Improve your chances for success on the US Life Science market
Do you want to improve the GoToMarket strategy for your medical devices, digital health and MedTech products? Then join this one day workshop, facilitated by Elizabeth Jennings, who visit us from the US to perform this workshop.
(This workshop will be held in English, why this description is in English)
(Due to nig demand for this workshop, this is a re-run of the same workshop as on June 18th)
During the workshop you will optimize your knowledge upon;
- How the US Life Science market is structured.
- How your potential customer segments are structured.
- Differences between the states.
- How to develop individual value propositions for customer segments, patient associations, purchasing managers, GP’s, hospitals; nurses, doctors.
- How to set up interviews with relevant patients, GP’s, insurance companies, hospitals; nurses, doctors, purchasing managers.
The workshop covers:
- US commercialization planning
- Different healthcare models in the US from fee-for-service to value-based care
programs and the implications of these models for Danish startups - Different ecosystem players in the US and their roles in the financial, workflow, and
outcomes value propositions required to success - The three fundamental value propositions–revenue generation or cost reduction,
Relative Value Units (RVUs), and patient outcomes–and how to pursue creating and
validating each - How to evaluate your value analysis committee and value chain to determine the
types of business propositions required
- A few key questions answered:
● Do doctors and nurses make buying decisions?
● Can I sell something in the US without having FDA approval?
● How do I identify which types of facilities I should target first?
- A few key questions answered:
- Different healthcare models in the US from fee-for-service to value-based care
- Go-to-Market fundamentals
- How purchasing decisions are made and the typical sales process in early adoption
- Engaging Key Opinion Leaders (KOLs)
- Fundamental truths about engaging distributors
- Identifying pilot opportunities and key areas of validation
- Reimbursement and what to do when you don’t yet have it
- A few key questions answered:
● How does my business case fit in with the business of healthcare?
● How do I build and execute a go-to-market strategy without relocating to the US full-time right now?
● If I secure a pilot, does that mean they will buy my product?
- A few key questions answered:
- Practical strategy and tactics for entering the US
- Strategic planning and quick market research techniques
- Testing hypotheses and methods to minimize risk
- Gauging runway amid different scenarios of financial investment
- Identifying partners in the US
- Soft entry options
- Geographic nuances between states, including differences in opportunities and
expenses
- A few key questions answered:
● How do I develop an action plan that makes sense for my runway?
● How do I structure and execute market research that truly informs my decisions?
● Can’t I simply call a lawyer to set up an entity in Delaware, then visit San Francisco or Boston?
- A few key questions answered:
- Fundraising
- Developing an investment narrative that attracts the appropriate US anchor
investor(s) - Corporate partners and ventures
- Advantages that Danish companies have
- Non-dilutive funding opportunities in the US available to Danish entrepreneurs
- Developing an investment narrative that attracts the appropriate US anchor
By the end of the workshop, you will be able to clearly articulate what actions you'll need to take to make informed commercial decisions, how you will leverage tools and frameworks for approaching those decisions, and how your approach – grounded in objective reasoning – should be considered by investors, strategic partners, and early adopting facilities. You will leave equipped with US-based resources and actionable reference material.
All participants will have an opportunity for individual follow-up discussions on their individual export project as a scheduled online session in the weeks following the workshop.
Note: this workshop will not include deep Regulatory (FDA) content, as it is far too nuanced to include in meaningful detail for each unique case. However, if you're interested in this subject, please contact us and we'll guide you to other workshop and/or offer guidance in other ways.
About Elizabeth Jennings
Elizabeth Jennings has worked at the intersection of international healthtech investment and commercialization within healthcare for the last fifteen years, spanning 28 countries and all classes of complexity, building a reputation for strategic risk management for both investors and companies.
She has supported the work of the Ministry of Foreign Affairs of Denmark for the last few years, presenting a day-long workshop at the Udenrigsministeriet building in Copenhagen covering the first three sections of this proposed workshop plus a section on value-based care model translation, the culmination of a year’s study of the emerging opportunities for Danish companies to more smoothly transition to selling into Accountable Care Organizations in the US. She has advised dozens of Danish companies, co-planned significant international innovation events at SXSW in Texas with the Trade Council’s US team, and penned the booklet “Digital Procurement for US Hospitals” to guide Danish companies through their most critical decisions upon entering the US market, which was an initiative funded through the Consulate General of Denmark in New York.
Building on a deep background in commercializing new technologies in the most complex industry in the world, she has held senior executive and board advisory roles at four artificial intelligence companies spanning Cardiology through Neurology. She also serves on the Board of Directors for the fastest-growing angel impact network in the US, SWAN Impact; is a healthtech VP with SWAN’s venture capital fund; leads the European Network of Research Innovation Centres and Hubs' healthcare portfolio in the US; and serves on multiple international healthcare councils, US Department of Defense grant review panels for the funding of new medical devices and biologics, and global accelerators.
In addition to her investment work, she is the Managing Partner of Venture Atlas Labs, a commercialization firm known for bringing innovative technologies to commercial success in the United States on behalf of family offices, private equity, VCs, and government funds. Previous roles have included leading innovation programs for foreign governments at the Global Innovation Lab at the University of Texas at Austin, commercial expansion for multiple large diagnostics corporations in the US and France, and upstream investments in neglected tropical disease research.
She frequently offers keynotes and workshops focused on commercialization and investment for international trade organizations, academic institutions, and think tanks to prepare both entrepreneurs and early-stage investors with real-world tools to make stronger decisions. International speaking and workshop clients beyond her aforementioned roles include the governments of Estonia, Italy, France, the European Commission itself, UK and the London Stock Exchange, Portugal, New Zealand, Australia, Brazil, and the state of Texas.