The strategy is that there will come a time where our products are being used by most major centres, we will have sales staff assigned to these centres, and as we bring new products to markets we will already have a known, trusted name and an entrenched marketing team.
Surgeons are experimenting with the uses of BTM - as new indications come out, that may translate to sales without much overhead for ourselves.
As more surgeons use the product, they will publish more papers, essentially advertising for us for free, driving sales without overhead from us.
Hospitals buying the product now will eventually get used to using the product, start using it more, and with presence of our reps there will buy more. Some overhead from us in the form of reps.
When starting, it is normal for a company to not be profitable initially. Its actually wildly abnormal for anything else.
This is all part of the strategy. We are currently rolling the heavy snowball towards the downhill slope.
I'm not saying it will work, but I know where I've bet my money. Just because you don't quite seem to understand how things work doesn't mean management are lost.
(20min delay)