We provide expert advice and support to achieve market access in healthcare

JB Medical is an established healthcare market access consultancy that uses the tools of health economics, disease modelling and evidence-based medicine to effectively communicate the roles and benefits of pharmaceuticals, medical devices and other healthcare innovations within a cost-constrained healthcare environment

Healthcare systems worldwide must maintain or improve standards of care in the face of increasing demand and, usually, decreasing budgets. Medical devices have the potential to solve or reduce many of these healthcare challenges.
However, healthcare resources are often so stretched that only the very best value propositions backed up by rigorous evidence of clinical outcome improvements and cost-savings presented to clinical and commissioning decision-makers, at the right time and in the right way, will transition from idea to commercial success.

Understanding the ways in which your idea or pre-proof of concept device could benefit and be adopted by healthcare will allow you to develop the technology most likely to lead to commercial success.
For example, the value of your idea to clinical practice and commissioner budgets may be concentrated within a single function or component of your grand vision for the device.
Wouldn’t it be better to focus proof-of-concept and future R&D on that function or component, to allow you to reach market sooner, than to persevere with a more complex solution that may be too difficult and expensive to prove, build or evidence?
JB Medical are experts in understanding the clinical and financial barriers facing innovative healthcare value propositions and identifying the pricing envelope in which your device will eventually need to be manufactured.


Case studies

  • We have performed high-level health economic assessments for more than 150 medical device companies. These combined concept appraisal and high-level health economics assessments have involved:

    • Providing understanding on how a potential medical device may fit into the target market health economic context

    • Carrying out a scoping exercise to assess the potential for delivering the device in a cost-effective fashion, balancing cost-savings with purchase costs

    • Advising on how this approach can best be implemented within a business model

    • Preparing a brief written report summarising these issues and providing guidance as how to address potentially unmet health economic needs in future R&D efforts

  • We have prepared health economics, market awareness, route to market, wider impacts and value for money answers to dozens of Small Business Research Initiative (SBRI), Innovate UK and i4i grant applications on behalf of proof-of-concept medical device companies.
    We understand the subtle differences between these funders, and therefore the exact content you must include to score highly on these questions.

  • Literature reviews are essential for understanding the evidence supporting your device idea, as well as the risk of failure of your proof-of-concept work.
    A recent client needed to understand the evidence supporting different combinations of breath-based disease biomarkers, in order to reduce the dimensionality of their lab-based proof-of-concept experiments.
    We carried out a systematic literature review with an evidence map to identify those combinations of biomarkers for which strongest evidence of disease severity exists within the literature, as well as the sensitivity and specificity of different technologies for measuring these biomarker levels.
    Using an evidence map, an interactive spreadsheet showing all studies identified by abstract screening, indexed by topic, made the process simpler and more transparent.


With proof-of-concept now established, you need to generate evidence that your device meets or exceeds certain performance limits.
This may require you test components of your prototype on patients and/or in clinical environments. Securing the support of clinical partners to partake in this R&D will require you to have persuasive evidence of the potential clinical outcomes and cost-savings that your future device could achieve, and a clear and robust plan for developing this device.
JB Medical can help you understand what performance claims you should aspire to achieve and support you to collect the evidence you require for market readiness, including medical device regulatory approval and peer-reviewed publications on technological performance.


Case studies

  • A recent client required a scoping of the performance standards of competitor neurovascular stenting simulation software in development and on the market.
    We searched the peer-reviewed academic and regulatory submission and approval literatures to identify these performance standards and the methods used to demonstrate them.
    We then helped the client to refine the performance claims that they were striving for, advised them of the options for generating evidence of this performance, and finally provided medical statistics to identify the number of patients required to power their technology performance validation clinical trial.

  • A recent digital health client required a health economics evaluation of its Technology Readiness Level 5 medical device, to allow it to put forward a compelling business case with realistic but promising sales forecasts to SBRI, Innovate UK and private investors.
    We performed a full health economics assessment of their technology, prepared the content for the relevant grant questions, attended their SBRI Phase 2 interview, and prepared the relevant slides in their investor pitch presentation.

  • We have prepared more than 20 budget-impact models for medical device companies, giving them the information that they require to engage clinical sites and clinical champions in R&D and validation trials with the potential to catapult the reputations of these clinical sites and champions, and to support medical device companies to be placed in a strong position to negotiate competitive future royalty agreements in exchange for reduced clinical trials rates.

  • We are experienced in writing and providing editorial support for peer review publications and have written over 60 peer review papers and provided support for many more.
    Access to our extensive expert network can create opportunities to collaborate with renowned authorities in the field.


With your device soon to be or already on the market, you will be eager to convert those years of R&D into commercial sales. JB Medical understands the options for increasing market appetite for your device.
We have been involved at every stage of Health Technology Assessment and NICE submissions, from clinical trial design through to reporting and publication.
We also understand the presentation of your clinical outcome and cost-saving evidence that will be most effective in persuading clinicians, commissioners and market influencers to commission your technology, helping to convert prospects into contracts and therefore increase shareholder satisfaction.


Case studies

  • We have worked on many HTA dossiers, within the UK and Europe, with a particular focus on NICE submissions.
    We provide a fully referenced document for submission, written succinctly, with the value messages included within the dossier. We work closely with HTA bodies and respond to clarification questions and draft guidance.
    The final evaluation report on a major multi-centre HTA clinical trial of a laminar airflow device for reducing asthma exacerbations was recently prepared by JB Medical staff and will be published early in 2019.

  • We have prepared more than 20 interactive budget-impact models which the sales teams of medical device companies are using to present the expected cost-saving that an individual customer (NHS Trust, GP surgery, care home, etc.) should expect to achieve through adopting their medical device.
    Feedback indicates that these interactive sales tools are the most effective element of our clients’ sales pitches, because they draw potential customers into fully understanding their individual cost-saving story, and allow them to put into context any outstanding assumptions or unknowns in the budget-impact model that might dilute this value in their specific case.

  • We are experienced in writing and providing editorial support for peer review publications and have written over 60 peer review papers and provided support for many more.
    Access to our extensive expert network can create opportunities to collaborate with renowned authorities in the field.
    Furthermore, our considerable in-house marketing experience ensures that your positioning needs are central to the publication plan and manuscript development.

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