On 22 October, Navarra Health Cluster, together with the Navarre Employment Service – Nafar Lansare, CEIN and BioInnova Consulting, held a practical workshop to analyse the key aspects of accessing the healthcare market from two complementary perspectives: industry and the public and private healthcare systems.
The event brought together leading professionals in hospital procurement, commercial strategy and healthcare technologies, who shared their knowledge and experience with a common goal: to help developers, manufacturers and distributors of medical products design more effective market entry strategies.
A meeting point between industry and the hospital procurement system
The workshop, attended by 60 participants from research centres, companies and both public and private healthcare organisations, was opened by Uxue Itoiz, Managing Director of CEIN, and Alicia López de Ocáriz, President of Navarra Health Cluster, who highlighted the importance of creating collaborative spaces that foster innovation and knowledge transfer between businesses and public administration.
Next, Borja Smith, Managing Director of BioInnova Consulting, delivered a training session on market access for medical products at regional and hospital level, followed by two complementary round tables:
- The first, focused on the buyers’ perspective, featured contributions from Rubén Castejón (Department of Health, Government of Navarre), David Esparza (Clínica Universidad de Navarra), José Antonio Ruiz Sainz (Marqués de Valdecilla University Hospital) and Patricia Sanz (12 de Octubre University Hospital).
- The second, focused on the sellers’ perspective, brought together Luis Collantes (Creo Medical Europe), José María Ochoa (Siemens Healthineers), Ángel Castillo Vallejo (Johnson & Johnson), Leyre Ruete (Eversens) and David Sanz (Agenor).
Between the two sessions, Ángel Castillo Vallejo, Pricing Specialist at Johnson & Johnson, gave a presentation on market strategy, pricing and tender shaping, offering insights into how to optimise value propositions and procurement processes.
Key takeaways
- New healthcare technologies must be integrated into the care model and aligned with clients’ strategic objectives.
- It is essential to plan market access from the product design stage.
- Having an in-depth understanding of the healthcare ecosystem in each autonomous community is a decisive factor.
- Understanding and mastering the administrative process speeds up the implementation of solutions.
- And above all, building trust and collaboration between industry and the public healthcare system is the foundation of success.
A boost for healthcare innovation in Navarre
Navarra Health Cluster would like to thank all the speakers and attendees for their participation and commitment to continue driving innovation, collaboration and competitiveness in the healthcare sector in Navarre.
