From Innovation Tourism to Innovation Embedment

Entering the US healthcare market takes more than opening an office or running a pilot. Moderated by Yonatan Keschner MD, the conversation brought together Or Benifla, Liat Primor, Davidi Vortman and Andrei Soran to explore what helps international healthcare companies move from visiting an innovation ecosystem to becoming part of it.

Trust and local relationships surfaced again and again. Vortman described the importance of UltraSight's work with Mayo Clinic, where partnership extended beyond funding to clinical expertise, data and technology development. Benifla discussed how the ARC Landing network helped CustoMed establish credibility and connect with Boston Children's Hospital, while the broader panel reinforced that strong clinical results alone are not enough to secure adoption.

Health systems also want to understand workflow, cost, reimbursement and operational impact. Primor's experience building FeelBetter and Soran's perspective from the health system and investment side added to a larger point: embedding means learning how decisions are actually made inside healthcare organizations and developing relationships beyond the clinicians who may initially champion a product. Operations, finance and other decision makers often determine whether an innovation ultimately reaches patients.