# disrupting.healthcare > MedTech and Digital Health --- ## Pages - [Pharma & MedTech Guide to Quantum Computing](https://disrupting.healthcare/pharma-medtech-guide-to-quantum-computing/): Welcome to Europe’s Quantum Healthcare Hub Quantum computing is no longer just a physics experiment. In Europe, it’s reshaping pharma... - [Europe MedTech& Digital Health Weekly Brief](https://disrupting.healthcare/europe-medtech-digital-health-weekly-brief/) - [The Complete Guide to Omnichannel Marketing in Pharma and Medtech](https://disrupting.healthcare/pharma-medtech-omnichannel-marketing-faq-series/): Welcome to Your Ultimate Resource for Omnichannel Marketing Excellence The pharmaceutical and medical device industries are undergoing a digital transformation... - [SaMD Europe Launch Guide](https://disrupting.healthcare/samd-europe-launch-guide/): Welcome to the definitive guide to launching Software as a Medical Device (SaMD) in Europe. This 10-part series breaks down... - [Scaling MedTech: From Product to Market](https://disrupting.healthcare/scaling-medtech-from-product-to-market/): Welcome to our 5-part series on how to take your MedTech innovation from prototype to market-ready — and reimbursed. This... - [About](https://disrupting.healthcare/about/): Disrupting. Healthcare is an independent publication focused on the future of health technology, with a particular emphasis on MedTech, digital... - [Contact](https://disrupting.healthcare/contact/) - [Sample Page](https://disrupting.healthcare/sample-page/): This is an example page. It’s different from a blog post because it will stay in one place and will... --- ## Posts - [Europe MedTech & Digital Health Weekly Brief (Week of Nov 8–14, 2025, #14)](https://disrupting.healthcare/2025/11/14/europe-medtech-digital-health-weekly-brief-week-of-nov-8-14-2025-14/): A compact week: small but pointed rounds in diagnostics and patient safety, a urology partnership scaling across EMEA, radiosurgery planning... - [Europe MedTech & Digital Health Weekly Brief (Week of Nov 1–7, 2025, #13)](https://disrupting.healthcare/2025/11/07/europe-medtech-digital-health-weekly-brief-week-of-nov-1-7-2025-13/): Cardio-adjacent robots, workflow expansions, and device commercialization: this week mixes a new fund backing medtech, a fresh CE mark, and... - [Who’s Funding the Boom?](https://disrupting.healthcare/2025/11/07/whos-funding-the-boom/): The VCs, public funds, and CVCs writing cheques in European healthtech (2025 edition) Healthtech funding in Europe is accelerating again.... - [Europe MedTech & Digital Health Weekly Brief (Week of Oct 25–31, 2025, #12)](https://disrupting.healthcare/2025/10/31/europe-medtech-digital-health-weekly-brief-week-of-oct-25-31-2025-12/): AI pathology and precision health get fresh fuel; MDR CE marks stack up; MHRA drops safety signals and an IDAP... - [The Top 10 Most Valuable HealthTechCompanies in Europe (2025)](https://disrupting.healthcare/2025/10/29/the-top-10-most-valuable-healthtechcompanies-in-europe-2025/): Valuation isn’t everything but in healthtech, it tells you who’s still scaling Let’s not pretend valuation is the ultimate success... - [Mapping the European HealthTech Goldmine](https://disrupting.healthcare/2025/10/28/mapping-the-european-healthtech-goldmine/): What’s scaling, who’s paying, and why you should care Let’s start with a question. What do Oura, Sword Health, and... - [Europe MedTech & Digital Health — Weekly Brief (Week of 18–24 Oct 2025, #11)](https://disrupting.healthcare/2025/10/24/europe-medtech-digital-health-weekly-brief-week-of-18-24-oct-2025-11/): Funding stacked, boards shuffled, CE marks landed — this week runs on neurotech raises, workflow monitors, and regulator backed AI.... - [Europe MedTech & Digital Health Weekly Brief (Week of 11–17 October 2025, #10)](https://disrupting.healthcare/2025/10/17/europe-medtech-digital-health-weekly-brief-week-of-11-17-october-2025-10/): Workflow AI meets breast imaging and structural heart trials: a week of pragmatic progress across funding, CE marks, and sandboxed... - [ZEISS, Ocumeda, and the Optical Trojan Horse: Omnichannel in MedTech](https://disrupting.healthcare/2025/10/16/zeiss-ocumeda-and-the-optical-trojan-horse-omnichannel-in-medtech/): The €100 Million Bet on Retail Diagnostics Omnichannel in MedTech usually means a half-baked app, an email campaign, or a... - [Europe MedTech & Digital Health Weekly Brief (Week of 4–10 October 2025, #9)](https://disrupting.healthcare/2025/10/10/europe-medtech-digital-health-weekly-brief-week-of-4-10-october-2025-9/): Key Developments, Funding Rounds, Launches, and Regulatory Updates This week in European MedTech and Digital Health has seen steady progress,... - [AI in EU Healthcare: Bureaucracy vs Opportunity](https://disrupting.healthcare/2025/10/07/ai-in-eu-healthcare-bureaucracy-vs-opportunity/): A deep dive into the EU Commission's latest findings on AI in healthcare. What MedTech founders and investors need to... - [Europe MedTech & Digital Health Weekly Brief (Week of Sep 28–Oct 4, 2025, #8)](https://disrupting.healthcare/2025/10/04/europe-medtech-digital-health-weekly-brief-week-of-sep-28-oct-4-2025-7/): A brisk week: AI health coaching nets fresh capital, vet workflow AI gets a push, CE-marked remote monitoring scales, and... - [Omnichannel in MedTech: What Europe's Top Players Can Teach You](https://disrupting.healthcare/2025/10/04/omnichannel-in-medtech-what-europes-top-players-can-teach-you/): Everyone talks about omnichannel. Few do it well. In medtech, digital transformation isn’t optional. It’s survival. Yet for all the... - [Quantum Genomics: Hyper-Personalised Medicine or Just a Thought Experiment?](https://disrupting.healthcare/2025/09/28/quantum-genomics-hyper-personalised-medicine-or-just-a-thought-experiment/): The Promise Genomics is drowning in data. A single human genome contains over 3 billion base pairs, and personalised medicine... - [AI Security in Healthcare: Europe’s Strategic Fault Line (and How to Win It)](https://disrupting.healthcare/2025/09/26/ai-security-in-healthcare-europes-strategic-fault-line-and-how-to-win-it/): AI in healthcare is often sold as a story of improved diagnostics, personalised therapies, and predictive medicine. But beneath that... - [Why AI in Healthcare Has a Security Problem](https://disrupting.healthcare/2025/09/26/why-ai-in-healthcare-has-a-security-problem/): Every health AI model is a decision engine — and an attack surface. The Risks (with Evidence) Why Healthcare Is... - [From MRI to MedTech: Securing AI-Powered Devices](https://disrupting.healthcare/2025/09/26/from-mri-to-medtech-securing-ai-powered-devices/): Your pacemaker is now an endpoint. Attackers read release notes too. Why Devices + AI Are Tricky Case in Point... - [Pharma Beyond the Pill: AI, Patient Data & the Hacker’s Jackpot](https://disrupting.healthcare/2025/09/26/pharma-beyond-the-pill-ai-patient-data-the-hackers-jackpot/): Pharma wants real-world data; adversaries want it more. Case Studies Risk Hotspots Mitigations Your real-world data strategy is only as... - [Startups at Risk: The AI Security Blind Spot in HealthTech Funding](https://disrupting.healthcare/2025/09/26/startups-at-risk-the-ai-security-blind-spot-in-healthtech-funding/): VCs love TAM slides. Users love not being breached. Why Startups Under-Secure Investors Waking Up Diligence Questions Minimal Security Stack... - [Towards Trust: Can Europe Lead on Secure AI in Healthcare?](https://disrupting.healthcare/2025/09/26/towards-trust-can-europe-lead-on-secure-ai-in-healthcare/): Europe wrote the rules. Now it has to monetise them. The EU Stack Why It Can Be a Moat Risks... - [FAQ: AI Security in Healthcare](https://disrupting.healthcare/2025/09/26/faq-ai-security-in-healthcare/): Is AI safe to use in healthcare? AI can improve diagnostics, treatment recommendations, and patient monitoring but without safeguards it... - [Europe MedTech & Digital Health — Weekly Brief (Week of Sep 20–26, 2025, #7)](https://disrupting.healthcare/2025/09/26/europe-medtech-digital-health-weekly-brief-week-of-sep-20-26-2025-6/): A brisk week: big wearable debt, a Finland-to-EU CE mark, and fresh regulatory momentum for tinnitus therapy—plus Medtronic doubles down... - [Europe MedTech & Digital Health — Weekly Brief (Week of September 13-19, 2025, #6)](https://disrupting.healthcare/2025/09/19/europe-medtech-digital-health-weekly-brief-week-of-september-13-19-2025-6/): Chronic care raises capital, CE-marks keep flowing, leadership benches shift, and new data reveals just how underfunded CEE’s healthtech sector... - [Europe MedTech & Digital Health Weekly Brief (Week of September 6–12, 2025, #5)](https://disrupting.healthcare/2025/09/12/europe-medtech-digital-health-weekly-brief-week-of-september-6-12-2025-5/): Workflow AI meets hard regs: funding into clinical workforce & pathology AI, a CEE mental health roll-up, and CE marks... - [Quantum Healthcare in Europe: Funding, Regulation and the Path to Market](https://disrupting.healthcare/2025/09/10/quantum-healthcare-in-europe-funding-regulation-and-the-path-to-market/): Europe’s Quantum Moment Europe is not just a consumer of quantum technologies, it’s investing heavily to become a global leader.... - [Quantum & Supercomputers: How Hybrid Computing Could Shave Decades off MedTech R&D](https://disrupting.healthcare/2025/09/10/quantum-supercomputers-how-hybrid-computing-could-shave-decades-off-medtech-rd/): Think AI alone is transforming healthcare? Think again. The real game-changer could be quantum computing, particularly when paired with supercomputers.... - [Harvest Now, Decrypt Later: Why Healthcare Must Go Post-Quantum Today](https://disrupting.healthcare/2025/09/08/harvest-now-decrypt-later-why-healthcare-must-go-post-quantum-today/): The Threat Healthcare runs on trust — but its digital backbone is fragile. A sufficiently powerful quantum computer will run... - [Europe MedTech & Digital Health Weekly Brief (Week of August 30–September 5, 2025, #5)](https://disrupting.healthcare/2025/09/05/europe-medtech-digital-health-weekly-brief-week-of-august-30-september-5-2025-5/): Hospitals want evidence, investors want traction: this week mixed the two: GI diagnostics, insulin delivery, genomics M&A. And sprinkled in... - [Omnichannel Marketing Metrics That Actually Deliver in Pharma & MedTech](https://disrupting.healthcare/2025/09/02/omnichannel-marketing-metrics-that-actually-deliver-in-pharma-medtech/): Omnichannel is non‑negotiable in pharma and medtech marketing. In recent study 97% of industry leaders say it’s vital. Yet execution... - [Pharma’s Quantum Bet: Can Qubits Fix Drug R&D’s 90% Failure Rate](https://disrupting.healthcare/2025/09/01/pharmas-quantum-bet-can-qubits-fix-drug-rds-90-failure-rate/): The Promise Pharma spends billions on R&D only to see 90% of drug candidates fail in trials. At the heart of... - [Europe MedTech & Digital Health — Weekly Brief (Week of August 23–29, 2025, #4)](https://disrupting.healthcare/2025/08/29/europe-medtech-digital-health-weekly-brief-week-of-august-23-29-2025-4/): This week’s highlights: a landmark UK medtech exit, a €403 million EU funding boost for AI-powered devices, and strategic momentum... - [Quantum Computing in Healthcare: Breakthrough or Expensive Distraction?](https://disrupting.healthcare/2025/08/27/quantum-computing-in-healthcare-breakthrough-or-expensive-distraction/): Quantum computing is the latest shiny object in healthcare IT. Headlines trumpet its ability to solve the unsolvable, to accelerate... - [€200 Million for Ortivity: Why Outpatient Orthopaedics Is Europe’s Quiet MedTech Power Play](https://disrupting.healthcare/2025/08/27/e200-million-for-ortivity-why-outpatient-orthopaedics-is-europes-quiet-medtech-power-play/): €200 million. Not a sum we see every day in European HealthTech, especially outside AI hype-cycles. Munich-based Ortivity broke the mould—raising... - [OrganOx’s $1.5B Exit and Europe’s €403M MedTech Push: A Blueprint for Start-Up Success](https://disrupting.healthcare/2025/08/25/organox-1-5b-exit-and-europes-e403m-medtech-push-a-blueprint-for-start-up-success/): Forget IPO hype. Europe’s MedTech scene is quietly reinventing exit strategies. The recent blockbuster OrganOx deal shows that patient-growth capital... - [Europe MedTech & Digital Health — Weekly Brief (Week of Aug 16–22, 2025, #3)](https://disrupting.healthcare/2025/08/22/europe-medtech-digital-health-weekly-brief-week-of-aug-16-22-2025-3/): AI meets approvals, mental health consolidates, and early-stage device builders get fuel — a tidy week for cardiology/ophthalmology AI, workflow... - [Veeva and IQVIA Call Truce: From Lawsuit to Data Integration](https://disrupting.healthcare/2025/08/19/veeva-and-iqvia-call-truce-from-lawsuit-to-data-integration/): Eight years of lawsuits. Zero damages paid. And now, a partnership. After nearly a decade of courtroom brawls, Veeva and... - [Europe MedTech & Digital Health — Weekly Brief (Week of Aug 9–15, 2025, #2)](https://disrupting.healthcare/2025/08/15/europe-medtech-digital-health-weekly-brief-week-of-aug-9-15-2025-2/): A crisp week: AI diagnostics raised, sports concussion wearables funded, a Dutch conversational-AI startup got scooped up, and the UK... - [Poland’s healthtech has outgrown ‘nearshore’: 10 products and 10 global hubs](https://disrupting.healthcare/2025/08/12/polands-healthtech-has-outgrown-nearshore-10-products-and-10-global-hubs/): Stop calling Poland a nearshore Poland isn’t just shipping code for someone else’s roadmap. It’s producing digital health products used... - [The EU AI Act vs MDR/IVDR: Europe’s MedTech Regulatory Collision](https://disrupting.healthcare/2025/08/10/the-eu-ai-act-vs-mdr-ivdr-europes-medtech-regulatory-collision/): The EU wants to be the global leader in AI and in medical technology. Unfortunately, its own flagship regulations are... - [How US Tariff Tensions Threaten EU MedTech Growth](https://disrupting.healthcare/2025/08/10/us-tariff-medtech/): A 15% US tariff on EU medical technologies could derail scale-up strategies, squeeze margins, and spook investors. Here’s what founders and VCs need to know — and how to mitigate the risk. - [Europe MedTech & Digital Health Weekly Brief #1](https://disrupting.healthcare/2025/08/08/europe-medtech-digital-health-weekly-brief-1/): (Week of Aug 2–8, 2025) August might be peak out-of-office, but Europe’s medtech builders didn’t pack it in. Cardiology AI... - [What is Omnichannel Marketing in Pharma & Medtech? Complete Definition Guide 2025](https://disrupting.healthcare/2025/08/07/what-is-omnichannel-marketing-in-pharma-medtech-complete-definition-guide-2025/): FAQ #1: What is Omnichannel Marketing in Pharma and Medtech? Omnichannel marketing in pharmaceutical and medical device industries is a... - [Omnichannel vs Traditional Healthcare Marketing: Key Differences Explained 2025](https://disrupting.healthcare/2025/08/07/omnichannel-vs-traditional-healthcare-marketing-key-differences-explained-2025/): FAQ #2: How Does Omnichannel Marketing Differ from Traditional Marketing in Healthcare? The fundamental difference between omnichannel and traditional healthcare... - [Essential Components of Omnichannel Marketing Strategy for Pharma & Medtech 2025](https://disrupting.healthcare/2025/08/07/essential-components-of-omnichannel-marketing-strategy-for-pharma-medtech-2025/): FAQ #3: What Are the Key Components of a Successful Omnichannel Strategy? A successful omnichannel strategy in pharma and medtech... - [Omnichannel Marketing Benefits for Pharma & Medtech: ROI, Engagement & Growth 2025](https://disrupting.healthcare/2025/08/07/omnichannel-marketing-benefits-for-pharma-medtech-roi-engagement-growth-2025/): FAQ #4: What Are the Main Benefits of Implementing Omnichannel Marketing? Implementing omnichannel marketing in pharma and medtech delivers measurable... - [Omnichannel Marketing Implementation Challenges in Pharma: Solutions & Best Practices](https://disrupting.healthcare/2025/08/07/omnichannel-marketing-implementation-challenges-in-pharma-solutions-best-practices/): FAQ #5: What Are the Biggest Challenges in Implementing Omnichannel Marketing? Implementing omnichannel marketing in pharma and medtech faces significant... - [ Omnichannel Marketing Metrics & KPIs for Pharma Success: Complete Measurement Guide](https://disrupting.healthcare/2025/08/07/omnichannel-marketing-metrics-kpis-for-pharma-success-complete-measurement-guide/): FAQ #6: How Do You Measure the Success of Omnichannel Marketing Campaigns? Measuring omnichannel marketing success requires comprehensive, role-based metrics... - [Technology in Omnichannel Marketing: Essential Tools & Platforms for Pharma 2025](https://disrupting.healthcare/2025/08/07/technology-in-omnichannel-marketing-essential-tools-platforms-for-pharma-2025/): Technology serves as the foundational enabler for omnichannel marketing success, providing the infrastructure for data integration, personalization, automation, and real-time... - [ Personalized Content Creation for Omnichannel Pharma Marketing: AI & Strategy Guide](https://disrupting.healthcare/2025/08/07/personalized-content-creation-for-omnichannel-pharma-marketing-ai-strategy-guide/): FAQ #8: How Do You Create Personalized Content for Different Channels? Creating personalized omnichannel content requires modular architecture combined with... - [Omnichannel Marketing Compliance in Pharma: Regulatory Requirements & Best Practices](https://disrupting.healthcare/2025/08/07/omnichannel-marketing-compliance-in-pharma-regulatory-requirements-best-practices/): FAQ #9: What Are the Regulatory Considerations for Omnichannel Marketing? Regulatory compliance in omnichannel marketing presents complex, multi-layered challenges requiring... - [AI in Omnichannel Pharma Marketing: Machine Learning Applications & Strategies 2025](https://disrupting.healthcare/2025/08/07/ai-in-omnichannel-pharma-marketing-machine-learning-applications-strategies-2025/): FAQ #10: How Can AI and Machine Learning Enhance Omnichannel Marketing? AI and machine learning represent transformative technologies that enable... - [Future of Omnichannel Marketing in Healthcare: Trends, AI & Digital Transformation 2025](https://disrupting.healthcare/2025/08/07/future-of-omnichannel-marketing-in-healthcare-trends-ai-digital-transformation-2025/): FAQ #11: What Does the Future Hold for Omnichannel Marketing in Healthcare? The future of omnichannel marketing in healthcare will... - [Multichannel vs Omnichannel in Pharma Marketing](https://disrupting.healthcare/2025/08/06/multichannel-vs-omnichannel-in-pharma-marketing/): What is the difference between multichannel and omnichannel marketing in pharma and MedTech? Multichannel marketing uses multiple independent channels (like... - [Understanding AI in Pharma Marketing](https://disrupting.healthcare/2025/08/06/understanding-ai-in-pharma-marketing/): Learn how generative AI transforms pharma marketing by boosting productivity, reducing costs, and driving personalized HCP engagement. - [Top Use Cases of AI in Pharma & MedTech](https://disrupting.healthcare/2025/08/06/top-use-cases-of-ai-in-pharma-medtech/): What are the main forms of generative AI being leveraged in pharma marketing? Generative AI can be categorized into three... - [Navigating MLR with AI](https://disrupting.healthcare/2025/08/06/navigating-mlr-with-ai/): What is MLR and why does it matter in pharma and MedTech marketing? MLR stands for Medical, Legal and Regulatory... - [What Is Software as a Medical Device (SaMD)?](https://disrupting.healthcare/2025/08/04/what-is-software-as-a-medical-device-samd/): Discover what Software as a Medical Device (SaMD) is and why its intended medical use impacts regulatory classification. - [Rule 11 Explained: Classifying SaMD in the EU](https://disrupting.healthcare/2025/08/04/rule-11-explained-classifying-samd-in-the-eu/): EU MDR’s Annex VIII, Rule 11 determines how software is classified: What Determines the Class? Example: References: This post is... - [Building a Compliant QMS for SaMD](https://disrupting.healthcare/2025/08/04/building-a-compliant-qms-for-samd/): To enter the EU market, your SaMD must be developed under a Quality Management System (QMS) that complies with ISO... - [SaMD Cybersecurity and GDPR](https://disrupting.healthcare/2025/08/04/samd-cybersecurity-and-gdpr/): Security = Safety Under EU MDR, cybersecurity is a General Safety and Performance Requirement. Failure to secure software is a... - [The CE Marking Process for SaMD](https://disrupting.healthcare/2025/08/04/the-ce-marking-process-for-samd/): Get CE Mark Most SaMD is Class IIa or higher—requiring Notified Body involvement. Key Steps: Class-specific routes: This post is... - [Clinical Evidence for SaMD in the EU](https://disrupting.healthcare/2025/08/04/clinical-evidence-for-samd-in-the-eu/): MDR Requirements SaMD must show: Documentation: Use real-world evidence, literature, or clinical studies. This post is part of SaMD Europe Launch... - [SaMD Market Access & Reimbursement in Europe](https://disrupting.healthcare/2025/08/04/samd-market-access-reimbursement-in-europe/): CE Mark ≠ Reimbursement Each EU country has its own reimbursement process. Highlights: – Germany (DiGA): Fast track, 12-month provisional... - [Post-Market Surveillance for SaMD](https://disrupting.healthcare/2025/08/04/post-market-surveillance-for-samd/): Staying Compliant Post-Launch Post-market surveillance (PMS) is required for all devices. Requirements: For Class IIa+, submit PSUR every 1–2 years.... - [Investment Trends in European Digital Health](https://disrupting.healthcare/2025/08/04/investment-trends-in-european-digital-health/): Where Capital Flows Investors favor: Valuation Benchmarks: Learn more at Scaling MedTech: From Product to Market This post is part... - [Why SaMD Launches Fail in Europe](https://disrupting.healthcare/2025/08/04/why-samd-launches-fail-in-europe/): Common Pitfalls Fixes: Learn more at Scaling MedTech: From Product to Market This post is part of SaMD Europe Launch Guide. This... - [MedTech Marketing Strategy 2025: How FDA Wins and Commercial Innovation Drive Multi-Billion Dollar Growth](https://disrupting.healthcare/2025/07/30/medtech-marketing-strategy-2025-how-fda-wins-and-commercial-innovation-drive-multi-billion-dollar-growth/): The MedTech landscape is evolving fast, and in 2025, the race to win in the market is no longer just... - [Whoop vs Hilo: A Cautionary Tale of Medical Device Regulation](https://disrupting.healthcare/2025/07/29/whoop-vs-hilo-a-cautionary-tale-of-medical-device-regulation/): In July 2025, the U. S. FDA issued a warning letter to Whoop, Inc. for marketing its Blood Pressure Insights... - [Medical Device Digital Marketing: Expert Guide for 2025](https://disrupting.healthcare/2025/07/27/medical-device-digital-marketing-expert-guide-for-2025/): Digital marketing has become a cornerstone of successful go-to-market strategies in the MedTech industry. Yet, marketing medical devices presents a... - [European MedTech Innovators: Pioneering the Future of Healthcare in 2025](https://disrupting.healthcare/2025/07/14/european-medtech-innovators-pioneering-the-future-of-healthcare-in-2025/): I. Introduction: Europe’s Ascendance in MedTech Innovation The landscape of healthcare is undergoing a profound transformation, driven by relentless innovation... - [What Is MedTech? A Beginner’s Guide to Medical Technology](https://disrupting.healthcare/2025/07/10/what-is-medtech-a-beginners-guide-to-medical-technology/): The intersection of medicine and technology is rapidly transforming healthcare worldwide. If you’ve ever wondered, what is MedTech? , you’re... - [EU Digital Health Funding Landscape 2025: Where and How to Raise Capital in Europe](https://disrupting.healthcare/2025/07/10/eu-digital-health-funding-landscape-2025-where-and-how-to-raise-capital-in-europe/): With over €20 billion in public and private capital flowing into digital health ventures since 2020, the European Union has... - [The MedTech Go-to-Market Playbook (2025 Edition)](https://disrupting.healthcare/2025/07/10/the-medtech-go-to-market-playbook-2025-edition/): Breaking into healthcare is hard. Breaking into MedTech is harder — thanks to complex regulations, long sales cycles, and conservative... - [Market Access in Europe — What Founders Need to Know](https://disrupting.healthcare/2025/07/10/market-access-in-europe-what-founders-need-to-know/): Getting into the hospital is no longer the endgame. For MedTech startups in Europe, getting reimbursed — and doing so... - [Cracking Reimbursement — Value-Based Pricing for MedTech Startups](https://disrupting.healthcare/2025/07/10/cracking-reimbursement-value-based-pricing-for-medtech-startups/): Pricing in MedTech isn’t just a number — it’s your business model. In the EU, where public payers dominate and... - [Commercial Channels That Actually Work in MedTech](https://disrupting.healthcare/2025/07/10/commercial-channels-that-actually-work-in-medtech/): For MedTech startups, success hinges not only on product quality, but also on how you reach, convince, and support stakeholders.... - [Mistakes to Avoid in MedTech Commercialization (and How to Fix Them)](https://disrupting.healthcare/2025/07/10/mistakes-to-avoid-in-medtech-commercialization-and-how-to-fix-them/): Even with the right product, market, and team — many MedTech startups fail. And the reasons often come down to... - [How to Build a Medtech Unicorn in Europe: The 2025 Founders Playbook](https://disrupting.healthcare/2025/07/09/how-to-build-a-medtech-unicorn-in-europe-the-2025-founders-playbook/): Introduction: Medtech Unicorns on the Rise in Europe The medtech unicorn phenomenon is transforming healthcare in Europe. As one of... - [What Happened to 23andMe? The Rise, Fall, and Future of a Consumer Genetics Pioneer](https://disrupting.healthcare/2025/03/26/what-happened-to-23andme-the-rise-fall-and-future-of-a-consumer-genetics-pioneer/): Understanding the 23andMe Journey 23andMe was founded in 2006 by Anne Wojcicki, Linda Avey, and Paul Cusenza with a bold... - [23andMe Unveils Total Health to Become a HealthTech Company](https://disrupting.healthcare/2023/10/26/23andme-unveils-total-health-to-become-a-healtech-company/): 23andMe, renowned for ancestry tracing, steps into healthcare with “Total Health”, a service set to decode your health secrets embedded... - [Early Cancer Detection: The Promise of Protein Biomarker Analysis](https://disrupting.healthcare/2023/10/24/early-cancer-detection-the-promise-of-protein-biomarker-analysis/): Cancer detection has seen a revolutionary transformation, thanks to the emergence of a technique known as Protein Biomarker Analysis using... - [Bigfoot Medical: Pioneering Diabetes Management Solutions & Their Future Prospects](https://disrupting.healthcare/2023/04/12/bigfoot-medical-pioneering-diabetes-management-solutions-their-future-prospects/): Beginning of March 2023 Bigfoot Medical announced it has FDA clearance for the Android version of the Bigfoot Unity® Mobile... - [Pear Therapeutics: The Rise and Fall of a Digital Therapeutics Pioneer](https://disrupting.healthcare/2023/04/12/pear-therapeutics-the-rise-and-fall-of-a-digital-therapeutics-pioneer/): Pear Therapeutics, once a leader in prescription digital therapeutics (PDT or DTx), has recently filed for bankruptcy. In this blog... - [The Top 10 Medical Devices Types Revolutionizing Digital Health in 2023](https://disrupting.healthcare/2023/04/02/the-top-10-medical-devices-types-revolutionizing-digital-health-in-2023/): Digital health in 2023 continues to advance rapidly. Medical devices that utilize digital technology are becoming increasingly popular and offer... - [Digital marketing in MedTech and Pharma](https://disrupting.healthcare/2023/03/05/digital-marketing-in-medtech-and-pharma/): Understanding the specifics of MedTech and Digital Health digital marketing is essential to success in digital marketing. - [Germany leading in DTx reimbursement with 42 DiGA-approved apps](https://disrupting.healthcare/2023/02/26/germany-leading-in-dtx-reimbursement-with-42-diga-approved-apps/): With four more Digital Therapeutics (DTx) added in January, Germany is a leader in reimbursing of prescribed digital health applications.... - [What is MedTech all about?](https://disrupting.healthcare/2023/02/18/what-is-medtech-all-about/): You can read a lot about MedTech. There are websites (like disrupting healthcare), news resources, and companies focused on one... - [NOCD receives $34M funding, investors include Cigna and Kaiser Permanente](https://disrupting.healthcare/2023/02/02/nocd-receives-34m-funding-investors-include-cigna-and-kaiser-permanente/): This Series B round of funding for the startup was led by Cigna Ventures and 7wireVentures, with participation from Longitude... - [Meet Troy Tazbaz, a new director of the FDA Digital Health CoE](https://disrupting.healthcare/2023/01/31/meet-troy-tazbaz-a-new-director-of-the-fda-digital-health-coe/): Troy Tazbaz has been appointed as a Director of the Digital Health Center of Excellence at the FDA. Mr. Tazbaz... - [Artificial Intelligence and Machine Learning (AI/ML) in Medical Devices](https://disrupting.healthcare/2023/01/29/artificial-intelligence-and-machine-learning-ai-ml-in-medical-devices/): Do you know that FDA already approved 521 Artificial Intelligence and Machine Learning (AI/ML)-Enabled Medical Devices? PAPNET. The failure of... - [Digital Health unicorns 2020. Meet the most valuable HealthTech exits of 2020.](https://disrupting.healthcare/2021/03/12/digital-health-unicorns-2020-meet-the-most-valuable-healthtech-exits-of-2020/): In 2020 Covid-19 pandemic focused humanity’s attention on healthcare and HealthTech. According to CB Report, 2020 was the year when... - [Deprexis DiGA approved! 