Directional Healthcare provides expertise and leadership in defining and commercializing new medical technologies.  Our strengths are in launching and optimizing new products, bringing them from development to clinical practice.

We provide direct support to execute:
*  product development
*  new product execution
*  market deployment
*  market-focused launch
*  business line P&L management
*  business development

In addition to these services, Directional Healthcare has the expertise to both establish the framework for marketing strategy and to execute on that strategy.  This can take the form of establishing relationships with key opinion leaders, forming speaker panels, developing launch materials, developing expert panels, executing development processes, and executing integrated marketing communications.

The firm was formed to address the needs of emerging companies developing product technology which, in turn, improves quality and effectiveness in healthcare and life science delivery.  The challenge for many companies, especially at an early stage, is establishing a product development plan that is focused on meeting clinical needs in the context of profitable growth.  Directional Healthcare works with client companies to set the strategic framework, establish program priorities, and develop an execution pathway that will yield clinical and business results.

Directional Healthcare is led by Roy Wallen.  He has served in leadership roles for new product initiatives in medical technology companies ranging from pre-revenue start-up to multi-billion, global concerns.  His experience includes company formation, raising capital (grants and equity-based), establishing business plans then executing on those plans, and successful completion of multiple market launches.  With an undergraduate degree in electrical engineering and a biomedical focus, as well as graduate studies in biomedical engineering and business, Roy has spent his career managing existing businesses for sustainable profits and bringing new technologies out of the laboratory and into clinical use.  In addition to successful launches in the United States, Roy spent approximately eight years in Europe where he investigated new technologies and launched several new products for a large, global company; established a European presence for a start-up company seeking its initial public offering; and supported, built, and maintained sales and distribution channels.  He has overseen the successful launch of products in Japan, southeast Asia, and Australia through distribution partners by establishing the import, regulatory, safety, and reimbursement elements needed for successful commercialization.  Roy has published both peer-reviewed papers and abstracts and short papers and is a regular conference presenter, all on subjects related to healthcare technology and its implementation.