Forget the FDA! Launch Your Medical Device in the UK

Interview with Michael Branagan-Harris, CEO of Device Access UK

Why do some many medical device companies struggle when trying to launch their products in the UK? Michael Branagan-Harris has some answers. Before starting Device Access UK Ltd., Michael set up VNUS Medical Technologies UK in 2006, a subsidiary of VNUS Inc. (acquired by Covidien in 2009). With a small sales team, Michael grew it into a multi million dollar business. He worked closely with the NHS, National Innovation Centre (who endorsed the VNUS Closure procedure), and with BBC Health correspondents across the country in order to increase patient awareness and drive market penetration.  In this interview, we learn how he did it.

Interview Highlights with Michael Branagan-Harris

  • How Michael helped VNUS Medical UK become the largest subsidiary of VNUS Medical in the world.

  • Why did Michael make the risky move to hire pharma reps for his initial sales team with VNUS Medical UK?

  • Why Michael passed on an expensive ad in an industry publication and instead placed an ad for an in-flight magazine?

  • How VNUS Medical UK used the BBC to help facilitate awareness of the VNUS Closure procedure.

  • Overview of Device Access UK Ltd. and how they help companies launch medical devices in the UK.

  • The biggest challenges that medical device companies face when trying to launch products in the UK and how Michael believes they can be solved.

  • Michael’s lasting advice to other medical device doers: Take care of your customers for the long haul.

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In medtech, developing novel, impactful technology is often just the starting line. The real race begins when you try to integrate your solution into the often-resistant healthcare system – a hurdle that has tripped up countless promising companies. Here are the key strategies and lessons from five veterans in the medtech space on how to overcome this hurdle.

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