Post by Trang Nguyen, Ph.D., MBA

Welcome to the CipherMed Board Room. 📋 Board Brief Company: Series B MedTech diagnostics startup Product: Rapid molecular sepsis diagnostic Current Stage: FDA cleared. Three months into the commercial launch. Board Agenda: Management concluded that adoption barriers exist. The Board questioned whether the company was solving the right problem. Management spent weeks studying why hospitals weren't adopting the technology. Workflow. Budget. Implementation. Existing contracts. Every explanation seemed reasonable. Then the Board asked a single question that changed the entire discussion. "If every one of those barriers disappeared tomorrow... would every hospital buy your technology?" The answer was no. The problem wasn't simply removing barriers. It was understanding why some hospitals adopted despite them. That shift led to a very different commercialization strategy—one focused not on selling to everyone, but on identifying the organizations already trying to solve the problem the technology solves best. Read the full Board discussion below. I'd love to hear your perspective: Have you ever seen a team spend months optimizing the wrong question? #CipherMed #CipherMedBoardRoom #EvidenceStrategy #MedTech #Diagnostics #BoardGovernance #Commercialization #MarketAccess #StrategicDecisionMaking