Key Drivers of Reimbursement Strategy Development and Planning for Medical Devices-Sue Rowinski-01/26/2010 - 8:30am

Event Information
Event Topic: 
Key Drivers of Reimbursement Strategy Development and Planning for Medical Devices
Event Date: 
01/26/2010 - 8:30am
Event Location: 
Sunnyvale City Council Chambers, 456 West Olive Ave., Sunnyvale, CA
Speaker Information
Event Speaker: 
Sue Rowinski
Event Speaker Title: 
Principal
Event Speaker Company: 
Sue Rowinski Group, LLC
Event Speaker Bio: 

Sue Rowinski

Ms. Rowinski is Principal of the Sue Rowinski Group LLC, a reimbursement and marketing consulting firm located in the San Francisco bay area. The firm is retained by private and public medical device companies and investors for proprietary reimbursement and marketing projects that can cover the entire company/product life cycle. Projects can include reimbursement due diligence and risk analysis, design and the implementation of Medicare and private payer plans and integration of these plans into a client's clinical and marketing efforts and interim onsite management services for marketing and reimbursement.

In addition to her consulting work, Ms. Rowinski has over 15 years of operating experience in the medical device and imaging industries, including management responsibility for reimbursement, marketing and sales. Her experience spans the
company life cycle and includes advancing companies through the fundraising, product development, and product launch phases. She has raised private equity and managed strategic corporate partners. Ms. Rowinski has secured Medicare reimbursement approvals and has been responsible for three product introductions that included the U.S., Euro zone and Japan.

She was Vice President, Marketing (PharmaSonics, Sunnyvale, CA.) where she was responsible for global reimbursement and marketing. Previously, she has held several management positions with increasing responsibility; Director of Marketing (Cardiometrics, Mountain View, CA.), Global Marketing Manager (Medtronic, San Diego, CA), Product Manager (Quinton Instrument Company, Seattle, WA.). Ms. Rowinski began her life sciences career as a Cardiology Ultrasound Sales Representative for Advanced Technology Labs (ATL, Seattle, WA).

Ms. Rowinski holds a M. S. in Engineering/Bioengineering from the University of Washington and a B.S. in Health Physics from Purdue University.

Ms. Rowinski has been the Director and an Instructor, since 2005, at the University of California-Berkeley extension course Developing U.S. Reimbursement & Health Economic Strategies for Medical Devices. Other lecture engagements include the University of California Haas School of Business; Purdue University BIOMEDSHIP program; University of Michigan Bioengineering Dept; Rensselaer Polytechnic Institute (RPI) Biotechnology Management & Entrepreneurship Seminar Series; the Medical Device Manufacturers Association (MDMA) and the Medical Marketing Association.

Event Details
Cost: 
$0 - Free
Event Details: 

The presentation has two objectives. The first is to describe the key strategic decisions that will define the scope of your reimbursement plan. What are these decisions and why are they relevant will be discussed.

After laying the strategic groundwork the next step will be to apply them into a planning framework. This is the presentation's second objective, to show how and when to begin reimbursement planning. I will present a reimbursement planning model that is based on three specific phases of the product development cycle. These phases are; Safety and Feasibility, Pivotal Trial and Commercial. During this part of the presentation, the emphasis will be on the Safety and Feasibility phase because it is the most important in terms of planning.

Commencing your reimbursement planning process early in the product development cycle, such as during the phase 1 trial (safety and feasibility study), will help you to outline the scope of your reimbursement plan, understand the resources and budget necessary to support your plan and may improve the probability of obtaining payer approvals, after FDA approval.

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