Susan is retained by investors and private and public companies for customized marketing and reimbursement projects. In addition to her consulting work, Susan has 16 years of cardiology and vascular device and capital equipment industry experience that includes engineering, sales, marketing and reimbursement. Susan is experienced with raising private equity; has been responsible for three worldwide product introductions, and has overseen the reimbursement process for new device technologies. From 1999-2002 Susan was Vice President, Marketing for PharmaSonics (Sunnyvale, CA) which developed therapeutic ultrasound for anti-restenosis, gene and drug delivery and vulnerable plaque stabilization. At PharmaSonics Susan was also responsible for reimbursement and was able to secure reimbursement prior to FDA approval.
Prior Susan has held marketing and sales positions with increasing authority in Novoste, Cardiometrics, Medtronic and Advanced Technology Labs. Susan earned a Master of Science in Engineering from University of Washington and a Bachelor of Science in Radiation Physics from Purdue University.
The presentation will focus on: 1) How reimbursement can enhance company valuation, address market adoption barriers and is a component of the pricing strategy. 2) Reimbursement is not a "black box" but is a logical and systematic process which needs to be invested in and planned for early in a product’s development cycle.
At the conclusion of the presentation entrepreneurs should appreciate that reimbursement investment and planning is done in parallel with the IP, regulatory, clinical and marketing strategies. In addition, the presentation should help entrepreneur avoid the mistake of starting their reimbursement efforts during the pivotal trial or after regulatory approval has been granted. Many companies (unknowingly) make this decision based on preconceived incorrect information regarding reimbursement strategy and planning.
Real life examples will be discussed that demonstrate ideal and less than ideal reimbursement planning.
