From idea to a scalable product

What does it take to commercialise health technology solutions? That question was discussed by entrepreneurs, industry stakeholders, researchers, and clinicians at WHINN 2025.

 

10 November 2025

The journey from a good idea to a scalable health technology product is long – and often uneven. Regional council politician Anja Lund emphasised the need for good ideas to be implemented in the healthcare system when she opened MedTech Odense’s sessions at WHINN 2025.

During the session on how to strengthen the pathway from clinical need to market-ready health technology solutions, it became clear that the right knowledge and timing can make the journey smoother.

- You need to have scaling in mind from the very beginning; otherwise, it risks becoming too late and too expensive, said consultant Birgitte Østergård Sørensen from MedTech Odense and SDU RIO.

At the same time, she pointed out how crucial it is for companies to receive support in navigating the complex structures of the healthcare system.

Early access to testing environments

The need for access to clinicians and testing environments was echoed by several participants. One entrepreneur explained that ideas should be tested early, preferably in collaboration with healthcare professionals who can assess whether the solution has potential. Without that, investors will not come.

- Regulatory approval is costly. There must be opportunities to test equipment in a safe environment, said the same entrepreneur, calling for closed testing environments where ideas can be trialled before becoming fully approved products.

Others also highlighted the importance of considering commercialisation from the start. A consultant from EIFO said:

- We need to ensure that entrepreneurs choose regulatory pathways that help bring new ideas to market – not just in the short term. It is unfortunate to develop something that never benefits the broader population.

Good ideas must reach patients

 

 

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Main takeaways from the sessions

This summary compiles the key takeaways from the session “From idea to a scalable product – what does it take to commercialise and scale a good idea?”, which was held during WHINN 2025. The session brought together entrepreneurs, industry stakeholders, researchers, and clinicians to discuss how to strengthen the pathway from clinical needs to market-ready health technology solutions. Below are five key takeaways within each of the three main themes that were discussed.

Theme 1. Removing barriers – for whom and in what context?

    1. Foster greater risk willingness – both public and private stakeholders must dare to experiment and accept failure as learning, not as defeat.
    2. Make it easier to navigate legislation and regulations – strengthen competencies in legal matters, compliance, and MDR/CE through shared training and advisory units.
    3. Break down silos – closer collaboration between clinical practice, research, and industry is essential, and procurement rules must not hinder innovation.
    4. Harmonise methods and national guidelines – particularly within AI, data management, and public-private collaboration, to support faster and more robust development.
    5. Reward clinical innovation – provide clinicians and researchers with real incentives and time to participate in innovation projects.

Theme 2. What works particularly well in scaling and commercialisation?

    1. Strong links between test environments and clinical practice – practical collaboration enables rapid validation and realistic solutions.
    2. Clusters and network collaborations work – build communities with other stakeholders to support the sharing of knowledge and evidence, strengthening credibility, scaling, and access to competencies.
    3. Champions and ambassadors drive cultural change – individuals with energy and credibility are crucial for embedding innovation.
    4. Early involvement of users and operations – the earlier legal, IT, and clinical functions are involved, the stronger the implementation.
    5. Think lifecycle – plan operations, document ROI, and communicate value to end users from the outset.

Theme 3. What can further strengthen scaling and commercialisation?

    1. Provide early regulatory support – assist entrepreneurs with MDR, CE marking, data security, and documentation in early phases.
    2. Create more meeting points between startups and clinicians – for example through testing programmes, matchmaking, and clinical placements.
    3. Establish mentoring and competency programmes – experienced entrepreneurs, business developers, and investors can accelerate maturity.
    4. Support funding strategies and public-sector sales – many startups lack knowledge on how to raise capital and sell to the healthcare system.
    5. Increase visibility and anchor innovation – highlight cases, foster dialogue with decision-makers, and strengthen Denmark’s position in MedTech.

The above inputs will be used in MedTech Odense’s continued work to strengthen innovation and commercialisation efforts across research, clinical practice, and industry.