How to test surgeon adoption of your new product - Mark Copeland on BoneChat #29
In this BoneChat interview segment, Mark Copeland outlines a pragmatic approach to evaluating surgeon adoption of a new spine product. He proposes segmenting the market into three groups—early adopters (≈10%), early detractors or never‑adopters (≈10%), and the majority (≈80%). Rather than focusing solely on enthusiastic early adopters, Copeland suggests taking the product to the early detractors, asking them directly why they would reject it, and listening closely to their concerns. The insights gathered from this negative feedback are used to infer the reasons the larger 80% of surgeons might hesitate, thereby informing product refinement and adoption strategies before broader rollout.
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