If Patients Won't Use It, It Won't Help

So shifting a little bit to the business side, you know, many companies struggle to break into the U.S. market and they find that a real challenge.

What did you learn about the positioning and messaging and gaining early traction in the U.S.?

Yeah, well, that's a great question.

I would say we are still in our early days of our launch.

So we launched the product a few months ago.

So I can share from our experience up until today.

And I would say all of this doesn't start with FDA clearance.

It doesn't start when you come to launch the product.

It needs to be thought of way in advance.

I mean, product market fit, as I mentioned before, like usability, that's kind of step one.

So understanding... not only the patients, but the entire adoption curve and all the stakeholders involved in the process is something that you should, I would say, clearly identify from the early days.

You know, after regulatory clearance, right, you have the device maybe cleared, but it doesn't mean that it can be sold or can be used.

And targeting the right messages to all the different stakeholders is something that is critical.

So Provider might care about one thing.

Patient's pain is totally different.

And the clinician's overview of the product comes from a different set of considerations.

So getting all of those aligned is really critical to get a product out there properly.

Yeah, that's fantastic.

And from an FDA clearance standpoint, right, that's one milestone.

Getting consistent patient use is another.

And you touched on this a little bit, but what lessons did you learn about bridging that gap? Did you have to start real early in that whole design process to get that feedback? Yeah.

Yeah, for sure.

I would say that we have prepared for the launch way before receiving the update clearance.

And one thing is also to choose the right partners you want to be able to work with.

And whether it's the team members and the employees that are recruited for that, and whether it's the distribution partners or providers that the company works with.