We sell a machine most people have never seen before. Long before anyone reads a spec sheet, they see a photograph, a diagram or a one-page explainer - and decide there and then whether this is serious medical equipment or a gadget.
Why it is hard
The same product has to be explained to a district health officer, a hospital procurement head, a CSR committee and a factory worker walking past the kiosk. One brand, four registers - and the clinical claims have to stay accurate in every one of them.