When you are the founder or CEO of a company, every day before you have your morning coffee, remember that somewhere in the world, another founder or CEO may be celebrating the first day in a new office with one target: to outperform established players and gain market share.
Europe’s MedTech landscape is already home to more than 36,000 companies, around 90% of them SMEs. And the pipeline keeps moving: Crunchbase currently lists more than 570 medical-device companies founded within the past year alone. Link
Competition is getting more intense. New companies are starting from where you stand today, and some may already be one step ahead—with AI and intelligent technologies built into their products from the beginning.
Then, at some point, you may start to see sales decline while market share gradually erodes.
Despite your efforts to maintain a strong market presence, a capable marketing team, and continuous investment in training, the expected growth may still not follow.
And here, you start asking questions.
Are customers no longer seeing enough value?
Is it the price?
The marketing?
The competition?
Then come the solutions: more marketing, more customer training, a new pricing strategy.
And sometimes, none of these is the answer.
Go back to the day after the sale.
A sale is an important milestone, but it is not the end of the customer journey.
A product can be purchased, installed and introduced through training, yet still remain outside the customer’s natural workflow. Initial enthusiasm may be strong, but if the technology requires extra effort, disrupts established routines, or its value is not experienced consistently, usage can gradually become occasional rather than habitual.
Look at Apple.
In January 2026, Apple announced that its global installed base had surpassed 2.5 billion active devices. In fiscal 2025, its Services business generated more than $109 billion in net sales.
Apple is not a MedTech company, of course. But there is something worth observing.
Its products and services are connected around the user’s everyday experience. The more integrated that experience becomes, the more natural it feels to stay—and the less attractive it becomes to switch.
Behind this is one small but important word:
ADOPTION.
Adoption is not simply about encouraging customers to use technology more often. It is about making technology a natural, valuable and sustainable part of how they work.
Understand your customers’ needs. Listen to their feedback. Identify what stands in their way. Remove the barriers between your technology and their everyday workflow.
Because training is not enough, and selling is not the end of the story.
When the customers you acquired yesterday remain part of the business you are building tomorrow, every new customer becomes an addition rather than simply replacing momentum lost elsewhere.
That is what gives growth continuity.
Sustainable growth is not only about acquiring the next customer. It is also about making sure that the customers you already have remain part of the growth you are building.
And that is where adoption changes the equation:
From entering a market to becoming part of it.
Dr.Maha Legris