The U.S. system doesn’t reward the “best” solution. It rewards the solution that fits, for the right buyer, targeting a specific problem, under the right payment logic. This article walks through that framework.
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In the U.S., the person who uses your solution may not be the person who buys it. Finding your actual client means following the money (through payer incentiives and purchasing authority) and the operational realities that shape adoption.
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Fragmentation is a defining feature of U.S. healthcare – it can also be a strategic advantage. Understanding regional fragmentation can help founders identify the right beachhead for entry.
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European founders often approach the U.S. healthcare market using assumptions shaped by European systems. But in a fragmented ecosystem, success requires rethinking how regulation, reimbursement, adoption, and evidence actually fit together.
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