The book
It’s Not a Sales Problem.
Three parts. Eighteen chapters. Twenty years of evidence.
Why 73% of healthcare product launches miss forecast, and what the 27% do differently.
The core argument: healthcare has a demand problem wearing a sales costume. Companies keep hiring more reps when the infrastructure those reps depend on has collapsed. Access to clinicians has fallen from 80% to 24%. The twelve-minute meeting is the norm. 83% of younger clinicians prefer digital channels for initial product information.
The book is the methodology. The website is the application. The triage call is the conversation.
From LinkedIn
Short-form, 3 to 4 times per week.
Michael publishes on healthcare commercial strategy throughout the week. Observations from the field, not theory from a desk.
Follow on LinkedInRecent themes
- →The access collapse and what it means for commercial teams
- →Why product launches fail (and it's not the product)
- →The demand problem wearing a sales costume
- →Events that generate pipeline, not just presence
- →Patient marketing: the last mile problem
- →AI in healthcare marketing: what's real, what's noise
The podcast
Healthcare commercial strategy, discussed.
Episodes cover product launch methodology, event ROI, patient marketing, and conversations with practitioners who are doing the work.
White Paper Chats
Long conversations on complex problems.
YouTube
The thesis in video form.
Eighteen chapters from the book, each one a standalone video. Product launch methodology, access collapse data, sales enablement frameworks, patient marketing systems. Short, specific, healthcare-only.
Watch on YouTubePick what suits you.
Warm
Subscribe to the Newsletter
Thursday morning. A five-minute read. The thinking behind every chapter, plus what's too fresh for print.
Learn more