Susan is Managing Senior Director, Field Operations for Princeton Reimbursement Group (Minneapolis, MN) and is Principal, Life Sciences Consulting Group. Susan is retained by investors, and private and public companies for customized marketing and reimbursement projects, including serving in interim senior management positions. In addition to her consulting work, Susan is a course director and lecturer on marketing and reimbursement topics at University of California-Berkeley. Susan has 16 years of medical device and imaging technology industry experience that includes management responsibility in marketing, reimbursement and sales. She has experience raising private equity; has been responsible for three worldwide product introductions, and has successfully secured reimbursement approvals for new device technologies. Susan has been a corporate officer and Vice President, Marketing (PharmaSonics, Sunnyvale, CA). Susan previously held management positions with increasing authority in Novoste, Cardiometrics, Medtronic and Advanced Technology Labs. Susan holds a Master of Science in Bioengineering from University of Washington and a Bachelor of Science in Health Physics from Purdue University.
The presentation will be a review of the practical framework that the audience can use to help develop reimbursement strategy and plans. This framework will help you articulate to senior management, for their consideration/ approval, the justification to incorporate a reimbursement strategy early into the product development process. The presentation will also discuss common pitfalls and planning misconceptions when developing, and executing a reimbursement strategy.
At the conclusion of the presentation, the audience will appreciate that reimbursement planning 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. Reimbursement investment and planning is done in parallel with the development of the company’s IP, regulatory, clinical and marketing strategies. The presentation should help avoid the mistake of starting reimbursement efforts during or after the pivotal trial. Many companies (unknowingly) start their reimbursement planning too late, or incorrectly, as a result of simply not knowing how and when to start. This presentation will attempt to address that issue.