11th Digital Therapeutics (DTx) reimbursed in Germany](https://disrupting.healthcare/2021/03/07/deprexis-diga-approved-11th-digital-therapeutics-dtx-prescribed-and-reimbursed-in-germany/): Deprexis – Digital therapeutics (DTx) for depression has received DiGA fast-track approval for DTx prescription and reimbursement in Germany. The... - [Big Data, AI and Coronavirus COVID-19 (NCov-2019)](https://disrupting.healthcare/2020/02/26/big-data-ai-covid-19/): Coronavirus COVID-19 (NCov-2019) has tested some of the digital health capabilities such as AI-based predicitive models and real-time big data... - [ACI’s Digital Marketing in Healthcare](https://disrupting.healthcare/2016/10/30/acis-digital-marketing-healthcare/): On the 26th and 27th of October in London, I had the pleasure of participating in the ACI’s Digital Marketing... - [(Not) The Best Pharmaceutical Ads - Lions Healthcare 2016](https://disrupting.healthcare/2016/06/20/not-best-pharmaceutical-ads-lions-healthcare-2016/): Lions Healthcare 2016 Awards for the best pharmaceutical advertising have been announced. See the winners. As every year, what they... - [MoovCare - a clinically proven mHealth app in lung cancer treatment](https://disrupting.healthcare/2016/06/08/moovcare-clinically-proven-mhealth-app-lung-cancer-treatment/): MoovCare, a mHealth app to help patients with lung cancer presented at the annual American Society of Clinical Oncology (ASCO)... - [Super Bowl 2016 Ads Cry for Total Ban of DTC Pharma Marketing](https://disrupting.healthcare/2016/02/09/super-bowl-2016-pharma-ads-cry-for-ban-of-dtc/): 2016 Super Bowl ads by pharmaceutical companies are perfect examples why DTC should be banned. Every year NFL championship game... - [Interactive Outdoor Ad to Detect Flu in Poland for GSK](https://disrupting.healthcare/2016/02/08/interactive-outdoor-ad-to-detect-flu-in-poland/): GSK’s OTC product Theraflu has launched a really hot campaign in cold Poland. During the flu season agency has placed... - [Internet of Things in Healthcare and Pharma](https://disrupting.healthcare/2015/07/20/internet-of-things-in-healthcare-and-pharma/): Internet of Things becomes one of the most impactful trends in Healthcare and Pharma industry. According to the Big Data... - [Wearables in healthcare to be promoted by NHS England. What’s next?](https://disrupting.healthcare/2015/06/21/wearables-in-healthcare-to-be-promoted-by-nhs-england-whats-next/): NHS England has announced its plans to provide free WiFi in hospitals to push for adoption of wearable technology. It... - [Traditional interaction with HCPs beats digital in impact on prescriptions?](https://disrupting.healthcare/2015/01/25/traditional-interaction-hcps-beats-digital-impact-prescriptions/): Digital marketing loses against traditional interaction with HCPs says Cegedim Strategic Data (CSD). According to the study called Global Promotions... --- # # Detailed Content ## Pages - Published: 2025-09-28 - Modified: 2025-09-28 - URL: https://disrupting.healthcare/pharma-medtech-guide-to-quantum-computing/ Welcome to Europe’s Quantum Healthcare Hub Quantum computing is no longer just a physics experiment. In Europe, it’s reshaping pharma R&D, medtech innovation, personalised medicine, and healthcare cybersecurity. With the EU’s Quantum Flagship, GDPR, and the AI Act, Europe is uniquely positioned to commercialise trusted, regulation-ready quantum healthcare. This series, Pharma & MedTech Guide to Quantum Computing, cuts through the hype and noise — delivering practical insights, strategic takeaways, and EU‑specific context for healthcare leaders, founders, and investors. Read the Full Series 1. Quantum Computing in Healthcare: Breakthrough or Expensive Distraction? Is quantum healthcare revolution or hype? Learn why NISQ-era machines make hybrid workflows and post-quantum cryptography Europe’s smartest bets. 2. Pharma’s Quantum Bet: Can Qubits Fix Drug R&D’s 90% Failure Rate? Discover how quantum drug discovery is being tested in Europe and beyond — from Pasqal and Qubit Pharma to Biogen and Cleveland Clinic. 3. Quantum Genomics: Hyper-Personalised Medicine or Just a Thought Experiment? Can quantum genomics unlock personalised medicine? Explore Europe’s edge with the European Health Data Space (EHDS) and GDPR-compliant infrastructure. 4. Harvest Now, Decrypt Later: Why Healthcare Must Go Post-Quantum Today Healthcare is a prime target for quantum cybersecurity threats. Learn how to migrate to post-quantum cryptography (PQC) before Y2Q arrives. 5. Quantum Healthcare in Europe: Funding, Regulation and the Path to Market Europe’s Quantum Flagship, AI Act, and MDR/IVDR create unique conditions for commercialising quantum healthcare across the EU. 6. Pharma & MedTech’s Quantum Survival Guide: Where to Place Bets in 2025 Investors and founders... --- - Published: 2025-08-06 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/pharma-medtech-omnichannel-marketing-faq-series/ Welcome to Your Ultimate Resource for Omnichannel Marketing Excellence The pharmaceutical and medical device industries are undergoing a digital transformation that demands sophisticated marketing approaches.  Omnichannel marketing has emerged as the critical strategy for engaging healthcare professionals, patients, and stakeholders across integrated touchpoints. This comprehensive resource center addresses the most pressing questions facing healthcare marketers today. Whether you're implementing your first omnichannel campaign or optimizing existing strategies, these expert-backed FAQs provide actionable insights for success. What You'll Discover: Strategic frameworks for omnichannel implementation Technology solutions enabling seamless customer experiences Regulatory compliance considerations for healthcare marketing Measurement approaches proving ROI and effectiveness AI and personalization strategies for competitive advantage Future trends shaping healthcare marketing evolution Each FAQ is meticulously researched with authoritative citations, ensuring you receive evidence-based guidance for your omnichannel marketing initiatives. Navigate by Your Specific Needs: Getting Started: What is Omnichannel Marketing in Pharma and Medtech? How Does Omnichannel Marketing Differ from Traditional Marketing? Strategy & Implementation: Key Components of a Successful Omnichannel Strategy Main Benefits of Implementing Omnichannel Marketing Biggest Implementation Challenges Optimization & Management: Measuring Omnichannel Marketing Success Technology's Role in Omnichannel Marketing Creating Personalized Content for Different Channels Compliance & Advanced Strategies: Regulatory Considerations for Omnichannel Marketing AI and Machine Learning Enhancement Opportunities Future of Omnichannel Marketing in Healthcare Ready to transform your healthcare marketing approach?  Explore our comprehensive FAQ series below and position your organization for omnichannel success. Read other series: SaMD Europe Launch Guide Scaling MedTech: From Product to Market --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/samd-europe-launch-guide/ Welcome to the definitive guide to launching Software as a Medical Device (SaMD) in Europe. This 10-part series breaks down the complex regulatory, clinical, and commercial landscape for MedTech founders, investors, and digital health innovators navigating the EU market. Explore the Series: What Is Software as a Medical Device (SaMD)? Rule 11 Explained: Classifying SaMD in the EU Building a Compliant QMS for SaMD Cybersecurity and GDPR for SaMD The CE Marking Process for SaMD Clinical Evidence for SaMD in the EU Post-Market Surveillance for SaMD SaMD Market Access & Reimbursement in Europe Investment Trends in European Digital Health Why SaMD Launches Fail in Europe Each article contains actionable insights, is based on updated 2025 regulations, and provides best practices to help you succeed in the European MedTech landscape. --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/scaling-medtech-from-product-to-market/ Welcome to our 5-part series on how to take your MedTech innovation from prototype to market-ready — and reimbursed. This founder-focused guide walks you through the essential elements of MedTech commercialization in 2025 and beyond, with real-world examples, European focus, and actionable insights. Explore the full series: Post 1: The MedTech Go-to-Market Playbook (2025 Edition) How to structure a scalable GTM strategy — from direct sales to digital hybrid. Post 2: Market Access in Europe — What Founders Need to Know Breakdown of DiGA, PECAN, NHS, and other national access pathways in Europe. Post 3: Cracking Reimbursement — Value-Based Pricing for MedTech Startups Pricing models, cost-effectiveness, and payer expectations decoded. Post 4: Commercial Channels That Actually Work in MedTech Best channels for reaching HCPs and institutions — with examples from digital and device companies. Post 5: Mistakes to Avoid in MedTech Commercialization (and How to Fix Them) Learn from others' failures — and build smarter launch plans. --- - Published: 2020-02-25 - Modified: 2025-07-11 - URL: https://disrupting.healthcare/about/ Disrupting. Healthcare is an independent publication focused on the future of health technology, with a particular emphasis on MedTech, digital therapeutics, and commercial strategy in the European life sciences sector. It covers the intersection of innovation, policy, commercialization, and clinical adoption — offering data-driven insights for founders, investors, and industry insiders. This platform exists to demystify complex healthcare innovation by highlighting what works, what doesn’t, and where the industry is heading — without jargon, hype, or corporate fluff. Editorial Policy All content is researched, written, and curated by Piotr Wrzosinski, a seasoned expert in digital health and MedTech marketing, with over two decades of experience across consulting, pharma, and medical devices. While we strive for accuracy, relevance, and actionability, all views expressed are personal and do not represent the positions of Piotr’s current or past employers. Sources: We reference public data, peer-reviewed literature, regulatory databases (e. g. , FDA, EMA), and reputable industry reports (e. g. , McKinsey, Accenture, IQVIA, Deloitte, Rock Health). The content may be enhanced and cocreated with GenAI tools, and if this is a case it is always mentioned in the article. Editorial Independence: This site does not accept sponsored content or paid placement. Content Integrity: Posts are based on verified data and practical experience. Speculative content is clearly labeled as such. Feedback & Corrections: Readers are encouraged to flag any errors or omissions via comments or e-mail. The content of this website is not a financial, legal or medical advice. --- - Published: 2019-11-14 - Modified: 2019-11-14 - URL: https://disrupting.healthcare/sample-page/ This is an example page. It's different from a blog post because it will stay in one place and will show up in your site navigation (in most themes). Most people start with an About page that introduces them to potential site visitors. It might say something like this: Hi there! I'm a bike messenger by day, aspiring actor by night, and this is my website. I live in Los Angeles, have a great dog named Jack, and I like piña coladas. (And gettin' caught in the rain. ) ... or something like this: The XYZ Doohickey Company was founded in 1971, and has been providing quality doohickeys to the public ever since. Located in Gotham City, XYZ employs over 2,000 people and does all kinds of awesome things for the Gotham community. As a new WordPress user, you should go to your dashboard to delete this page and create new pages for your content. Have fun! --- --- ## Posts - Published: 2025-11-14 - Modified: 2025-11-14 - URL: https://disrupting.healthcare/2025/11/14/europe-medtech-digital-health-weekly-brief-week-of-nov-8-14-2025-14/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization, Weekly Brief A compact week: small but pointed rounds in diagnostics and patient safety, a urology partnership scaling across EMEA, radiosurgery planning cleared on both sides of the Atlantic, and a headline corporate restructure. People on the move Exstent (UK) - Vascular surgeon Matt Thompson becomes CEO to drive commercialization of patient-specific aortic support. Money flows Self. co, formerly known as Allergomedica, (Lithuania) a €2. 56M mixed grant + venture to scale molecular allergy testing and expand into the UK, Ireland, Austria and Germany; grant component from Innovation Agency Lithuania. Enteral Access Technologies (UK) a £500K bridging round to scale DoubleCHEK, its CO₂+pH nasogastric tube placement safety device; building UK adoption and early EU rollout. Minze Health (Belgium) × Medtronic: a three-year EMEA partnership to offer Minze’s automated bladder diary (Diary Pod) to patients receiving Medtronic sacral neuromodulation therapy; strengthens digital urology care pathways. On the press • ZAP Surgical: ZAP-Axon radiosurgery planning system receives both EU CE certification and US FDA 510(k); enables clinical use across the EU and US. • Siemens to deconsolidate Healthineers: Siemens plans a direct spin-off of 30% of its ~67% stake to shareholders, cutting to ~37% and targeting --- - Published: 2025-11-07 - Modified: 2025-11-07 - URL: https://disrupting.healthcare/2025/11/07/europe-medtech-digital-health-weekly-brief-week-of-nov-1-7-2025-13/ - Categories: Digital Health, MedTech - Tags: Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization, Weekly Brief Cardio-adjacent robots, workflow expansions, and device commercialization: this week mixes a new fund backing medtech, a fresh CE mark, and EU market-surveillance tidings. People on the move DBV Technologies (Germany) Kevin Trapp becomes Chief Commercial Officer to prep European go-to-market. Money flows United Founders (Luxembourg)€80M early-stage fund, cheques up to €1M, targeting AI, hardware, dual-use and medtech; early health bet includes Germany’s Every Health. Expect more operator-led tickets into clinical workflows. Holi (Poland)€3M Seed; digital obesity clinic. New markets in EU on deck; product build around data-driven care pathway. Nanox (Israel) ↔ EXRAY (Czech Republic) Distribution partnership for Nanox. ARC 3D imaging across Czech Republic; leverages recent EU CE mark to widen footprint. Useful read-through for cost-sensitive imaging buyers in CEE. https://youtu. be/8XUBvX_kWns? si=rESF5HbTrNwDw7nk On the press • Nitinotes (Israel) - CE mark for EndoZip, an automated suturing system for endoscopic sleeve gastroplasty; sets up EU commercialization of obesity intervention between drugs and surgery. • EU #MedSafetyWeek Commission’s health agency Hadea spotlights JAMS 2. 0, the joint action strengthening medical device/IVD market surveillance, inspections and data exchange across Member States. Signal: more coordinated enforcement under MDR/IVDR. • Urteste (Poland) launches European multicenter clinical study of Panuri, an oncology test; another CEE diagnostic attempting EU-wide validation. One thing to remember Obesity and imaging drove the week: fresh capital for a Polish digital clinic, a CE-marked automated ESG platform, and a Czech distribution deal show Europe’s buyers want scalable, cost-sensitive interventions. Pair commercialization sprints with the EU’s tighter market-surveillance push to avoid... --- - Published: 2025-11-07 - Modified: 2025-11-07 - URL: https://disrupting.healthcare/2025/11/07/whos-funding-the-boom/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, European HealthTech Goldmine, Funding, medical devices, MedTech Commercialization The VCs, public funds, and CVCs writing cheques in European healthtech (2025 edition) Healthtech funding in Europe is accelerating again. After a cautious 2023, investment rebounded to $4. 8 billion in 2024, and Q1 2025 alone brought in $4. 3 billion. Healthtech now captures 30 to 35% of all venture activity across the continent. But who's actually writing those cheques? This post breaks down the capital stack behind Europe's digital health growth: venture capital, public funds, and corporate/strategic investors. Whether you're raising or deploying capital, here's who you need to know in 2025. 1. Venture Capital: Still the Primary Engine Venture capital is behind most of the major healthtech rounds in Europe. From seed to Series C, VCs provide the scaling fuel, validation, and network access. Top 5 VCs Investing in European HealthTech: Sofinnova Partners: Paris-based life sciences fund active in healthtech, diagnostics, and therapeutics. Octopus Ventures: UK fund with a strong healthtech thesis, including femtech and digital care. Speedinvest: Vienna-based early-stage investor with a focus on digital health and care platforms. EQT Life Sciences: Nordic growth-stage investor in diagnostics, medtech, and health platforms. Calm/Storm Ventures: Focused on pre-seed and seed-stage digital health across underserved areas like paediatrics and mental health. Who are the best VCs for digital health in Europe? Those five are consistently active in 2024-25, spanning early to growth-stage capital. 2. Public & EU Funding: De-risking and Catalysing Growth Public funding rarely leads rounds, but often enables them. Grants, co-investments, and match funding are key to bridging... --- - Published: 2025-10-31 - Modified: 2025-10-31 - URL: https://disrupting.healthcare/2025/10/31/europe-medtech-digital-health-weekly-brief-week-of-oct-25-31-2025-12/ - Categories: Digital Health, MedTech - Tags: Digital Health, Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization, Weekly Brief AI pathology and precision health get fresh fuel; MDR CE marks stack up; MHRA drops safety signals and an IDAP tweak—another week of pilot-to-product momentum. People on the move ViCentra (the Netherlands) Ex-Dexcom and Medtronic leaders join to scale Kaleido across Europe; Karen Baxter becomes SVP Sales, Europe; Jay Little becomes VP Strategy & Business Development. Earlybird Health (Germany) Dr. Rabab Nasrallah and Dr. Christoph Massner promoted to Partners, reinforcing the firm’s biotech/medtech/data focus. Money flows Primaa (FR)€7M round; AI histology/cancer diagnostics. Funds support EU deployment and U. S. expansion prep. Human Health (UK) €4. 7M Seed; patient-first precision health platform and “Human Evidence” for B2B. MoleSense (Switzerland) — CHF 150k (€156k) Venture Kick grant; molecular maternity wearables for high-risk pregnancies. On the press • Lumendi EU MDR CE mark for DiLumen™ EZ¹ and DiLumen™ C¹ endotherapy devices; enables EU commercial distribution. • Bot Image MDR CE mark for ProstatID® AI prostate MRI software, opening European market access; product is FDA-cleared in the U. S. • MHRA — October Safety Roundup and Field Safety Notices published; useful for vigilance teams. • MHRA — IDAP update: UCNA extension for HistoSonics’ EDISON™ ultrasound ablation system; worth tracking alongside EU MDR routes. One thing to remember Regulatory momentum matters: CE marks keep landing while the UK fine-tunes access pathways, and capital is returning tohiow focused clinical AI and women’s health sensors. Founders who tie clinical utility to crisp EU/UK access narratives will convert faster to distribution. This content has been enhanced with GenAI. --- - Published: 2025-10-29 - Modified: 2025-10-29 - URL: https://disrupting.healthcare/2025/10/29/the-top-10-most-valuable-healthtechcompanies-in-europe-2025/ - Categories: Digital Health, MedTech - Tags: Digital Health, European HealthTech Goldmine, medical devices, MedTech Commercialization Valuation isn’t everything but in healthtech, it tells you who’s still scaling Let’s not pretend valuation is the ultimate success metric. But it is a decent proxy for where capital, confidence and commercial traction are flowing. Especially in a market as fragmented and overregulated as European healthcare. The 2025 leaderboard of Europe’s top 10 most valuable healthtech companies. Not biotech. Not pharma. Just tech-enabled health. Companies at the intersection of software, care and medical delivery models. Most are private. A few are flying under the radar. And yes, Finland opens the list. 1. Oura Health (Finland) Valuation: US$11 billion (Sep 2025)What it does: Smart wearable ring + health analyticsWhy it matters:Europe’s wearables play moving into serious health data. 2. Doctolib (France) Valuation: US$6. 4 billion (2025 ranking) What it does: Appointment booking and telehealth platform for European health systems. Why it matters: A dominant platform reaching scale across French & German markets, signalling what digitalhealth infrastructure looks like in the EU. 3. Sword Health (Portugal) Valuation: US$4 billion (June 2025 funding round) What it does: AI-enabled digital therapy / musculoskeletal careWhy it matters: Bridges digital therapeutics and service delivery with high value healthcare cost savings.  4. Kry International AB (Sweden) Valuation: Reported ~US$2 billion What it does: Telemedicine/virtual primary care (marketed as “Livi” in UK/France)Why it matters: One of the larger pan-European virtual care plays. 5. Cera Care (UK) Valuation: Reported >US$1 billion (source)What it does: Tech enabled home care & community servicesWhy it matters: A service delivery business scaling across UK homecare, a difficult but high... --- - Published: 2025-10-28 - Modified: 2025-11-07 - URL: https://disrupting.healthcare/2025/10/28/mapping-the-european-healthtech-goldmine/ - Categories: Digital Health, MedTech - Tags: European HealthTech Goldmine, Funding, MedTech Commercialization What’s scaling, who’s paying, and why you should care Let’s start with a question. What do Oura, Sword Health, and Doctolib have in common? If you said "healthtech unicorns" you’re technically right, but that’s not the real answer. The real answer: they're European, they're growing like weeds, and most investors or founders still talk about them like they're niche side projects. Which is odd. Because these are the companies quietly shaping the future of healthcare on the old continent, while half the market's still arguing about whether DiGA is dead or just very German. So, I’ve put together something to help. This is Mapping the European HealthTech Goldmine. A five-part series for anyone building, backing, or expanding healthtech in Europe. Why now? Because the money’s back. After the hangover that was 2023, last year saw European healthtech bounce to around $4. 8 billion in VC funding. This year? $4. 3 billion in Q1 alone, and that’s not even counting what gets tucked into medtech, diagnostics, or things with “AI” bolted on just to close a round. The capital is flowing. But, and this is where it gets interesting, it’s not flowing evenly. It’s going to: A handful of markets (Finland? Really? Yes. ) A small set of models (wearables, MSK, diagnostics-as-a-service) And companies that figured out how to integrate with public health systems without losing their will to live. What you’ll actually get No vague "trends". No breathless "disruption" language, this you have in the name of this website. I... --- - Published: 2025-10-24 - Modified: 2025-10-24 - URL: https://disrupting.healthcare/2025/10/24/europe-medtech-digital-health-weekly-brief-week-of-18-24-oct-2025-11/ - Categories: Digital Health, MedTech - Tags: Digital Health, Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization, Weekly Brief Funding stacked, boards shuffled, CE marks landed — this week runs on neurotech raises, workflow monitors, and regulator backed AI. People on the move Cardiawave (France): Jonathan Freeman becomes Board Chair as the French non invasive ultrasound outfit gears up for global expansion. CoMind (UK): Taavet Hinrikus, partner at Plural joins the board alongside the new round, bringing company building and scaling firepower. Money flows ONWARD Medical (UK): €50. 85M private placement. Neurostimulation for spinal cord injury. Proceeds go to ARC IM development, ARC EX commercial build out in the US and Europe, and operations runway into late 2026. https://youtu. be/EvxTKtmMBUQ CoMind (UK): 60M USD growth round. Non invasive brain monitoring to replace surgical holes for neuromonitoring. Backers include Plural and Taavet Hinrikus who also joins the board. https://youtu. be/Hcyz3Z-nmTs? si=QToMMZ1f_M4S-VFl Calm Storm (Austria): €30M new fund close. Vienna based fund doubles down on health and digital across CEE and DACH with pre seed through seed checks. Cyclana Bio (UK): £5M pre seed. Women’s health discovery platform for endometriosis using tissue level models and AI. Co led by NfX and Eka VC. Median Technologies (France): Financing update. Received €19M first tranche from the European Investment Bank agreement on Oct 20 and highlighted earlier €23. 9M capital increase to extend runway to at least Q4 2026 while preparing US launch of its AI lung cancer SaMD. On the press • GE HealthCare: CE mark for Carevance patient monitor, adding cardiac output insights for perioperative care, with European showcase at ESICM Munich.... --- - Published: 2025-10-17 - Modified: 2025-10-31 - URL: https://disrupting.healthcare/2025/10/17/europe-medtech-digital-health-weekly-brief-week-of-11-17-october-2025-10/ - Categories: Digital Health, MedTech - Tags: Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization, Weekly Brief Workflow AI meets breast imaging and structural heart trials: a week of pragmatic progress across funding, CE marks, and sandboxed regulation. People on the move Avanzanite Pharma names Giovanni Galliano General Manager for Italy to accelerate rare disease launches and market access. AVITA Medical Board Chair Cary Vance becomes Interim CEO as company recalibrates commercialization; preliminary Q3 revenue guidance included. Money flows Spex Capital (UK) — €30M first commitment toward a €100M Venture HealthTech Fund; targeting early-stage digital health/medtech globally with tickets up to €5M. Expect more UK/EU clinical commercialisation support via its NHS ties. Gladys (UK) secured £1. 5M seed for AI-enabled home care coordination; plans to scale across local authorities and domiciliary providers. Meta-Flux (Ireland) €1. 