US Commercialisation: From Alignment to Revenue
Entering the US healthcare market requires more than understanding reimbursement theory. For Nordic life science, medtech, diagnostics, digital health, and health innovation companies, the bigger challenge is often knowing who actually pays, how buying decisions are made, what evidence matters, and how to generate traction before the ideal reimbursement pathway is fully in place.
This one and a half day practical workshop is designed for companies preparing for, evaluating, or actively entering the US market. It will help participants understand the financial logic behind US healthcare adoption, including payer mixes, pricing realities, customer segmentation, value analysis committees, internal health system budgets, strategic partnerships, and early revenue models.
The workshop will focus on commercial realism: how to prioritize the right first customers, avoid common market-entry traps, protect runway, and build a value proposition that speaks not only to clinical outcomes, but also to workflow, economics, risk, and institutional decision-making.
Day 1: Tuesday 16 June | 12:30-16:00
How US healthcare economics work for Nordic scaleups
- Who pays, who decides, and who benefits in different care settings
- What has changed in 2026 and why it matters for Nordic companies
- Why pricing is rarely what it appears to be and how to understand real vs. published prices
- How payer mix affects margins, sales strategy, and customer selection
- How to prioritize segments based on adoption and budgetary alignment, not only strategic fit
Day 2: Wednesday 17 June | 08:30-16:00
Generating strategic traction and revenue
- Why US healthcare deals stall, even when clinical interest is strong
- How health systems make buying decisions internally: value analysis committees, budget ownership, procurement, and internal power structures
- How incumbents block market entry and how smaller companies can navigate around them
- What companies can and cannot do before and after FDA approval
- How to approach sales, pilots, partnerships, and strategic conversations compliantly
- Distributors, OEMs, licensing, channel partners, and strategic partnerships: what actually works and where the trade-offs appear
- How to build a financially realistic US go-to-market plan that protects runway
Who should attend:
- Healthcare companies (medtech to biotech) planning or considering US market entry
- Developing pricing, payer, or reimbursement strategy
- Seeking US KOLs, pilot sites, advisors, or first buyers
- Building early clinical, economic, or commercial evidence
- Trying to segment the market before reimbursement is secured
- Needing a sharper value proposition for US stakeholders
About the speaker:
Elizabeth Jennings, Managing Partner at Venture Atlas Labs, manages commercial risk in the expansion of healthcare companies in 28 countries. She is also the Executive Director of the Life Science Diplomacy Alliance, an industry-led coalition focused on cross-border scientific diplomacy, and Managing Partner of the HealthTech Bridge, an international accelerator.
She is retained by various investment funds, governments, and international agencies; is an advisor on health economic and security policy to multiple allied countries; and is a frequent speaker at workshops and conferences on new health and biotech innovations. She has authored multiple studies and guidebooks commissioned by foreign trade agencies on the subjects of health economics, investment, and different models of care delivery.
She has worked on each side of the health innovation ecosystem in the US, as well as Australasia, Latin America, Canada, and Europe; and across startups, large public companies, academia, government, and investment. She served on the Board of Directors of SWAN Impact, one of the fastest-growing impact-driven business angel networks in the US.
Registration:
Please note that the number of seats is limited, and attendance is by personal invitation only. If you are interested in joining the seminar, please reach out to Lottie Norrsén, Event & Project Manager at Medicon Village Innovation (lottie.norrsen@mediconvillage.se).