The MedTech Commercialization Mistake Teams Keep Making | Ayse Unsalan

In this episode of LifeSci Continuum, I sit down with Ayse Unsalan, global medtech commercialization and product strategy leader, to talk about why strong products still stall in the market.

We dig into the hidden cost of silos, why commercialization teams too often inherit decisions they did not shape, and why clinical value alone is not enough to drive market adoption.

Too many medtech teams assume that if the product is clinically strong, the market will figure itself out.

Cute theory. Often dead wrong.

In this episode, I talk with Ayse Unsalan about the commercialization failures that happen long before launch. Drawing on nearly two decades in medical device marketing, portfolio strategy, and product lifecycle leadership, Ayse explains why successful products are usually backed by successful teams, not just clever engineering.

We get into what happens when cross-functional teams stay trapped in silos, why timing matters more than many organizations want to admit, and how commercialization teams are often forced to inherit decisions around indication, price, value proposition, and evidence long after those decisions should have been challenged.

Ayse also lays out one of the most useful distinctions in medtech: clinical value may get you access to the market, but adoption is what keeps you there. That means teams have to think beyond features and superiority claims and focus on whether the product creates real clinical, operational, and financial value for the full system around the user.

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