8M seed (techbio) to expand its AI “virtual biologist” for preclinical decision support; signals steady investor appetite for data platforms feeding medtech/diagnostics pipelines. On the press Vara (Germany) granted CE certificate for AI breast-imaging software, enabling EU deployment as an independent second reader and decision-support tool in screening/diagnostics. MHRA (UK) — selects seven technologies for Phase 2 of the AI Airlock and publishes pilot report; a concrete pathway for AI-as-a-Medical-Device evidence generation in the NHS. Anteris (USA) — receives first European regulatory clearance in Denmark to commence PARADIGM pivotal trial of the DurAVR transcatheter heart valve; Danish recruitment slated for Q4 2025. One thing to remember Even in a choppy macro, European medtech/digital health kept moving: targeted capital (Spex, Gladys), real approvals (Vara CE), and live regulatory pathways (MHRA Airlock) all point... --- - Published: 2025-10-16 - Modified: 2025-10-16 - URL: https://disrupting.healthcare/2025/10/16/zeiss-ocumeda-and-the-optical-trojan-horse-omnichannel-in-medtech/ - Categories: Digital Health, MedTech - Tags: Digital Health, medical devices, MedTech Commercialization, omnichannel The €100 Million Bet on Retail Diagnostics Omnichannel in MedTech usually means a half-baked app, an email campaign, or a portal nobody uses. ZEISS changed the script. In March 2025, ZEISS launched its EyeCare Network and quietly took a €10 million stake in Ocumeda, a tele-ophthalmology platform connecting 700 optical stores to 300,000 patients. Retail stores. Welcome to the new front line of diagnostics. What’s Happening in Stores The journey starts when someone walks into an optician’s shop to get new glasses. Instead, they’re offered a medical-grade eye check using ZEISS devices like the VISUREF 1000. That data is sent to a licensed ophthalmologist through Ocumeda’s secure platform. Within hours, the patient gets a validated medical opinion. https://youtu. be/GM5x7u8QUPM This is more than a tech pilot: 120,000+ screenings already done in Germany. 700+ sites onboarded. Rollout underway in Austria and Switzerland. Retail is becoming the gateway to care. Not the follow-up. The entry point. Why This Is True Omnichannel in MedTech Most omnichannel talk is just marketing. ZEISS is building infrastructure. Retail as healthcare touchpoint Hardware + software + clinical validation Training and support for store staff GDPR-ready workflows from day one Every part of the journey — from store to cloud to clinic — is tightly integrated. Why ZEISS Bought a Piece of the Ocumeda Platform ZEISS didn’t stop at integration. It bought 10% of Ocumeda, with the option to go to 25%. This isn’t a partnership but a vertical integration. Owning a slice of the platform means: More... --- - Published: 2025-10-10 - Modified: 2025-10-10 - URL: https://disrupting.healthcare/2025/10/10/europe-medtech-digital-health-weekly-brief-week-of-4-10-october-2025-9/ - Categories: Digital Health, MedTech - Tags: Digital Health, Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization, Weekly Brief Key Developments, Funding Rounds, Launches, and Regulatory Updates This week in European MedTech and Digital Health has seen steady progress, with notable funding rounds, product launches, regulatory milestones, and leadership changes. Key highlights include the debut of a new ECMO system, a cardiology AI solution achieving its CE mark, and enhanced regulatory cooperation between the UK and the US on AI and medical devices. People on the Move PBC Biomed (IRL): Mark McMahan has been appointed Chief Commercial Officer to accelerate go-to-market strategies for trauma and extremities products in the EU and US. Merz Therapeutics (DE): The company has opened a new affiliate in Poland, with Jolanta Dilling-Sulimierska stepping in as General Manager to lead local expansion efforts. Investment and Funding Activity The Medical Travel Company (UK/India): Raised €3. 8 million in a round led by Nexus Venture Partners, with participation from athlete collective 4CAST. The company focuses on building regulated cross-border care pathways for UK patients to access accredited providers in India. The new funds will support deeper partnerships in the UK and the certification of care pathways. Fellos (NL): Secured €2. 0 million in growth capital to expand its men’s health telemedicine services, specifically targeting erectile dysfunction and premature ejaculation. The funding will enable the company to scale operations in the Netherlands and broaden its service offering. Investors include healthcare professionals, Dutch Operator Fund, and Capital Mills. (7/10/2025) NP-Hard Ventures (NL): Announced a €25 million first close for Fund II, targeting European technical founders in deeptech and automation.... --- - Published: 2025-10-07 - Modified: 2025-10-07 - URL: https://disrupting.healthcare/2025/10/07/ai-in-eu-healthcare-bureaucracy-vs-opportunity/ - Categories: Digital Health, MedTech - Tags: AI, AI Security in Healthcare, Digital Health, Digital therapeutics, DTx, medical devices, MedTech Commercialization A deep dive into the EU Commission's latest findings on AI in healthcare. What MedTech founders and investors need to know in 2025. The European Commission’s latest 150-page analysis of artificial intelligence deployment in healthcare across the EU isn’t light reading. But it should be mandatory for anyone building or backing AI-driven MedTech. Because while the headlines scream about generative AI revolutionising medicine, the report paints a far less dramatic, but more commercially useful, picture. This is a story of uneven adoption, promising use cases strangled by red tape, and the growing chasm between regulatory intention and real-world execution. In other words, typical European healthcare. The Few Use Cases That Work Despite the hype, only a narrow set of AI applications are actually scaling: Imaging and diagnostics continue to lead, especially in radiology, pathology, and dermatology. This is due to data abundance and well-defined clinical tasks. Operational AI is quietly making a difference in logistics and scheduling, especially tools that improve patient flow or reduce no-shows. Administrative automation using LLMs and NLP is gaining traction, particularly digital scribes and documentation tools. In all cases, the successful deployments are narrow, specific, and integrated into existing workflows. General-purpose AI or standalone platforms are still a fantasy. Why Adoption is Stalling The study outlines 26 distinct barriers. Let’s group the key ones: 1. Data fragmentation and access Hospitals operate with siloed systems and non-standardised formats. Even when data is available, trust, consent, and governance issues make it unusable. 2. Overlapping regulation MedTech startups must navigate the AI Act, GDPR, MDR, IVDR, HTA rules, and soon the EHDS. Each imposes its own requirements for transparency, explainability, evidence,... --- - Published: 2025-10-04 - Modified: 2025-10-10 - URL: https://disrupting.healthcare/2025/10/04/europe-medtech-digital-health-weekly-brief-week-of-sep-28-oct-4-2025-7/ - Categories: Digital Health, MedTech - Tags: Digital Health, Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization, Weekly Brief A brisk week: AI health coaching nets fresh capital, vet workflow AI gets a push, CE-marked remote monitoring scales, and Brussels opens the door for MDR/IVDR feedback. People on the move Dentsply Sirona: Aldo M. Denti appointed EVP & Chief Commercial Officer effective Oct 6 to align global business units with commercial execution. Mr. Denti brings extensive experience from J&J MedTech, especially DePuy (orthopaedics) and Acuvue (Vision Care). Money flows Simple Life (UK): €29. 8M Series B, AI health coach; led by HartBeat Ventures. Plan: expand AI personalisation, gamification; claims strong revenue and active subs. Lupa (UK): €17M Series A, AI-native operating system for veterinary clinics; launching a Veterinary AI Lab and scaling across Europe. RDS (FR): €14M Series A to industrialise and expand MultiSense RDS, a CE-marked connected patch for continuous remote patient monitoring across Europe. SeaBeLife (FR): €2M pre-Series A to advance dry AMD and severe acute hepatitis programs (biotech angle with medtech-adjacent implications for retina diagnostics ecosystems). On the press • European Commission launches a “Call for Evidence” on the future of MDR/IVDR (targeted revision to reduce burden, improve predictability, enable digitalisation). Deadline: Oct 6, 2025. • HERA invites applications. Joint Industrial Cooperation Forum call is live; applications due by Oct 29, 2025 (17:00 CEST). • Cardiology device rollout: Elixir Medical begins full European rollout of LithiX high-capacity IVL following CE mark; >400 patients treated across 16 countries. • Swiss TAVI protection play advances in US. FDA clears pivotal trial for AorticLab’s FLOWer embolic protection system (already... --- - Published: 2025-10-04 - Modified: 2025-10-04 - URL: https://disrupting.healthcare/2025/10/04/omnichannel-in-medtech-what-europes-top-players-can-teach-you/ - Categories: Digital Health, MedTech - Tags: Digital Health, medical devices, MedTech Commercialization, omnichannel Everyone talks about omnichannel. Few do it well. In medtech, digital transformation isn’t optional. It’s survival. Yet for all the noise about AI-driven journeys and seamless customer experiences, even the top players are still building the plane mid-flight. So what can smaller European medtech companies learn from the current leaders? I reviewed the publicly available cases of digital and omnichannel strategies of three global giants Medtronic, Siemens Healthineers, and Stryker to surface actionable insights and best practices. Medtronic: Building Ecosystems, Slowly Medtronic remains the largest medtech company by revenue. But when it comes to omnichannel, it's evolving cautiously. What they’re doing: Co-marketing with Siemens Healthineers on the Multitom Rax imaging system as part of the AiBLE spine ecosystem (source). Leveraging social media, clinician education tools, and content platforms to increase reach and engagement (case study). What’s missing: No visible digital marketplace or open ecosystem for partners. Limited public evidence of AI-driven personalisation or predictive content. Ecosystem thinking is valuable, especially in surgical or complex therapies. But without deep digital integration, especially around the customer journey, the ecosystem risks being a brochure, not a behaviour driver. Siemens Healthineers: The Platform Pioneer Siemens Healthineers offers perhaps the most mature digital and omnichannel setup among major medtech players. What they’re doing: Operate a Digital Marketplace that enables customers to explore, demo, and procure software solutions from Siemens and third parties (source). Use Bynder DAM to centralise content across regions and channels (source). Build audience-based personalisation using Adobe tools (source). What’s missing: Real-time sales... --- - Published: 2025-09-28 - Modified: 2025-09-28 - URL: https://disrupting.healthcare/2025/09/28/quantum-genomics-hyper-personalised-medicine-or-just-a-thought-experiment/ - Categories: Uncategorized The Promise Genomics is drowning in data. A single human genome contains over 3 billion base pairs, and personalised medicine requires mapping not just one genome but entire populations. Quantum algorithms promise to search and analyse these vast datasets faster than classical methods, identifying subtle gene–disease correlations that underpin cancers or rare conditions. The pangenome revolution — shifting from one reference genome to mapping genetic diversity across populations — is a perfect candidate. Projects like the UK’s Wellcome Leap Quantum for Bio Challenge are exploring how quantum algorithms might tackle these graph-based models of DNA diversity. The Reality The problem isn’t theoretical speedups — it’s practical execution. Encoding massive genomic datasets into qubits is an overhead that dwarfs today’s hardware capabilities. A 2025 systematic review of nearly 5,000 papers found no consistent evidence that quantum machine learning outperforms classical approaches in genomics under real hardware conditions. For now, genomics is more likely to benefit from quantum-inspired algorithms — classical methods borrowing quantum principles — which can already improve efficiency in sequence analysis without the qubit noise. The European Edge Europe has something the US and China don’t: regulation as infrastructure. The planned European Health Data Space (EHDS) aims to harmonise access to clinical and genomic data across member states. Combined with Horizon Europe funding and the Quantum Technologies Flagship’s investment in bioinformatics tools, the EU is building the pipes through which future quantum genomics must flow. GDPR and the upcoming AI Act also matter: any quantum-enabled diagnostic will be a... --- - Published: 2025-09-26 - Modified: 2025-09-26 - URL: https://disrupting.healthcare/2025/09/26/ai-security-in-healthcare-europes-strategic-fault-line-and-how-to-win-it/ - Categories: Digital Health, MedTech - Tags: AI Security in Healthcare, Digital Health, Digital therapeutics, medical devices AI in healthcare is often sold as a story of improved diagnostics, personalised therapies, and predictive medicine. But beneath that dream lies a fragile backbone: security. One breach, one exploited model, and reputations, finances, even lives are at stake. In Europe, this tension is amplified. The Artificial Intelligence Act entered into force on 1 August 2024, putting health AI under new obligations (European Commission). At the same time, NIS2 extends cyber resilience rules to hospitals, while the European Health Data Space (EHDS) (in force from March 2025) will demand interoperable, secure data exchange. This series of posts dissects that tension from five angles: Why AI in Healthcare Has a Security Problem: Overview of attack vectors, real-world risk, regulatory context. From MRI to MedTech: Securing AI-Powered Devices: How embedded and edge AI in devices create vulnerabilities. Pharma Beyond the Pill: AI, Patient Data & the Hacker’s Jackpot: Why pharma’s “beyond the pill” strategies are hacker magnets. Startups at Risk: The AI Security Blind Spot in HealthTech Funding: Why early-stage ventures often underinvest in security. Towards Trust: Can Europe Lead on Secure AI in Healthcare? : Can the EU turn trust and compliance into a competitive advantage? FAQ: AI Security in Healthcare The future of health AI won’t be won on models — it’ll be won on trust. --- - Published: 2025-09-26 - Modified: 2025-09-26 - URL: https://disrupting.healthcare/2025/09/26/why-ai-in-healthcare-has-a-security-problem/ - Categories: Digital Health, MedTech - Tags: AI Security in Healthcare, Digital Health, Digital therapeutics, medical devices Every health AI model is a decision engine — and an attack surface. The Risks (with Evidence) Adversarial examples derail medical imaging AI — systematic review across radiology (European Journal of Radiology). Data poisoning, inversion & extraction are recognised clinical AI risks with mitigations like audit trails and continuous monitoring (García-Gómez et al. ). Why Healthcare Is Special High stakes, legacy networks, and fragile systems — the WannaCry ransomware attack disrupted NHS care at scale (UK National Audit Office). Framework for Defence Threat modelling & asset inventory Data integrity controls Access isolation Logging & audit trails Drift monitoring Adversarial testing Rollback plan Aligned with the EU AI Act’s high-risk obligations: risk management, logging, human oversight (European Commission). In healthcare, AI isn’t “just software” — it’s safety-critical infrastructure. --- - Published: 2025-09-26 - Modified: 2025-09-26 - URL: https://disrupting.healthcare/2025/09/26/from-mri-to-medtech-securing-ai-powered-devices/ - Categories: Digital Health, MedTech - Tags: AI Security in Healthcare, Digital Health, Digital therapeutics, medical devices Your pacemaker is now an endpoint. Attackers read release notes too. Why Devices + AI Are Tricky Firmware–model coupling, edge inference, constrained compute, long lifetimes. Risks mapped in Biasin et al. ’s study on AI medical device cybersecurity (arXiv). Case in Point The 2017 firmware recall for ~465k Abbott (St. Jude) pacemakers shows the stakes, a patch was issued to mitigate RF cybersecurity vulnerabilities (Read more). Regulatory Overlap AI used for medical purposes typically lands in high-risk under the AI Act, layering obligations on top of MDR/IVDR (European Commission). This includes logging, robustness, and human oversight. Secure Design Patterns Isolation/sandboxing Secure boot + model integrity checks Fail-safe fallback modes Lightweight cryptography Device logging & anomaly detection OTA updates with rollback Adversarial robustness testing Ship devices with a patch plan, audit trail, and model provenance. Or don’t ship at all. --- - Published: 2025-09-26 - Modified: 2025-09-26 - URL: https://disrupting.healthcare/2025/09/26/pharma-beyond-the-pill-ai-patient-data-the-hackers-jackpot/ - Categories: Digital Health, MedTech - Tags: AI Security in Healthcare, Digital Health, Digital therapeutics Pharma wants real-world data; adversaries want it more. Case Studies MyFitnessPal breach (2018): 150m accounts compromised — a reminder of health data’s value (TIME). Flo Health (2021): settled with US FTC for sharing sensitive reproductive data despite promising privacy (FTC). Flo Health (2025): faced new lawsuits; a California jury also found Meta liable for collecting Flo user menstrual data without consent (Reuters). Risk Hotspots Insecure APIs/model endpoints Sensor spoofing Third-party SDK vulnerabilities Cross-border transfers under GDPR special category rules Mitigations Privacy by design (minimise, pseudonymise, differential privacy) Strong auth & rate limiting TLS + encryption at rest Transparency & explainability Dependency vetting Incident response aligned to GDPR & AI Act timelines Your real-world data strategy is only as strong as your real-world security. --- - Published: 2025-09-26 - Modified: 2025-09-26 - URL: https://disrupting.healthcare/2025/09/26/startups-at-risk-the-ai-security-blind-spot-in-healthtech-funding/ - Categories: Digital Health, MedTech - Tags: AI Security in Healthcare, Digital Health, Digital therapeutics VCs love TAM slides. Users love not being breached. Why Startups Under-Secure MVP pressure, scarce resources, misaligned incentives Lack of security expertise on early teams Investor pressure to scale fast Investors Waking Up Some VCs now include security diligence checklists. EU accelerators and Horizon programs require security roadmaps. Compliance overhead from AI Act + NIS2 makes neglect unsustainable (European Commission). Diligence Questions Threat model? Training data integrity? Drift detection? Audit trails? OTA security? DPIA performed? Minimal Security Stack IAM with least privilege Encrypted storage/transit ML provenance tracking Logging & audits from day one Version gating Light adversarial sweeps Incident response playbook Secure runway beats growth at any cost, especially in health. --- - Published: 2025-09-26 - Modified: 2025-09-26 - URL: https://disrupting.healthcare/2025/09/26/towards-trust-can-europe-lead-on-secure-ai-in-healthcare/ - Categories: Digital Health, MedTech - Tags: AI Security in Healthcare, Digital Health, Digital therapeutics Europe wrote the rules. Now it has to monetise them. The EU Stack AI Act (2024, phased application from 2025) (European Commission) NIS2 (security + reporting obligations) (European Commission) EHDS (from March 2025) (European Commission) Systemic-risk AI guidance (2025): mandates transparency & adversarial testing (Reuters). Why It Can Be a Moat “Secure by design” branding Regulatory export advantage Procurement preference for certified solutions Public trust premium Risks & Tensions Overregulation chilling startups (Harvard Petrie-Flom) Fragmentation of enforcement across Member States Standards lagging behind attack vectors If Europe aligns security, standards, and procurement, trust becomes a market advantage — not a compliance tax. --- - Published: 2025-09-26 - Modified: 2025-09-26 - URL: https://disrupting.healthcare/2025/09/26/faq-ai-security-in-healthcare/ - Categories: Digital Health, MedTech - Tags: AI Security in Healthcare, Digital Health, Digital therapeutics Is AI safe to use in healthcare? AI can improve diagnostics, treatment recommendations, and patient monitoring but without safeguards it can be manipulated. Adversarial attacks on medical imaging AI have been shown to cause misclassifications (European Journal of Radiology). The EU recognises this: under the AI Act, most health AI is “high-risk” and must meet requirements for risk management, logging, transparency, and human oversight (European Commission). What makes healthcare AI especially vulnerable? High-value data: medical records and biomarkers can be monetised. Legacy IT systems: hospitals often run outdated software. Safety-critical use cases: an AI mistake can harm patients. A striking example: the WannaCry ransomware attack (2017) disrupted the UK NHS, cancelling appointments and locking critical systems (UK National Audit Office). What regulations apply to AI in healthcare in Europe? AI Act (2024) high-risk AI systems must comply with strict risk, logging, and oversight rules (European Commission). MDR/IVDR safety and performance rules for devices, including AI-powered ones. NIS2 Directive (2023) cybersecurity rules for hospitals and health infrastructure (European Commission). European Health Data Space (EHDS) secure EU-wide health data access and exchange from 2025 (European Commission). What real-world health data breaches should I know about? MyFitnessPal (2018): 150m accounts exposed (TIME). Flo Health (2021): settled with US FTC for sharing sensitive reproductive data without consent (FTC). Flo Health (2025): faced new lawsuits; a California jury also found Meta liable for illegally collecting Flo users’ menstrual data (Reuters). These cases underline that health data is both sensitive and heavily scrutinised. What can startups... --- - Published: 2025-09-26 - Modified: 2025-09-26 - URL: https://disrupting.healthcare/2025/09/26/europe-medtech-digital-health-weekly-brief-week-of-sep-20-26-2025-6/ - Categories: Digital Health, MedTech - Tags: Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization A brisk week: big wearable debt, a Finland-to-EU CE mark, and fresh regulatory momentum for tinnitus therapy—plus Medtronic doubles down on a London robotics and AI hub. People on the move Medtronic Neurovascular: Dr. Adam S. Arthur named Chief Medical Officer, effective Sept 30; brings >20 years’ neurosurgery experience to stroke care strategy. Olympus (Smart Connected Care): Appoints Slawek Kierner as Chief Digital Officer to accelerate connected-care strategy. Money flows Oura (FI): Secured $250M debt facility from a bank syndicate (JPMorgan, Goldman Sachs, BofA, Barclays, Citi, Wells Fargo) to fuel growth and operations. Signals continued appetite for consumer-grade, clinical-adjacent wearables in Europe. Since launching its smart ring in 2015, the company has now sold over 5. 5 million units, with more than half of those sales occurring in just the past year. In addition to record-breaking sales, ŌURA reported more than $500 million in revenue for 2024, representing a more than 200% increase from the previous year. Ventech (FR/EU): Closes €175M Fund VI to back ~35 European startups across Seed–Series A; mandate spans digital health among other verticals. Good news for early-stage medtech/digital health founders in FR–DE–Nordics. Axon Therapies (US) $32M Series A to advance heart failure therapy; co-led by Berlin-based Earlybird (EU investor read-through: continued EU GP exposure to cardio devices). TransMedics × Mercedes-Benz (IT/EU): Strategic collaboration to launch Italy’s first dedicated organ-transport ground network (V-Class fleet) across four hubs to scale OCS perfusion logistics; part of broader EU rollout plans. On the press Marginum (FI): CE mark (MDR)... --- - Published: 2025-09-19 - Modified: 2025-09-19 - URL: https://disrupting.healthcare/2025/09/19/europe-medtech-digital-health-weekly-brief-week-of-september-13-19-2025-6/ - Categories: Digital Health, MedTech - Tags: Europe MedTech & Digital Health — Weekly Brief, Weekly Brief Chronic care raises capital, CE-marks keep flowing, leadership benches shift, and new data reveals just how underfunded CEE’s healthtech sector remains. I am travelling, so this brief will be, well, brief. People on the move Venous Stent B. V. — Darren Spencer appointed CEO to drive its iliac venous stent programme into first-in-human trials and through EU regulatory milestones. NLC Health (Sep 2025) Data4Life (Germany) — Dr. Ben Illigens named CEO to scale its health data platform (Data2Evidence) and tighten focus on compliance and translational research. Yahoo / Data4Life (Sep 1, 2025) Money flows Doctor. One (Poland/Europe) — €4M Seed led by YZR Capital with Impact Ventures and existing investors. The asynchronous chronic care platform is expanding into Germany, Spain, and the UK, with pharma partnerships already underway. EU-Startups (Sep 17, 2025); EIT Health (Sep 17, 2025) On the press Johnson & Johnson Shockwave Javelin Catheter Launch — New peripheral intravascular lithotripsy catheter hits Europe, promising better outcomes for below-knee calcified lesions. Johnson & Johnson (Sep 15, 2025) Roche SmartGuide + mySugr CE Mark — CE approval for Roche’s Accu-Chek SmartGuide CGM integrated with the mySugr app; rollout planned across multiple EU markets. Biospace (Sep 17, 2025) AVITA Medical RECELL GO CE Mark — CE approval expands European access to RECELL GO burn care device. BioPharma Boardroom (Sep 15, 2025) CEE Funding Gap Report — New EU-backed investor guide highlights that CEE health ventures raise on average €1. 8M vs €4. 1M across Europe, and the region captures only 3.... --- - Published: 2025-09-12 - Modified: 2025-09-12 - URL: https://disrupting.healthcare/2025/09/12/europe-medtech-digital-health-weekly-brief-week-of-september-6-12-2025-5/ - Categories: Digital Health, MedTech - Tags: Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization, Weekly Brief Workflow AI meets hard regs: funding into clinical workforce & pathology AI, a CEE mental health roll-up, and CE marks in resuscitation, MSK and neuro-mobility. People on the move Haughton Design (UK) appoints Dr. Ash Ghadar as CEO to scale medtech/drug-delivery design services; a reminder that device commercialisation chops are in demand. Allianz Partners (FR) names Okan Özdemir Chief Officer for Health & Board Member; payer-side signal for digital health distribution. Money flows Teton. ai (DK) $20M Series A, predictive eldercare AI; Plural leads with Bertelsmann Investments, Antler Elevate, Nebular and PSV Tech. Funds to push EU/US rollout and dataset expansion. TERN Group (UK) €20M Series A; AI clinical workforce platform to optimise staffing across Europe & GCC; led by Notion Capital with RTP Global, LocalGlobe, EQ2, Leo Capital et al. Aiosyn (NL) €2. 