INVENT Seminar Series: Market Research Deep Dive

In Partnership with Oregon Bioscience Incubator

November 10, 2020
12 p.m. to 1 p.m.


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Who is your customer? We'll explore why it's so important to find out.

When we talk about market research, we seek to understand our customer’s needs or preferences to better frame our product or customer acquisition activities. In healthcare, however, the simple question “who’s your customer” is often times not as simple as it may seem. Is it the patient that received benefit from your product? The physician that prescribed or used your product? The payer that paid for your product?

In this session we’ll explore the complexities of selling into the US health system and discuss the role of a customer, a user and a buyer. One is not necessarily more important than the other, but it’s critical to understand the difference. Let's do a deep dive to find out.

Please note: This program will be recorded.

About the Presenter: Michael McGarry

This is a headshot of the presenter, Michael McGarry.

Mr. McGarry is the Founder and President of Forvida, a customer focused consulting firm passionate about developing health solutions that engage individuals and make health an every day event. He launched Forvida in 2015 with over 20 years experience in the health care industry developing innovative programs and medical devices from prototype through FDA approval within small start-up organizations and Fortune 500 medical companies. Prior to founding Forvida, Mr. McGarry worked as the Director, Innovations Accelerator Team, at Ascension, the largest non-profit health care provider in the United States with facilities in 26 states, 150,000+ associates, and approximately 18 million patient visits annually. In this role, Mr. McGarry was responsible for the evaluation of technologies and development of new business models focusing on how to meet health-related needs in the future in a way that extends beyond hospitals and clinics. Previously, Mr. McGarry managed the design, development and launch of a custom remote patient monitoring system for Alere Medical to improve care for patients with chronic conditions such as congestive heart failure, chronic obstructive pulmonary disease and diabetes. Mr. McGarry has been responsible for the design, development and clinical evaluation of numerous therapeutic cardiovascular products and directed physician training for and market evaluation of products in both the U.S. and Europe. Mr. McGarry has a Bachelor of Science degree in Biomedical Engineering from Northwestern University, a MBA from Indiana University Kelley School of Business and has several published patents and publications.

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This program was organized in partnership with OBI/OTRADI as part of the INVENT Seminar Series. The INVENT Seminar Series hosts experts from the regional life science community to introduce fundamental principles of commercialization and entrepreneurship. This event aims to inspire and guide innovations from the university to the market, offer skill-building opportunities, develop a broad awareness of the commercialization pathway, and create robust networking opportunities.