From innovation to success.

Strategic commercialisation and market development for medical device companies across the US and Asia Pacific. We work with early-stage startups and global multinationals alike, introducing and establishing products in some of the world's most complex healthcare markets.

20+ YEARS EXPERIENCE
•
US & APAC MARKETS
•
100% BESPOKE STRATEGY
•
20+ YEARS EXPERIENCE
•
US & APAC MARKETS
•
100% BESPOKE STRATEGY
•

The right strategy
changes everything.

Bringing a new medical device to market is one of the most complex journeys in healthcare. Regulatory hurdles, reimbursement barriers, and fragmented markets have derailed even the most promising innovations. More often than not, the product was ready. The commercialisation strategy wasn't.

We work alongside companies at every stage, from startups in their early stages to global multinationals, building the bespoke path that takes a product from clinical promise to commercial reality. That means bringing together the right specialists across regulatory, reimbursement, distribution, and clinical engagement, then structuring them around your specific market and timeline.

Chris Carter founded Pharma Devices after two decades watching strong products stumble at the commercialisation stage. That experience is now yours to draw on.

Commercialisation
solutions.

Each engagement is bespoke. We build strategies around your product, your market, and your timeline. No templates.

01

Market Entry & Launch Strategy

When and how you launch shapes everything that follows. We develop entry strategies built around your product's specific regulatory, clinical, and commercial realities across US and APAC markets.

02

Reimbursement Strategy

Without reimbursement, even the best devices stall. We work with specialist partners to build the funding submissions and payer strategies that open the door to genuine clinical adoption.

03

KOL Identification & Engagement

The right surgeon or clinician at the right moment changes the trajectory of a product. We identify and develop the key opinion leaders who become genuine advocates, not just names attached to a program.

04

Sales & Marketing Planning

From sales force structure to channel strategy and US 3PL distribution, we build the commercial infrastructure your product needs to generate revenue and grow across complex, multi-market environments.

05

Regulatory & Market Access

TGA, FDA, and the broader APAC regulatory landscape each have their own demands. We map the pathway, anticipate the obstacles, and develop strategies that reduce time to market without cutting corners.

06

Manufacturer & Distributor Networks

Finding the right manufacturing and distribution partners takes relationships, not just research. Two decades of hands-on work across the industry means we know who to call.

A path built around
your product.

01

Discovery & Diagnosis

We get under the skin of your product, your market, and your competition. The goal is to identify exactly what's standing between you and commercial traction, before we build anything.

02

Strategy Design

Drawing on 20+ years of experience, we build a commercialisation roadmap specific to your product, with clear milestones, defined owners, and realistic timelines grounded in how these markets actually work.

03

Market Activation

Strategy only works when it's executed. We bring our networks, KOL relationships, and industry connections to bear, moving fast where it matters and carefully where it counts.

04

Growth & Optimisation

Launch is the beginning, not the end. We stay close, tracking performance, refining positioning, and identifying the next opportunity to expand your footprint in the market.

Proven results in
complex markets.

STRATEGY — MULTIPLE MARKETS

MedTech Commercialisation Strategy

Strategic commercialisation consulting for multiple early-stage medical device companies including KOL engagement, IP positioning, regulatory and reimbursement pathways, and commercial roadmaps to align product development with clinical adoption.

Regulatory Pathways Reimbursement Strategy KOL Engagement Investor Readiness
SURGICAL — UNITED STATES

US Market Entry for Surgical Device Startup

Designed and implemented a US market entry strategy for a surgical startup, establishing FDA-compliant 3PL distribution, recruiting specialist contract sales reps, and driving early surgeon adoption to establish recurring revenue.

FDA Compliant 3PL Distribution Recurring Revenue
PRODUCT DEVELOPMENT — USA

Product Development Strategy for a US MedTech Startup

Developed the regulatory and reimbursement strategy, established a targeted KOL program for clinical guidance, and identified medical-grade component manufacturers. Together this accelerated the product iteration cycle and laid the commercial foundations for scale.

Regulatory Strategy KOL Program Manufacturing Partners
SURGICAL — GLOBAL

Strategic Advisory to Global Surgical Device Company

Over six years, provided ongoing strategic advisory to a global surgical device company's leadership team. Supporting new product introductions, surgeon engagement programs, and launch strategies for emerging surgical technologies across multiple markets.

6+ Years Multiple Markets Surgeon Engagement
MANUFACTURING — MEDTECH

Strategic Partnerships for MedTech Component Manufacturer

Identified promising MedTech startups developing innovative surgical technologies and facilitated introductions with a component manufacturer's engineering team. Then structured shared-value production agreements that secured long-term supply relationships.

Startup Partnerships Supply Agreements New Customers
SURGICAL — ANZ & ASIA

International KOL Program for Reimbursement Strategy

Identified and engaged leading colorectal and gynaecological surgeons across the US, Singapore, and South Korea to form a coordinated KOL network, supported clinical evidence development, conference presentations, and reimbursement submissions.

3 Markets KOL Network Reimbursement Support
SURGICAL — INDIA

Indian Market Entry for Surgical Devices

Conducted market analysis, developed a tailored market entry strategy, and identified a leading Indian distributor with strong surgeon relationships and national reach. Successfully launching the product into one of the fastest-growing surgical markets globally.

Market Entry Distribution Network Revenue Generating
NERVE REPAIR — USA & NEW ZEALAND

Launch of Surgical Nerve Repair Technology

Designed and implemented a dual-market introduction program for a novel nerve repair technology. Coordinated surgeon engagement strategies, early clinical adoption programs, and distribution planning to achieve commercial sales in both markets.

Dual-Market Launch Surgeon Engagement Sales Underway
Chris Carter, founder and director of Pharma Devices

Chris Carter

Founder & Director

With 25 years of executive leadership in the medical device industry, Chris has held senior positions at major multinationals including Gyrus ACMI and Olympus Corporation, leading sales and market development across a wide range of medical technologies.

After watching strong products repeatedly fail at the commercialisation stage, Chris founded Pharma Devices to put his experience to work for companies that deserve a better outcome. Every engagement draws on deep expertise in market strategy, MedTech commercialisation, and product rollout.

DegreeB.Pharmacy Rhodes University
Post GraduateMBA Henley Business School
SpecialisationMedical Devices & Market Development
Read Chris Carter's Profile

Let's take your
device to market.

From first conversation to successful launch, your partner across every stage of the medical device commercialisation journey.

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