--- title: Medical Resin Launch Fails Until... description: A medical resin company struggled for two years before changing their approach, leading to market dominance. Discover the small shift that made a big difference. --- [Skip to content](https://www.growth-arc.com/articles/medical-resin-launch#main-content) [![GA_Web+Logo-01](https://www.growth-arc.com/hubfs/GA_Web+Logo-01.png)](https://www.growth-arc.com) - [Home](https://www.growth-arc.com) - Consulting - [Sales & Marketing](https://www.growth-arc.com/commercial-excellence) - [Innovation](https://www.growth-arc.com/innovation) - [Strategy](https://www.growth-arc.com/strategy) - [Case Studies](https://www.growth-arc.com/cases) - Executive Coaching - 1 on 1 Coaching - [Group Mastermind](https://www.growth-arc.com/breakthrough) - [Exec Roundtable](https://www.growth-arc.com/roundtable) - [Articles](https://www.growth-arc.com/articles/tag/executive-development) - About - [Results](https://www.growth-arc.com/clients-results) - [Case Studies](https://www.growth-arc.com/cases) - [Our Firm](https://www.growth-arc.com/about) - [Contact](https://www.growth-arc.com/contact-us) - Newsletter - [Subscribe](https://www.growth-arc.com/subscribe) - [Business Growth](https://www.growth-arc.com/articles/tag/business-growth) - [Exec Career](https://www.growth-arc.com/articles/tag/executive-development) - [Roundtable](https://www.growth-arc.com/roundtable) Search Growth Arc - There are no suggestions because the search field is empty. # Medical Resin Launch Fails Until... [Kendall Justiniano](https://www.growth-arc.com/articles/author/kendall-justiniano) 17 June A medical resin company struggled for two years before changing their approach, leading to market dominance. Discover the small shift that made a big difference. ### They Tried the Standard Playbook and Something New -    A resin company spent 2 years launching a product, trying to get it’s alternate resin spec’d into medical device housings. Sales blitz, marketing. The works. Customers even said it was better than their current option. Result: Nothing Then they changed their approach to focus on one small thing, that was nowhere near “the sale.” And demand took off. They now lead the category. What was that one thing? Listen to find out.   Listen to the entire conversation [at this link.](https://youtu.be/sbFWBFkpm00) Until next week, Kendall - [![secta.ai_005 keyhole](https://www.growth-arc.com/hs-fs/hubfs/secta.ai_005%20keyhole.png?width=120&height=120&name=secta.ai_005%20keyhole.png)](https://www.growth-arc.com/bios) [Find me on LinkedIn](https://www.linkedin.com/in/kendalljustiniano/) or [Book a 1:1 call](https://www.growth-arc.com/meetings/kendall-justiniano) Not a subscriber yet? [Subscribe here](https://www.growth-arc.com/subscribe) ### [![Need to drive growth? Growth Arc Advisors is a consultancy focused on Materials industries (chemicals, plastics, oil & gas, biomaterials). Led by former industry execs with a single client emphasis: Growth.   We focus on the 3 capabilities that drive growth: Sales & Marketing  Innovation Strategy & Transformation Use us in 3 ways to accelerate your growth: Do For You: Assess or build your strategic options for growth Do With You: Facilitate your internal teams' growth initiatives Build Capability: Help build your organization's systems and skills All engagements are customized to your organizational needs and requirements. Schedule a call and let's discuss your specifics.](https://no-cache.hubspot.com/cta/default/19923746/interactive-186631923888.png)](https://www.growth-arc.com/hs/cta/wi/redirect?encryptedPayload=AVxigLI3h9yeQb1jR96XBVdK%2BIwknbbhkf9Ukm2XtGxgNki%2F7jCVyV2UnN5XgV5BkrgOtc%2FhDLDsrEYS0XvyrwLXcRibmPGvv2I7stghkF5RIWva0fYB3JFo3t8D2IY%2B2Gasa%2BtwuD4K0rbFj7nC5zN71%2BZ3sMVh6J7YrHVVkOmXI1GsYXBgUhjJbneXE5D7SzQ8Ln%2FdNQ%3D%3D&webInteractiveContentId=186631923888&portalId=19923746) [Sales & Marketing](https://www.growth-arc.com/articles/tag/sales-marketing) [\*Business Growth](https://www.growth-arc.com/articles/tag/business-growth) ## Related Posts ### [05 October Going Digital - 2 Tear Down Commercial Silos](https://www.growth-arc.com/articles/part-two-cultural-barriers-for-digital-sales-and-marketing-adoption-in-chemicals) ### [19 October Going Digital - 4 Embrace the Customer Tail](https://www.growth-arc.com/articles/part-four-cultural-barriers-for-digital-sales-and-marketing-adoption-in-chemicals) ### [13 October Going Digital - 3 Run Rapid Experiments](https://www.growth-arc.com/articles/part-three-cultural-barriers-for-digital-sales-and-marketing-adoption-in-chemicals-0) ![Growth Arc](https://www.growth-arc.com/hubfs/mstile-150x150.png) **Growth Arc Advisors LLC** Annapolis, MD 21403 - [About Us](https://www.growth-arc.com/clients-results) - [Our Story & People](https://www.growth-arc.com/about) - [Clients & Results](https://www.growth-arc.com/clients-results) - Resources - [Cases](https://www.growth-arc.com/articles) - [Newsletter](https://www.growth-arc.com/subscribe) - Executive Roundtable - [Contact Us](https://www.growth-arc.com/contact-us) - [Schedule Call](https://www.growth-arc.com/meetings/kendall-justiniano) - [Email Inquiry](https://www.growth-arc.com/contact-us) Branding & Design by Migo Design Co. - migodesign.com © 2026 by Growth Arc Advisors LLC. All rights reserved. Developed by [GiantFocal](https://www.giantfocal.com) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kendall Justiniano", "url" : "https://www.growth-arc.com/articles/author/kendall-justiniano" }, "dateModified" : "2026-02-14T15:12:25.280Z", "datePublished" : "2024-06-17T11:45:00.000Z", "headline" : "Medical Resin Launch Fails Until...", "mainEntityOfPage" : { "@id" : "https://www.growth-arc.com/articles/medical-resin-launch", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.growth-arc.com/hubfs/GA_Web+Logo-01.png" }, "name" : "Growth Arc Advisors LLC" } } ```