Technically referred to as product champions or KOL’s (key opinion leaders), sneezers are physicians who think your technology is remarkable and will proselytize its wonders. These are essential cogs in any medtech machine because it will give your product credibility as well as visibility.
You should have a strategy around how to find these individuals. There are several proven techniques to do this. One is creating a physician advisory board. Say your product is in the interventional cardiology space. Reach out to several cardiologists with a national reputation and invite them to join.
A second way to develop Sneezers is through recruiting clinical sites and finding a PI for your clinical study. Physicians are very interested in participating in these studies. Once part of the study, these physicians can present information about the product/procedure. They will also publish the results and give the keynote data presentation. As such, they will be the face of your product. Choose wisely.
Physicians are usually excited to publish their own work on Linked In. Thus, sneezers are often regularly publicizing their experience with your device. To be successful, it cannot only be you talking about how great your technology is. You need a good group of sneezers—say at least 3 to 5—to get started. If they love it, you will soon find many others who do as well. Then, the sky is the limit.