Cleared, funded, and still explaining what your device is on every sales call. We get the market taught before your rep arrives.
Book a Strategy CallYou've got the 510(k). You've got published data and reps in the field.
But revenue is arriving slower than the board expects, and the honest answer is that nobody can say why.
Watch a rep meeting closely and the reason shows up. The first twenty minutes go on explaining what this category is and why it matters. Whatever time's left goes on selling. So every meeting starts from zero, because nothing outside that room has done any of the teaching in advance.
Clearance proved the device works. It didn't build you a market.
Most cleared products die in the year and a half after approval. And they usually die while the company is responding to slow revenue by adding sales headcount.
That instinct is understandable. It also multiplies the wrong thing, because more reps into an undefined category means more explaining, not more closing.
So the alternative is to make the market do some of that explaining before anyone arrives.
Go-to-market sequencing. What gets taught to the market, in what order, before anyone's asked to buy. Most launches run this backwards and lead with the product.
Search visibility. Your buyers evaluate at length without ever contacting you. We make sure what they find is you, using the terms committees use rather than the terms patients use. That work lives on our medtech SEO page.
Founder-led authority. Content published under a real person, compounding over quarters. So your reps inherit credibility instead of rebuilding it in every meeting.
KOL and webinar programs. Your clinical champions in front of the people who sign purchase orders, saying the things you can't say about yourself.
Enablement that survives a committee. The economic case, in a form your champion can carry into a room you'll never be in.
Push-driven demand means chasing every account and explaining the category on every call. That's where most post-clearance companies live, and it's exhausting.
Pull-driven demand means buyers arrive already knowing what you are. Investors ask for meetings. Clinical champions refer without being prompted. And conference conversations open with "we've seen your stuff."
That shift is measurable, and it's the point of the whole engagement.
Post-clearance device, diagnostics and digital health companies, usually zero to thirty-six months into commercialisation.
You should have a defined category before you start here. If your market can't name the problem you solve, execution just amplifies a message nobody can place, so you'd want to begin with medtech branding. We check for that before we take the engagement.
And we're a poor fit for anyone who needs qualified pipeline inside a quarter. This work compounds, which means the first two months look like very little.
A monthly rhythm on a rolling retainer, and it typically runs about a year.
We report on what moved, plan the next month against it, then build and publish. You get a working team rather than a strategy document. Everything we produce is built for a rep or a founder to use in a live conversation, so it has to survive contact with a real buyer.
MarketCraft is a medtech market engineering agency, founded by Omar Khateeb. Omar carried a device bag before he built the firm, so he knows what happens in the room after the rep leaves.
He hosts State of MedTech, a podcast past 400 episodes with the founders, investors and operators in this industry. The investors and strategics in your space listen to it.
The method isn't ours alone. MarketCraft is acknowledged in Market Engineering by Bruce Cleveland, published June 2026. Cleveland ran product and marketing at Apple and Oracle, then became a founding partner at Wildcat Venture Partners. He built the framework after watching funded companies with working products stall in the gap between shipping and traction. This page is the execution half of it.
"MarketCraft joined the board of investors meeting, they were very impressed by MarketCraft's results."
Lloyd Mencinger, CEO, Aqua Medical
Leading indicators inside a quarter, and real pipeline movement usually takes two to three. Any agency promising faster is selling demand generation into a market that hasn't formed yet.
No, it makes them productive. A rep walking into an account where the category is already understood is having a completely different conversation.
Yes. We draft with your claims constraints in mind and we build the review cycle into the calendar, so it doesn't become the thing that stops everything.
That's fine, and it's how most engagements start. Bring us the one that's stuck.
A monthly retainer, typically across a year, and scope sets the number. You'll have it on the first call rather than after three meetings.
Name the point in your sales cycle where accounts go cold. We'll tell you whether marketing can move it, or whether the constraint sits somewhere we can't help.
Thirty minutes with someone who has sold into these accounts. No deck.
P.S. Here's a quick test before you book. Ask your best rep how long it takes them to get to the actual decision in a first meeting. If the answer's more than a few minutes, the market is doing none of the work for you, and that's exactly what this fixes.