SaMD Go-to-Market Insights at HealthXL Global Gathering

Randy Horton

Published on: September 14th, 2022

You’ve successfully developed your breakthrough SaMD, DTx or connected medical device. But creating a device is only one half of the equation. Now you face the trials of getting your device into the hands of patients, providers and payors. How do you navigate the different go-to-market approaches and choose the one that’s right for your product?

HealthXL is partnering with MATTER Chicago to host an in-person Global Gathering on Thursday, September 22nd, 2022. Coming together to discuss business models in digital health are representatives from some of the biggest names in the MedTech/digital health industries: Bayer, Takeda, Baxter, Merck, Transcarent, the American Medical Association, Roche, Otsuka and more.

As longtime members of MATTER and frequent collaborators with HealthXL, Orthogonal’s Bernhard Kappe and Randy Horton will be in attendance. They look forward to networking with you and sharing insights that accelerate your SaMD’s path to market.

We hope to see you there!

The following is the agenda for the event, reproduced from HealthXL’s website

Business Models in Digital Health

Significant advancements have been made in working out novel business models for digital health products, but implementing a successful go-to-market strategy remains a major challenge.

We have seen a lot of trial and error, as well as migration between commercialization pathways. One of the critical crossroads on that pathway is whether companies should take the approach of delivering a service, a product, or a bit of both?

Each has pros and cons. A number of digital health products take a service approach, while traditional prescriptions are a product, which adds a layer of complexity to getting these to market.

At HealthXL’s next Global Gathering in Chicago, startups, pharma, and investors will break down the issues around the different approaches to getting a digital health product to market. ‍

We will split up into several roundtables, with each tackling one of the following topics:

‍(1) Development/Co-development

Example use case: BrightInsight+ UCB built a disease management platform for patients with Myasthenia Gravis.
Given the high investment and complexities with developing and managing a Digital Health solution internally, is risk-sharing with a manufacturer the better approach?

(2) Joint Venture

Example use case: K Health, Anthem and Blackstone Growth are teaming up to launch a joint venture that aims to lower healthcare costs and make care more accessible.
What is the best way to structure a multi-modal partnership for greatest impact?

(3) Licensing

Example use case: Biogen uses Twill’s COPA product to support its patients with Multiple Sclerosis
Is exclusivity and scale a challenge with licensing? Should pharma consider exclusive licensing only?