“Failure to plan for market access early is one of the key causes of company underperformance and failure”, according to April whose team at TTi Health Research & Economics has helped companies recover from their lack of preparedness. A couple episodes ago I talked about the danger of the chasm in the Technology Adoption Life Cycle.  In this episode, April reveals the possibility of two additional “chasms” that MedTech has to deal with.  The reimbursement/payor chasm which is more complex than many experienced MedTech leaders believe.  And the chasm between regulatory approval and market access when the evidence required in these two areas don’t align. “Evidence is your flywheel” says April. The right evidence powers you through your regulatory process and aligns that process and your claims with your value propositions across stakeholders and then on through your product launch.

If you don’t mind, I am going to be my own sponsor today.  Some of you know that I am also the host of the MedTech Leaders Community.  Some of you are already members. This is where MedTech professionals mingle to share best practices, problems, ideas and successes all with the support of subject matter experts.  I have created a new entry level program called the Get Involved plan which is only $14.00 per year at the moment.  There is a two-week free trial.  Go to medtechleaders.net to learn more.  You won’t regret it.

April Zambelli-Weiner, PhD LinkedIn Profile link

TTi Health Research & Economics Website link

TTi Health Research & Economics Market Readiness Assessment link

Books April recommends:

Dare to Prepare: How to Win Before You Begin, by Ronald M. Shapiro, Gregory Jordan, et al.

Kindle and paperback link

The Undoing Project: A Friendship That Changed Our Minds, by Michael Lewis

Kindle and paperback link

Ted Newill’s LinkedIn Profile link

Medical Device Success website link

MedTech Leaders Community link

Link to Ted’s contact page