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At SCALEit Inspire Health, Lars Svane Hansen from MedTech Innovation Center in Aarhus, shared his insights to how you can best prepare your self as a company when addressing a new market.
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My Agenda
- MTIC – Who we are and what we offer
- A new approach towards export promotion
- Top 5 go-to-market insights
Who We Are…
• MedTech Innova3on Center is a non-‐profit organisa3on financed through: – Central Denmark Region – European Regional Development Fund
• Established in 2009 and funded un3l end 2014
What We Do…
”We work with businesses, science and hospitals to bring innova8on into health care and growth into businesses”
Innova3on Into Health Care Three MTIC Innova3on Agents working within the hospital organisa3on – Capture ideas and drive innova3ve processes – Keep the commercial perspec3ve – Interface to businesses – Scout for industry trends and technologies
Growth Into Busineses
Our client are: Scientists, entreprenuers, clinicians, start-ups and companies within medtech and biotechnology.
360⁰ Business Check-‐Up
Health-‐IT Go-‐To-‐Market 2012, Germany Why Germany?
-‐ German HIS market size -‐ Will reach 1 billion USD by 2017 -‐ Growth market -‐ CAGR 7% -‐ Denmarks largest trade partner -‐ EU market – Same regulatory framework – Almost! -‐ Geographical closeness -‐ Cultural closeness -‐ To some extend :-‐) -‐ Same burning pla;orm in health care -‐ Conserva3ve in implemen3ng new innova3ve solu3ons in health care –
First mover opportunity
A New Approach to Export Promo3on
A shi^ from events to focused go-‐to-‐market programs which will guide the SMEs toward
reaching their goals.
”We need to take the SME by the hand”
An Intelligent and Individualized Approach
• Intelligent Decission Making – Up-‐to-‐date German Health-‐IT Industry and Market Analysis – Company Specific Report
• Develope Your Go-‐To-‐Market Plan – Assistance from local industry expert, MTIC
• Camps/Field Trips, ”Get Messy – Get it Under Your skin” – MEDICA, November 2012 – conhIT Camp, April 2013 – Roadshow Hamburg/Berlin – Düsseldorf/München 2013
The SME’s Promise!
• You must have a Health-‐IT product and a reference base in Denmark
• You must allocate a dedicated sales management ressource
• You must allocate regulatory ressources if needed • You must be persistent • You must contribute financially to the company specific ac3vi3es
Top 5 Go-‐to-‐market Insights
• Map stakeholders - understand how to present your business case • Understand the regulatory framework - what implications will it have
on your solution • Package your solution as a product, not as a project • Get access to and use local industry network • “Invest” time and money in a local show case • Team-up with a local partner
Stakeholder Map Flow of Money / Cycle of Care
Medical Need
Pa3ents Pa3ents Advocacy Groups
Physicians
Prof. Associa-‐3on
Nurse Prac33o-‐ners
MedTech Staff
Health Care Facility
Facility Trade Groups
Private Payers
Public Payers
Governmt. Officials/ Legislators
Program Outcome ü 2 companies obtained their first customer/develop-‐ment partner, important German reference sites
ü 4 companies signed or are nego3a3ng contract with business partners, a basis for scaling their business
ü 4 companies have an order pipeline to work on ü All companies have established valuable industry contacts/network
ü All companies have obtained valuable insight into the German health care system and stakeholders
Par3cipants and Budget
• Cetrea, CareCom, Daintel, Al3plan, ViewCare and Care2Wear.
• Program spending EUR 75.000 -‐ company financing EUR 20.000
• conhIT 2013 company booth at the Danish Pavillion EUR 2.200
• Roadshow Berlin EUR 800 per company
