You are about to spend more. Do you know which adoption problem you are funding?
Before launch, the assumption gets built into the plan. After launch, it becomes the recovery strategy. Across a portfolio, it decides which company receives the next dollar.
You are about to commit the launch budget, and cannot yet see whether adoption will follow.
The launch budget is finite, and commercial choices are already taking shape. The diagnosis shows what is most likely to block adoption while the plan can still change and before the spend is locked.
Familiar patterns, easy to misread.
If one of these is happening, the explanation you are funding may be wrong.
Adoption risk shows up in three places.
Adoption is sustained, intentional, on-label use by its intended users.
Awareness.
They do not enter the funnel, because they do not know the solution or when it applies.
Usability.
They try it or install it, but it does not fit how care is actually delivered.
Trust.
They evaluate, but do not believe enough to change what they do.
The diagnosis tells you what to address first, what not to fund yet, and what evidence must change before you invest again.
The expensive mistake is acting on the barrier you assumed.
| Barrier actually in the way | |||
|---|---|---|---|
| What you fund | Awareness | Usability | Trust |
| Marketing and visibility | Aligned | Scales a broken experience | Amplifies doubt |
| Product and workflow | Better product, empty room | Aligned | Easier to use, still untrusted |
| Evidence and credibility | Evidence nobody sees | True, but irrelevant | Aligned |
Marketing and visibility
Product and workflow
Evidence and credibility
And funding the same remedy across a portfolio scales the wrong diagnosis.
The wrong diagnosis does not just delay growth. It directs capital toward an intervention that cannot solve the problem.
A measured read, not an opinion.
The Adoption Diagnosis™ goes beyond naming Awareness, Trust or Usability. It uses a structured diagnostic instrument to test where adoption is actually breaking, drawing on stakeholder evidence, commercial behavior and real-world use. The result names what is actually blocking adoption, shows the evidence behind it, states what has been ruled out, and makes clear what should and should not be funded next.
Built from launches, not slides.
Twenty years commercializing more than twenty FDA-cleared technologies across medical device, diagnostics, and digital health, from first launch through stalled adoption, commercial recovery, and portfolio decisions.
In one case, visibility rose dramatically and adoption still did not follow. The apparent success had not solved adoption. It had exposed the next barrier.
The work, by where you are.
Each situation starts somewhere different. The Fit Check confirms which one fits.
Tests whether your value story will land, before you spend the launch budget. You get a straight answer on whether you are ready, and the obstacle most likely waiting for you.
Includes the diagnostic above, then goes further: names what will most likely stop adoption, and sets where the launch budget should go.
Finds what is actually blocking adoption, on evidence rather than internal opinion.
Goes further. Names the single constraint on the business, and redirects the budget behind fixing it.
The same read, run across your companies. Shows where adoption risk concentrates, and which asset warrants deeper investigation first.
The Sprint is worked alongside the leadership team, not handed over as a report at the end.
Not sure which fits? That is what the Fit Check is for. Each of these ends in a decision you can defend: see what you receive.
Start with a Fit Check.
You leave knowing whether there is enough evidence to run the diagnosis, what is still missing, and the right next step.
A short, free conversation, including whether now is the right time to run it.