How Entrepreneurs Can Define and Build the Value of Their New Products
Today, over 500,000 medical technologies are available in hospitals, homes, and community care settings. They range from simple bandages to complex, multi-part body scanners that cost millions of dollars to develop. Yet a typical technology has a lifecycle of just 21 months before an improved product usurps it—the healthcare ecosystem is rapidly advancing and driven by a constant flow of innovation. And those innovations need innovators.
With $21 billion made available for investment in the digital healthcare industry in 2020 (a 20x increase on 2010), entrepreneurs, investors, and related actors are entering the healthcare ecosystem in greater numbers than ever before. Last year alone, over 17,000 medical technology patents were filed, the third highest of all patent types. Each of those has a dedicated team of entrepreneurs behind it. Yet with increasingly strict regulations and pharmaceutical giants growing more aggressive, many thousands of entrepreneurs fail before even the patent stage: just 2% secure revenue or adoption.
Healthtech Innovation: How Entrepreneurs Can Define and Build the Value of Their New Products is a down-to-earth survival guide for entrepreneurs struggling to secure a strategic position within the healthtech ecosystem. Which is expected that by 2026, the global digital health market size will be around $657 billion. This book is designed to help innovators navigate this complex and newly volatile landscape. It covers business strategy, marketing, funding acquisition, and operation in a global regulatory context. It is written in simple language, evidenced by the latest academic and industry research, and explained using real-world examples and case studies.
Table of Contents
About the Author
Part One: Strategy
Chapter One: The New Healthcare Landscape
Chapter Two: The New Patient-Centred Approach
Chapter Three: Conceptualizing Your Strategic Position
Part Two: Method
Chapter Four: Defining and Building Your Value
Chapter Five: Marketing Your Value
Chapter Six: Your Stakeholder Ecosystem
Part Three: Growth
Chapter Seven: Expanding Your Vision and Goals
Chapter Eight: Fundraising and Team Building
Chapter Nine: Going Global
Educated at the Autonomous University of Barcelona, Silvia Micalo is a biotechnologist with over 15 years of professional experience in different divisions (marketing and commercial, R&D&I, and digital transformation). She has held managerial positions within high performance teams in the pharmaceutical industry at companies such as Wyeth, Novartis, Ipsen Pharma, Thea, Lundbeck, and Johnson & Johnson. Currently, she is CEO and founder of Sunshineoxygen.com, an international healthtech company focused on the healthcare and healthtech ecosystems. Besides launching a pipeline of healthtech SaaS and digital therapeutics products, the company offers an advisory service to entrepreneurs in the healthtech community and runs an institution that teaches entrepreneurship skills to startups. Highly focused on performance excellence, Micalo creates and develops value-innovative projects involving key stakeholders in the healthcare environment (the pharmaceutical industry, healthtech startups, public health authorities, and patient associations), and she regularly shares her expertise as a global speaker. Micalo excels at designing strategies and implementing profitable marketing tactics, and she has a broad experience in successfully leading business and brand roadmaps. She has driven multiple successful product go-to-markets and strategic re-launches, and she has redirected product life cycles in the healthcare and healthtech environments towards success, sharing her services with different pharmaceutical companies and private healthcare institutions. As part of her career, Micalo has been an integral member of the Comité de Marketing Farmacéutico from the Club de Marketing de Barcelona and Associate Professor at the University of Girona. Also, she is a speaker for the Pharmaceutical Marketing Masterclass to students of the Master’s in Management and Business Administration at the University of Girona. In the entrepreneurship field, Micalo has been a jury member of a healthtech startup contest and participated as a board member in pharmaceutical laboratories and healthtechs acting as an advisor. Alongside her entrepreneurship at SunshineOxygen.com, Micalo provides high-level strategic advice and acts as Board Advisor to several international pharmaceutical and healthtech companies at national and international levels.