In this episode of the Medtech Business Academy Podcast, we talked about what it really means to listen to the market. Voice of Customer is often treated as a one-time project, but real success comes from turning what people say into what they actually do.

Say vs Do

Many companies stop at collecting polite feedback. The truth is hidden in behavior. Asking “Would you change your process?” or “Would you budget for it?” separates friendly affirmation from true intent.

The Committee Has the Voice

No single person makes the buying decision anymore. Clinicians, supply chain, IT, finance, and value analysis all influence adoption. Companies that only listen to one group miss the full story.

What Really Drives Change

Clinical outcomes still matter most, but operational ease and workflow relief are now close behind. In a strained labor environment, a product that saves time often wins over one that only saves money.

Honest Feedback Saves Millions

Early, unfiltered insight helps teams pivot before investing years and capital. An external facilitator can help gather unbiased input from those who may hesitate to speak directly to a vendor.

The Takeaway

Voice of Customer is not a report. It is an ongoing conversation that keeps your strategy aligned with how decisions are really made. When you listen to every voice in the process and act on what you hear, you move from “say” to “do.”

Listen to the full discussion:
🎧 Medtech Business Academy Podcast – Episode 102