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Product Launch: Practical Guide to Launching Medical Device Products Hardcover – January 29, 2015

4.2 out of 5 stars 21 ratings

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  • Product Launch: Practical Guide to Launching Medical Device Products
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Editorial Reviews


"This book presents a clear and practical guide to transforming lackluster product releases into powerful product launches that will drive sales results. The case studies and example marketing pieces make the insights immediately actionable for anyone planning to bring a medical device to market in this evolving health care environment."
- Amie Borgstrom, Global Vice President of Marketing
Biomet Spine

"Distilling experience into a product launch recipe this accurate is more than a book...It's a job promotion for those who use it."
- Pete Simonson, President and Board Member
Juvent Medical

"This book serves as a great guide for anyone wanting to perfect their winning technique and strategy..."
- Dr. Doug Beall, M.D., Chief of Radiology Services
Clinical Radiology of Oklahoma

"This is an excellent and fun-to-read book on world-class product launches in the medical device industry...I cannot think of any other books on this process that are as practical as this one."
- Tom Morizio, President and COO
ACIST Medical Systems and HLT

"...I enjoyed reading this book and learning what it takes to produce world-class product launches..."
Dr. Sumeer Lal, M.D., Neurosurgeon
Self Regional Hospital

"As an R&D leader, I want to make sure the devices that my technical team designs are given the best chance to to succeed in the marketplace.  The book clearly guides the reader through seven practical steps to ensure a successful commercialization of a medical device.  It's a must read for anyone involved in a product launch, including those in technical roles!"
- Mike Wallace, Chief Technology Officer
Silk Road Medical

About the Author

Authors: Nikolas F. Kerr and Tony Recupero

Nikolas Kerr
founder and president of Kerr Consulting Group LLC, a firm based in Silicon Valley focused on helping companies successfully launch medical device products. He has spent over 15 years in a variety of product marketing roles from entry level to executive positions at large device companies (Medtronic) and at small device start-ups. During that time, he successfully launched more than 10 medical device products which collectively generate over $500 million in annual revenue.  Mr. Kerr has undergraduate and graduate degrees in business and economics from the University of South Carolina. He lives in the San Francisco Bay Area with his wife, Xiaolei, and has three children.

Tony Recupero
proven commercial leader with over 25 years of medical device experience. Tony heads up Catalyst Performance Consultants, where he advises sales and marketing executives on revenue-accelerating sales and marketing strategies. Tony was formerly president and CEO of Baxano, which was sold to Trans1, Inc. in 2013. Prior to Baxano, Tony built a highly acclaimed sales force as vice president of sales for Kyphon Inc., which was sold to Medtronic in 2007 for $3.9 billion. Before that, Tony led the Sulzer Spine-Tech sales force to over $110 million in revenue. Tony started his medical device career in sales management with United States Surgical Corporation, well known as an aggressive sales and marketing organization, where he excelled in a rapid growth environment. Tony Recupero is a graduate of the General Management Program at Harvard Business School and holds a bachelor's degree in communications from the State University of New York at Albany. Tony lives in Pleasanton, California, with his wife, Patty, and has five children.

Product details

  • Item Weight : 8.1 ounces
  • Hardcover : 80 pages
  • Product Dimensions : 5.5 x 0.25 x 8.5 inches
  • ISBN-10 : 0990908100
  • ISBN-13 : 978-0990908104
  • Publisher : Kerr Consulting Group LLC (January 29, 2015)
  • Language: : English
  • Customer Reviews:
    4.2 out of 5 stars 21 ratings
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