Product-market fit gets attention. Evidence-market fit gets reimbursement, procurement and scale. Regulatory approval may open the door. Evidence-market fit determines whether health systems will pay, procure, recommend or scale. Many …

Odelle Intelligence Briefing UK Digital Health, Adult Social Care, Health Economics and Reimbursement Strategy Odelle Technology has reviewed the 2026 direction of travel from NICE, the Department of Health and …

A medtech company arrives in the NHS with what appears to be a breakthrough. The procedure is less invasive. The device is clever. Recovery may be faster. The surgeon can …

Overview Recent research demonstrates a critical insight that should reshape how individuals and organisations approach artificial intelligence: the timing, context, and intentionality behind AI use fundamentally determine whether these tools …

Indirect Treatment Comparisons in France: Why HAS Exposes the Limits of Multi-Market Evidence Strategies For over a decade, market access teams have observed a persistent pattern: indirect treatment comparisons (ITCs) …

A Structural Shift in Evidence Generation for Medicines and Medical Technologies The implementation of the EU Health Technology Assessment Regulation (HTAR, 2021/2282) marks a fundamental transition in how clinical and …