How innovation physically and financially moves to the patient.
Pharma, MedTech, Biotech
Wholesalers, GPOs, PBMs
Hospitals, Clinics, Pharmacies
Patients & Payers
Intent Insight: You cannot sell directly to a hospital without navigating the Intermediary Layer (GPOs for MedTech, Wholesalers for Pharma).
Driven by R&D cliffs and patent life. Distribution flows through the "Big 3" wholesalers (McKesson, Cardinal, AmerisourceBergen). Sales target Prescribers, but access is controlled by PBM Formularies.
Pfizer, Merck, J&J, AbbVie
Ranges from consumables (gloves) to capital (MRI). Heavy reliance on GPO contracts for access. Sales involve Value Analysis Committees (VAC) and clinical champions.
Medtronic, Stryker, GE HealthCare
EHRs, RCM, and Telehealth. The challenge is interoperability and workflow integration. Sales target the CIO and CMIO. Security (HIPAA) is the primary blocker.
Epic, Oracle Health, Change Healthcare
Pharmacies, DME (Durable Medical Equipment), and Home Health supplies. Moving towards direct-to-consumer and "health hub" models.
CVS, Walgreens, Apria, Amazon
The rigorous path from idea to market access.
Angel & VC Capital: Funding high-risk innovation. Most startups fail here.
Key Insight: Investment must be aligned with a clear exit strategy (acquisition by a major supplier).
The Gatekeeper: Determining safety and efficacy.
Pathways: 510(k) (Substantial Equivalence) vs. PMA (Pre-Market Approval - Rigorous).
Getting Paid: Even if approved, if there is no CPT/DRG code, providers won't buy it. You must secure coverage from CMS and Private Payers.
The Final Mile: Getting on GPO contracts, passing VAC reviews, and driving utilization with clinicians.