"You cannot conquer the whole continent in one move"
NeuroKaire Head of Commercial David Sachs explains the intricacies of entering the US market as a healthcare startup, and the importance of not treating a foreign market as a monolith.
David Sachs, Head of Commercial NeuroKaire.
(Video: Streame )
"Anybody who's done anything healthcare knows that even if you have a great technology, the biggest challenge is changing habits. And it's not patient habits, it's clinicians habits," shares David Sachs, Head of Commercial at NeuroKaire. Sachs spoke to CTech’s Amy Shapiro at Sullivan's Annual Client event in Tel Aviv – a sponsor of the recent ScaleUp House initiative by Calcalist and Showcase IL. Sachs, whose startup was selected for the initiative, detailed the obstacles when it comes to scaling medical innovation.
For NeuroKaire, a product that helps match patients with the right antidepressants, he noted the difficulty of altering a physician's routine. For a psychiatrist who has been in the field for decades, he presents the challenge: "How do you make them start something new, try a new test, try a new product, change their workflow?"
When it comes to global scale, as NeuroKaire targets the US market, Sachs warned against treating the country as a single monolith. "People think the US is very uniform. It's not." He added: "You cannot conquer the whole continent in one move, and you’ve got to be very picky where you put your dollars."
You can watch the full conversation in the video above.
