HEALTHCARE COMMERCIALIZATION & COMMUNICATIONS ADVISORY
Regulatory authorization or a great concept isn’t the finish line. Adoption is.
ABIG Health closes the two gaps between a healthcare innovation and the market it’s built for — getting authorized, and getting adopted. The throughline that clears both is evidence.
THE REALITY
Every year, cleared products and great ideas stall before they reach patients.
Regulatory clearance proves a product is safe and effective. It doesn’t prove it will get paid for, prescribed, or adopted. That’s where most companies stall — burning runway on go-to-market motion that never accounted for coverage, coding, clinical workflow, or the evidence each decision-maker actually needs to say yes. Two gaps sit between innovation and revenue. We close both.
90%
of startups fail in the long run – Failory
$54M+
mean development cost for a novel therapeutic complex medical device — JAMA Network
7–10 yrs
typical timeline to exit for medical devices — AdvaMed
WHY ABIG
Evidence is the difference.
Every stakeholder requires different evidence — different amounts, different study endpoints, different rationale. Assume one size fits all, and it will fit very few. Regulators require evidence of safety and efficacy. Payers require something different — the health-economic outcomes that justify coverage and payment. Hospitals and clinicians require another set again: a blend of both, showing a product works and fits how care is actually delivered.
We know exactly what each of those audiences needs — because we’ve sat on their side of the table — so your evidence is built to satisfy all of them the first time, instead of satisfying one and stalling in front of the rest. That’s what turns an authorization into coverage, and a claim into adoption.
Regulators require evidence. Markets are moved by it. We make the same evidence do both.
WHAT WE DO
One discipline:
Evidence drives strategy.
We take an evidence-based approach to everything we do. Getting authorized and getting adopted aren’t sequential steps — they run in parallel, and evidence is what wins each. One method underneath both: evidence drives the strategy.
REGULATION & ACCESS
Clear the path
Navigate CMS and the FDA — evidence generation, coverage, coding, and payment — so there’s a defensible route to revenue, not just an authorization. Led by Dr. Steven Farmer, former CMS Chief Strategy Officer for Coverage.
COMMERCIALIZATION & ADOPTION
Win the market
Translate complex clinical and technical value into clear, relatable narrative — and drive uptake with evidence-based persuasion. Led by Dr. Adam Brown, practicing emergency physician and key opinion leader.
THE SAME ENGINE
Selling behavior is still selling a product.
The discipline that gets a device adopted is the discipline that changes public behavior — only the product changes. A device is adopted when clinicians choose it and systems buy it. A campaign is adopted when people change what they do. The sequence is identical: evidence → narrative → behavior change. It’s why our public-health campaign work isn’t a side business — it’s the same evidence-led engine, pointed at health itself.
Evidence →
Narrative →
Behavior change
WHO WE SERVE
If you see yourself here, we built this for you.
From founders entering the U.S. to enterprise manufacturers and the partners behind
public-health campaigns — six kinds of teams, one throughline.
Non-US early-stage device founders
Large device manufacturers
Healthcare & device VCs
U.S. healthcare services companies
Non-US & US device scale-ups
Public-health advertisers & communications partners
BUILT BY PEOPLE WHO’VE DONE THIS
We’ve sat on the
other side of the table.
Our team has written national coverage policy at CMS, practiced at the bedside, built the evidence base regulators rely on, and led commercialization at national scale. That’s why we know what evidence each decision-maker needs — and how to make it land.
Dr. Adam Brown
Founder & Managing Partner
Practicing ER physician who led a ~$2B service line. Knows how providers adopt and how systems buy.
Dr. Steven Farmer
Senior Partner
Former CMS Chief Strategy Officer for Coverage. Helped write the rules; now helps you navigate them.
What are you waiting for
Authorized is only half the battle.
Let’s build the evidence — and the strategy — that gets you adopted.