Unfortunately to some extent it’s cost of trying to achieve their goals. If 4D aimed low they could have just focused on Australia, maybe NZ and a few sites in the US. Slowly and cautiously try get good exposure from the few scans they do.
Instead they aimed high, which I suspect is the reason why we all invested. So how do you they catch those big fish? You can’t just waltz into the DOD or major US hospitals like a door to door salesman. They have to do trade shoes, medical conferences, pilot programs and so on. They to convince an entire industry to walk away from a technology that’s worked for decades.
The strategy is clear though and AF has mentioned it multiple times. Build the relationships with the medical professionals and establish reference sites. You build the relationships with doctors because if you get them on board they will be your best product sales team.
And you establish the reference sites like the University of Chicago so can demonstrate the product on a larger scale in a respected and vital organisation and to the FDA.
On the lower end you go after Radiology clinces and companies like QSCAN and IPOC along with many others.
You can see the strategy but you could also the see how there would be trial and error. Went left when we should of gone right and spent time building relationships with one group of people when there others that were the decision makers.
4D now believe they have cracked the code, their phrase not mine, and you can see they are learning from their mistakes.
Unfortunately it takes time, sometimes a long time. We aren’t selling a new drug that has no alternative.
Now we are all down coz the SP is in the mud and even if things go really well in 2025 it’s probably still going to be no more then it was a few months ago. So for those who were looking for an out anytime soon its certainly not ideal.
My view is 4D is well on their way to being a major player. By no means guaranteed because very few can do it but they have achieved a tremendous amount for what was a small company from Melbourne.
Nothing wrong with keeping the company accountable and questioning their choices but I think we need to remember what the end goal is. It’s to bring in the big fish and be world leader. That can take a long long time
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