USA Market Entry

It all began with a question. Can we take what we have here and launch in a new market. The biggest market possible, the USA. With nearly 45% of the world healthcare spend in the USA it is a natural question to ask, but one of huge consequence. To understand the USA is like understanding Europe, it is not one market and not one health system. Indeed it is a sickness system not a health one. It does not always respond to efficiencies in healthcare or improvements the same way you may consider from a European point of view. Regulations are complex and state boundaries are hard to navigate. Evidence of what you do, in the US context, is critical. Then there is the desire to manage the development in the USA from the comfort of your own home, a classic mistake. Take it from me, you have to be local to be able to navigate the opportunity and rewards of the US market..