By Chris Warwick, Senior Consultant at Health Tech Enterprise
In our work with medtech innovators, we see the full spectrum of the journey.
At one end are those early-stage moments — the spark of an idea, the lightbulb moment where someone spots a new way to solve a pressing clinical problem. At the other end are companies with products on the market, healthy revenues, and case studies demonstrating real-world impact.
But every so often, we hear something like this:
“We’ve spoken to a couple of GPs and they love it. One of our founders is a consultant at the local hospital and she helped us set up a pilot, so we’ve got evidence that it works already.
The device is really quick and easy to use and the AI summarises the results, which are clearly displayed on the app with its interactive dashboard.
We’ve done some preliminary investigations and not only do we think the device will save nurses loads of time, it will easily pay for itself in three years and the accompanying app is available on a simple monthly subscription.
Despite all this, we are really struggling to get it into the NHS, can you help?”
On the surface, it sounds like they’ve done everything right. The technology is clever. The benefits are clear. There’s even pilot data. So why the struggle?
The answer is often simple: they didn’t talk to enough of the right people, at different stages.
The Risk of Limited Perspectives
Naturally, innovators are excited when inspiration strikes. It’s tempting to dive into wireframes, prototypes, or even pilots as quickly as possible. Along the way, they may seek feedback — but often from whoever is easiest to reach.
A family friend who’s a clinician. A consultant in a related specialty. A couple of GPs who happen to be enthusiastic.
While these conversations are valuable, they are also limited. A sole opinion, or feedback from someone with a personal connection, carries risk. People may be reluctant to be overcritical. Or they may not represent the full spectrum of users who will ultimately interact with the product.
The result? A product that works in theory, but doesn’t quite fit into the messy, complex reality of healthcare.
Healthcare Systems are Not One Voice
It’s important to remember: the NHS and other healthcare systems are not a single entity with a single set of needs. They are vast ecosystems, with layers of stakeholders — each with different priorities, workflows, and pressures.
- Patients want ease of use, reassurance, and trust.
- Nurses need tools that reduce workload, not add extra steps.
- Clinicians want accuracy, reliability, and integration with existing systems.
- Procurement teams want cost-effectiveness, scalability, and evidence of adoption.
If only one of these groups has been heard, the chances of uptake are slim.
A Better Path: Insights at Every Stage
The optimal approach is to map out all the potential stakeholders at the very beginning. Who touches this problem? Who feels the pain of the current system? Who would use or interact with the innovation in practice?
Once identified, the next step is to actively engage them: interviews, workshops, or focus groups. The aim isn’t just validation — it’s deep understanding. What are their real challenges? What frustrates them in day-to-day work? What would “better” look like for them?
This isn’t a one-off step. After initial prototypes are developed, stakeholders should be consulted again. Does the prototype align with their needs? Does it fit into existing workflows? What would stop them from using it in practice?
It’s much better to discover at this stage — when changes can still be made — that, for example, nurses don’t want a standalone dashboard at all. They want seamless integration with electronic health records.
Building With, Not For
The most successful medtech products share a common trait: they are built with users, not just for them.
Yes, innovation requires vision, creativity, and technical expertise. But adoption requires empathy, listening, and iteration. Without those ingredients, even the smartest technology risks becoming just another tool that gathers dust.
So next time you feel that rush of excitement from a new idea, pause and ask:
- Who are all the people this will impact?
- How can I hear from them early and often?
- What do they really need, not just what I think they need?
Because in medtech, it’s not enough to build something that works. You have to build something that fits.
