Hiring sales reps isn’t the hard part. Hiring the right reps, getting them productive quickly, and building something that actually scales? That’s where most companies struggle.

As January comes to a close, the 44th annual JP Morgan Healthcare conference season has ended. This year has brought us one major theme that is apparent throughout medical device companies: 2026 is an execution year, not a year of invention. But, what does that mean?

You’ve done the hard part: identified a clinical gap, built a solution, secured funding, completed trials, and earned FDA approval. What comes next is just as critical—commercialization. So how do you ensure your product not only launches, but wins in a competitive and complex U.S. healthcare market?