Strategies for Launching Innovative Medical Devices in Latin America

When medical device manufacturers consider expanding into Latin America, one of the most common concerns we hear is:

"Our device is too new for this market."

It’s true—many cutting-edge devices require training, specialized support, or a shift in clinical protocols. However, being "too novel" should not be a barrier to entering LatAm. In fact, the region’s healthcare market is actively seeking innovative technologies—especially those that bring high rewards. The key is having the right commercialization strategy in place.

At medikana, we specialize in helping manufacturers successfully bring their technologies to LatAm, even when those devices require significant training, service, or regulatory considerations. Here’s how:

1. Find the Right Distributor, Not Just Any Distributor

Many manufacturers fear that no distributor will know how to successfully sell their complex device, but in reality, the right distributor can turn this challenge into an opportunity. It’s true that some distributors focus only on the consumable model, but others specialize in complex devices that require training and service—these distributors see differentiation as a competitive advantage.

Key Considerations:

• Target distributors who specialize in high-tech medical devices rather than generalists.
• Look for partners who have established training and support infrastructure—they see training as a revenue opportunity, not a burden.
• Use innovation as an advantage. Distributors who focus on premium, high-touch products often secure better hospital contracts and long-term clients.

2. Prioritize Training & Clinical Adoption Early

Training isn’t a barrier—it’s part of your value proposition. In LatAm, many hospitals and clinics are open to new technologies but need a clear adoption pathway.

Key Considerations:

• Develop a structured training program for distributors and clinicians, including hands-on workshops with key opinion leaders (KOLs).
• Provide online training modules in Spanish and Portuguese.
• Organize on-site demonstrations and case studies from other markets to build credibility.

3. Leverage Local Clinical Success Stories

Physicians in LatAm want proof that your device works in their region—not just in the U.S. or Europe. Distributors and buyers respond well to local case studies that demonstrate clinical and economic impact.

Key Considerations:

• Identify an early adopter hospital that is open to trialing your device.
• Document clinical outcomes and share success stories at regional conferences.
• Work with a KOL who can champion your product in LatAm.

4. Choose a Market-Entry Strategy That Fits Your Product

Entering LatAm doesn’t have to be an all-or-nothing approach. Depending on your device, you can start with:

Key Considerations:

• Selective market entry, focusing on high-adoption countries first before expanding.
• Partner with a regional distributor to leverage existing relationships.
• Register your device early to build credibility, even before commercial launch.

How medikana Helps You Succeed

At medikana, we understand that your device is unique—and so are most of the product lines in our portfolio. Our platform connects you with the right distributors, regulatory pathways, and training strategies to ensure a smooth market entry.

• Market intelligence: We provide insights into where your device has the highest adoption potential.
• Distributor matchmaking: We connect you with partners who specialize in innovative products.
• Regulatory navigation: We streamline approvals so you can enter markets faster.
• Marketing and Launch Support: We help craft localized messaging, execute go-to-market strategies, and generate early demand.
• Account Management: We provide ongoing support to ensure distributor success, sales growth, and market expansion.

We Handle It All—So You Can Focus on What Matters

Expanding into Latin America doesn’t have to be overwhelming. You don’t need to build a local sales team, navigate regulatory red tape alone, or spend months finding the right distributor. Medikana does all of this for you.

While you focus on product innovation, R&D, or other strategic initiatives, we take care of:

• Finding the right distributors who are ready to champion your product.
• Building training programs that drive clinical adoption.
• Navigating regulatory approvals to get you to market faster.
• Generating local clinical success stories that boost credibility and sales.

Your device is ready for LatAm—medikana makes sure LatAm is ready for your device.

Let’s talk.