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“Reimbursement” is a deceptive term. This simple word is an umbrella for a complex constellation of activities addressing the different concerns of Congress, global governments, regulators, providers, payers, patients, and industry stakeholders.

Successfully shepherding a new medical technology, drug or diagnostic to its desired and appropriate place in the market requires deep knowledge, coordinated skills, and ongoing activity. Planning should start early and continue throughout the product life cycle.

The strands in the process are often the same, but weaving them into the most effective approach is unique for each product.