For MedTech startups, success hinges not only on product quality, but also on how you reach, convince, and support stakeholders. Whether selling to hospitals, doctors, or patients, early-stage companies must design a channel strategy that reflects the healthcare buying process — slow, risk-averse, and influence-driven.
This post breaks down the most effective commercial channels in MedTech, based on what’s actually working in 2025.
1. The MedTech Sales Funnel Is Nonlinear
In traditional B2B, a sales funnel moves from awareness → interest → consideration → purchase.
In MedTech, it looks more like:
Clinical KOL → Hospital Committee → Procurement → IT → Payer → Rollout
Each stage requires a different communication style and sometimes different messengers. Sales success is more about building internal champions than pure outbound volume.
Insight: On average, a hospital sale in Europe involves 5–7 decision-makers (McKinsey MedTech Commercial Benchmark).
2. Channels That Work in Early-Stage MedTech
a. Key Opinion Leaders (KOLs)
- Clinical influencers who help validate product utility
- Invite early as advisors or co-authors of case studies
- Ideal for high-specialty tools (robotics, diagnostics, DTx)
Example: Impulse Dynamics used KOLs to validate its cardiac neuromodulation tech pre-launch.
b. Medical Science Liaisons (MSLs)
- Hybrid of sales and education
- Often paired with clinical trials or early access programs
c. Virtual Selling Platforms
- Tools like Veeva Engage or Showpad support rep-driven or rep-less demos
- Crucial for digital products, AI tools, and DTx
Statistic: 75% of HCPs in Europe now prefer hybrid or remote interactions (Accenture HCP Preferences)
d. Peer-to-Peer Learning & CME Platforms
- Hosting webinars, masterclasses, or contributing to Univadis and Medscape
- Builds credibility and engagement in clinical communities
3. Choosing the Right Channel by Product Type
| Product Type | Primary Channel | Secondary |
| Surgical tools | KOLs + in-hospital demos | Procurement-led tenders |
| DTx & SaMD | Virtual platforms + payers | Primary care orgs |
| Diagnostics (AI) | MSLs + evidence portals | Radiology or lab heads |
| Monitoring devices | Peer-to-peer pilots | Distributors |
4. Global Commercial Trends in 2025
- Digital-first detailing is mainstream. COVID catalyzed a shift to Zoom-based product detailing and asynchronous video walkthroughs.
- Field force is shrinking. Reps are more specialized, often scientific or hybrid profiles.
- Channel orchestration is key. Companies using Salesforce, HubSpot, or Aktana orchestration outperform on conversion.
5. Building a Channel Strategy: Questions to Ask
- Who influences vs decides vs pays?
- Can you pilot the sales motion before full deployment?
- Can one channel (e.g. KOLs or CME) drive multiple buyers?
- Can data from pilots be repurposed for access and pricing?
Tip: In early-stage MedTech, channel feedback is often better than user feedback — it tells you what blocks growth.
Up next in the series: 📌 Mistakes to Avoid in MedTech Commercialization (and How to Fix Them)
This content has been enhanced with GenAI tools.