4M to advance AI pathology tools for cancer diagnostics; supports validation and productisation with Dutch partners. SafeHeal (FR) €10M Series C extension led by Asabys to accelerate EU commercial launch of Colovac and continue U. S. study. Hedepy (CZ) acquires Poland’s HearMe (terms undisclosed) to consolidate CEE online psychotherapy; adds 80+ corporate clients and 120+ professionals; founders join leadership On the press • Neurescue (DK) wins CE mark under MDR for its intelligent aortic balloon catheter; the first device approved to treat non-shockable cardiac arrest in Europe. • Varian (Siemens Healthineers) secures CE mark for Embozene microspheres in genicular artery embolisation (GAE) for knee osteoarthritis; first CE-marked embolic for GAE. • Lifeward (IL/US) gains CE mark... --- - Published: 2025-09-10 - Modified: 2025-09-10 - URL: https://disrupting.healthcare/2025/09/10/quantum-healthcare-in-europe-funding-regulation-and-the-path-to-market/ - Categories: Digital Health, MedTech - Tags: Digital Health, Funding, medical devices, quantum computing Europe’s Quantum Moment Europe is not just a consumer of quantum technologies, it’s investing heavily to become a global leader. The Quantum Technologies Flagship commits €1 billion over 10 years to research and commercial pilots. Add Horizon Europe and EuroHPC’s hybrid supercomputers, and you get a uniquely European playbook: strong public co-funding, national champions, and cross-border infrastructure. Key hubs include: France: Pasqal, a neutral-atom hardware leader, and Qubit Pharma, focused on quantum drug discovery. Germany: Fraunhofer institutes leading applied research and partnerships with IBM. Finland: Algorithmiq, developing quantum algorithms for pharma and life sciences. Regulation as Strategy What makes Europe unique is not qubit counts but regulation as market infrastructure. For quantum healthcare, three frameworks matter most: GDPR: mandates privacy and security by design, critical for sensitive genomic and clinical data. Medical Device Regulation (MDR) & In Vitro Diagnostic Regulation (IVDR): quantum-enabled diagnostics must clear the same CE-marking hurdles as any AI-driven device. AI Act: classifies healthcare AI (quantum or not) as “high-risk,” requiring transparency, bias monitoring, and human oversight. For founders, this is not just a compliance burden but a potential export advantage: build under Europe’s strict rules, and your product is more likely to pass scrutiny in the US, UK, and Asia. The Funding Landscape European investors are cautiously optimistic. Quantum is a long game, but public–private models are de-risking the early stage. The European Investment Bank (EIB) has begun backing quantum startups, and national governments (e. g. France’s €1. 8bn quantum plan) provide direct subsidies. Still, private... --- - Published: 2025-09-10 - Modified: 2025-09-10 - URL: https://disrupting.healthcare/2025/09/10/quantum-supercomputers-how-hybrid-computing-could-shave-decades-off-medtech-rd/ - Categories: MedTech - Tags: Funding, medical devices, quantum computing Think AI alone is transforming healthcare? Think again. The real game-changer could be quantum computing, particularly when paired with supercomputers. This isn't future fiction anymore. It’s happening now. What’s New—and Why It Matters Combining quantum computing and supercomputers enables molecular simulations, like insulin dynamics involving tens of thousands of orbital. Classical systems simply could not handle it. Experts are calling this the “AI on steroids” era, and the real test is whether quantum hardware can catch up to the hype. Expected impact: quantum systems promise to make drug development far more accurate and efficient than ever before. Strategic Insight—Why It Matters for European Commercialisation Regulation won't slow us down: Quantum tools could help Europe leapfrog red tape by enabling faster, in-silico trials and predictive toxicology. Startups must recalibrate: As this tech moves from testing labs to real-world deployment, funding and venture strategies must shift, think hybrid infrastructure, not cloud-only or chip-only bets. Policy windows opening: EU research programmes (e. g. , Horizon Europe, Digital Europe) could be primed to support hybrid computing capabilities as they realise their impact on healthcare ROI. What Are the Challenges? (Because of course there are. ) Hardware still nascent: Supercomputer capacity is real—but quantum hardware still lags and faces error-correction hurdles. “AI on steroids” isn’t quite combat-ready yet. Integration complexity: Hybrid systems bring technical, regulation, and cost challenges, especially for SMEs. Talent crunch: Few European researchers bridge computational chemistry, quantum algorithms, and AI. Building that capability will be critical. Quantum‑supercomputer hybrids aren’t tomorrow’s sci‑fi. They’re... --- - Published: 2025-09-08 - Modified: 2025-09-08 - URL: https://disrupting.healthcare/2025/09/08/harvest-now-decrypt-later-why-healthcare-must-go-post-quantum-today/ - Categories: Digital Health, MedTech - Tags: Digital Health, GDPR quantum security, Harvest Now Decrypt Later, medical devices, MedTech Commercialization, post-quantum cryptography healthcare, quantum computing, Y2Q The Threat Healthcare runs on trust — but its digital backbone is fragile. A sufficiently powerful quantum computer will run Shor’s algorithm, breaking RSA and elliptic curve cryptography. That means everything from EHRs to connected pacemakers is at risk. And the danger isn’t hypothetical. Adversaries are already engaging in “Harvest Now, Decrypt Later” (HNDL) — collecting encrypted medical data today to crack open once quantum machines catch up. Health records are especially valuable because they must remain confidential for decades, often a century. The Urgency The US NIST finalised the first post-quantum cryptography (PQC) standards in 2024, including CRYSTALS-Kyber for key establishment and CRYSTALS-Dilithium for signatures. The EU has yet to mandate PQC explicitly, but under GDPR’s requirement for “appropriate technical measures”, regulators will likely interpret compliance as requiring migration. Medtech and pharma firms cannot afford to wait. Migration is not a patch but a multi-year transformation: inventorying cryptographic assets, building crypto-agile architectures, and upgrading every system from EHRs to clinical trial platforms. The European Edge Europe is not passive. The EuroQCI initiative aims to build a pan-European quantum communication infrastructure based on quantum key distribution (QKD) — an ultra-secure backbone for critical sectors, healthcare included. But PQC migration remains the urgent first step. Quantum-secure comms infrastructure is years away; vulnerable encryption is a present reality. Strategic Takeaway For European healthcare organisations: Start the migration now: waiting until Y2Q is too late. Prioritise PQC vendors and services: the “picks and shovels” of the quantum security gold rush. Engage boards early:... --- - Published: 2025-09-05 - Modified: 2025-09-05 - URL: https://disrupting.healthcare/2025/09/05/europe-medtech-digital-health-weekly-brief-week-of-august-30-september-5-2025-5/ - Categories: Digital Health, MedTech - Tags: Digital Health, Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization, Weekly Brief Hospitals want evidence, investors want traction: this week mixed the two: GI diagnostics, insulin delivery, genomics M&A. And sprinkled in fresh CE marks for surgical robots. People on the move Data4Life (DE), a digital health nonprofit backed by SAP founder, Hasso Plattner, appoints Dr. Ben Illigens as CEO to steer its health data and research initiatives. Data4Life is building open source platform Data2Evidence, which is based on the international OMOP data model. “We are at a turning point where digital technologies are fundamentally transforming research and care. My goal is to strengthen Data4Life as a bridge between clinical research, technology, and practice,” Dr. Ben Illigens. Lottie (UK): George Hadjigeorgiou, cofounder of ZOE, a personalized nutrition health company, joins the board of Lottie as NED, signaling deeper crossover between consumer health and eldercare ops. Lottie is a UK's marketplace for care homes and care services. Money flows ViCentra (NL) — $85M Series D; insulin patch pump maker (Kaleido) fuels next-gen device development and scale-up. Round was led by new investor Innovation Industries, a leading European deeptech venture capital firm, with matching participation from existing investors Partners in Equity and Invest-NL, alongside continued support from EQT Life Sciences and Health Innovations. Cyted Health (UK) — €37. 5M Series B; GI molecular diagnostics to improve early detection and prevention of oesophageal cancer. Round aims to expand US commercialization while consolidating NHS footprint. Investment led by EQT Life Sciences, Advent Life Sciences and British Business Bank with continued support from existing investors Morningside and... --- - Published: 2025-09-02 - Modified: 2025-09-02 - URL: https://disrupting.healthcare/2025/09/02/omnichannel-marketing-metrics-that-actually-deliver-in-pharma-medtech/ - Categories: MedTech, Pharma Marketing - Tags: MedTech Commercialization, omnichannel, pharma marketing Omnichannel is non‑negotiable in pharma and medtech marketing. In recent study 97% of industry leaders say it’s vital. Yet execution remains consistently fragmented, and fewer than half even measure ROI regularly. That’s the mission-critical gap any marketer needs to bridge. I am here to help. Benchmarks That Put ROI in Frame 1. Revenue UpliftWhen omnichannel is done right, top performers record over 15% revenue gains. Many report 5–15% lifts, particularly where personalised, multi-channel approaches are scaled. 2. Marketing Efficiency GainsPharma innovators using hybrid commercial models see 10–40% improvements in marketing efficiency—faster time to market and lower cost per outcome. 3. Investment SignalsCompanies allocate 10–15% of their promotional and advertising budget to omnichannel solutions—evidence of meaningful investment. 4. Strategic Capability Gaps As BCG study shows medtech and biopharma marketing leaders identifycritical gaps: 30% lack a clear omnichannel strategy, especially SMEs. 90% cite data silos as a major barrier; only 10% have fully integrated data systems. Only 7% are broadly leveraging AI/GenAI in omnichannel. Less than 17% review performance metrics more than monthly. Pharma and MedTech Omnichannel Marketing KPI Template Use this template as your go-to scorecard in dashboards or meetings. Tweak thresholds to match your maturity stage. MetricDescription / Use CaseBenchmark RangeRevenue Uplift (%)Compare current period vs. baseline revenue5–15%, top performers >15%Marketing Efficiency Gain (%)Cost savings, time-to-market improvements10–40%Revenue Growth Attribution (%)Portion of growth tied directly to omnichannel efforts≥5%Budget Allocation (%)% of total ad/promo spend, dedicated to omnichannel10–15%Data Integration MaturityInternal scale (1–5) or Yes/No for integrated platformsFull integrationAI/GenAI Adoption Rate% workflows using... --- - Published: 2025-09-01 - Modified: 2025-09-01 - URL: https://disrupting.healthcare/2025/09/01/pharmas-quantum-bet-can-qubits-fix-drug-rds-90-failure-rate/ - Categories: Digital Health, MedTech - Tags: Digital Health, quantum computing The Promise Pharma spends billions on R&D only to see 90% of drug candidates fail in trials. At the heart of the problem: chemistry is a quantum system, but we’ve been simulating it with classical approximations. Quantum computing, in principle, can simulate molecules and protein folding with physics-native precision, potentially cutting years and billions from discovery pipelines. The Reality We are not about to quantum-simulate an entire antibody. Today’s quantum machines remain noisy, small, and fragile. The most credible progress has come from hybrid models, where quantum handles a computational bottleneck and classical HPC does the rest. For example: Cleveland Clinic & IBM: Predicted Zika virus protein fragments more accurately than AlphaFold using a hybrid quantum-classical framework (Cleveland Clinic). Japan Tobacco & D-Wave: Used quantum annealing to train generative AI, producing more “drug-like” molecules than classical methods (MedPath). Biogen & Accenture: Quantum-enabled molecular comparison delivered richer structural insights than classical screening (Accenture). Each success is narrow, but collectively they show a pragmatic pattern: don’t replace classical, augment it. The European Edge Europe is well-positioned. Startups like Pasqal (France) are already running protein hydration analyses on neutral-atom quantum computers (Qubit Pharmaceuticals). The Quantum Technologies Flagship (€1bn over 10 years) funds such projects (EU Commission). Combined with Horizon Europe grants and EuroHPC’s hybrid supercomputers, pharma here has access to sovereign infrastructure and public co-funding that US peers often lack. Strategic Takeaway For European pharma and biotech: Think long-term: validated drug design use cases are 5–15 years out (Roche). Back hybrids: near-term ROI lies in... --- - Published: 2025-08-29 - Modified: 2025-08-29 - URL: https://disrupting.healthcare/2025/08/29/europe-medtech-digital-health-weekly-brief-week-of-august-23-29-2025-4/ - Categories: Digital Health, MedTech - Tags: Digital Health, Europe MedTech & Digital Health — Weekly Brief, medical devices, MedTech Commercialization, Weekly Brief This week’s highlights: a landmark UK medtech exit, a €403 million EU funding boost for AI-powered devices, and strategic momentum building across Europe for medtech commercialization. Otherwise it seems we are on annual leave. People on the move No newly reported high-level hires, board moves, or fund leadership changes in the European medtech/digital health sector this week. Money flows OrganOx (UK) — Acquired for $1. 5 billion, marking one of the largest UK medtech exits ever and demonstrating that acquisition remains a powerful route to scale. European Commission — Approved €403 million in IPCEI funding to support AI-integrated medical device innovation among SMEs. Expected to attract €826 million in private capital and create ~800 jobs. One thing to remember Founders: now is the time to align innovation pipelines with EU priorities—combine clinical validation and AI integration with a clear path to strategic M&A to attract both Brussels funding and corporate buyers. --- - Published: 2025-08-27 - Modified: 2025-09-01 - URL: https://disrupting.healthcare/2025/08/27/quantum-computing-in-healthcare-breakthrough-or-expensive-distraction/ - Categories: Digital Health - Tags: Digital Health, quantum computing Quantum computing is the latest shiny object in healthcare IT. Headlines trumpet its ability to solve the unsolvable, to accelerate drug discovery, and to personalise medicine at a level classical AI can only dream of. The reality, however, is a little noisier, literally. In 2025, we are firmly in what researchers call the NISQ era. NISQ stands for Noisy Intermediate-Scale Quantum, where machines are powerful but error-prone, and purely quantum solutions remain more PowerPoint than product. Why the Hype? The hype is not entirely misplaced. Biology and chemistry are inherently quantum systems. Simulating how a drug molecule interacts with a protein is not just hard for classical supercomputers; it’s unnatural. Classical methods rely on approximations. Quantum computers, in theory, model these interactions directly. That’s why pharma giants are experimenting: Cleveland Clinic has an IBM Quantum System One installed on-site, the first dedicated to healthcare. Early results show hybrid quantum-classical workflows can outperform DeepMind’s AlphaFold on narrow protein-folding tasks. Why the Reality Check? The breakthroughs so far are niche, fragile, and deeply dependent on clever hybridisation with classical HPC. A systematic review of nearly 5,000 research papers (2015–2024) found no consistent evidence that quantum machine learning currently beats classical methods for healthcare. Many proofs of concept run in “noiseless simulations” that collapse when ported to real hardware. And the qubit counts remain too low for practical drug-scale simulations. Even in genomics, often billed as the killer app for quantum computing, the maths doesn’t add up. Encoding billions of data points into... --- - Published: 2025-08-27 - Modified: 2025-08-27 - URL: https://disrupting.healthcare/2025/08/27/e200-million-for-ortivity-why-outpatient-orthopaedics-is-europes-quiet-medtech-power-play/ - Categories: MedTech - Tags: Funding, MedTech Commercialization €200 million. Not a sum we see every day in European HealthTech, especially outside AI hype-cycles. Munich-based Ortivity broke the mould—raising a mega‑round led by Apheon, with new capital from Unigestion, allowing existing shareholders a partial exit. What is Ortivity? If you are not living in Germany, you probably never heard about it. Founded in 2022 Ortivity has over the past four years bacame one of Germany’s most prominent outpatient healthcare platforms. It operates over 100 sites across three regional clusters in Germany, offering a full spectrum of orthopaedic services, including diagnostics, anaesthesia, surgery, prevention, and aftercare. Ortivity’s physician partnership model and emphasis on clinical excellence is unique. It is owned equally by physicians and capital providers. Leadership & Founders: Meet the Faces Behind the Platform Founding Doctors Ortivity was launched in 2022 through a collaboration between Dr med Reinhard Wichels and Apheon, along with a network of leading physicians. Wichels framed the vision from day one as “physician networks closing gaps in access and quality,” a quote that still anchors the company’s ethos. New Co-CEO: Dr Michael Thorwarth Joining Ortivity as co‑CEO on 1 June 2025, Dr Michael Thorwarth brings dual expertise in medicine (MKG surgery), healthcare management (MBA), and consulting. Prior to Ortivity, he was a Partner at BCG, CEO at DEIN DENTAL, and Group CEO at Ergéa Group, a pan-European player in oncology, radiology and diagnostics. Why This Round Matters Mega‑scale in a cautious market: A €200 million deal in EU HealthTech is rare. It signals renewed investor confidence in service-oriented MedTech, beyond devices or... --- - Published: 2025-08-25 - Modified: 2025-08-25 - URL: https://disrupting.healthcare/2025/08/25/organox-1-5b-exit-and-europes-e403m-medtech-push-a-blueprint-for-start-up-success/ - Categories: MedTech - Tags: Funding, medical devices, MedTech Commercialization Forget IPO hype. Europe’s MedTech scene is quietly reinventing exit strategies. The recent blockbuster OrganOx deal shows that patient-growth capital and global acquirers, not public markets, may set the real pace for scaling life-saving innovation. OrganOx’s $1. 5B Exit: A MedTech Precedent in a Quiet Market Oxford-based OrganOx, a university spin‑out, has secured one of the UK’s largest MedTech exits, a $1. 5 billion acquisition by Terumo. The deal delivered a 10× return for BGF, one of the UK’s most active investors. OrganOx’s technology, automated liver perfusion, has already supported over 6,000 transplants worldwide. In layman terms, it allows fors fully automated, easy-to-use preservation of the donor organ in a functional state for up to 24 hours. https://www. youtube. com/watch? v=exFKPtie_Sg In a market where IPOs have gone quiet, this deal sets a new precedent: high-value, clinically proven MedTech start-ups don’t need to chase the volatility of public markets to deliver impact and returns. Europe’s MedTech Funding Engine: A Public‑Private Lever The European Commission has approved a €403 million funding IPCEI programme for MedTech SMEs, with a focus on digital health and AI-enabled devices. The package is expected to attract €826 million in private capital and create 800 jobs across Europe. For startups, this funding represents more than a financial lifeline: it’s a validation that EU policy is actively supporting MedTech innovation and aiming to rebalance Europe’s lagging venture ecosystem. What This Means for Start-ups? Beyond IPOs to Real Outcomes Exit without IPO: OrganOx proves that acquisition can be just as... --- - Published: 2025-08-22 - Modified: 2025-08-22 - URL: https://disrupting.healthcare/2025/08/22/europe-medtech-digital-health-weekly-brief-week-of-aug-16-22-2025-3/ - Categories: Digital Health, MedTech - Tags: Digital Health, Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices, MedTech Commercialization AI meets approvals, mental health consolidates, and early-stage device builders get fuel — a tidy week for cardiology/ophthalmology AI, workflow rollouts, and surgical tools. People on the move CMR Surgical: Chris O’Hara joins as Commercial President & GM (U. S. ) to drive Versius robot expansion following FDA authorization; signals Cambridge-based CMR’s acceleration of global go-to-market. Mr. O'Hara brings experience at Intuitive Surgical (a company that builds DaVinci that Versius robot is challenging) and Globus Medical (specialists in spine sugery devices), his appointment is a strategic bet from CMR Surgical. https://www. youtube. com/watch? v=6mhu4E_cZ5Q Money flows Nami Surgical (Glasgow, UK): $10M, Series A (opened); developing a mini ultrasonic scalpel for robotic surgery. Proceeds support product development and commercialization prep. Tech from Nami addresses a critical unmet need in the field. Ultrasonic scalpels, which use high-frequency vibrations to simultaneously cut tissue and cauterise blood vessels, are indispensable tools in modern minimally invasive surgery. What they have is 90% smaller than available competitors. https://www. youtube. com/watch? v=LZj21m-QlP4 Mindler (Sweden) acquires ieso Digital Health UK on undisclosed terms; creates a cross-border digital mental health platform spanning Nordics & UK buyers (employers, insurers, public payers). As there is an urgent need to address crisis of mental health and lack of (human) specialists, platforms such us Mindler and ieso are indispensable. Mindler is acquiring only ieso's UK-based telecare services business, which is responsible for direct patient care delivery to the NHS. The parent company, ieso, will remain an independent entity pivoting to focus on the... --- - Published: 2025-08-19 - Modified: 2025-08-19 - URL: https://disrupting.healthcare/2025/08/19/veeva-and-iqvia-call-truce-from-lawsuit-to-data-integration/ - Categories: Pharma Marketing - Tags: iqvia, MedTech Commercialization, pharma marketing, Veeva Eight years of lawsuits. Zero damages paid. And now, a partnership. After nearly a decade of courtroom brawls, Veeva and IQVIA have finally ended their long-running legal dispute. On 18 August 2025, the rivals dismissed all claims with prejudice (read: permanently), and instead signed multi-year agreements to integrate their data and software platforms From Courtroom Drama to Cooperation 2017: IQVIA sued Veeva for alleged trade secret theft and data misuse . Veeva countered, accusing IQVIA of antitrust abuses and blocking customer data access (. Years of litigation followed, with motions, sanctions, and counterclaims clogging US federal courts. Fast forward to 2025: instead of exchanging damages, both firms agreed to exchange data. All lawsuits are dropped, no money changes hands (beyond Veeva’s $31m legal bill under outcome-based fees, and the rivalry shifts from courtroom to boardroom. The Resolution: What’s in the Deal? The truce is more than symbolic, it’s operational: Third-Party Access (TPA): IQVIA’s data can now flow into Veeva platforms (Network, Nitro, AI), while Veeva’s data is unlocked for IQVIA. Clinical Collaboration: IQVIA joins the Veeva Clinical Data Partner program, plugging into Veeva’s Clinical Suite (EDC, SiteVault, etc. ) for faster trial builds and smoother data delivery. AI & Tech Integration: IQVIA signs onto Veeva’s Technology, AI, and Services Partner Programs. Translation: instead of duplicating systems and blocking interoperability, both firms now enable cross-platform data use exactly as biopharma customers (and regulators) have been demanding. Why It Matters for Europe European life sciences has long struggled with fragmented data flows... --- - Published: 2025-08-15 - Modified: 2025-08-15 - URL: https://disrupting.healthcare/2025/08/15/europe-medtech-digital-health-weekly-brief-week-of-aug-9-15-2025-2/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, Europe MedTech & Digital Health — Weekly Brief, Funding, medical devices A crisp week: AI diagnostics raised, sports concussion wearables funded, a Dutch conversational-AI startup got scooped up, and the UK nudged its devices policy closer to home care. People on the move Jade Leung has been appointed as the UK's Prime Minister’s AI Adviser while continuing as CTO at the AI Safety Institute; expect ripple effects on health AI policy and procurement. Thomas Moore named President & CEO of Minze Health to scale digital urology diagnostics/therapeutics across EU and the US. Money flows Sports Impact Technologies (Ireland): €650K Pre-Seed for behind-the-ear concussion-detection wearable; beta with athletes kicks off in September, full launch targeted for 2026. Better Medicine (Estonia): €1M Pre-Seed to expand CE-certified AI for kidney cancer detection, fund EU rollout and FDA-aligned pilots. VentriJect (Denmark) — €1. 7M (round type undisclosed) to scale its cardiorespiratory fitness monitoring device (SEISMOfit) and push commercialization. HOPCo × Caro Health (the Netherlands) — Amsterdam’s conversational-AI health startup Caro Health acquired by US-based HOPCo; Caro’s team to expand HOPCo’s European digital division and integrate across products. On the press Automated insulin delivery — Utrecht’s ViCentra says its next-gen closed-loop Kaleido system is slated for a Europe launch next year, signaling more AID competition on the continent. https://youtu. be/uA5hhgPqfR8? si=_4qYZ3zwYms7tNN0 UK devices policy — MHRA opens a stakeholder survey on the Health Institution Exemption (HIE), floating extensions to community/home use and tighter PMS/governance—practical for hospital “in-house” SaMD/device teams. Macro: Italy watch — New data show Italy’s tech funding momentum; healthtech has already raised ~$126M in... --- - Published: 2025-08-12 - Modified: 2025-08-12 - URL: https://disrupting.healthcare/2025/08/12/polands-healthtech-has-outgrown-nearshore-10-products-and-10-global-hubs/ - Categories: Digital Health, MedTech - Tags: Digital Health, DTx, Funding, medical devices, MedTech Commercialization Stop calling Poland a nearshore Poland isn’t just shipping code for someone else’s roadmap. It’s producing digital health products used by tens of millions, and it’s hosting serious pharma/biotech tech operations—not just shared services. If you still think of it as a low‑cost back office, you’re reading a 2015 brochure. Poland healthtech at a glance MetricSnapshotSourceHealthcare marketPLN 191bn (~$52bn) (2023); projected 8. 3% CAGR (2023–2028)Strategy& 2024Medtech market (CEE)$11bn, largest in CEE; projected $13. 8bnPAIH MedTechDigital railsIKP, e‑Prescription (mandatory since 8 Jan 2020), e‑Referral (mandatory 2021)CeZ, e‑Rx analysis, policyEnterprise hubs10+ pharma/medtech hubs (Roche, GSK, Bayer, Moderna, Astellas, BI, GEHC, Philips, Fresenius, AZ)Examples and links below Polish products to watch (scale & potential) https://www. youtube. com/watch? v=u71qAOMzuPM CompanyWhat it doesScale / tractionMarkets & notesDocplannerMarketplace + SaaS for clinics80m patients/month, 260k active doctors, 22m bookings/mo, 13 countriesEntered DACH via jameda acquisitionInfermedicaAI symptom‑to‑triage & intake86% user satisfaction; 76% intent to follow guidanceUsed by payers incl. Techniker KrankenkasseDiagnostykaDiagnostics network1,100+ collection points, 156 labs; PLN 1. 6bn revenue (2023); IPO priced at PLN 105; debut 7 Feb 2025ReutersLabplusAutomated lab‑result interpretationIntegrated with leading labs incl. Diagnostyka partnershipB2B/API model across lab networksCardiomaticsAI for Holter/long‑term ECGCE‑marked; clinician time savings reportedStudy overviewStethoMeAI‑enabled home stethoscopeCE‑marked lung‑sound analysis; remote respiratory careDeployed in telehealth programmesAioCareConnected spirometryValidated in primary carePubMedSaventic HealthAI for rare‑disease detectionEU roll‑out; €1. 