Why MedTech Needs More Than Approval with Michael Branagan Harris of HealthTech Strategies | Ep. 68
MedTech companies often assume a better product should naturally win. In reality, healthcare systems change slowly, purchasing paths are layered, and the best technology can still stall if the story behind it is weak. Evidence has to do more than prove safety or performance. It has to explain why a payer should spend, why a provider should switch, and why the patient outcome is worth it.
That is why market access cannot be treated as a late stage commercial task. It sits across product design, evidence generation, reimbursement planning, pricing logic, and market entry sequencing. Once teams understand that, they stop treating adoption as something that happens after approval and start building toward it from day one.
The most useful framework here is simple and sharp. A technology has to work for patients, providers, payers, and the product business itself. In the United States, physician economics can add another layer. Miss one leg of that structure and the whole commercial case becomes unstable.
For founders, the real takeaway is hard but useful. If you cannot explain who benefits, why they benefit, and how that benefit is proven, market access will remain a bottleneck no matter how promising the innovation looks.
Episode Breakdown
00:00 Welcome
02:06 Why market access starts with the problem
09:02 Evidence beyond the trial mindset
12:45 Why some solutions fail despite good technology
14:16 The three part decision logic in market access
17:17 The patient outcome story
19:30 The four and five P framework
22:43 Why country economics matter
28:36 First market strategy
32:23 AI and digital health in different systems
33:52 The future of home based care
36:42 The price and access tradeoff
42:08 Final thoughts
48:30 Close
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