US market entry for UK health tech

Go To Market in the US

2516 Atlantic helps UK health tech leadership teams enter the US with a disciplined commercial strategy — defining the buyer, payment pathway, provider channel, regulatory implications, and pilot evidence required to earn adoption and withstand the diligence behind the next round.

Schedule a call → 30 minutes. No deck required.

Payer pathwaysProvider strategyRegulatory awarenessInvestor-credible pilots

The transatlantic gap

Two countries divided by a common language — and entirely different healthcare economics.

Clinical credibility in the UK does not automatically establish commercial credibility in the US. Investors, partners, and buyers will still ask: who pays, who adopts, what evidence changes the decision, and what happens after the pilot?

US healthcare separates the buyer, user, beneficiary, regulator, and payer—often across different organisations with competing incentives, budget cycles, and definitions of value.

2516 Atlantic converts that complexity into an executive market-entry thesis before you commit capital to US hiring, conferences, advisors, or a pilot that cannot support the next commercial decision.

01 / POSITIONING

Translate clinical value into a US commercial case.

Reframe the product around the priorities, economics, workflow pressures, and evidence standards of the specific US organisation expected to buy or sponsor it.

02 / PRIORITY

Select the entry point with the strongest right to win.

Define the first buyer, care setting, patient population, use case, and channel most likely to produce credible evidence and a repeatable commercial motion.

03 / EVIDENCE

Design the pilot around the decision it must unlock.

Establish the population, outcomes, economics, implementation burden, and conversion path needed to support expansion, procurement, and the next investor conversation.

The engagement

Establish the US entry thesis before committing the organisation.

Market and buyer architecture

Define the US problem, beneficiary, user, influencer, buyer, and budget owner — and where those roles diverge.

Payer and reimbursement pathways

Map plausible payment routes, evidence expectations, coding considerations, and where specialist reimbursement advice is needed.

III

Provider and partner channels

Prioritise the provider types, systems, partners, and intermediaries most likely to sponsor early adoption.

Regulatory and operating awareness

Identify the FDA, privacy, data, contracting, and state-level questions that may shape the entry plan — without pretending strategy replaces counsel.

Investor-credible pilot design

Structure a pilot around a defined US population, measurable outcomes, economics, implementation burden, and a path to expansion.

Who it is for

Designed for companies approaching a consequential US decision.

Good fit

UK-based digital health, diagnostics, patient engagement, workflow, analytics, or care-delivery companies with product traction at home and a serious US funding or growth objective.

Especially timely

Your investors or board are asking for US proof; you are considering a US pilot; or you need to decide which buyer and channel to pursue before hiring locally.

Probably too early

You are still validating the core product, cannot define the clinical or operational outcome, or are seeking a generic US market-size report.

Not a substitute for

US legal counsel, FDA representation, reimbursement specialists, clinical research organisations, or a full outsourced sales team.

What collaborators value

Executive clarity without consulting theatre.

Mark has a rare ability to take a complicated market, identify what actually matters, and turn it into a plan a leadership team can use. He is thoughtful, direct, and exceptionally good at connecting strategy to execution.

Health technology executive · Toronto, Canada

He understood the commercial question behind the technical one. Mark challenged our assumptions without creating noise, and gave us a much clearer view of how to approach the US market credibly.

Digital health founder · Manchester, UK

Why 2516 Atlantic

Executive experience across US healthcare, regulated markets, and cross-border strategy.

Mark Henning is the founder of 2516 Technologies and 2516 Atlantic. He brings more than 15 years of executive, commercial, and technical experience across US healthcare, life sciences, defence, federal programmes, and financial services—including 10 years advising and delivering work in the US federal and healthcare sectors. His career has placed him inside institutions that are difficult for outside advisors to access: the Pentagon’s budgeting environment, Department of the Navy programmes, pharmaceutical commercial organisations, and regulated enterprise leadership teams. That access has given him a practical understanding of how complex organisations evaluate risk, allocate capital, select partners, and approve new initiatives. He translates that institutional knowledge into a clear market-entry thesis, an evidence strategy, and an executive case designed to withstand investor, payer, provider, and procurement scrutiny.

US oncology commercial leadership

Former Associate Director of Commercial Data & Analytics at Taiho Oncology, leading the data, CRM, targeting, forecasting, and performance infrastructure supporting US oncology brands and field leadership.

Ten years in US federal and healthcare consulting

Advised and delivered technology, analytics, governance, audit, commercial, and operating initiatives across US healthcare, life sciences, defence, financial services, and federal programmes.

Cross-border strategy in London

Worked with the World Travel & Tourism Council in London on international economic-impact research, market development, and executive-facing analysis across European and Middle Eastern markets.

UK and international market grounding

Executive education at London Metropolitan University established an early foundation in cross-border markets, economic development, and institutional decision-making. Delivered economic impact studies for developing nations to European Union clients.

Venture capital perspective and access

Graduate education in Applied Economics at Johns Hopkins University and venture capital and private equity executive education at Columbia Business School, supported by an active network of investors, operators, and founders. This perspective helps 2516 Atlantic structure US market-entry plans around the evidence, milestones, and commercial logic investors expect before supporting the next round.

Military and federal leadership

US Army veteran and former combat medic, with subsequent work inside Department of Defense budgeting and Department of the Navy supply-chain audit environments—experience that shaped a disciplined approach to risk, accountability, and execution.

What UK founders bring

Clinical credibility, product discipline, and evidence developed within an integrated health system.

Those strengths matter in the US — but they must be translated into the incentives, language, and buying logic of a fragmented commercial market.

What the US demands

A defined economic buyer, a viable payment pathway, and evidence tied to adoption.

The goal is not to “Americanise” your story. It is to make the commercial and operating case understandable to the people who must say yes.

The first conversation

No deck required. Bring the decision that must be made.

Where are you now?

Product, evidence, UK traction, funding stage, and what has triggered the US conversation.

What must US traction prove?

Which investor, board, commercial, or strategic decision depends on it.

Where is the first credible path?

A candid initial view of the likely buyer, channel, evidence gap, and next step.

Start the crossing

Replace US market ambition with an executive plan for entry.

Schedule a 30-minute conversation about the commercial decision ahead, the evidence investors or partners require, and the most credible path into the US market.

Schedule a call →

Or email mark@2516technologies.com