Field notes from upstream of execution
Research from RŌG Health
Research briefs on commercial readiness, capital strategy, and the failure modes that stall medtech companies before they scale. Published periodically by RŌG Health.
Approval-Ready Is Not Purchase-Ready
Why regulatory clearance and procurement approval are two different evidence standards — and why the second one decides revenue
Every cleared medical device has already passed one evidence test. Revenue depends on a second. This brief examines the evidence threshold problem: the mismatch between the evidence companies build for regulators and the evidence institutions require to purchase.
Read the briefThe Pre-Diligence Discipline
Why the strongest medtech raise begins before the investor opens your deck
In a tighter capital environment, the commercial story carries weight it did not previously carry. Medtech diligence is structured tech-first; commercial story validation runs distantly behind. This brief argues for a discipline borrowed from adjacent industries — pre-diligence — and what it looks like for a medtech founder preparing to raise.
Read the briefThe Commercialization Readiness Gap in MedTech
What the evidence shows about where medtech stalls — and how to reduce avoidable commercial risk
Most medtech companies that stall do not stall on the technology. They stall at one of the gates between clearance and repeatable revenue — buyer clarity, evidence threshold, reimbursement friction, workflow adoption, and committee-based decision-making. This brief synthesizes the evidence on where those failures cluster.
Read the briefBegin with clarity.
Answer a few questions about where you stand. Leave with a clear, defensible next step.