Turning US market opportunity into commercially viable revenue
The US healthcare market offers enormous opportunities for European healthtech and life science companies. But success requires more than understanding regulatory pathways, identifying potential customers, or demonstrating clinical value.
The real challenge is translating that value into a commercially sustainable business: who will pay, why will they pay, what must happen before a purchase, and how can companies reach revenue without exhausting their capital?
Following the Health3-2-1 workshops hosted by Swecare in Stockholm, Lund, and Business Turku earlier this year, Tehnopol is bringing the third installment of the series to Tallinn.
Led by Elizabeth Jennings, Managing Partner of Venture Atlas Labs, this advanced, interactive workshop moves beyond US market-entry fundamentals into the economics, commercial agreements, institutional purchasing decisions, and partnerships that determine whether companies can actually generate revenue.
It is designed for companies actively preparing to enter or expand in the US, as well as those evaluating whether their commercial assumptions are realistic.
Previous participation is not required. The workshop builds on earlier sessions while providing the context necessary for newcomers.
The workshop uses real-world examples, practical exercises, commercial case studies, and discussion rather than relying on theoretical market-entry frameworks.
What will we cover?
Thursday, 26 November — Commercializing for value and capital efficiency
How US healthcare organizations evaluate clinical, financial, and operational value — and why these priorities frequently conflict.
Identifying the real economic buyer and selecting the right initial customer segment.
Understanding reimbursement mechanics, payer economics, coding, and the difference between reimbursement and revenue.
Structuring value-based agreements, shared savings, and outcome-linked contracts.
Building defensible pricing models based on realizable customer value.
Navigating hospital procurement, value analysis committees, and the internal approval process.
Friday, 27 November — Strategic partnerships and commercial execution
Evaluating distributors, strategic partners, licensing arrangements, and alternative channels to market.
Structuring partner economics, performance commitments, and commercially protective contract terms.
Moving from initial interest and pilots toward paid institutional adoption.
Navigating commercial claims, regulatory constraints, and compliance risks.
Building a focused six-month US commercialization plan.
Individual company sparring
Friday afternoon will be reserved for pre-booked 1:1 sessions with Elizabeth to discuss company-specific market entry challenges, commercial assumptions, positioning, partnerships, and next steps.
Meet the expert
Elizabeth Jennings is Managing Partner at Venture Atlas Labs and has 16 years of experience in international healthcare technology commercialization and investment, spanning 28 countries.
Her background includes startup and executive leadership, venture investment, healthcare economics, policy, and advisory work with international innovation ecosystems. She has authored three guidebooks on US healthcare commercialization and economics for Denmark and New Zealand and regularly works with Nordic and Baltic healthtech companies preparing for US expansion.
Elizabeth previously led the Health3-2-1 workshops in Stockholm, Lund, and Turku in 2026.
Practical information
Dates: 26–27 November 2026
Location: Tallinn, Estonia — venue details to be confirmed
Format: In-person, English-language workshop with interactive instruction, exercises, and individual sparring
Organized by: Tehnopol within the Health3-2-1 programme, in collaboration with Swecare and Business Turku.
Would you like to book a 1:1 session with Jennings? Please contact Project Manager Uudmäe at [email protected].
Tehnopol, room Saturn • Mäealuse tänav 2, 12618 Tallinn, Harju maakond, Estonia
