Market Timing and its Impact on Success.

For ortho startups, the success of a product hinges on market timing, which requires aligning with market readiness, reducing adoption friction, and targeting the right payers—often the real decision-makers—rather than just focusing on clinicians.
The market timing of a product significantly impacts its success. Several critical aspects come into play when assessing market readiness:
1/ Understanding the Market Dynamics: It's crucial to determine if the market is truly ready for the product. This involves considering factors like whether clinicians recognize the unmet need the product address...