9m funding (2024)EU‑StartupsBrainScanAI for brain CT (stroke/trauma)2024 expansion across EMEAIndustry coverageJutro MedicalAI‑first hybrid primary care€12m Series A (2025) to expand EUEU‑Startups https://www. youtube. com/watch? v=gOjgBvka7V0 Enterprise gravity: big pharma/medtech tech now runs through Poland https://www. youtube. com/watch? v=ev00J31ImTg... --- - Published: 2025-08-10 - Modified: 2025-08-10 - URL: https://disrupting.healthcare/2025/08/10/the-eu-ai-act-vs-mdr-ivdr-europes-medtech-regulatory-collision/ - Categories: MedTech - Tags: AI, medical devices, MedTech Commercialization The EU wants to be the global leader in AI and in medical technology. Unfortunately, its own flagship regulations are on a collision course. Europe’s innovators are stuck in the middle. One year after the EU AI Act entered into force, the continent’s medtech trade body MedTech Europe is calling for a four-year delay in its application to medical technologies. Why? Because a single AI-driven device could now be regulated twice: once under the Medical Devices Regulation (MDR) or In Vitro Diagnostics Regulation (IVDR), and again as a “high-risk” system under the AI Act. That means two sets of conformity assessments, two quality management systems, two mountains of technical documentation and double the post-market reporting burden. For lean startups, this isn’t just red tape. It’s a growth chokehold. The dual burden problem At first glance, the two regimes seem complementary. Both care about safety, risk management, and continuous monitoring. In reality, their definitions, processes, and paperwork don’t line up. An AI-powered imaging tool could be a relatively low-risk Class IIa device under MDR, yet automatically high-risk under the AI Act. That triggers an entirely separate certification pathway, with no guarantee that an MDR-designated Notified Body can handle AI Act conformity checks. Capacity is already stretched thin. There are too few Notified Bodies for MDR/IVDR demand. Adding AI Act assessments without clear rules risks a regulatory gridlock where ready-to-market products sit idle. Collateral damage: clinical research The AI Act could even hit innovation before products launch. MedTech Europe warns that clinical... --- > A 15% US tariff on EU medical technologies could derail scale-up strategies, squeeze margins, and spook investors. Here’s what founders and VCs need to know — and how to mitigate the risk. - Published: 2025-08-10 - Modified: 2025-08-10 - URL: https://disrupting.healthcare/2025/08/10/us-tariff-medtech/ - Categories: MedTech - Tags: medical devices, MedTech Commercialization For most European medtech scale-ups, the US isn’t just another market — it’s the market. A successful launch across the Atlantic can double or triple a company’s valuation. But now, that expansion plan comes with a new 15% question mark. On 5 August 2025, MedTech Europe warned that recent trade developments could see certain EU medical technology exports hit with tariffs of up to 15% under a US Executive Order issued in July 2025. The EU–US agreement avoided an all-out trade war, but the tariffs remain on the table — and the uncertainty alone is already reshaping business plans. https://youtu. be/e4H4UeOswoQ? si=cwKrGMSGyyyxFV8F This tariff uncertainty comes on top of Europe’s AI Act–MDR/IVDR regulatory collision — another headwind flagged by MedTech Europe in recent weeks. For startups, the combined effect is a squeeze on both regulatory timelines and market profitability. Why a 15% tariff is not ‘just a cost of doing business’ Unlike software, medtech hardware comes with a real bill of materials. A 15% tariff on top-line revenue is margin poison. Companies are forced into a lose–lose choice: Absorb the cost — eroding profitability and starving R&D, marketing, and expansion budgets. Pass it on to hospitals — instantly making products less competitive against US-based rivals or non-EU imports. For growth-stage companies seeking FDA clearance and a US rollout, such volatility can make financial models unreliable. That makes investors nervous — and valuations softer. From operational headache to valuation killer In medtech fundraising, the US market often accounts for the largest... --- - Published: 2025-08-08 - Modified: 2025-08-08 - URL: https://disrupting.healthcare/2025/08/08/europe-medtech-digital-health-weekly-brief-1/ - Categories: Digital Health, MedTech - Tags: Digital Health, Funding, MedTech Commercialization, Weekly Brief (Week of Aug 2–8, 2025) August might be peak out-of-office, but Europe’s medtech builders didn’t pack it in. Cardiology AI is scaling, workflow AI is cutting admin drag, and evidence-backed devices are crossing borders. People Investor POV: Marta Gaia Zanchi, Founding Partner at Nina Capital, speaking on healthtech hype vs. reality—data moats, regulatory timing, and evidence as currency shaping founder and LP conversations. Money flows Ultromics raised $55M for AI cardiology diagnostics — Oxford-based echocardiography AI scaling decision support for earlier detection and heart failure insights across NHS/EU care. Listen to this interview with Ultromics Founder and CEO Ross Upton. SNIPR Biome gets €35M injection to advance CRISPR therapies for antimicrobial resistance. In this round there are new backers such as the Cystic Fibrosis Foundation and the German Federal Agency for Breakthrough Innovation (SPRIN-D) Tandem Health secures $50M to build an AI-native operating system for clinical workflows across Europe. On the press H1 rebound: European healthtech raised €6. 21B; medtech €1. 89B, digital health €0. 93B; 14 megarounds set the tone for H2. Fitness/health tech shift to AI companions — Product teams are moving from static content to AI-guided experiences; relevant for DTx and wearable engagement. Or at least this is what Zing Coach CEO Anton Marchanka thinks. Source: Tech. eu feature One thing to remember In 2025 Europe, the fastest route from “cool demo” to “signed contract” is evidence-backed AI or devices that save clinician time and improve outcomes. Founders: design for clinical workflows, not just pilots; document outcomes... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/what-is-omnichannel-marketing-in-pharma-medtech-complete-definition-guide-2025/ - Categories: MedTech, Pharma Marketing - Tags: medical devices, MedTech Commercialization, pharma marketing FAQ #1: What is Omnichannel Marketing in Pharma and Medtech? Omnichannel marketing in pharmaceutical and medical device industries is a customer-centric approach that integrates multiple communication channels to create seamless, personalized experiences for healthcare professionals (HCPs), patients, and other stakeholders. Unlike traditional multichannel marketing where channels operate independently, omnichannel marketing connects digital and physical touchpoints into a unified ecosystem that recognizes users across their entire healthcare journey. 1 The core principle involves using interconnected channels that work together to enhance customer experience and engagement. Each channel is optimized and working in harmony to provide consistent messaging while allowing for channel-specific customization. This includes everything from email marketing and social media to in-person sales visits, webinars, and mobile applications. 2 Key characteristics that distinguish omnichannel from multichannel approaches include: Unified customer data across all touchpoints Consistent brand messaging with channel-appropriate customization Seamless transitions between different interaction points Personalized content based on individual customer profiles Cross-channel insights that inform future interactions For medical device companies, this means creating cohesive messaging across various platforms to boost engagement and conversions. The approach enables companies to reach healthcare professionals wherever they are, regardless of their preferred communication channel, while maintaining consistency in brand experience. 3 Studies show that omnichannel personalization can halve acquisition costs, increase marketing budget efficiency by 10% to 30%, and increase revenue by 5% to 15%. This significant impact explains why 98% of pharmaceutical executives emphasize the importance of implementing an omnichannel strategy for their organizations. 4,5,6 This is a part of... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/omnichannel-vs-traditional-healthcare-marketing-key-differences-explained-2025/ - Categories: MedTech, Pharma Marketing - Tags: MedTech Commercialization, pharma marketing FAQ #2: How Does Omnichannel Marketing Differ from Traditional Marketing in Healthcare? The fundamental difference between omnichannel and traditional healthcare marketing lies in customer-centricity versus channel-centricity. Traditional marketing approaches often prioritize product promotion through isolated channels, while omnichannel marketing focuses on creating integrated customer journeys that provide value at every touchpoint. 1 Traditional Healthcare Marketing Characteristics: Channel silos operating independently with minimal integration One-size-fits-all messaging across different platforms Product-focused communication rather than customer needs Limited data sharing between different marketing activities Reactive approach to customer interactions Omnichannel Healthcare Marketing Characteristics: Integrated channels that share data and insights Personalized messaging tailored to individual customer profiles Customer journey focus addressing specific needs at each stage Real-time data utilization across all touchpoints Proactive engagement based on predictive analytics The shift represents moving from "spray and pray" tactics to precision targeting. For example, instead of sending identical product information to all cardiologists, an omnichannel approach would deliver personalized content based on each physician's specialty focus, previous interactions, and current patient demographics. 2 Healthcare professionals increasingly expect digital-first interactions. The pandemic accelerated this transformation, with HCPs now demanding timely, appropriate, and digitally-led communication. Research shows that 65% of HCPs complain about pharma "spam" where products are pushed repeatedly, highlighting the need for more sophisticated, value-driven engagement strategies. 3 The customer experience benefits are significant: 6x to 8x better response rates when personalized emails precede face-to-face meetings1 88% of HCPs say they'd be twice as likely to meet with representatives after positive digital interactions3 23% increase in campaign... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/essential-components-of-omnichannel-marketing-strategy-for-pharma-medtech-2025/ - Categories: MedTech, Pharma Marketing - Tags: MedTech Commercialization, omnichannel, pharma marketing FAQ #3: What Are the Key Components of a Successful Omnichannel Strategy? A successful omnichannel strategy in pharma and medtech requires four foundational pillars: strategy, content, technology, and execution capabilities. Each component must work in harmony to create the seamless customer experience that defines true omnichannel engagement. 1 1. Strategic Foundation The foundation begins with deep customer understanding - mapping healthcare professional journeys, patient pathways, and identifying key touchpoints. Companies must develop customer personas based on specialty, practice setting, engagement preferences, and behavioral patterns. 2 The adoption ladder framework is particularly effective, visualizing customers across three stages: awareness, belief, and support. This helps companies switch from one-size-fits-all marketing to customer-centric approaches that deliver relevant content based on where each individual sits in their journey. 1 2. Content Strategy and Modular Design Modular content architecture enables efficient omnichannel deployment. Instead of creating channel-specific materials, companies develop core content blocks that can be adapted across multiple touchpoints while maintaining message consistency. 3 Key content considerations include: Channel-appropriate formatting for different platforms Regulatory compliance across all materials Personalization capabilities based on customer data Scientific accuracy with engaging presentation Multi-language support for global markets 3. Technology Infrastructure Integrated technology stack forms the backbone of omnichannel success. This includes:4 Customer Relationship Management (CRM) systems for unified customer data5 Marketing automation platforms for personalized outreach6 Analytics and measurement tools for performance tracking7 Content management systems for efficient material deployment8 Data integration platforms connecting disparate systems4 4. Measurement and Analytics Framework Role-based measurement approaches help stakeholders evaluate... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/omnichannel-marketing-benefits-for-pharma-medtech-roi-engagement-growth-2025/ - Categories: MedTech, Pharma Marketing - Tags: medical devices, MedTech Commercialization, omnichannel, pharma marketing FAQ #4: What Are the Main Benefits of Implementing Omnichannel Marketing? Implementing omnichannel marketing in pharma and medtech delivers measurable improvements across customer experience, operational efficiency, and business outcomes. Research demonstrates significant quantifiable benefits that justify the investment required for transformation. 1 Enhanced Customer Experience and Engagement Personalized customer journeys represent the primary benefit, with 89% of first-time buyers becoming loyal customers through effective omnichannel strategies. Healthcare professionals particularly value consistent, relevant communication that respects their time and expertise. 2 Key experience improvements include: 6x to 8x better response rates from personalized pre-meeting communications3 Seamless transitions between digital and physical touchpoints4 Reduced information overload through targeted, relevant content delivery3 Improved access to educational resources when and where needed5 Operational Efficiency Gains Coordinated marketing efforts eliminate redundancies and improve resource utilization. Companies report:6 10-30% increase in marketing budget efficiency through better targeting3 Streamlined content creation using modular, reusable assets7 Reduced campaign development time through integrated workflows8 Better resource allocation based on channel performance data9 Business Performance Improvements The financial impact of omnichannel marketing is substantial: 5-15% revenue increase from improved customer engagement3 Up to 10% higher return on investment from integrated campaigns10 Halved customer acquisition costs through better targeting and personalization3 23% boost in campaign effectiveness when sales and marketing are synchronized3 Data-Driven Decision Making Integrated analytics provide unprecedented insights into customer behavior and campaign performance. Benefits include:10 360-degree customer view combining all touchpoint interactions10 Predictive analytics for proactive customer engagement11 Real-time optimization of campaign performance9 Evidence-based strategy refinement using comprehensive... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/omnichannel-marketing-implementation-challenges-in-pharma-solutions-best-practices/ - Categories: MedTech, Pharma Marketing - Tags: medical devices, MedTech Commercialization, omnichannel, pharma marketing FAQ #5: What Are the Biggest Challenges in Implementing Omnichannel Marketing? Implementing omnichannel marketing in pharma and medtech faces significant organizational, technical, and cultural barriers that go beyond typical technology implementations. Understanding these challenges is crucial for developing effective change management strategies. 1 Leadership and Cultural Barriers Mindset transformation represents the most understated yet critical challenge. Shifting to omnichannel requires fundamental changes in leadership thinking, moving from product-centric to customer-centric approaches. 2 Key cultural challenges include: Resistance to change from employees accustomed to traditional methods1 Risk-averse cultures in highly regulated industries3 Siloed organizational structures that impede cross-functional collaboration4 Lack of omnichannel understanding among stakeholders1 98% of pharmaceutical executives recognize omnichannel importance, yet almost 80% report little to no impact on customer engagement, highlighting the gap between intention and execution. 4 Technology and Data Integration Issues Fragmented IT infrastructure creates major implementation hurdles:5 Legacy systems that don't integrate effectively5 Data silos preventing unified customer views4 Outdated platforms incompatible with modern marketing tools5 Security concerns around data sharing and privacy3 Data quality and management pose additional challenges: Inconsistent data formats across different systems Privacy compliance requirements like GDPR and HIPAA6 Real-time data processing capabilities7 Data governance frameworks for multi-channel environments Regulatory Compliance Complexity Strict regulatory requirements significantly complicate omnichannel implementation:8 Content approval processes that vary by channel and geography Promotional guidelines that differ across digital and traditional media Data privacy regulations limiting personalization capabilities Documentation requirements for audit trails and compliance monitoring Interpretation variability across different regulatory bodies creates additional complexity, with digital... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/omnichannel-marketing-metrics-kpis-for-pharma-success-complete-measurement-guide/ - Categories: MedTech, Pharma Marketing - Tags: medical devices, MedTech Commercialization, omnichannel, pharma marketing FAQ #6: How Do You Measure the Success of Omnichannel Marketing Campaigns? Measuring omnichannel marketing success requires comprehensive, role-based metrics frameworks that capture both quantitative performance and qualitative customer experience improvements. Traditional single-channel metrics fail to reflect the interconnected nature of omnichannel engagement. 1 Customer-Centric Measurement Framework Four key customer pillars form the foundation of omnichannel measurement:2 Customer Experience Metrics: Cross-channel engagement rates and interaction quality Customer journey completion rates across multiple touchpoints Customer Engagement Scores (CES) measuring satisfaction across channels Channel transition success rates for seamless experience delivery Customer Engagement Metrics: Enhanced brand share across target segments and channels Increased engagement across customer-preferred channels Improved adoption rates for previously underutilized channels Content interaction rates by channel and customer segment Business Performance Indicators Revenue Impact Measurements:1 Customer Lifetime Value (CLV) improvements through omnichannel engagement Conversion rate optimization across different touchpoint combinations Customer Acquisition Cost (CAC) reductions through better targeting Return on Investment (ROI) calculations for integrated campaigns Operational Efficiency Metrics: Cost per engagement across different channel combinations Campaign development time reductions through modular approaches Resource utilization optimization across marketing activities Process efficiency improvements in content creation and deployment Advanced Analytics and Attribution Models Multi-Touch Attribution provides crucial insights into channel effectiveness:3 Cross-channel influence on final conversion outcomes Assisted conversion tracking for channels that support rather than close Customer journey mapping with touchpoint impact analysis Channel interaction effects on overall engagement quality Predictive Analytics Applications: Customer behavior forecasting based on omnichannel data Churn prediction models using engagement pattern analysis Content optimization... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/technology-in-omnichannel-marketing-essential-tools-platforms-for-pharma-2025/ - Categories: MedTech, Pharma Marketing - Tags: medical devices, MedTech Commercialization, omnichannel, pharma marketing Technology serves as the foundational enabler for omnichannel marketing success, providing the infrastructure for data integration, personalization, automation, and real-time optimization. Without robust technological capabilities, true omnichannel engagement remains impossible to achieve at scale. 1 Core Technology Infrastructure Requirements Customer Relationship Management (CRM) Systems form the central hub for omnichannel operations:2 Unified customer data consolidation from all touchpoints Real-time profile updates across channels and interactions Predictive analytics for customer behavior forecasting Automated workflow triggers based on customer actions and preferences Marketing Automation Platforms enable personalized engagement at scale:3 Dynamic content personalization based on customer profiles Multi-channel campaign orchestration with coordinated timing Lead scoring and nurturing across different engagement stages Performance tracking with attribution across touchpoints Data Integration and Analytics Technologies Data Management Platforms (DMPs) create comprehensive customer views:2 Cross-channel data aggregation from digital and offline sources Identity resolution linking interactions across devices and channels Audience segmentation capabilities for targeted messaging Privacy-compliant data processing meeting regulatory requirements Advanced Analytics and AI Technologies: Machine learning algorithms for personalization optimization4 Predictive modeling for customer journey forecasting5 Natural language processing for content optimization and chatbot interactions4 Computer vision for visual content analysis and optimization Channel-Specific Technology Requirements Digital Channel Technologies: Marketing cloud platforms for email and social media management Content management systems for website and portal optimization6 Mobile application frameworks for app-based engagement Video conferencing and webinar platforms for virtual interactions Traditional Channel Integration: Sales force automation tools connecting field representatives Event management platforms for conference and meeting coordination Print and direct mail integration... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/personalized-content-creation-for-omnichannel-pharma-marketing-ai-strategy-guide/ - Categories: MedTech, Pharma Marketing - Tags: MedTech Commercialization, omnichannel, pharma marketing FAQ #8: How Do You Create Personalized Content for Different Channels? Creating personalized omnichannel content requires modular architecture combined with AI-powered customization to deliver relevant, compliant messaging across diverse touchpoints while maintaining consistency. The approach balances efficiency with personalization depth. 1 Modular Content Architecture Framework Core Message Development forms the foundation:2 Scientific core content ensuring accuracy across all variations Key message hierarchy with primary and supporting points Regulatory-approved base materials serving as content source Brand consistency guidelines for visual and messaging standards Content Block Strategy: Interchangeable content modules that combine for different audiences Channel-specific formatting maintaining core message integrity Audience-specific customization based on role, specialty, and preferences Compliance variations meeting different regulatory requirements AI-Powered Personalization Technologies Machine Learning Applications enable sophisticated personalization:3 Behavioral analysis predicting content preferences and engagement patterns Dynamic content selection based on real-time customer data A/B testing automation optimizing content performance across segments Natural language processing for tone and terminology adaptation Generative AI Capabilities: Automated content variations creating multiple versions from core materials1 Visual content adaptation for different channels and formats Language translation and localization for global markets Regulatory adaptation ensuring compliance across jurisdictions Customer Segmentation and Targeting Healthcare Professional Segmentation: Medical specialty focus areas and practice settings5 Experience level from residents to established practitioners Geographic location and healthcare system characteristics Previous engagement history and content preferences Patient Segmentation Approaches: Disease state and treatment stage considerations6 Health literacy levels requiring different communication approaches Demographic factors including age, gender, and cultural background Digital engagement preferences across different platforms... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/omnichannel-marketing-compliance-in-pharma-regulatory-requirements-best-practices/ - Categories: MedTech, Pharma Marketing - Tags: medical devices, MedTech Commercialization, omnichannel, pharma marketing FAQ #9: What Are the Regulatory Considerations for Omnichannel Marketing? Regulatory compliance in omnichannel marketing presents complex, multi-layered challenges requiring comprehensive frameworks that address data privacy, promotional guidelines, and content approval across integrated channels. The interconnected nature of omnichannel campaigns amplifies traditional compliance requirements. 1 Global Regulatory Landscape Overview Major Regulatory Frameworks governing pharmaceutical marketing include:2 FDA Code of Federal Regulations Title 21 (United States) EU Directive 2001/83/EC and EFPIA guidelines (Europe) IFPMA international standards PhRMA Codes and industry self-regulation Local regulations varying significantly by country and region Digital Channel Complexity: Traditional regulations often lack specific guidance for digital channels, creating interpretative variability that requires conservative approaches to ensure compliance. 2 Data Privacy and Protection Requirements GDPR Compliance (European markets):3 Explicit consent for data collection and processing Right to erasure and data portability requirements Data minimization principles limiting collection to necessary information Privacy by design requirements in system architecture HIPAA Requirements (United States): Protected health information handling protocols Business associate agreements with technology vendors Audit trail maintenance for all data access and modifications Security breach notification procedures and timelines Content Approval and Promotional Guidelines Multi-Channel Content Approval requires streamlined processes:2 Centralized review systems ensuring consistency across channels Channel-specific compliance requirements for different media types Global versus local approval coordination for multinational campaigns Version control management maintaining approved content integrity Promotional Content Standards: Fair balance requirements in product communications Substantiation documentation for all clinical claims Risk information disclosure appropriate to channel and audience Off-label promotion restrictions and monitoring Cross-Channel Compliance Monitoring Integrated... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/ai-in-omnichannel-pharma-marketing-machine-learning-applications-strategies-2025/ - Categories: MedTech, Pharma Marketing - Tags: AI, MedTech Commercialization, omnichannel, pharma marketing FAQ #10: How Can AI and Machine Learning Enhance Omnichannel Marketing? AI and machine learning represent transformative technologies that enable sophisticated personalization, predictive analytics, and automation capabilities essential for effective omnichannel marketing at scale. These technologies address the complexity and data volume challenges inherent in integrated multi-channel campaigns. 