When I was running global marketing for AposTherapy, the company had already seen major traction overseas. My job was to launch it in the U.S.—but like many category-creating healthcare innovations, we quickly learned that strong clinical data and international success weren’t enough to guarantee adoption here.
This research was created during that time to understand how long it really takes for healthcare providers to adopt something new—especially when it's unfamiliar, not reimbursed, or behavior-changing.
Innovation doesn’t scale on clinical results alone
Even if a product works, adoption stalls if infrastructure, training, or reimbursement lag behind. Most companies underestimate this.
Clinicians drive momentum—not marketing
Real traction comes when early clinical adopters make the innovation their own, adapt it, and start spreading it inside their network.
What you actually need:
- Clinical champions
- Aligned incentives (especially with payers)
- A way to make success observable across the system
This white paper covers:
- Why traditional marketing won’t cross the chasm
- Six conditions that accelerate adoption in healthcare
- How to turn opinion leaders into internal advocates
- Examples from orthopedics, imaging, and diabetes
