Med tech companies run into the same wall over and over. They’ve got solid products, good science, real innovation. But something isn’t clicking in the market. Melissa Wildstein sees it all the time in her work with the Matchstick Group, an agency that specializes in helping med tech companies launch products and scale their businesses. After spending more than 20 years in fast-moving, regulated industries, she’s learned that the problem usually isn’t what companies think it is.
Understanding Why Good Products Struggle
Wildstein talks to med tech leaders regularly, and the conversations follow a familiar pattern. Teams are frustrated. Products aren’t gaining traction. Nobody can figure out why. “When brands get stuck, it’s usually not because they lack a good product. It’s really because they’ve lost sight of the customer,” she explains. That’s where most companies go wrong. They get so focused on the technology, the features, the science behind what they’re building that they forget who they’re building it for.
The Matchstick Group specializes in fixing exactly that problem. Wildstein has developed a three-part approach over her years of turning data into actionable insights and helping brands become market leaders. It’s not rocket science, but it does require actually listening to what customers are saying.
Customer-Centric Insight
Most companies think they know their customers. They’ve done surveys, maybe some focus groups. But Wildstein pushes for something more substantial. “We don’t want to guess what customers want. We really dig deep,” she says. Her team uses comprehensive data analysis and strategic research to figure out not just what customers need, but how they actually think and why they make the decisions they do. This kind of customer-centric insight goes way beyond basic market research. “When you understand your customer, every decision you make becomes smarter and every campaign becomes much more effective,” Wildstein points out. It sounds simple, but plenty of companies skip this step and wonder why their marketing isn’t working.
Building Brand Positioning That Performs
Here’s where a lot of companies get tripped up. They think branding is about picking colors and designing a logo. Wildstein doesn’t see it that way. “Your brand is not just a logo or a tagline. It’s a strategy and your promise—what you’re committing to the market and to your customers,” she explains. Working with leadership teams, she helps nail down what that promise actually is. Then comes the harder part: crafting messaging that resonates and building strategies that drive real demand. This works across any channel, whether companies are doing in-person selling, using traditional digital platforms, or trying to make social media work for them.
Build Scalable Growth Systems
Companies can have all the customer insights and perfect brand positioning, but still run into trouble when they try to scale. Wildstein has seen it happen too many times. “Growth without structure is chaos,” she notes. That’s why her agency also focuses on building the actual infrastructure companies need to grow without falling apart. Sometimes that means getting teams aligned so everyone’s working toward the same goals. Other times it’s about operational efficiency, making sure marketing teams can actually execute without constantly hitting bottlenecks. And often, it’s just about defining the right metrics to track so companies know what’s actually working instead of guessing based on vanity numbers.
Wildstein has worked with Fortune 500 companies, helping them outperform competitors and exceed their growth targets. But she’s clear that it’s not just about hitting bigger numbers. “It’s about building brands that matter and teams that thrive,” she says. The focus stays on building something sustainable, not just chasing quick wins that don’t last. Her pitch to companies is straightforward. “If you’re ready to move faster, think smarter, and lead with clarity, I’m ready to help get you there,” Wildstein says. The real results come when three things line up. “That’s what happens when strategy and insight meet action.” For med tech companies stuck in neutral, the answer might not be what they expect. Sometimes you don’t need a better product or more money. You just need someone who can spot where things went off track and knows how to fix it.
Connect with Melissa Wildstein on LinkedIn to explore how customer insight can drive sustainable brand growth.
