The episode explores the challenges and strategies that medical device companies face in expanding their products and achieving a significant impact on a global scale. Dr. Gustavo Meirelles talks with Jasper Van De Sande, senior business consultant and partner at Suazio and Namsa, and José Leovigildo Coelho, CEO and co-founder of IONIC Health. 


The discussion delves into the main challenges companies encounter when trying to globally expand their healthcare innovations, such as rising healthcare costs that hinder the adoption of new technologies, constant changes in regulatory environments requiring continuous adaptation, and intense competition that necessitates distinction and differentiation. To overcome these challenges, the experts highlight the importance of partnerships and collaborations with local specialists, facilitating navigation in specific markets and regulations. A phased approach, with tests and pilots in smaller markets before expanding to larger regions, is crucial to ensure solid and sustainable growth. Adapting to local culture is critical to ensuring a connection with the specific needs of each market. Effective communication, overcoming language barriers and ensuring clarity with customers and partners, is essential for success.


IONIC Health, a Brazilian company that developed innovative solutions for remote CT and MRI operations, expanding to Europe and the USA, is an inspiring example of how to overcome challenges and achieve global success. The lessons learned by the guests emphasize the importance of being a constant learner and being open to new experiences. Thinking globally and acting locally, adapting solutions to local realities, is fundamental for success. Investing in global talent to build a team with expertise in different areas and cultures is essential for competitiveness. Communicating the value of the solution to demonstrate how innovation can benefit different audiences builds relationships and generates demand.