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.
- And much more!
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Who is Michael Branagan-Harris?
Michael Branagan-Harris is the CEO of Device Access UK, a consultancy specialising in UK market access and reimbursement for innovative medical devices. Michael has been selling medical devices for over 20 years in the UK, Europe and Asia Pacific regions. During this time, he has introduced new technologies into the NHS including VNUS Closure, an innovative treatment for varicose veins, Lap Band gastric band for obesity surgery, EVT endovascular grafts for endovascular aneurysm repair, and other minimally invasive endoscopic and endoluminal devices for general surgery, urology, gynaecology, colorectal, orthopaedic & cardiovascular surgery.
Read the Interview with Michael Branagan-Harris