1 AI-Powered Personalization at Scale Dynamic Content Customization leverages machine learning to deliver highly relevant experiences:2 Real-time content adaptation based on customer behavior and preferences Predictive content recommendations anticipating information needs Automated A/B testing optimizing messaging across different segments Cross-channel consistency maintaining personalization across touchpoints Advanced Segmentation Capabilities: Behavioral clustering identifying previously unknown customer patterns Predictive modeling forecasting customer lifecycle stages and needs3 Look-alike modeling expanding successful segment targeting Dynamic segmentation updating customer profiles in real-time Predictive Analytics for Customer Journey Optimization Customer Behavior Forecasting enables proactive engagement strategies:4 Next-best-action recommendations optimizing customer interactions Churn prediction models identifying at-risk relationships Engagement timing optimization determining optimal contact frequencies Channel preference prediction selecting most effective communication methods Journey Intelligence Applications: Path analysis identifying most effective customer journey sequences Conversion prediction forecasting likelihood of desired outcomes Intervention optimization determining when and how to influence journeys Attribution modeling understanding cross-channel impact on outcomes Natural Language Processing and Content Generation Automated Content Creation streamlines omnichannel content development:5 Dynamic content generation creating channel-specific variations from core materials Language adaptation for different audiences and technical levels Sentiment analysis optimizing content tone and approach Compliance checking ensuring regulatory adherence across content variations Conversational AI Applications: Chatbot integration providing 24/7 customer... --- - Published: 2025-08-07 - Modified: 2025-08-07 - URL: https://disrupting.healthcare/2025/08/07/future-of-omnichannel-marketing-in-healthcare-trends-ai-digital-transformation-2025/ - Categories: MedTech, Pharma Marketing - Tags: MedTech Commercialization, omnichannel, pharma marketing FAQ #11: What Does the Future Hold for Omnichannel Marketing in Healthcare? The future of omnichannel marketing in healthcare will be shaped by AI-driven personalization, integrated digital ecosystems, and evolving patient expectations that demand seamless, value-driven experiences across all touchpoints. Several key trends are converging to create unprecedented opportunities for customer engagement. 1 AI and Generative Technologies Leading Transformation Advanced Personalization will reach new levels of sophistication:2 Hyper-personalized content creation using generative AI for individual customer needs Predictive customer journey mapping anticipating needs before customers express them Real-time experience optimization adapting interactions based on immediate context Automated compliance management ensuring regulatory adherence across all channels Generative AI Market Growth from $2. 7 billion today to nearly $17 billion by 2034 demonstrates the scale of transformation ahead. 3 Integrated Digital Health Ecosystems Ecosystem Convergence will connect previously siloed healthcare components:4 Seamless data integration across electronic health records, wearables, and mobile applications Interoperability standards enabling communication between different healthcare technologies Patient-centric platforms aggregating services and information in unified interfaces Collaborative care networks connecting providers, patients, and support systems digitally Digital ecosystem benefits include: Enhanced patient engagement through connected health management tools4 Improved care coordination with real-time information sharing Data-driven insights for personalized treatment and prevention strategies Streamlined healthcare delivery reducing friction in patient experiences Evolving Customer Expectations and Behaviors Digital-First Healthcare Consumers will drive market changes:5 On-demand access to health information and services across all channels Personalized experiences comparable to leading consumer brands Transparent communication with clear value propositions and outcomes Proactive health... --- - Published: 2025-08-06 - Modified: 2025-08-06 - URL: https://disrupting.healthcare/2025/08/06/multichannel-vs-omnichannel-in-pharma-marketing/ - Categories: MedTech, Pharma Marketing - Tags: MedTech Commercialization, pharma marketing What is the difference between multichannel and omnichannel marketing in pharma and MedTech? Multichannel marketing uses multiple independent channels (like television, social media, email, websites) to communicate with customers. In this approach, channels often operate as silos, repeating the same message, with the focus remaining on the product rather than the user. It lacks a connecting node between channels. Omnichannel marketing also engages multiple channels, but they are all integrated and coordinated to provide a unified, seamless, and personalized experience for the customer, who is placed at the center of the marketing funnel. This approach ensures that information is available precisely when needed, encourages deeper content exploration, and reinforces messages across touchpoints, ultimately improving engagement and fostering trust. According to McKinsey, correctly implemented omnichannel models can lead to 5-10% revenue growth and 10-20% marketing efficiencies and cost savings for pharma companies. --- > Learn how generative AI transforms pharma marketing by boosting productivity, reducing costs, and driving personalized HCP engagement. - Published: 2025-08-06 - Modified: 2025-08-08 - URL: https://disrupting.healthcare/2025/08/06/understanding-ai-in-pharma-marketing/ - Categories: Pharma Marketing - Tags: AI, pharma marketing What is Artificial Intelligence (AI) in a pharma commercial context? In a pharma commercial context, AI primarily refers to generative AI, which differs from traditional "classical AI" or machine learning. Classical AI / Machine Learning models perform specific tasks, like analyzing data for predictions or identifying patient groups, using very specific datasets. Generative AI works with a foundational, large language model (LLM) trained on vast amounts of data, enabling it to be applied to many different problems. Its key characteristics include: Basic competences applicable to various problems. Ability to learn from structured and unstructured data. Generation of multiple outputs such as texts, images, speech, video, and designs. An intuitive, conversational user interface. In pharma, generative AI is used for activities like writing marketing materials, generating webinars, building image and video libraries, spotting segmentation opportunities, and speeding up marketing processes. It is projected to grow faster in healthcare than any other industry, potentially generating between $60 billion and $110 billion a year in economic value for the pharma and MedTech industries, with most value going to commercial operations. --- - Published: 2025-08-06 - Modified: 2025-08-06 - URL: https://disrupting.healthcare/2025/08/06/top-use-cases-of-ai-in-pharma-medtech/ - Categories: MedTech, Pharma Marketing - Tags: AI, medical devices, MedTech Commercialization, pharma marketing What are the main forms of generative AI being leveraged in pharma marketing? Generative AI can be categorized into three general uses: Content Generators: These produce texts, images, and video rapidly, and can also refine content by changing tone, simplifying information, or fine-tuning messages for specific audience segments. Answer Engines: These are new forms of 'search' that generate direct answers (text, images, video) rather than just providing links. They can be used to extract insights from market research reports or summarize clinical studies. Agents (Large Action Models - LAMs): These forms of AI act to achieve specific goals without specific instructions or human oversight. For example, an AI agent could review keynote Q&As and social media reactions to assess the medical community's response to a drug launch. These are considered the most controversial due to their autonomous nature. What are the primary use cases for AI in pharma and MedTech marketing? There are four broad categories of AI use cases in pharma and MedTech marketing: Strategic Insights Generation: AI can analyze vast amounts of both structured (e. g. , CRM data) and unstructured data (e. g. , government policy documents, articles on HCP preferences) to generate actionable insights and trends. This can improve understanding by up to 30%. However, caution is advised as AI can produce plausible but incorrect results ("AI hallucination"). Marketing Content Generation: AI is crucial for omnichannel strategies that require high content volume for personalization. It can rapidly generate various content formats (texts, images, video, audio) and... --- - Published: 2025-08-06 - Modified: 2025-08-08 - URL: https://disrupting.healthcare/2025/08/06/navigating-mlr-with-ai/ - Categories: MedTech, Pharma Marketing - Tags: AI, MedTech Commercialization, omnichannel, pharma marketing What is MLR and why does it matter in pharma and MedTech marketing? MLR stands for Medical, Legal and Regulatory review. It is a mandatory, cross-functional process that ensures that all promotional, educational and informational materials are: accurate and balanced scientifically substantiated compliant with global and local regulations In highly regulated industries like pharmaceuticals and MedTech, MLR approval is a critical checkpoint before any HCP-facing or public content goes live. Failure to follow MLR requirements can result in: Regulatory penalties Product delistings Legal liabilities Damaged reputation As content volume increases with the rise of omnichannel and AI-generated materials traditional MLR workflows can become a bottleneck unless modernized. How can AI improve MLR workflows? AI supports MLR processes in three major ways: 1. Content Pre-Screening AI tools can scan drafts to: Flag non-compliant language Identify missing references or claims Highlight risky phrasing (e. g. , off-label implications) This allows compliance teams to focus human review where it's most needed, accelerating the overall review cycle. 2. Co-Pilots for MLR Teams AI-powered assistants can: Suggest alternative compliant language Autofill references from approved claim libraries Surface similar approved content as templates These tools significantly reduce manual effort, especially during content revisions. 3. Approval of Modular Content The modular content model breaks content into pre-approved blocks. AI can then: Assemble high-volume personalized content on demand Guarantee compliance by combining only validated modules Eliminate hallucination risk (a common issue with generative AI) This method not only accelerates content production but also reduces MLR review time by... --- > Discover what Software as a Medical Device (SaMD) is and why its intended medical use impacts regulatory classification. - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/what-is-software-as-a-medical-device-samd/ - Categories: Digital Health, MedTech - Tags: Digital therapeutics, DTx, medical devices, SaMD Software as a Medical Device (SaMD) refers to software intended for medical purposes that performs these functions without being part of a hardware medical device. Under the EU MDR (Regulation 2017/745), it’s officially termed Medical Device Software (MDSW). Key Definitions MDSW under EU MDR aligns closely with the global SaMD concept defined by IMDRF. A software must have a clearly defined intended medical purpose such as diagnosis, treatment, prevention, or monitoring of a condition. Examples of SaMD/MDSW - AI-based radiology tools - Depression treatment apps - Software for detecting pneumonia in chest X-rays Regulatory Trigger: Intended Use Your declared intended use is the most critical driver of classification. Even minor “call-to-action” features (e. g. , “contact your doctor”) can elevate a wellness app into a regulated medical device. Resources - EU MDR text - MDCG 2019-11 guidance This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/rule-11-explained-classifying-samd-in-the-eu/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, SaMD EU MDR’s Annex VIII, Rule 11 determines how software is classified: Class IIa: Most diagnostic and therapeutic decision-support tools Class IIb: Tools whose incorrect use may lead to serious harm Class III: Life-critical functions (e. g. , software controlling pacemakers) What Determines the Class? The intended use and severity of the condition it addresses Whether the software makes decisions or just informs them If a human-in-the-loop can reliably override the software Example: Software interpreting chest X-rays → Class IIa or IIb Sepsis detection app triggering alerts → Class IIb or III References: MDCG 2019-11 rev. 1 IMDRF SaMD Categories This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/building-a-compliant-qms-for-samd/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, SaMD To enter the EU market, your SaMD must be developed under a Quality Management System (QMS) that complies with ISO 13485. What You Need ISO 13485: General quality framework ISO 14971: Risk management integration IEC 62304: Software development lifecycle Best Practices Build your QMS, don’t buy a generic one Ensure continuous documentation and audits Tie QMS to real clinical risk management Cybersecurity Integration Use MDCG 2019-16 as a guideline for secure development. Cybersecurity is considered a safety issue under EU MDR, it is not just IT hygiene. Learn More: ISO 13485:2016 IEC 62304 This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/samd-cybersecurity-and-gdpr/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, SaMD Security = Safety Under EU MDR, cybersecurity is a General Safety and Performance Requirement. Failure to secure software is a patient safety risk. Technical Steps: Secure architecture and testing (MDCG 2019-16) Access control, encryption, logging Vulnerability management and patches GDPR Considerations: Health data = special category Explicit consent and purpose limitation DPIA (Data Protection Impact Assessment) required if high-risk AI involved This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/the-ce-marking-process-for-samd/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, SaMD Get CE Mark Most SaMD is Class IIa or higher—requiring Notified Body involvement. Key Steps: Prepare tech documentation (Annex II, III) Implement QMS (ISO 13485) Create clinical evaluation plan (CEP) and report (CER) Work with a Notified Body Class-specific routes: Class I: self-certify Class IIa-III: Notified Body review + ongoing surveillance This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/clinical-evidence-for-samd-in-the-eu/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, SaMD MDR Requirements SaMD must show: Clinical association (medical logic) Analytical validity (correct processing) Clinical validation (real-world benefit) Documentation: Clinical Evaluation Plan (CEP) = how you'll gather evidence Clinical Evaluation Report (CER) = full evaluation Post-Market Clinical Follow-up (PMCF) = follow-up after launch Use real-world evidence, literature, or clinical studies. This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/samd-market-access-reimbursement-in-europe/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, SaMD CE Mark ≠ Reimbursement Each EU country has its own reimbursement process. Highlights: - Germany (DiGA): Fast track, 12-month provisional access - France: Multiple programs (ETAPES, PECAN) - UK: NICE approval + local commissioning (ICBs) Evidence needs differ, it can be Randomized Controlled Trials (RCTs) or real-world evidence depending on system. Learn more on Scaling MedTech: From Product to Market This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/post-market-surveillance-for-samd/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, SaMD Staying Compliant Post-Launch Post-market surveillance (PMS) is required for all devices. Requirements: Plan for data collection Trend analysis and signal detection Regular updates to clinical files Vigilance reporting (e. g. EUDAMED) For Class IIa+, submit PSUR every 1–2 years. This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/investment-trends-in-european-digital-health/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, Funding, medical devices, SaMD Where Capital Flows Investors favor: AI-powered platforms Value-based care tools Female health (menopause, hormones) Valuation Benchmarks: 4–6x revenue for most healthtech 6–8x for AI/diagnostics 10–14x EV/EBITDA for EBITDA-positive firms Learn more at Scaling MedTech: From Product to Market This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-08-04 - Modified: 2025-08-04 - URL: https://disrupting.healthcare/2025/08/04/why-samd-launches-fail-in-europe/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, MedTech Commercialization, SaMD Common Pitfalls Vague intended use leading to misclassification No QMS or weak cybersecurity Poor clinical evidence strategy Failure to engage clinicians or users Fixes: Start regulatory early Build real clinical value Design with adoption in mind Learn more at Scaling MedTech: From Product to Market This post is part of SaMD Europe Launch Guide. This content has been enhanced by GenAI tools. --- - Published: 2025-07-30 - Modified: 2025-07-30 - URL: https://disrupting.healthcare/2025/07/30/medtech-marketing-strategy-2025-how-fda-wins-and-commercial-innovation-drive-multi-billion-dollar-growth/ - Categories: MedTech - Tags: FDA, medical devices, MedTech Commercialization The MedTech landscape is evolving fast, and in 2025, the race to win in the market is no longer just about innovation. It's about **how you commercialize**, how you adapt to shifting sites of care, and how you create measurable value for buyers. A timely example? Cambridge-based CMR Surgical is reportedly exploring a $4B sale just weeks after receiving FDA clearance for its Versius surgical robot in the U. S. , highlighting how strategic regulatory milestones can turbocharge commercial outcomes. Regulatory Wins as Commercial Catalysts In July 2025, the FDA cleared CMR's Versius system for gallbladder procedures, opening doors to the lucrative U. S. surgical robotics market. With over 30,000 procedures already performed globally, this milestone didn't just validate the technology—it positioned the company as a prime acquisition target. Regulatory approvals are no longer just technical hurdles; they are strategic marketing events, reshaping brand credibility and attracting investor attention. Site-of-Care Shifts: The ASC Revolution Across MedTech, there is a structural migration of procedures into Ambulatory Surgery Centers (ASCs), especially in orthopedics and cardiology. This trend requires rethinking go-to-market strategies, from simplified contracting models to focused messaging for cost-conscious ASC administrators. What you need to win in ASCs: Leaner commercial models. Product-service bundles tailored to ASC workflows. Clear value propositions around speed, efficiency, and ROI. Source: ZS Associates AI Needs Commercial Proof, Not Just a Label AI and machine learning are driving new MedTech approvals at record speed (see Clarivate report), but innovation hype is not enough. Marketing leaders must translate... --- - Published: 2025-07-29 - Modified: 2025-07-31 - URL: https://disrupting.healthcare/2025/07/29/whoop-vs-hilo-a-cautionary-tale-of-medical-device-regulation/ - Categories: MedTech - Tags: EU MDR, FDA, Hilo, medical devices, MedTech Commercialization, Whoop In July 2025, the U. S. FDA issued a warning letter to Whoop, Inc. for marketing its Blood Pressure Insights (BPI) feature without regulatory clearance. The agency concluded that Whoop’s sleep-based blood pressure estimation feature qualifies as a medical device, not a general wellness tool. This finding has implications far beyond one wearable band. Whoop's case highlights a growing issue in the digital health space: where exactly is the boundary between consumer wellness products and regulated medical devices? And what happens when that boundary is crossed? Interested in Whoop vs Hilo review? See the Quantified Scientist test of Whoop below. Hilo band is a clinically proven device that measures your blood pressure at specific times without your intervention - somewhat similarly to Ambulatory Blood Pressure Monitoring but without cuff. It does not provide other features https://www. youtube. com/watch? v=BApqhnHMMM8&t=1s What Did the FDA Say to Whoop? According to the FDA, Whoop’s BPI function, which estimates systolic and diastolic blood pressure based on biometrics collected during sleep, is not “low risk” and is intended for medical purposes. Therefore, it cannot be marketed without appropriate FDA clearance. This runs contrary to Whoop’s claim that the feature is designed to support general wellness and self-awareness. The agency made it clear: any feature that measures or interprets physiological parameters in a way that could be used for diagnosis, monitoring, or treatment falls squarely under the medical device category — regardless of disclaimers or marketing language. Further analysis from industry sources confirms that the FDA... --- - Published: 2025-07-27 - Modified: 2025-07-30 - URL: https://disrupting.healthcare/2025/07/27/medical-device-digital-marketing-expert-guide-for-2025/ - Categories: MedTech - Tags: Digital marketing, medical devices, medtech, MedTech Commercialization Digital marketing has become a cornerstone of successful go-to-market strategies in the MedTech industry. Yet, marketing medical devices presents a distinct set of challenges, from navigating complex regulatory environments to building trust with clinical and procurement audiences. This guide examines the unique aspects of medical device digital marketing, its evolution in 2025, and the key considerations companies operating in Europe must address to stay ahead. What Is Medical Device Digital Marketing? Medical device digital marketing refers to the use of online channels and technologies to promote medical devices to healthcare professionals, procurement stakeholders, and, when allowed, patients or caregivers. These efforts must strictly comply with applicable regulations and ethical standards while communicating value, efficacy, and safety clearly. Unlike traditional advertising, digital marketing enables real-time, measurable, and often personalized engagement across the buyer journey. From search engines to webinars and content hubs, medical device marketers use a blend of tactics to educate, influence, and convert target audiences. Key Channels in Medical Device Digital Marketing SEO and Website Optimization Your website is often the first point of contact. A well-optimized, medically accurate, and user-friendly website is foundational. Use language aligned with your intended use claims. Ensure content is accessible, fast-loading, and mobile-optimized. Implement structured data (e. g. , FAQ schema) to increase visibility in AI-driven search. Paid Media & PPC Paid campaigns can amplify reach, especially when launching a new device or entering a competitive market. Google Ads must comply with medical advertising policies and applicable national regulations. LinkedIn is commonly used... --- - Published: 2025-07-14 - Modified: 2025-07-15 - URL: https://disrupting.healthcare/2025/07/14/european-medtech-innovators-pioneering-the-future-of-healthcare-in-2025/ - Categories: Digital Health, MedTech - Tags: Digital Health, Funding, medical devices, MedTech Commercialization I. Introduction: Europe's Ascendance in MedTech Innovation The landscape of healthcare is undergoing a profound transformation, driven by relentless innovation in medical technology. At the forefront of this evolution stands the MedTech Innovator (MTI) program, globally recognized as a premier accelerator for breakthrough medical device, digital health, and diagnostic companies. Its rigorous selection process, which identifies the top 4% of nearly 1,500 global applicants, underscores the high potential of the chosen cohort. Companies participating in this program benefit from invaluable mentorship, strategic guidance, and unparalleled access to an extensive ecosystem of industry leaders, all designed to de-risk innovation and accelerate market success. Europe continues to solidify its position as a vibrant hub for MedTech innovation, with a significant presence in the 2025 MTI cohort. This robust ecosystem is fueled by world-class academic research, substantial grant programs such as Horizon Europe and the EIC Accelerator, and a burgeoning network of specialized investors and incubators. The groundbreaking technologies emerging from this region are not merely incremental advancements; they represent fundamental shifts in diagnostic and therapeutic paradigms, poised to address critical unmet medical needs across the globe. This report delves into 15 European startups from the 2025 MedTech Innovator cohort. It offers a detailed examination of their pioneering technologies, introduces the visionary leaders driving their missions, and outlines their financial journeys. These companies are actively redefining patient care, from advanced diagnostics and regenerative therapies to AI-powered insights and minimally invasive solutions. Their collective efforts illuminate a future where healthcare is more precise, accessible,... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/what-is-medtech-a-beginners-guide-to-medical-technology/ - Categories: MedTech - Tags: Digital Health, medical devices The intersection of medicine and technology is rapidly transforming healthcare worldwide. If you’ve ever wondered, what is MedTech? , you’re not alone. This beginner’s guide explores the definition, industry scope, and the latest trends shaping medical technology today. What Is MedTech? MedTech—short for medical technology—refers to the vast range of products, services, and solutions that leverage technology to diagnose, monitor, treat, and improve patient health outcomes. MedTech encompasses everything from simple tools like thermometers and bandages to complex innovations such as MRI machines, surgical robots, and AI-powered diagnostic platforms. “Medical technologies are products, services or solutions used to save and improve people's lives. ”MedTech Europe Key MedTech Categories Medical Devices: Instruments and machines used in diagnosis, treatment, or monitoring (e. g. , pacemakers, CT scanners, insulin pumps). In Vitro Diagnostics (IVD): Laboratory tests and equipment for analyzing blood, tissue, or other samples. Digital Health Solutions: Software and connected devices for remote monitoring, telehealth, and electronic health records. Implantable Devices: Artificial joints, stents, and other devices placed inside the body. Industry Scope The MedTech industry is a cornerstone of modern healthcare, serving hospitals, clinics, laboratories, and home care settings. Its scope includes: Patient Diagnostics: Tools for early and accurate disease detection (e. g. , imaging systems, point-of-care diagnostics). Therapeutic Devices: Equipment for surgical procedures, rehabilitation, and chronic disease management. Monitoring & Wearables: Devices for continuous tracking of vital signs, glucose levels, or cardiac rhythms. Connected Care: Integration of devices and data for seamless patient management and improved outcomes. MedTech is distinct from... