Medtech · diagnostics · medical devices
Spain, without the first year where you sell nothing.
That first year was mine. I spent it learning that Spain is not one market, that the person who agrees with you is rarely the person who decides, and that foreign evidence gets you a hearing and nothing more. Ten years later the product held 90% of its category in Spanish public primary care and Iberia was the company's largest market in the world.
What the work is
Five things that decide whether Spain works.
Not a phased methodology sold by the slide. These are the five places entries actually succeed or die.
Read the map before you draw the route
Which of the eighteen procurement systems actually matter for your product, where the budget for it sits, and which communities buy centrally versus locally. Most plans fail here, before anyone has met a clinician.
Find the chair that decides
In primary care that is usually the nurses who will use the device daily, not the specialist who took your first meeting. In hospitals it is a committee with finance, economics, innovation, services and the clinical directorates all in the room. Each needs a different argument, and they are not interchangeable.
Build the evidence Spain will accept
Your CE mark and your foreign trial data open the conversation. Local evidence closes it. If you do not have Spanish data yet, that is a piece of work in its own right — and it is better started before you need it.
Choose the channel honestly
Direct, distributor, or a hybrid — and if a distributor, which one, on what terms, and with what actually written into the agreement. I have sat on both sides of that table, which is why I can tell you what your partner is thinking rather than what they are saying.
Install the rhythm that keeps it alive
Tenders recur, frameworks expire, and contacts move. Entry is not an event. What keeps a Spanish position is an operating rhythm your team can run without me.
This is for you if
- · You make medical devices, diagnostics or medtech — not adjacent industries.
- · The product is already selling somewhere. Any size, any stage.
- · Your next market is still an open question, or you have already decided it is Spain.
It is not for you if
- · You have already committed to another market this cycle. Come back for the next one — genuinely.
- · You are pre-product and have no clinical evidence anywhere. Start here instead.
- · You want a market report. I build entries; there are cheaper places to buy a document.
Start with a first meeting.
An hour, free, confidential — NDA on request. We work out what you actually need, I show you how I work and how I charge, and if it fits you get a written offer with deliverables, milestones and named people on both sides.