Strategic infrastructure for medical device commercialization
1: Narrative Friction Audit 🩺
The diagnostic engagement.
A 2-3 week structured diagnosis of where your commercial narrative is breaking down — at the surgeon, VAC, and procurement levels.
Built for: Companies seeing technical wins but slower-than-expected adoption.
2: Institutional Logic Mapping 🏥
Decoding the decision architecture.
We map the institutional logic that determines whether your device becomes the routine standard or stays a specialized alternative — and identify where your incumbent has embedded itself into the default.
Built for: Companies fighting entrenched incumbents (Stryker, Medtronic, Arthrex, J&J).
3: Search-Driven Narrative Control 🎯
Owning the digital decision surface.
We build the digital infrastructure that ensures every search a surgeon, VAC coordinator, or procurement team conducts about your device reinforces clinical confidence — not doubt.
Built for: Companies losing the digital narrative war to better-positioned incumbents.
4: Commercial Positioning Architecture 🏛️
Building the standardization story.
We construct the strategic positioning assets that move your device from "specialized trial" to "institutional default" — VAC documents, reimbursement narratives, and procurement-facing materials.
Built for: Early-commercial companies preparing for VAC battles or GPO negotiations.
5: Category Defense Strategy 🏆
Preventing permanent niche categorization.
We build the counter-narrative infrastructure that prevents your device from being permanently categorized as a "specialized backup" or "second-line option" by the dominant incumbent.
Built for: Companies whose technology represents a category shift but risks being absorbed into the incumbent's framework.
6: Selective Engagement Model 🤝
Strategic partnership, not vendor service.
We take on a limited number of medtech engagements per quarter. Direct executive engagement. 12-month strategic partnerships. All work protected under NDA.
Built for: Leadership teams that want a specialized strategic partner — not an outsourced marketing function.
Frequently asked questions
Here are some common questions about our company.
he window where commercial narrative infrastructure is easiest to build is before the VAC has defaulted to the incumbent contract or before surgeons have mentally categorized your device as a "specialized alternative." Once those institutional decisions are made, they take 12-18 months to reverse.
The right time to engage is typically post-FDA clearance, before or during early commercial rollout, when narrative defaults are still being formed.
Traditional medical device marketing is built around brochures, conference presence, sales enablement materials, and brand awareness campaigns.
Narrative infrastructure is fundamentally different. It addresses the structural reasons your device isn't becoming the institutional default — including the institutional logic, search-driven decision surface, and procurement narrative that determine whether your technology gets standardized or stays in evaluation mode.
Both are valuable but they are not the same thing.
Our medtech engagements are protected under NDA. Commercial strategy, narrative infrastructure, and category positioning are competitive assets — and our partners prefer to keep their commercial strategy out of public view.
This is consistent with how strategic consulting firms operate in regulated, high-trust industries.
Each engagement begins with a 2-3 week Narrative Friction Audit, designed to surface the specific commercial vulnerabilities preventing your device from achieving routine procedural adoption.
From there, we build the narrative infrastructure required to close those gaps systematically — structured as 12-month strategic partnerships with monthly executive reviews aligned to your commercial milestones.
The strongest fit is typically a medical device company that:
- Has achieved FDA clearance and initial market entry
- Is seeing technical wins (successful trials, trained surgeons, early sites) but slower-than-expected routine procedural volume
- Is fighting an entrenched incumbent for institutional standardization
- Has leadership-level recognition that the adoption gap is structural, not clinical
If this describes your situation, request a confidential strategy briefing.