How to gain market access in UK life sciences

Dr Richard Deed, technology director at NHS innovation firm Trustech explains how it is working with Health Innovation Manchester to deliver a new intensive support programme for SMEs.

Registration is now open for Trustech’s latest STEP INto Healthcare programme. This intensive and successful programme helps SMEs with innovative products increase their chances of success in the healthcare market, bringing much needed innovation into the health and care system.

Technology is impacting us in new ways every single day, changing everything we do - from the way that we access food and travel, to the way that we engage with the world around us. This is equally apparent in healthcare, where innovation and technology is helping us beyond convenience; it is helping save lives.

Designed for businesses with aspirations to scale-up, the STEP INto Healthcare programme provides SMEs with access to networks, strategic knowledge and market opportunities, through one-to-one support and a number of workshops with leading industry experts. The programme gives companies with innovative solutions access to NHS leaders and decision makers to help them to refine their pitches, marketing and product offer.

Commenting on the programme and the opportunities for innovators in Greater Manchester, Rowena Burns, executive chair of Health Innovation Manchester said:

 “There is brilliant innovation out there, but in the past, getting this innovation into the health and care system has been far too slow. This is not just a UK problem, it’s a global issue. One driven by the complexities of a highly regulated, fragmented market, and the challenges for industry in focusing on creating compelling and proven propositions aligned to priority and need.

“Greater Manchester, however is unique. Devolution enables joined up decision-making across the entire health and social care spectrum, and Health Innovation Manchester is already capitalising on this to radially simplify the landscape for industry innovators.

“Programmes such as Step INto Healthcare, which also address issues on the supply side of the continuum, equipping SMEs with the skills and knowledge to successfully navigate the market in Manchester and beyond are essential. This is essential to improving outcomes for citizens, the future of health and social care services, and realising the full economic benefit of the regions thriving life sciences sector.

“Health Innovation Manchester is delighted to be supporting this programme.”

Ian MacArthur, Head of Sectors for Business Growth Hub, said: “The combination of Manchester’s devolved responsibility for health and social care, world class research assets and intuitively disruptive culture presents a unique opportunity for life science SMEs. The city’s ambition to become an internationally recognised leader in accelerating innovation, at pace and scale to transform our citizens’ health and wellbeing, means there is no better place or time to be an SME with an innovative product or service.

“We are delighted to be working with Trustech and Health Innovation Manchester on the STEP INto Healthcare programme, and encourage SMEs to find out more about this expert insight into gaining access to the NHS and health marketplace.”

Insight into the NHS

The comprehensive multi-day programme covers a range of topics.

First and foremost an overview of the NHS landscape is provided. Here the key players from public to private organisations are explained, along with the challenges and opportunities presented by demographic and financial pressures.This is an effective introduction for SMEs which sets the scene for the rest of the programme.

There is a support infrastructure available to SMEs targeting the NHS, unfortunately few are aware of the extent of help available, so it’s often a real eye-opener.

The next step is to analyse the market opportunities for the individual products or companies. Most people behind small businesses are confident they have a good grasp on this aspect of their business, however as well as defining the strengths, weaknesses, opportunities and threats, the programme encourages attendees to think about market readiness and willingness to invest and adopt its product.

Time is also spent ensuring the delegates have a full understanding of what it takes to create a compelling value and business case, which if completed well, can both provide the best chance of success. UK healthcare law and regulation is also explained - a lack of understanding in this area can break an SME.

What’s particularly unique about this programme is that it focuses a great deal on pitching. The elements of a successful pitch are explored, and there is help on hand to construct a concise and engaging story. In addition to a ‘pitching to the NHS coaching session’, which involves one-to-one personalised coaching and feedback, there is also the final pitch. This is what really creates a buzz, as it’s where SMEs can pitch to real NHS procurers and decision makers; something which many are doing for the first time as a result of this programme. Not only can they receive feedback immediately, this part of programme is an opportunity to create real partnerships. It’s the ideal time to fine tune that pitch!

How it helps

As attendees are able to gain feedback from NHS decision makers specific to their business case, it allows them to refine their proposition to better target relevant NHS needs using NHS language. This may seem like a somewhat trivial skill to acquire, but as we all know, saying the right thing at the right time can have a big impact.

And so it was for Corporation Pop, one of the initial cohort of companies that participated in the STEP INto Healthcare programme. Manchester-based Corporation Pop are design and technology experts who have limited knowledge and experience developing products for the NHS. However, when they started developing an app to help NHS patients they quickly found themselves at the foot of a steep learning curve.

Dom Raban, managing director said, “At Corporation Pop we’ve spent the last couple of years developing an app that helps child patients navigate the healthcare system. I realised early on that if our app was to be a success then we needed to be able to clearly articulate the benefits to the NHS. Ironically, as we formulated our business case, it became clear that navigating the healthcare system was going to be more difficult than we first thought.

“After 12 weeks taking part in the first cohort of STEP INto Healthcare I’m now a lot clearer about our value proposition, the complexities of NHS procurement, the minefield of CE certification and the drivers for NHS purchasing decisions. Whilst I know it’s not going to be easy, this course has equipped me with the confidence and tools to take our product to market. I thoroughly recommend it to anyone who sees the NHS as a potential customer.”

What’s apparent is that the programme provides inside knowledge to the NHS which is often difficult for SMEs to obtain under normal circumstances. Equally, procurement professionals find it useful to understand the new products that are being brought to market; it is the best way for the NHS to engage with the commercial medtech sector.

Achievements so far

The first cohort of 12 companies have progressed through the STEP INto Healthcare programme over the last few months. During this time, they have been exposed to a number of industry opinion leaders and specialists from inside and out of the NHS. These specialists have provided support and expertise around developing a business case, developing the value proposition, understanding the regulatory landscape that companies have to navigate, working with NICE, and also helping to understand the decision-making process within the NHS.

Programmes like these are invaluable, so if you’re an SME looking to break into the NHS, one of the future rounds of the STEP INto Healthcare programme may be just the ticket.