BTM and MTX are products that stand out from competitors because of the underlying genius technology. Hence the rapid growth in sales and becoming market leaders in some highly sophisticated health care countries. In the US an incumbent, Integra, has dominated the dermal substitution market for decades and yet BTM has taken sales and sales people from it and is not that far off displacing it as market leader. By focussing on one exceptional product the company has been very effective at growing sales and establishing the brand.
They need to get the settings right before releasing other products, either in partnership or solo. That includes not detracting from the allocation of resources into the sales and marketing of existing successful products. I don’t see this as a failure but instead a strength
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