Skeptics to Supporters: How Early Buy-In Fueled This Medtech Breakthrough
What if getting customer buy-in could catapult you to category leadership? That’s exactly what John Erbey, CEO of Roivios, set out to do in the medical device space—despite early skepticism from ideal customers.
In this episode, we dive into how John and his team:
✅ Refined their go-to-market approach by engaging early adopters
✅ Overcame industry doubts (and purchase objections) with rigorous scientific validation
✅ Secured FDA Breakthrough Device Status with a bold regulatory strategy From early objections to strategic pivots, this is a must-listen case study on how to gain early buy-in and convert skeptics into supporters - and customers!
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John Erbey is the founder and CEO of Roivios, bringing over 25 years of experience in medical devices and therapeutics. Under his leadership, Roivios developed the JuxtaFlow® Renal Assist Device (RAD), a breakthrough in kidney disease treatment that challenges conventional approaches to kidney filtration.
John has played a key role in launching CardioMEMS™, shaping EU pricing for Zetia™ (Ezetrol), and driving market strategies for Vytorin™ and Avandia™. With a deep understanding of science, strategy, and patient needs, he is committed to delivering innovative solutions that improve healthcare outcomes.
Learn more at https://roivios.com/
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Jennifer Andrews, M.Sc., MBA
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Book: Scientist to CEO: The Marketing Handbook to Help STEM Professionals Grow a Thriving Business
Erica Sosnowski, B.Sc., MBA
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