The Book
It’s Not a Sales Problem.
Why Healthcare Innovations Fail to Reach the People Who Need Them.
Somewhere today, a clinician is telling a patient there’s nothing more they can do. Not because the clinician is negligent. Because the innovation that could help that patient exists and the clinician doesn’t know about it. The chain between the people who created it and the people who needed to know about it is broken. This book is about fixing that chain.
Three chapters free, no signup wall. Paperback & Kindle on Amazon UK.
“This distinction between sales and demand is the most important insight in this book.”
You don’t have a sales problem. You have a demand problem wearing a sales costume.
Only 24% of UK healthcare professionals are accessible to suppliers, down from 80%. HCPs have 24 minutes per week for all supplier interactions. 83% prefer digital channels for initial product information.
The industry’s response? More reps. More training. Better CRM. The activity metrics improve. The results don’t. Because the constraint isn’t sales execution. Nobody knows who you are or why they should care.
73% of healthcare launches miss forecast. Not because the products are bad. Because go-to-market hasn’t adapted to a world where your reps can’t get through the door.
This book explains why, and what to do instead.
The playbook changed. Nobody sent a memo. This book is the memo.
Three parts. Eighteen chapters. Twenty years of evidence.
The Diagnosis
Why your innovation isn't getting recognition.
Why access collapsed. Why the sales-led model stopped working. Why the 73% who miss forecast keep doing the same things harder. Five chapters that reframe healthcare commercialisation from a sales problem to a demand problem, with the data to prove it. If you've ever suspected the problem isn't your team, Part One will confirm it.
The Methodology
The 3 E's framework. Empower. Evolve. Equip.
A demand generation system that works when your reps aren't in the room. Empower your sales team with messaging that's been tested, not guessed. Evolve your digital presence so content works while your reps are asleep. Equip your advocates (clinicians who already use your product) with the tools to have conversations in rooms you'll never be invited to. Plus: patient marketing (legally), compliant creativity, and the evidence frameworks that make it all defensible.
Making It Real
What good looks like at your stage.
The practical application. What the methodology looks like for a 5-person startup versus a global MedTech subsidiary. The launch playbook. The event playbook. Measurement that speaks finance language. And the first 90 days: exactly where to start, in what order, with what resource.
About the author
Michael Colling-Tuck
Michael’s first job in healthcare came with a Volkswagen Golf and a five-pound daily lunch allowance. He spent the next twenty years working his way through every role in the commercial chain (clinical support, frontline sales, product management, marketing leadership) across five continents and forty-seven product launches. Along the way he picked up a law degree, won Salesperson of the Year and Marketeer of the Year, and started three businesses in healthcare.
That strange career path turns out to be the point. Most people in healthcare see one part of the chain. Michael’s done every job in it. He’s stood in the operating theatre at 6am with the rep. He’s sat in the procurement meeting where the real decision gets made. He’s presented to boards who wanted numbers, not narratives. When he tells you what works, it’s because he’s been the person it needed to work for.
He wrote this book because the same conversation kept happening: good people, good products, declining results. Nobody naming why. This is everything he’d tell you if you had twenty hours and a whiteboard.
The book is the methodology. AGENCY is the execution. Both come from the same twenty years.
The full chain
20
years in
healthcare
47
product
launches
3
businesses
built
Infusion therapy, surgical implants, orthopaedics. Every commercial role inside healthcare, plus a law degree that reads regulations as opportunities, not obstacles.
What happens after you read it
The book is the entry point. The progression is paid for by outcomes.
Most readers find that one or two chapters describe a problem they’re already paying for. Three honest next steps, depending on which.
If you’d rather start with a conversation, book a triage call. Free. Thirty minutes. The first three stages are no-fee.
Get the book. It’s behind every programme we run.
Every framework in this book has been tested in real healthcare companies, from 5-person startups to global MedTech subsidiaries. It’s the system behind every programme we run at AGENCY. Now it’s yours.
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One email most weeks. Field notes, the thinking behind new chapters, and the case studies that are too fresh for print. The book is the methodology on record. The newsletter is what’s changing.
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