard Widdall, and Keith Jackson discuss the complexities of entering new markets in the healthcare sector. They emphasise the importance of thorough…

Listen50 min
Single-Channel vs Multi-Channel vs Omni-Channel in Healthcare
Commercial StrategyJuly 2025

Single-Channel vs Multi-Channel vs Omni-Channel in Healthcare

Omnichannel dominates healthcare conversations but is often misunderstood. Here's a clear breakdown of three levels of demand creation sophistication - and how to choose which one matches your market reality.

8 min read

Market Entry

Market entry in healthcare isn't about chasing every international opportunity. It's about strategic alignment, thorough assessment, and understanding that what works in your home market might need complete adaptation elsewhere.

Navigating New Market Entry in HealthcareRead →
Why Sales and Marketing Alignment Became Critical After COVID
Commercial StrategyJuly 2025

Why Sales and Marketing Alignment Became Critical After COVID

In 2019, a misaligned marketing claim nearly cost us our most important clinical advocate. Today, with HCPs more sceptical and time-poor than ever, that same misalignment would be catastrophic.

5 min read
What Oasis's Reunion Concert Can Teach Healthcare Sales and Marketing Teams
Commercial StrategyJuly 2025

What Oasis's Reunion Concert Can Teach Healthcare Sales and Marketing Teams

If two brothers who couldn't be in the same room for 15 years can figure out how to create demand that crashes Ticketmaster, your sales and marketing teams can probably agree on a go-to-market strategy.

4 min read

Podcast

12 Minutes · June 2025

Does Customer Advocacy Really Matter in Healthcare

In this conversation, Michael Colling-Tuck and Keith Jackson discuss the significance of customer advocacy in healthcare marketing. They explore how trust is built through peer recommendations, the impact of patient…

Listen13 min

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