Debbie Donovan
Head of Commercial Operations, Materna Medical
Panel Discussion: Modernizing Commercialization: Influencers, Evidence, and AI-Powered Growth
Panelists
Debbie Donovan, Materna Medical
Wendy Suljak, Neuronetics, Inc
Ana Crespo, Marketing Maven
Moderator
Reena Mishra
Session Overview
In today's fast-moving healthcare landscape, MedTech marketers face a dual imperative: building authentic digital connections with clinicians and patients while meeting rigorous regulatory, clinical, and economic standards. Winning in 2026 requires a multi-dimensional strategy, from cultivating trusted HCP and patient advocates to leveraging AI for business transformation and turning clinical evidence into commercial success.
This panel will share practical frameworks for modernizing MedTech commercialization, including how to build trusted influencer partnerships, harness AI to accelerate commercial growth and professional development, and transform clinical evidence into compelling value propositions for physicians, hospital committees, and payers.
Key Takeaways
- Building authentic partnerships with HCP and patient influencers to increase trust, reach, and procedure adoption while remaining compliant.
- Using AI to transform commercial operations, accelerate business growth, and future-proof careers.
- Turning clinical and health economic evidence into targeted messaging for CMS, hospital value analysis committees (VACs), and clinicians.
- Aligning marketing, sales, regulatory, and quality teams to execute agile, compliant commercialization strategies.
Evidence Merchandising: The 3-Part Playbook for Securing Reimbursement and Accelerating MedTech Adoption
Debbie Donovan
Head of Commercial Operations, Materna Medical
Session Overview
Discover how to transform clinical and health economic data into a powerful commercial engine by designing, acquiring, and packaging the evidence needed to gain regulatory approval, secure reimbursement, and drive physician adoption. Learn practical strategies for creating evidence that resonates with the FDA, CMS, private payers, hospital committees, and clinicians.
Key Takeaways
- Start with the End in Mind: Map payer reimbursement and clinical utility requirements into early trial designs—or leverage agile protocol revisions—to avoid costly commercial delays.
- Agile Data Acquisition: Discover cost-effective strategies for rapidly capturing missing health economic and real-world evidence without exceeding your clinical trial budget.
- Smarter Literature & Citation Strategy: Learn AI-assisted approaches for curating a robust academic bibliography that strengthens scientific publications and reinforces clinical credibility.
- Full-Spectrum Evidence Merchandising: Master the art of transforming a single core dataset into tailored, high-impact narratives for Hospital Value Analysis Committees (VACs), Medicare, private payers, and key opinion leaders.