How to Market a Product Globally: Lessons From Selling in 118 Countries
- Stanley Igboanugo
- 5 hours ago
- 2 min read
In this episode of the Harvest Growth Podcast, Jon LaClare sits down with Paul O’Brien, co-founder of AirPhysio, to break down how a respiratory health product grew from a competitive medical device category into a global brand sold in 118 countries.
Paul shares how AirPhysio approached product development by studying competitors, identifying gaps, working with medical professionals, and prioritizing safety, testing, and education. He explains why cheaper alternatives can create serious trust and safety concerns, especially in the medical device space, and how strong educational marketing helps customers understand why quality matters.
The conversation also dives deep into international expansion, distributor relationships, and the realities of selling across cultures, languages, regulatory environments, and sales channels. Paul explains why global growth can reduce risk by preventing dependence on one country, but also creates major challenges around compliance, documentation, local market strategy, and distributor performance.
Paul also shares why AirPhysio shifted from the traditional doctor-referral model to a more direct B2C education strategy, helping customers discover the product first and then bring that awareness back to healthcare professionals. From Amazon growth to pharmacy support, localized marketing, social media targeting, and choosing the right distributors, this episode offers a practical look at what it really takes to scale internationally.
In today’s episode of the Harvest Growth Podcast, we’ll cover:
Why product safety and testing matter when competing against cheaper alternatives
How customer education helps build trust in medical device marketing
Why understanding competitors can improve product design and messaging
The benefits and challenges of selling in 118 countries
How global expansion helps reduce dependence on one market
Why local distributors are critical for understanding culture, language, and buying behavior
How to evaluate distributors based on channel strengths and follow-through
Why B2C marketing can outperform traditional doctor-referral strategies
How social media can support retail, pharmacy, and distributor growth
Why science, track record, and vision are essential when pitching distributors
You can listen to the full interview wherever you listen to your podcasts.
Or, click to watch the full video interview here!
If you’re building a product brand, entering a regulated category, or trying to expand internationally, this episode offers valuable lessons on trust, education, distributor strategy, and global growth from a company that has successfully scaled around the world.
To learn more about AirPhysio, visit AirPhysio.com or search for AirPhysio on Amazon.
Do you have a brand you’d like to launch or scale?
Visit HarvestGrowth.com to book a free consultation and learn how our team has helped generate over $2 billion in product sales.
Prefer reading instead of listening? Read the full transcript here!
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