We are Med Tech commercialisation folks.
We have operated at C-Level commercial leadership in small, medium and large organisations. We have founded, grown and exited innovative med technology businesses.
Through many years of trial and effort have the well-earned bruises and scars of successfully commercialising medical technology in the international and US market place. We love this stuff!
We have lived through the sales revolution…from the simple to the complex.
Back then, it was relatively simple; the Surgeon or Clinician made the decisions and the sales rep had access to all areas and was virtually part of the hospital OR team. If you had a better product then you were pretty much on the path to commercial success. That was then….
Now, the complex; You must present your product/proposition to the hospital value analysis committee (VAC) led by health economics and value-added healthcare administrators who are seeking to reduce med device budgets in union with their payor masters. Strict processes with restrictive access to the OR and only enabling trials with well described value additive propositions is now the norm.
Consolidation of major MNC means there are less exit partner targets with less competitive pressures at Mid-Tier company level. Large conglomerates ‘own’ the global supply chain to the large hospital systems.
You must find your way in each and every market, system, hospital and then you maybe successful.
It’s not easy, but neither was getting your device to this stage, so let’s keep you moving.
Barry Russell, Managing Partner
Bio (see below)
Co-op partnership with US based firm MarKee Partners
Back then … the sales rep had access to all areas
Now … Strict processes with restrictive access
Barry Russell
Managing Partner
An accomplished leader Barry has over 18 years of international medical device experience spanning roles in R&D Engineering, Sales & Marketing, CEO.
- A Founding CEO who knows and has lived the challenges of start-up and scale up.
- Proven ability to analyse market, consumer and competitor trends, identify global business opportunities, build new sales channels, and penetrate markets.
- Industry-savvy executive who can drive new product development from initial market assessment through launch, and accelerate growth for both new and existing products.
- Someone who truly appreciates and understands his customers and the market they operate in.
- A keen relationship builder who earns trust quickly and establishes strong and valuable personal and professional respect from valuable partners.
- Excels in showcasing company strengths in both business and clinical settings.
A successful early career as an R&D Engineer with Boston Scientific in Galway Barry led numerous projects and was involved/exposed to some of the early stent technologies. Barry found his calling with a move to a commercial customer facing role with Johnson & Johnson. Following ‘sales person of the year’ accolades in Ireland he went on to develop his career heading up the surgical division of J&J’s business in the Irish market and was a recognised contributor to the Ethicon EMEA surgical strategy. After 8 years Barry departed J&J to pursue a personal vision, as founding CEO he established neoSurgical.
Barry led neoSurgical from its Irish inception in 2008 to full international commercialisation. Demonstrably built and led the development of early device concepts (a suite of class III surgical wound products) through CE and FDA regulatory approval onto launch and commercial scale up to international markets.
Barry is a named inventor on several granted patents and proud of his contribution to this area of surgery.
Barry has earned significant international leadership experience by planning and establishing neoSurgical Inc. from a base in Boston MA. Barry spent 3 years in the US with his family on full assignment during the building/scaling phase of neoSurgical.
By establishing a strong and diverse investor base Barry has enabled neoSurgical to push out into the market and build strong commercial credibility. To date neoSurgical’s product neoClose* has been sold and successfully deployed in c.50,000 surgical cases since its market introduction. There have been zero reportable incidents.
neoSurgical Inc. sales were developed through a mix of channels, both Direct and Partner operations were deployed in the US and the international market was served by MNC commercial partners (Medtronic). Barry brought these various selling options on board while navigating complex commercial partnership agreements, in tandem, he ensured the private funding was in place to continue to execute and grow in the ever-changing dynamics of the markets post ‘Obama Care/ Affordable Care Act’.
Through an agreed exit with the incumbent US Funders Barry exited neoSurgical. He returned from the US to Ireland. He continues as an interested shareholder and maintains an excellent collegiate and advisory relationship with the Leadership Team.
Barry has experience of bringing multiple disparate partners together under one purpose, commercial success for the organisation he is operating/supporting. Lively and encouraging, Barry is passionate about medical technology, innovation and thrives in anticipating and planning for the needs of people and organisations.
How can Barry and his Partners help you?