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/eu-digital-health-funding-landscape-2025-where-and-how-to-raise-capital-in-europe/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, EU, Funding, medical devices, VC With over €20 billion in public and private capital flowing into digital health ventures since 2020, the European Union has become a strategic launchpad for healthtech founders. But where exactly does this capital come from? And what’s the smartest path for early-stage startups looking to digital health funding? This in-depth guide breaks down the EU digital health funding landscape in 2025 — covering both EU-level grants (like Horizon Europe, EU4Health, and the EIC Accelerator) and national innovation programs (from France’s Bpifrance to Germany’s HTGF). We also map out the private funding scene, spotlighting active VCs and corporate funds, and show how EU regulations like MDR and GDPR influence access to capital. Whether you’re applying for your first public grant, looking to raise a blended round, or building a scalable platform for regulated care — this guide is for you. The Big Picture: Why EU Digital Health Funding Matters in 2025 In 2024 alone, startups in Europe raised $4. 8 billion in digital health VC — a 27% YoY increase (Galen Growth). Mega-rounds like Alan (€193M), Ōura (€200M), and Flo Health ($200M) highlighted the growing maturity of the region. Public funding is also expanding. The European Commission committed over €14 billion to digital health via Horizon Europe, EU4Health, and the Digital Europe Programme. Countries like France, Germany, and the Nordics doubled down on national programs for startups, especially those focused on regulated innovation (e. g.  DTx, AI diagnostics, RPM). But with increased capital comes increased complexity: understanding how to access the... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/the-medtech-go-to-market-playbook-2025-edition/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, MedTech Commercialization Breaking into healthcare is hard. Breaking into MedTech is harder — thanks to complex regulations, long sales cycles, and conservative procurement paths. For early-stage medtech startups, choosing the right go-to-market (GTM) strategy can be the difference between scaling and stalling. This guide breaks down the GTM playbook for MedTech in 2025, with a focus on startups launching in Europe and beyond. Based on real-world cases and regulatory insights, it’s built for those bringing medical devices, diagnostics, SaMD, or digital therapeutics (DTx) to market. 1. Choosing Your Commercial Model Startups typically consider three primary go-to-market approaches: 1. Direct Sales (Field Reps, Clinical Liaisons) Best for: High-margin products requiring clinician education (e. g.  surgical robotics, diagnostics) Challenges: Expensive ramp-up, long hiring timelines, regulatory training 2. Distributor & Channel Partnerships Best for: Physical devices, CE-marked products in new geographies Challenges: Less control over brand, data access, or customer experience Example: Aidar Health used local channel partners to launch its multi-parameter diagnostic device in the EU before expanding direct. 3. Hybrid Model (Digital + Field, Centers of Excellence) Best for: DTx, connected devices, AI-enabled diagnostics Combine inbound marketing, centralized KOL outreach, virtual demos, and sales hubs Example: Kaia Health built its GTM around remote clinical onboarding + digital HCP engagement, reducing cost-per-acquisition in Germany. 2. B2B vs B2C vs B2B2C in MedTech MedTech isn’t one market — it’s multiple buyer archetypes: ModelBuyerExampleRiskB2BHospitals, GPOsSurgical robots, AI diagnosticsLong cycles, tender processesB2CPatientsWearables, chronic disease appsAcquisition cost, complianceB2B2CEmployers, insurersDTx, remote monitoringValue-based outcomes required Key takeaway: Align GTM strategy... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/market-access-in-europe-what-founders-need-to-know/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, Funding, medical devices, MedTech Commercialization Getting into the hospital is no longer the endgame. For MedTech startups in Europe, getting reimbursed — and doing so consistently across fragmented markets — is what separates hobby projects from scalable businesses. In this second post of our series, we dive into the European market access landscape for medical devices and digital health, with a founder-focused lens on systems in Germany, France, the UK, and Nordic/CEE markets. 1. Germany: DiGA and the Fast Track for Digital Health Germany remains Europe’s most structured digital reimbursement market thanks to the DiGA Fast Track, launched in 2020 by the Federal Institute for Drugs and Medical Devices (BfArM). What qualifies: Apps or software-based interventions classified as low-risk medical devices (Class I or IIa under MDR). Who pays: Statutory health insurance (covers 73M+ Germans). Key Steps: 1. CE Marking as a medical device 2. Apply for DiGA listing (provisional or permanent) 3. Submit evidence (clinical, economic, usability) Success story: Selfapy — a digital mental health therapy platform — was listed in 2022 and now reimbursed nationally. Caution: Only 55 apps were listed as of mid-2025, with >40% later withdrawn due to insufficient evidence or pricing issues. 2. France: PECAN Pathway and Public Evaluation France doesn’t have a DiGA equivalent yet, but the new PECAN pilot launched in 2023 offers early funding for digital therapeutics. Agencies involved: - HAS (clinical evaluation) - CNAM (payer negotiations) Key routes for market access: - PECAN for DTx and AI diagnostics (pilot program) - LPPR for physical devices (Listing... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/cracking-reimbursement-value-based-pricing-for-medtech-startups/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, Funding, medical devices, MedTech Commercialization Pricing in MedTech isn’t just a number — it’s your business model. In the EU, where public payers dominate and health systems are increasingly value-driven, getting paid requires clinical validation, health economic proof, and a clear story about long-term cost savings. This post breaks down how to approach reimbursement and pricing for MedTech startups, with examples from DTx, devices, and AI diagnostics. We focus on the frameworks that matter and what early-stage founders must do to prepare. 1. Understand What Payers Actually Buy Public and private payers (like insurers and national health services) don’t buy tech — they buy outcomes. Successful pricing strategies show how your product: - Improves health outcomes (efficacy) - Saves money (cost avoidance) - Improves workflow or capacity Tip: Frame pricing in terms of cost per QALY (quality-adjusted life year) or ROI within 12–24 months. 2. Pricing Models That Work in MedTech ModelBest forNotesOne-time saleCapital equipment, implantablesRequire large budget cyclesSubscriptionDTx, RPM, AI toolsCommon for digital health; easier for payers to adoptOutcome-basedDigital diagnostics, chronic careReimbursed only if outcome achieved; harder to negotiateBundled with servicesMonitoring devices + clinical servicesEnables multi-stakeholder value delivery Example: Kaia Health offers MSK therapy via reimbursed app + coaching in Germany, priced as monthly license. 3. EU Reimbursement Pathways to Know Germany: DiGA Pricing Startups can set their own price in the first year post-listing. After 12 months, price must be negotiated with the GKV-Spitzenverband (National Association of Statutory Health Insurance Funds). Must show comparative evidence vs standard of care. Caution: DiGA price averages... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/commercial-channels-that-actually-work-in-medtech/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, Funding, medical devices, MedTech Commercialization For MedTech startups, success hinges not only on product quality, but also on how you reach, convince, and support stakeholders. Whether selling to hospitals, doctors, or patients, early-stage companies must design a channel strategy that reflects the healthcare buying process — slow, risk-averse, and influence-driven. This post breaks down the most effective commercial channels in MedTech, based on what’s actually working in 2025. 1. The MedTech Sales Funnel Is Nonlinear In traditional B2B, a sales funnel moves from awareness → interest → consideration → purchase. In MedTech, it looks more like: Clinical KOL → Hospital Committee → Procurement → IT → Payer → Rollout Each stage requires a different communication style and sometimes different messengers. Sales success is more about building internal champions than pure outbound volume. Insight: On average, a hospital sale in Europe involves 5–7 decision-makers (McKinsey MedTech Commercial Benchmark). 2. Channels That Work in Early-Stage MedTech a. Key Opinion Leaders (KOLs) Clinical influencers who help validate product utility Invite early as advisors or co-authors of case studies Ideal for high-specialty tools (robotics, diagnostics, DTx) Example: Impulse Dynamics used KOLs to validate its cardiac neuromodulation tech pre-launch. b. Medical Science Liaisons (MSLs) Hybrid of sales and education Often paired with clinical trials or early access programs c. Virtual Selling Platforms Tools like Veeva Engage or Showpad support rep-driven or rep-less demos Crucial for digital products, AI tools, and DTx Statistic: 75% of HCPs in Europe now prefer hybrid or remote interactions (Accenture HCP Preferences) d. Peer-to-Peer Learning &... --- - Published: 2025-07-10 - Modified: 2025-07-10 - URL: https://disrupting.healthcare/2025/07/10/mistakes-to-avoid-in-medtech-commercialization-and-how-to-fix-them/ - Categories: Digital Health, MedTech - Tags: Digital Health, Digital therapeutics, DTx, Funding, medical devices, MedTech Commercialization Even with the right product, market, and team — many MedTech startups fail. And the reasons often come down to avoidable commercialization mistakes: misjudging the buyer, skipping regulatory nuance, or assuming your tech will sell itself. This final post in the Scaling MedTech: From Product to Market series lays out the most common missteps in MedTech go-to-market and how to avoid them — with real-world examples and corrective actions. 1. Building Before Validating the Buyer Mistake: Launching development without confirming who pays, who uses, and who benefits. Too many founders build based on clinical need or innovation potential — without validating demand, budget holders, or economic value. Fix: Use the JTBD (Jobs-To-Be-Done) framework + early payer interviews to design with reimbursement in mind. 2. Relying on Pilots Without a Conversion Plan Mistake: Dozens of pilots, zero sales. Pilots are easy to get — but unless there’s a conversion path, they drain resources and confuse investors. Example: Many DTx startups in Germany listed under DiGA saw high downloads but failed to convert to revenue due to unclear therapeutic ownership. Fix: Design pilots with: - Pre-negotiated success KPIs - Budget source for scale-up - Procurement-ready documentation 3. Ignoring Procurement and IT Requirements Mistake: Gaining HCP interest, but failing at hospital onboarding. Even if clinicians love your product, procurement, legal, and IT may reject it due to data compliance, MDR classification, or lack of integration. Fix: - Include procurement in early demos - Prepare GDPR/Data Processing documentation - Get listed in hospital or... --- - Published: 2025-07-09 - Modified: 2025-07-09 - URL: https://disrupting.healthcare/2025/07/09/how-to-build-a-medtech-unicorn-in-europe-the-2025-founders-playbook/ - Categories: MedTech - Tags: medical devices Introduction: Medtech Unicorns on the Rise in Europe The medtech unicorn phenomenon is transforming healthcare in Europe. As one of the world’s largest industries—nearly 20% of U. S. GDP (about $5 trillion)—healthcare has long been ripe for disruption. Yet, medtech unicorns (startups valued at $1 billion or more) have historically represented only about 8% of all unicorns globally. This is changing rapidly: the European digital health market reached €64 billion in 2024 and is growing at over 20% CAGR, driven by medtech founders leveraging AI, digitalization, and urgent healthcare needs. Why Medtech Unicorns Are Emerging Now AI & Data Revolution: The AI healthcare market is projected to grow 40% in 2025, reaching over $208 billion by 2030. Medtech unicorns like Neko Health (Sweden) and Abridge (U. S. ) are using AI for diagnostics, workflow automation, and drug discovery. Systemic Pressures: Chronic disease, workforce shortages, and aging populations are driving demand for digital solutions and automation. Market Growth: The European digital health sector is expanding rapidly, with innovation hubs in the Netherlands, Belgium, Switzerland, and the Nordics. What Problems Do Medtech Unicorns Solve? DomainExample CompaniesProblem TackledAccess & ConvenienceDoctolib, CeraOnline booking, telehealth, elder careChronic Disease MgmtDexcom, Sword HealthWearable monitoring, remote coachingData & DiagnosticsTempus, Better MedicineGenomics, AI-driven early diagnosisWorkflow & EfficiencyAbridge, DoctolibAutomated documentation, schedulingNew Therapies & R&DInsilico MedicineAI-driven drug discovery Key Insight: Medtech unicorns in Europe address big, costly, and pervasive healthcare pain points, often reimagining processes with technology for a 10x improvement. How Do Medtech Unicorns Make Money? B2B SaaS: Selling software to hospitals, clinics, and pharma... --- - Published: 2025-03-26 - Modified: 2025-03-27 - URL: https://disrupting.healthcare/2025/03/26/what-happened-to-23andme-the-rise-fall-and-future-of-a-consumer-genetics-pioneer/ - Categories: Digital Health, MedTech - Tags: 23andMe Understanding the 23andMe Journey 23andMe was founded in 2006 by Anne Wojcicki, Linda Avey, and Paul Cusenza with a bold vision: to put the power of genetics directly into the hands of consumers. The startup pioneered the direct-to-consumer (DTC) genetic testing market, offering affordable at-home DNA test kits that could reveal ancestry roots, inherited traits, and potential health risks. The company made headlines early on with its $999 saliva-based DNA test, which later dropped to $99—making it accessible to millions. For the first time, individuals could decode their DNA without going through a doctor or lab. This democratization of genetic data made 23andMe a household name and a Silicon Valley darling. But with innovation came regulatory friction. In 2013, the U. S. Food and Drug Administration (FDA) halted the marketing of 23andMe’s health reports, citing concerns over accuracy and consumer safety. After years of negotiations, the company received FDA clearance in 2017 for specific health risk reports, such as predispositions to Parkinson’s and Alzheimer’s. The Business Model Shift 23andMe wasn’t just selling DNA kits—it was building a data-driven biotech engine. Over time, it accumulated one of the largest genomic databases in the world. This treasure trove of anonymized genetic data became a valuable asset for pharmaceutical research. Image: GSK’s 2018 partnership with 23andMe marked a major turning point for the company’s therapeutics ambitions. In 2018, 23andMe announced a high-profile partnership with GlaxoSmithKline (GSK), aiming to develop new drugs using its consumer data. The move signaled a pivot from consumer health... --- - Published: 2023-10-26 - Modified: 2023-11-17 - URL: https://disrupting.healthcare/2023/10/26/23andme-unveils-total-health-to-become-a-healtech-company/ - Categories: Digital Health - Tags: 23andMe, Digital Health, Genetic testing 23andMe, renowned for ancestry tracing, steps into healthcare with "Total Health", a service set to decode your health secrets embedded in your genes for $1,188 a year. 23andme offering. Source: 23andme This leap from mere curiosity to actionable health insights exemplifies 23andMe's ethos of evolving with scientific advancements. It also addresses earlier concerns on the misinterpretation of the data, false positives, and consumers left without healthcare professional support that the company faced in the past. 23andme TotalHealth screenshots. Source: 23andme 23andMe journey into healthcare: 2006: Founded with the aim to help people access, understand, and benefit from the human genome. 2007: Launched Personal Genome Service. 2013: FDA issues a warning letter prohibiting marketing of the Saliva Collection Kit and PGS until it received proper marketing authorization for the device 2015: FDA authorized the marketing of a Bloom Syndrome carrier test, marking a significant regulatory milestone. 2017: Expanded to offer risk reports for conditions like Parkinson's and Alzheimer's. 2021: Acquired Lemonaid Health, stepping into telehealth. 2023: Launches Total Health, transitioning into a holistic healthcare provider. Total Health, employing exome sequencing, unravels the entire protein-coding region of your DNA, spotlighting "actionable" genes. With healthcare practitioners on board, 23andMe’s endeavor isn't just to hand over a report, but to guide you through a personalized health regimen, marking a significant stride in proactive healthcare. This service, available from November seems to be a significant milestone in pivoting 23andme from scientific entertainment and curiosity, towards a proper healthcare service. --- - Published: 2023-10-24 - Modified: 2023-10-24 - URL: https://disrupting.healthcare/2023/10/24/early-cancer-detection-the-promise-of-protein-biomarker-analysis/ - Categories: MedTech - Tags: medical devices Cancer detection has seen a revolutionary transformation, thanks to the emergence of a technique known as Protein Biomarker Analysis using Proximity Ligation Assays (PLA). This novel approach is a game changer in identifying cancer at its nascent stages, improving the chances of successful treatment and recovery. But what exactly is PLA, and how does it contribute to early cancer detection? Let's delve into this promising frontier of medical technology. Understanding Protein Biomarker Analysis At its core, Protein Biomarker Analysis is about studying specific proteins - called biomarkers - that are often associated with the presence of cancer. Unlike the conventional methods which rely on identifying genetic mutations, this analysis focuses on proteins, offering a real-time glimpse into the presence of cancer. A proximity ligation assay identifies complexes (red) containing the Notch1 receptor and the heparan sulfate proteoglycan Syndecan-3 in skeletal muscle satellite cells stained for Syndecan-4 (green). Pisconti et al. show that Syndecan-3 is required for Notch1’s cleavage by the metalloproteinase ADAM17 and downstream signaling controlling satellite cell proliferation and differentiation. This image is available to the public to copy, distribute, or display under a Creative Commons Attribution-Noncommercial-Share Alike 3. 0 Unported license. Reference: Pisconti et al. (2010) J. Cell Biol. 190, 427-441. Published on: August 9, 2010. doi: 10. 1083/jcb. 201003081 Some of the innovative approaches and technologies in Protein Biomarker Analysis are: Multiplexed Proximity Ligation Assays: A high throughput protein biomarker discovery tool has been developed that utilizes multiplexed proximity ligation assays in a homogeneous format. This innovative... --- - Published: 2023-04-12 - Modified: 2023-04-12 - URL: https://disrupting.healthcare/2023/04/12/bigfoot-medical-pioneering-diabetes-management-solutions-their-future-prospects/ - Categories: Digital Health, MedTech - Tags: BigFoot, diabetes, Digital therapeutics, DTx, FDA, medical devices Beginning of March 2023 Bigfoot Medical announced it has FDA clearance for the Android version of the Bigfoot Unity® Mobile App, a necessary component of the Bigfoot Unity® Diabetes Management System. Given that 41 percent of U. S. smartphone users choose Android devices, this clearance enables expanded access to a large group of people with Type 2 diabetes. Bigfoot Unity has been compatible with iOS devices since May 2021. The medical device landscape is continuously evolving, with companies like Bigfoot Medical revolutionizing diabetes care through cutting-edge technology and artificial intelligence. In this post, we explore the history, achievements, and future prospects of Bigfoot Medical, an industry leader in diabetes management solutions. Early Days: Laying the Groundwork for Success Founded in 2014 by Jeffrey Brewer and Bryan Mazlish, Bigfoot Medical was driven by a personal connection to the challenges of diabetes management. Their goal is to create an integrated system that simplifies and enhances diabetes care using advanced technology and AI. From day one, Bigfoot Medical focused on patient-centric solutions, which has been instrumental in their success and significant progress in the diabetes care sector. Achievements: Transforming Diabetes Care with Bigfoot Unity™ Bigfoot Medical's flagship product, the Bigfoot Unity™ Diabetes Management System, is an innovative solution that combines a continuous glucose monitor (CGM), insulin pen caps, and a mobile app to provide a seamless, data-driven experience for those living with insulin-requiring diabetes. Key achievements of Bigfoot Medical include: FDA Approval: In 2021, Bigfoot Medical received FDA clearance for the Bigfoot Unity™... --- - Published: 2023-04-12 - Modified: 2023-04-12 - URL: https://disrupting.healthcare/2023/04/12/pear-therapeutics-the-rise-and-fall-of-a-digital-therapeutics-pioneer/ - Categories: Digital Health, MedTech - Tags: akili interactive, big health, click therapeutics, Digital therapeutics, DTx, omada health, PDT, pear therapeutics, voluntis Pear Therapeutics, once a leader in prescription digital therapeutics (PDT or DTx), has recently filed for bankruptcy. In this blog post, we'll explore the history of the company, its milestones, and the reasons behind its unforeseen downfall, while also shedding light on its competitors in the digital therapeutics market. Pear Therapeutics: History Established in 2013 by Dr. Corey McCann, Pear Therapeutics aspired to revolutionize the treatment of various disorders by merging the power of software and medicine. Based in Boston, Massachusetts, the company aimed to develop, manufacture, and distribute FDA-approved software applications that would work in tandem with conventional medications to enhance their effectiveness. Pear Therapeutics' Key Achievements FDA Approvals Throughout its existence, Pear Therapeutics managed to obtain three FDA approvals for its products, establishing itself as a significant player in the digital therapeutics industry: reSET (2017) - The first FDA-approved PDT, reSET is designed for treating substance use disorder. This groundbreaking achievement demonstrated that software could be clinically effective in treating patients. reSET-O (2018) - A follow-up to reSET, this PDT is aimed at helping patients with opioid use disorder as an adjunct to outpatient treatment. It includes buprenorphine and contingency management, a behavioral therapy approach. Somryst (2020) - The first FDA-approved PDT for chronic insomnia, Somryst offers cognitive behavioral therapy for insomnia (CBT-I) through a digital platform, making it more accessible for patients who might not have access to in-person therapy. Partnerships and Collaborations Throughout its journey, Pear Therapeutics partnered with several industry giants to develop and distribute... --- - Published: 2023-04-02 - Modified: 2023-04-02 - URL: https://disrupting.healthcare/2023/04/02/the-top-10-medical-devices-types-revolutionizing-digital-health-in-2023/ - Categories: Digital Health, MedTech - Tags: AI-Powered Diagnostics, Digital Health, Digital therapeutics, DTx, Glucose Monitoring, Healthcare Innovation, medical devices, Portable Ultrasound, Remote Patient Monitoring, Robotic Exoskeletons, Smart Contact Lenses, Smart Inhalers, Wearable technology, Wireless ECG Monitoring Digital health in 2023 continues to advance rapidly. Medical devices that utilize digital technology are becoming increasingly popular and offer a wide range of benefits, including improved accuracy, increased convenience, and greater efficiency. In this post, we'll take a look at the top 10 medical devices revolutionizing digital health in 2023. Smart Inhalers Smart inhalers are innovative medical devices that can help patients manage their asthma and other respiratory conditions more effectively. These devices are equipped with sensors that can track the usage of the inhaler, monitor patient symptoms, and provide feedback to help optimize treatment plans. Propeller Smart Inhaler Adherium Hailie Smart Inhaler Wearable Glucose Monitors Wearable glucose monitors are becoming increasingly popular for individuals with diabetes. These devices provide continuous monitoring of blood glucose levels and can alert the wearer when their levels are too high or too low, allowing for more timely and effective management of the condition. Dexcom CGM System Abbott FreeStyle Libre Ascensia CGM Eversense Remote Patient Monitoring Systems Remote patient monitoring systems enable healthcare providers to monitor patients remotely, reducing the need for in-person visits and improving patient outcomes. These systems typically involve wearable devices that can track vital signs, medication adherence, and other health metrics. Philips MedM Medtronic ResMed Virtual Reality Therapy Devices Virtual reality therapy devices are a new and innovative way to treat a range of mental health conditions, including anxiety and PTSD. These devices allow patients to immerse themselves in a virtual environment, providing a safe and controlled space to... --- > Understanding the specifics of MedTech and Digital Health digital marketing is essential to success in digital marketing. - Published: 2023-03-05 - Modified: 2025-07-30 - URL: https://disrupting.healthcare/2023/03/05/digital-marketing-in-medtech-and-pharma/ - Categories: MedTech, Pharma Marketing - Tags: Digital marketing, FDA, medtech, pharma marketing Is digital marketing in MedTech and Pharma similar? Understanding the specifics of MedTech and Digital Health digital marketing is essential to success. MedTech digital marketing The four main components of digital marketing in the medical devices industry are digital strategy consulting, digital content creation and management, digital campaign execution, and analytics. Digital Marketing Consulting involves helping MedTech companies assess their priorities and strengths, optimize their operations and innovation, and develop effective go-to-market strategies. Digital content creation and management involves producing engaging and informative content for various channels such as email, social media, blogs, webinars, etc. that showcase medical devices' value proposition and benefits. Digital campaign execution involves designing and implementing marketing campaigns that target specific segments of healthcare professionals (HCPs) or patients using digital tools such as CRM systems, marketing automation platforms, SEO/SEM techniques, etc. Digital analytics involves measuring and evaluating the performance and impact of digital marketing activities using data-driven methods such as web analytics, customer feedback surveys, ROI calculations, etc. Digital consulting is a vital component of digital marketing for medical devices and should be a first step. It helps MedTech companies to: Define their vision and goals for digital transformation Assess their current capabilities and gaps Develop a roadmap and action plan for implementing digital solutions Align their organization and culture with digital best practices Digital marketing of medical devices in comparison to pharmaceuticals Digital marketing for Medical Devices in many aspects is similar to the pharmaceutical industry, however, there are significant differences. What are the similarities... --- - Published: 2023-02-26 - Modified: 2023-02-26 - URL: https://disrupting.healthcare/2023/02/26/germany-leading-in-dtx-reimbursement-with-42-diga-approved-apps/ - Categories: Digital Health - Tags: BfArM, DiGA, Digital Health, Digital therapeutics, DTx, Germany With four more Digital Therapeutics (DTx) added in January, Germany is a leader in reimbursing of prescribed digital health applications. The DiGA