About

Success lies in clarity.

Clarity in early direction. Clarity with your marketing program during commercialization.

Device Direction will work with you to set clear market and product direction, and will bring more than 35 years and an extensive network of industry contacts to help you win.

Where I can help

Market analysis

Clinical opportunity? Competitive dynamics? Customer orientation? Procedural economics?

I'll ask the right questions and identify the key issues impacting your opportunity.

This strengthens and informs sales training, clinical investigation, and marketing communication programs.

Product planning

What targets should be prioritized? What marketing strategy will be most effective? What resources will be needed?

Planning decisions—whether they are related to targeting, positioning, pricing, or product development—drive your execution.

I'll develop plans to maximize your market impact and then works with you to ensure they are understood, implemented, and tracked.

Go to market

What message? What programs? What deadlines?

Traction with early adopters, a confident and enthusiastic sales team, exceeding your unit and revenue milestones: all key to a successful launch.

With my research and positioning in hand, I'll develop a creative campaign that translates your market awareness and strategy into programs that excite and support your physicians, animate their referral networks, reassure and inform their patients, and equip and motivate your sales team.

"Russ Johnson is an incredible strategist for any early stage medical device company. Russ has helped me & my team develop an in-depth understanding of the economics, physician preferences and utilization landscape to inform all of our financial modeling and strategic planning.

His insight was created through working with both data and, most importantly, physicians. Russ has a unique skill set pairing data analysis with an ability to engage in meaningful and insightful dialogue with physicians. This type of work is critical path for all young companies with limited resources; an investment in Russ' work is an investment in substantiated priorities."
Anne Ballinger Morrissey
CEO, InPress Technologies
Former Vice President, Astia Silicon Valley
"I have worked with Russ both as a colleague and as a provider of consulting services. He has consistently put out thoughtful work of the highest quality and value. His analytical and subsequent presentation skills are superb.

He has worked on a variety of products from market analysis to product development strategy to quantitative sales force tools to primary market research. I would recommend Russ highly."
Marga Ortigas-Wedekind
EVP of Marketing and Payer Relations
iRhythm Technologies
© 2019, Device Direction