My	
  Agenda	
  
- MTIC – Who we are and what we offer
-  A new approach towards export promotion
-  Top 5 go-to-market in...
Who	
  We	
  Are…	
  
•  MedTech	
  Innova3on	
  Center	
  is	
  a	
  non-­‐profit	
  
organisa3on	
  financed	
  through:	
...
What	
  We	
  Do…	
  
”We	
  work	
  with	
  businesses,	
  science	
  and	
  hospitals	
  to	
  bring	
  
innova8on	
  in...
Innova3on	
  Into	
  Health	
  Care	
  
Three	
  MTIC	
  Innova3on	
  Agents	
  working	
  within	
  
the	
  hospital	
  o...
Growth	
  Into	
  Busineses	
  
Our client are: Scientists, entreprenuers,
clinicians, start-ups and companies within
medt...
360⁰	
  Business	
  Check-­‐Up	
  
Health-­‐IT	
  Go-­‐To-­‐Market	
  2012,	
  Germany	
  
Why	
  Germany?	
  
	
  -­‐  German	
  HIS	
  market	
  size	
  -­...
A	
  New	
  Approach	
  to	
  Export	
  Promo3on	
  
	
  
A	
  shi^	
  from	
  events	
  to	
  focused	
  go-­‐to-­‐market...
An	
  Intelligent	
  and	
  Individualized	
  
Approach	
  
•  Intelligent	
  Decission	
  Making	
  
–  Up-­‐to-­‐date	
 ...
The	
  SME’s	
  Promise!	
  
•  You	
  must	
  have	
  a	
  Health-­‐IT	
  product	
  and	
  a	
  reference	
  
base	
  in...
Top	
  5	
  Go-­‐to-­‐market	
  Insights	
  
	
  
•  Map stakeholders - understand how to present your business case
•  Un...
Stakeholder	
  Map	
  
Flow	
  of	
  Money	
  /	
  Cycle	
  of	
  Care	
  
Medical	
  
Need	
  
Pa3ents	
  
Pa3ents	
  
Ad...
Program	
  Outcome	
  
ü 2	
  companies	
  obtained	
  their	
  first	
  customer/develop-­‐
ment	
  partner,	
  important...
Par3cipants	
  and	
  Budget	
  
•  Cetrea,	
  CareCom,	
  Daintel,	
  Al3plan,	
  ViewCare	
  and	
  
Care2Wear.	
  
•  P...
Go-to-market planning, MTIC
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Go-to-market planning, MTIC

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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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Go-to-market planning, MTIC

  1. 1. My  Agenda   - MTIC – Who we are and what we offer -  A new approach towards export promotion -  Top 5 go-to-market insights
  2. 2. 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      
  3. 3. What  We  Do…   ”We  work  with  businesses,  science  and  hospitals  to  bring   innova8on  into  health  care  and  growth  into  businesses”    
  4. 4. 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    
  5. 5. Growth  Into  Busineses   Our client are: Scientists, entreprenuers, clinicians, start-ups and companies within medtech and biotechnology.
  6. 6. 360⁰  Business  Check-­‐Up  
  7. 7. 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  
  8. 8. 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”
  9. 9. 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  
  10. 10. 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  
  11. 11. 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
  12. 12. 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  
  13. 13. 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  
  14. 14. 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  

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