directory lists now 42 digital therapeutics available to be prescribed and reimbursed for German patients. It has been almost two years since we have been discussing the approval of Deprexis, the 11th DiGA-approved digital therapeutics. The pace of the German regulator, the Federal Institute for Drugs and Medical Devices (BfArM) increased dramatically. BfArM has so far received 165 applications. By the 22nd of February 2023, there were 43 positive decisions. Sixteen DTx are DiGA-approved permanently, 27 are approved provisionally (gathering additional RWE), and five were removed from the directory (two of them on developer request). BfArM - DiGA assessment of digital therapeutics results How to get a digital health application (DiGA) in Germany? Arrange a doctor's appointment It is best to let your doctor advise you on your desired DiGA DTx. Get a prescription You get a red prescription. If you do not receive one, the health insurance company can also pay for the DiGA without a prescription. Submit Submit the prescription to your health insurance company (Krankenkasse). This can be done online. If in doubt, contact customer service. Receive code Your cash register will send you an activation code for three months (90 days) of DiGA usage. After that, you will need to submit a prescription again. Download the app Download the app to your mobile phone. Every DiGA is available in the google play store or... --- - Published: 2023-02-18 - Modified: 2023-02-18 - URL: https://disrupting.healthcare/2023/02/18/what-is-medtech-all-about/ - Categories: MedTech - Tags: Digital Health, Digital therapeutics, DTx, medical devices, medtech You can read a lot about MedTech. There are websites (like disrupting healthcare), news resources, and companies focused on one thing. MedTech. But what is MedTech? What does a MedTech company do? Is Medtech in a hospital or can you have it at home, on your wrist, or inside your body? To make your journey into the world of MedTech easier, let's discuss basic facts about MedTech. Photo by Natanael Melchor on Unsplash What is MedTech? It is just an ugly abbreviation. MedTech stands for medical technology. And as you can guess there are very many technologies in the medical sector. What are medical technologies? MedTech is a very wide subject, but it can be categorized into three categories. Medical Devices In-vitro Diagnostics (IVDs) Digital Health Solutions and Digital Therapeutics (DTx) What are Medical Devices? Photo by Myriam Zilles on Unsplash Medical Devices is yet another very wide term in the MedTech world. It covers any product, service, or solution used to prevent, diagnose, monitor, or treat people. As you can now understand, it can be literally anything, an instrument, appliance, software, implant, reagent, material, or even a service for processing some vital data. Under Medical Devices, you will find all known gadgets of the medical profession, syringes, needles, stethoscopes, big machines to perform X-Ray or MRI, or the special chair in your dentist. Wheelchairs and canes, and hospital beds are also medical devices. And of course, everything that can be put on or in your body in medical procedure... --- - Published: 2023-02-02 - Modified: 2023-02-02 - URL: https://disrupting.healthcare/2023/02/02/nocd-receives-34m-funding-investors-include-cigna-and-kaiser-permanente/ - Categories: Digital Health - Tags: CNS, Digital therapeutics, DTx, Funding, OCD This Series B round of funding for the startup was led by Cigna Ventures and 7wireVentures, with participation from Longitude Capital, Kaiser Permanente Ventures, F-Prime Capital, Eight Roads Capital, and Health Enterprise Partners. It brings the total funding of NOCD to $84M. NOCD - Company Overview NOCD is the world's leading provider of treatment for obsessive-compulsive disorder (OCD) and Community-Driven Therapy. Founded in 2018, the company aims to help get proper diagnosis and treatment to 180 million people suffering from OCD. According to NOCD, it takes an average of 17 years for people with OCD to get proper treatment due to high costs and a shortage of specialists. NOCD offers Exposure and Response Prevention (ERP) therapy, the most proven OCD treatment, and partners with insurance plans to make it affordable. Inside the NOCD platform, patients can do live video sessions with a licensed ERP therapist, and get support between sessions from self-help tools and peer communities. https://youtu. be/43CizecSlbM About NOCD. Source: Youtube Stephen Smith - NOCD Founder and CEO Stephen Smith - NOCD CEO. Source: LinkedIn NOCD founder, Stephen Smith is himself an OCD patient. It is his own experience in the search for a diagnosis and effective treatment, that has driven him to start NOCD. Listen to the interview with Stephen Smith by Alex Wess from The Pulse by Wharton Digital Health below: https://soundcloud. com/wharton-pulse-podcast/stephen-smith-nocd NOCD - Results so far According to the research data, the Virtual ERP at NOCD Therapy has demonstrated clinically significant outcomes, including a 35%... --- - Published: 2023-01-31 - Modified: 2023-02-02 - URL: https://disrupting.healthcare/2023/01/31/meet-troy-tazbaz-a-new-director-of-the-fda-digital-health-coe/ - Categories: Digital Health - Tags: Digital Health, FDA, medical devices, Oncology Troy Tazbaz Linkedin profile. Source: Linkedin Troy Tazbaz has been appointed as a Director of the Digital Health Center of Excellence at the FDA. Mr. Tazbaz combines a long career in IT with long and personal involvement in healthcare. Most media outlets focus on Mr. Tazbaz's recent career as a cloud infrastructure at Oracle and earlier at social software Ning. For us, however, the most important is his voluntary and very personal engagement in patient care, especially in Hematology and Oncology. Since 2010 Troy Tazbaz has been involved in campaigning for The Leukemia & Lymphoma Society, a Patient Advocacy Group, and the largest nonprofit dedicated to fighting blood cancer. Since 1949, the LLS has donated over $1. 6 billion to support research on leukemia, lymphoma, Hodgkin's disease, and myeloma. Mr. Tazbaz has very personal experience in oncology treatment and care. He was supporting his wife, Brynn Fowler in her patient journey as documented on her blog, The Millenial with Cancer. Mrs. Fowler was diagnosed with Stage IV Colon Cancer at the age 37. Now, after Mrs. Fowler has passed away, the website is still maintained by Mr. Tazbaz as The Continuum Diaries. FDA DHCoE Infographics. Source: FDA. gov FDA Digital Health Center of Excellence is part of the Center for Devices and Radiological Health (CDRH). It is responsible for envisioning a future of safe and effective healthcare delivery with a focus on advancing public health goals with the use of technology. It performs technology evaluation, policy development, and strategic partnerships, as... --- - Published: 2023-01-29 - Modified: 2023-01-29 - URL: https://disrupting.healthcare/2023/01/29/artificial-intelligence-and-machine-learning-ai-ml-in-medical-devices/ - Categories: Digital Health - Tags: AI, Artificial Intelligence, FDA, Machine Learning, medical devices, ML Do you know that FDA already approved 521 Artificial Intelligence and Machine Learning (AI/ML)-Enabled Medical Devices? PAPNET. The failure of the pioneering AI/ML-enabled test. Five hundred apps may not surprise you in January 2023, given the noise around Open AI and its GPTChat. However, the first such device, PAPNET Testing System, was approved over 28 years ago. In 1995, the year of Johnny Mnemonic and Ghost in the Shell movies! Fig. 1 Neural net-based (PAPNET, Neuromedical Systems, Suffern, NY) display of squamous cells (Papanicolaou stain) from a balloon smear showing effects of radiotherapy. Marked cell enlargement and vacuolization of cytoplasm are easily recognized. Source: Koss, Leopold & Morgenstern, Nora & Tahir-Kheli, Naveed & Suhrland, Mark & Schreiber, Katie & Greenebaum, Ellen. (1998). Evaluation of Esophageal Cytology Using a Neural Net–Based Interactive Scanning System (the PAPNET System): Its Possible Role in Screening for Esophageal and Gastric Carcinoma. American journal of clinical pathology. 109. 549-57. 10. 1093/ajcp/109. 5. 549. PAPNET was using a neural network to analyze and interpret cytology from Pap smears. While this early system generated a lot of interest and Google Scholar lists 217 peer-reviewed articles on PAPNET results, the business side of it was not that great. The cost-effectiveness of the system in comparison to manual screening by cytotechnician was not there. Neuromedical Systems Inc, the company behind PAPNET went bust in 1999, and now its intellectual property is a part of Becton, Dickinson and Company portfolio. List of FDA-approved Artificial Intelligence and Machine Learning (AI/ML)-Enabled Medical Devices... --- - Published: 2021-03-12 - Modified: 2021-03-12 - URL: https://disrupting.healthcare/2021/03/12/digital-health-unicorns-2020-meet-the-most-valuable-healthtech-exits-of-2020/ - Categories: Digital Health In 2020 Covid-19 pandemic focused humanity’s attention on healthcare and HealthTech. According to CB Report, 2020 was the year when a record number of seven digital health companies have achieved the status of unicorns.   The truth is not that exciting, as CB Report included two companies that are not digital health. Those are Gan & Lee (insulin manufacturer from China, recently wandering into oncology with a new CDK 4/6 inhibitor) and German CureVac, known for its breakthrough achievements in RNA vaccine technology.   While both are interesting for other reasons, we shall focus on the five digital health companies valued above one billion dollars. Who are those unicorns of 2020? 1. GoodRx; Valuation $12. 7 billion GoodRx logo - Digital Health unicorn valued at $12. 7bn GoodRx, headquartered in Santa Monica, CA collects drug prices from pharmacies across the U. S. and helps users find the cheapest option for the medication they’re seeking. Its founders are Doug Hirsch (one of the first Yahoo! employees, later VP of Product at Facebook). Scott Marlette (who developed Facebook Photos) and Trevor Bezdek (founder of Tryrarc, an IT services and consultancy provider working with Anthem/BlueCross). It has been Doug’s personal experience of searching after the most affordable medicine, that has inspired GoodRx. Source: GoodRx presentation. GoodRx had a very successful IPO and is profitable. However, it is facing competition from Amazon’s PrimeRx. When in November 2020 Amazon announced its offering, shares of GoodRx felt 23%. Another shock came in March 2021, when GoodRx... --- - Published: 2021-03-07 - Modified: 2022-06-13 - URL: https://disrupting.healthcare/2021/03/07/deprexis-diga-approved-11th-digital-therapeutics-dtx-prescribed-and-reimbursed-in-germany/ - Categories: Digital Health - Tags: AI, CNS, Digital therapeutics, DTx, mobile, neuroscience Deprexis - Digital therapeutics (DTx) for depression has received DiGA fast-track approval for DTx prescription and reimbursement in Germany. The innovative DiGA process allows for fast-track approval of digital therapeutics and is the first such program in the world. It was created by the 2019 Digital Healthcare Act and allows apps to be prescribed by doctors while costs will be reimbursed through German statutory health insurance.   The federal regulator, BfArM, manages DiGA. To get through DiGA, there are certain conditions: Safety and Suitability for Use confirmed by CE certification as a medical product in the lowest-risk classesData Protection Conformity to data protection legislation (EU-wide GDPR and German Federal Data Protection Act (BDSG)) Information security Assessment is based on the recommendations of the German Federal Office for Information Security (BSI) and specific parts of IT-Grundschutz (ITbasic data protection) catalogs designated for healthcare apps. Interoperability Related to German central IT standards directory available via online platform vesta, managed by gematikAvailability of preliminary data on the health benefits provided. Data must show that patient-relevant endpoints, in particular morbidity, mortality, or quality of life, are positively influenced. Check out the full guide for DiGA here. Results of DTx DiGA assessment as of June 2022. Source: BfArM. At the time of writing this, there were 59 applications for DiGA listing, 40 for provisional listing, and 19 for the final listing. So far BfArM has approved 11 applications and rejected one. 25 applications have been withdrawn. In theory, the full approval process should take three... --- - Published: 2020-02-26 - Modified: 2020-02-27 - URL: https://disrupting.healthcare/2020/02/26/big-data-ai-covid-19/ - Categories: Digital Health - Tags: AI, Big Data, Coronavirus, COVID-19 Coronavirus COVID-19 (NCov-2019) has tested some of the digital health capabilities such as AI-based predicitive models and real-time big data visualization. As a positive side effect, it has also allowed public to learn about epidemiology via video games. AI-based predictive models caught COVID-19 faster than us According to the news reports, two AI-based and one human volunteer-based warning systems were first to alert humanity about the threat coming from Wuhan. HealthMap Project Website The first to react was the automated HealthMap system at Boston Children’s Hospital, which scans online news and social media reports for signals of spreading disease. Its warning was very quick and accurate (pneumonia cases in Wuhan) - raised at 11:12PM local time on December 30, but it did not assign significance high enough to the message. The second report came from a human. Marjorie Pollack from the Program for Monitoring Emerging Diseases (ProMed) has based on similar social media reports received about 4 hours before the HealthMap warning. ProMed team's analysis was more detailed than the first warning from AI but came about half an hour later. BlueDot Explorer (screenshot from the website) The third and most publicized report came from another AI-based model called BlueDot. BlueDot first became aware of the pneumonia cases in Wuhan on December 31st, and in addition to notifying their clients and government stakeholders directly, they publicly released their findings in the Journal of Travel Medicine on January 14th. While it was not truly the fastest, it is worth hearing how Kamran Khan,... --- - Published: 2016-10-30 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/10/30/acis-digital-marketing-healthcare/ - Categories: Pharma Marketing - Tags: accenture, ACI, BMS, Conference, Janssen, k-message, NHS On the 26th and 27th of October in London, I had the pleasure of participating in the ACI's Digital Marketing in Healthcare Conference. This relatively small event has gathered an unusual, interesting set of speakers and guests coming not only from the pharmaceutical industry and its vendors. Tom Macfarlane (Accenture) speaks at ACI Digital Marketing in Healthcare Conference, London 2016 As it often happens on such occasions, I have particularly enjoyed conversations over coffee outside of the conference room. It has been a pleasure to meet and talk to: Simeon Mellor from AstraZeneca (on digitalisation of procurement and shared services in Poland) Caryn Kavovit and Linda Bew from London office of WebMD (on disease awareness campaigns and differences between US and UK market) Ann-Charlotte Beckman running the Swedish Netdoktor (great stories on disease awareness campaigns for Pfizer's Viagra) Nicole Ferguson from Iq Digital Media Marketing (on content marketing in Germany and Switzerland) Rob Wyer from Swii. ch (on measuring and impacting behavioural changes via digital channels) Yamelis Figueredo from BMS (on challenges of global versus local approach to digital marketing in pharmaceutical industry Of course, this does not mean that presentations were not valuable. Due to Chiltern Railway's failure I have not been able to hear highly appreciated presentation of NHS' Head Of Digital Primary Care Development, Tracy Grainer . I have enjoyed a comprehensive review of digital space in healthcare by Tom Macfarlane , Director and Lead of IDMP offering in Accenture Life Sciences. Tom has touched on all critical points... --- - Published: 2016-06-20 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/06/20/not-best-pharmaceutical-ads-lions-healthcare-2016/ - Categories: Pharma Marketing - Tags: Cannes Lions International Advertising Festival, k-message, Pfizer, Philips Lions Healthcare 2016 Awards for the best pharmaceutical advertising have been announced. See the winners. As every year, what they show is that pharma advertising lacks creativity. What is more important, 2016 Lions Healthcare Pharma winners are not those most efficient in conveying the message and changing prescription behaviors. Lions Healthcare is a contest made by agencies and for agencies. Looking at the winners, but also at the shortlist of submission it is clear that agencies have no idea how to operate in regulated markets. They are creative while talking to general public, on disease awareness or about medical devices. When it comes to branded, promotional communication directed to healthcare professionals pharma marketers are on their own. Or they get offered a dead fish, which has been a winner in 2015. https://www. youtube. com/watch? v=1zIHcQNqjl0 Cannes Lions 2015 In the 2016 Lions Healthcare Awards, no agency has been able to get a prize for creativity while providing multichannel content that is fact-based and scientifically proven. Oh, well, indeed - McCann has made some disgusting posters for Pfizer's Xalatan, get the prize, and left us not impressed, again. Does it mean that advertising agencies are creative only when they can lie or stretch facts? Is it really too hard to clearly state the advantages of pharmaceutical products that extend or save lives? Somehow, hundreds of pharma marketers and thousands of sales reps are able to produce and convey such messaging every day. Is it bland? Maybe. We are still waiting for... --- - Published: 2016-06-08 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/06/08/moovcare-clinically-proven-mhealth-app-lung-cancer-treatment/ - Categories: Digital Health, MedTech, Pharma Marketing - Tags: American Society of Clinical Oncology, asco, digital pharma, k-message, lung cancer, moovcare, pharma marketing MoovCare, a mHealth app to help patients with lung cancer presented at the annual American Society of Clinical Oncology (ASCO) meeting. MoovCare tablet interface An Israeli company Sivan Innovation and the Cancer Institute of Western France are behind MoovCare - a mHealth application presented at the ASCO annual meeting in Chicago. MoovCare claims to be the first application of its kind. It allows controlling lung cancer treatment based on reports on outcomes submitted by patients via web or mobile-connected devices. It enables the early identification of relapse or complications requiring rapid and specific care. According to the clinical data from the III phase randomized study on 300 patients as presented at ASCO, this mHealth application provides direct benefit in terms of prolonged survival. The main advantage of using the app in lung cancer therapy is early detection of relapse, which is symptomatic and typical for lung cancer. This allows optimal treatment and in turn increases of survival rate among patients. An additional effect of the app is improved treatment compliance (observance of scheduled visits, lower number of inopportune phone calls, lower number of imaging). All this at a comparatively very low cost of less than 10 000 USD versus 265 000 USD per one CT-scan for Lung Cancer. How does MoovCare work? MoovCare mHealth app lung cancer Mode of Action – Sivan Innovation MoovCare is being “prescribed” to ambulatory patients. Patients are asked to fill in the web-based form each week, self-assessing 12 clinical parameters and having a free text... --- - Published: 2016-02-09 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/02/09/super-bowl-2016-pharma-ads-cry-for-ban-of-dtc/ - Categories: Pharma Marketing - Tags: AstraZeneca, Daiichi Sankyo, DTC, k-message, Super Bowl advertising, USA, Valeant 2016 Super Bowl ads by pharmaceutical companies are perfect examples why DTC should be banned. Every year NFL championship game is a show off for creative advertisement. In 2016, however, pharmaceutical companies joined the show to leave viewers in disgust. Viewers of the Super Bowl have been exposed to truly engaging stories. First, Astra Zeneca and Daiichi Sankyo shared effort: We cannot imagine how the first brief looked like, but the message of the ad is that if you take opioids and get constipation, Astra Zeneca offers prescription drug for it. The ad is supposed to be serious, socially conscious and artistic. It has been instantly ridiculed in social media. The "poo" issue is seemingly important to Pharma industry as Valeant came with yet another ad on the topic, promoting Xifaxan, an antibiotic prescribed for irritable bowel syndrome. Now it seems we are fine regardless whether it is diarrhoea or constipation. Valeant marketers could not stop themselves, and delivered another great piece. No poo involved just a fungal infection on the toenail. Hope you are not eating. Hurray, it seems we (pharma) have just solved all the most important problems of our patients with those products. At K-message we truly understand the commercial side of pharmaceutical industry. However, examples above show how badly we can end when marketers are allowed to advertise directly to consumers. Those ads are clearly directed to expand the market for products, that would otherwise not be prescribed. In case of AstraZeneca there is some value... --- - Published: 2016-02-08 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2016/02/08/interactive-outdoor-ad-to-detect-flu-in-poland/ - Categories: Pharma Marketing - Tags: k-message GSK's OTC product Theraflu has launched a really hot campaign in cold Poland. During the flu season agency has placed interactive outdoor city lights. Enabled with a thermometer and interactive application, ads allowed passers-by to check themselves for early flu detection. https://vimeo. com/153944383 --- - Published: 2015-07-20 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2015/07/20/internet-of-things-in-healthcare-and-pharma/ - Categories: Digital Health, MedTech, Pharma Marketing - Tags: adherence, CleverCap, Internet of things, IoT, k-message, MedMinder, mHealth, Novartis, Oracle, Philips, Proteus, QS, Quantified Self, telemedicine, wearables Internet of Things becomes one of the most impactful trends in Healthcare and Pharma industry. According to the Big Data in Internet of Things (IoT): Key Trends, Opportunities and Market Forecasts 2015 – 2020 report by Mind Commerce Publishing, value of Internet of Things in Healthcare will reach $117 billion by 2020. With CAGR of 15. 1%, Healthcare will be the fastest growing segment in the whole IoT market. See also: IoT in Financial Services and Banking SeaaDr. Juan Manuel Romero, a cardiologist in Sonora, Mexico, engages in a pre-op consultation with Alma Guadalupe Xoletxilva. Wikimedia Commons. Internet of Things: Definition Internet of Things (IoT), sometimes called also Internet of Everything, is a concept of enabling Internet-based connection between computing devices embedded into everyday objects. Internet of Things is already technically feasible and applied in multiple scenarios. With wider adoption, Internet of Things brings revolutionary changes to existing processes in most, if not all industries. . Video: Healthcare - The Internet of Things and Big Data Video: Internet of Everything | True Stories of the Connected: Rural Healthcare in Northern Canada Internet of Things in Healthcare and Pharma Internet of Things applications are impacting all three stages of health care: prevention, diagnosis and treatment. Wearable sensors and quantified self software embedded in smart-watches are good example of using Internet of Things in Healthcare for disease prevention and healthy lifestyle promotion. Going forward, wearable or digestible connected sensors are part of diagnosis useful especially in remote areas and in chronic conditions.... --- - Published: 2015-06-21 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2015/06/21/wearables-in-healthcare-to-be-promoted-by-nhs-england-whats-next/ - Categories: Digital Health, MedTech, Pharma Marketing - Tags: k-message, National Health Service (England), NHS, UK, Wearable technology, wearables NHS England has announced its plans to provide free WiFi in hospitals to push for adoption of wearable technology. It hopes that wearables can be used in clinical settings. At K-message we looked at wearable technology and quantified self impact on pharma in early 2014. Although NHS's announcement brings wearables in healthcare one step closer, there is still a lot to do. Embed from Getty Images According to the research quoted by NHS over a fifth of patients with diabetes will have experienced a largely avoidable hypoglycemic episode whilst in hospital. Wearable technology may help doctors to detect deterioration early and act without delay. NHS England hopes, that connected sensors will be used to monitor health of people with long term conditions such as diabetes, heart failure, liver disease or asthma. The information gathered by wearable technology will be uploaded directly into patients’ records through the digital health services platform. Nowadays, NHS maintains highly successful application (50 million hits per month) NHS Choices, that allows UK citizens to search and register for GP visit, book prescription and register for other services. NHS Choices provides also preliminary symptom checker, medical knowledge database and health related news promoting healthier lifestyle. From the pharmaceutical marketing perspective embracing wearables in healthcare clear opportunity. Wearable (but also ingestible and implantable) devices and sensors will provide us with valuable real world evidence. With the mass adoption of such sensors assessment of treatment efficiency and drug safety will improve on unimaginable scale. Use of wearables in healthcare... --- - Published: 2015-01-25 - Modified: 2023-02-22 - URL: https://disrupting.healthcare/2015/01/25/traditional-interaction-hcps-beats-digital-impact-prescriptions/ - Categories: Pharma Marketing - Tags: Cegedim, CSD, k-message Digital marketing loses against traditional interaction with HCPs says Cegedim Strategic Data (CSD). According to the study called Global Promotions Audit, traditional interactions are still much more common and more efficient in impact on prescription behavior. To be honest, such a result is completely against what we preach at K-message. Digital tactics are supposed to reach wider audience, and properly executed can change behavior efficiently. What is more, we know that efficiency of digital can be measured. CSD’s study, at the first sight, says otherwise. Why is that? CSD collects data from physicians in Top 5 EU, USA, Japan, Brazil, Russia, China, Belgium, Canada and Poland. The research is part of syndicated panel, and respondents are physicians from primary and secondary care disciplines. Obviously, digital maturity of surveyed markets differs, and CSD provides results by country. Even in the most advanced Japan, only 34% of contacts is classified as digital. For USA it is 24%, Poland 20%. Other countries have much lower proportion of digital interaction – Germany 5%, Brazil, Italy and Russia 2%, China just 1%. Digital contacts by country Cegedim Strategic Data This has to skew results. We do not know the size of the sample of German or Chinese HCPs, but even if it is 100 doctors per country, we cannot say anything relevant about impact of any factor that affected only few respondents in the group. From CSD data, we can see that in 11 of 13 markets, a predominant channel of digital interaction with HCPs... --- ---