About Foxfire MedTech 

In the summer of 2023, I found myself at a crossroads. I had just completed an audit with a consulting client, a Dutch commercial entity selling products manufactured in China. After wrapping up the audit, I was having a casual chat with the general manager and couldn’t help but notice some fundamental gaps in their sales processes. There was so much potential for improvement, and I suggested I could help streamline their systems to make their operations smoother.

But my suggestion was met with skepticism. He explained that they’d hired numerous sales consultants before, only to end up disappointed. Most consultants would bring flashy advice, launch elaborate plans, and promise impressive sales results, but in the end, the costs far outweighed the returns. I clarified that I wasn’t there to do the sales myself—I just wanted to help build processes to make their sales activities more efficient. But the manager’s experience with previous consultants was a heavy burden; he declined the offer. 

Determined to make a difference, I proposed an alternative. What if I could put together a structured guide—a step-by-step process on how to better manage and support their distribution network? Surprisingly, he was open to the idea. He agreed, and that’s when I began writing down everything I knew about distributor management.

To make sure the content was both comprehensive and specialized, I reached out to an old colleague, Ellen Ko, an expert in medical device marketing. Ellen and I worked together to create a series of modules on managing distributor networks in the medical device industry. Initially, I promised to deliver the materials in six weeks. But as I delved into each topic, I realized that providing true value required a deeper dive, and the project took six months to complete.

By the time I finished, I recognized that this wasn’t just one client’s challenge. Many companies in the medical device industry struggled with effective distribution management. This realization was the spark that led to the idea of creating a dedicated platform for distributor management training. With that, Foxfire Medtech was born. We launched a website, structured the initial training materials, and started spreading the word.

Our first client appreciated the materials but, unfortunately, didn’t implement them. Reading through comprehensive documentation was simply too much for busy professionals. It was a turning point for us—we realized we had to rethink how we delivered our knowledge. Instead of just providing information, we needed to create a guided, supportive experience.

I took a step back and asked, "How do our clients truly learn best?" It wasn’t enough to just hand them the information and say, “Figure it out.” Our clients wanted a collaborative approach; they needed someone to walk them through the steps and, at times, even handle some tasks for them. So, we revamped our entire approach. We moved the platform to Kajabi, a trusted educational platform, making our materials more accessible, including mobile-friendly options.

Most importantly, we added videos for each training module to ensure clarity and ease of understanding. Over the following months, we recorded videos, refined our templates, and expanded our offerings to include coaching sessions and a supportive community where clients could connect and share insights.

One particular presentation by a professor resonated with me deeply. She explained that there are two “valleys of death” in the medical device industry. The first one eliminates about 80% of startups before they even reach the market; these are companies with great ideas that never quite make it to completion. The second “valley” is where another 70% of companies falter—they launch products but struggle to gain enough traction and scale to become sustainable, ultimately closing within five years.

Having experienced these challenges firsthand, I knew exactly how detrimental they could be. I once worked with a startup developing a groundbreaking treatment for children with severe burns. The product was effective, and doctors loved it, but we couldn’t generate the necessary sales to keep the company afloat. And I see so many companies struggling with their sales.

Foxfire Medtech is our answer to this pressing need. Our mission is to support medical device companies that have cleared the first “valley of death” by helping them avoid the pitfalls of the second. We are dedicated to equipping these companies with the tools and processes to streamline sales, increase efficiency, and thrive commercially. That’s why we established the Foxfire Academy and launched our Master Class: Medical Device Distribution.