Testimonial Quotes:
"During our membership we have found the whole team at SEHTA to be supportive and knowledgeable within the Health Technology arena and have assisted Everon UK in shaping our future sales and development strategy. Their input and insight has been exemplary to which we are extremely grateful ". Peter Kerly, Managing Director, Everon UK Ltd
“SEHTA has provided invaluable insights and strategic guidance crucial to reaching the UK health market. Their expertise in navigating regulatory requirements and understanding local healthcare dynamics, as well as their highly skilled team, has enabled us to appropriately address the challenges that any new market offers.“. José María Ruiz, Managing Director, DooleHealth
Companies that SEHTA have worked with:
Universities/Accelerators
SEHTA and HTCC Collaboration: Supporting Innovation in HealthTech
Testimonial Quote: Sara Roberts, Incubation Services Manager, Imperial College London
“It was a brilliant experience working with SEHTA as part of HTCC, from an operational perspective, the programme was incredibly well organised, and what really stood out was the depth and quality of the bespoke mentorship packages they created.
The team provided structured, month-by-month support across different areas including investment readiness, market and commercialisation strategy, legal and structural clarity, and strategic network building. Their guidance helped founders sharpen their propositions, understand their markets, and prepare for future funding, while also opening doors to investors and industry partners that they simply wouldn’t have reached on their own.
Working with SEHTA reinforced just how pivotal their expertise is in helping early stage HealthTech ventures move from promising ideas to scalable businesses”
Case Study:
From October 2024 to May 2025, SEHTA supported five pioneering SMEs that were supported by Imperial College London through the Healthcare Technologies Capability Connector (HTCC), a collaboration led by the University of Hertfordshire and funded by Research England’s Connecting Capability Fund.
The 5 SMEs were:
Each of these 5 SMEs we're mentored through a series of 10 one-hour 1:1 sessions, with SEHTA’s experts, who worked closely with each of them to address critical aspects of their commercialisation journey, including:
- Navigating regulatory frameworks and understanding health economics
- Designing effective Route to Market strategies
- Strengthening financial management and fundraising approaches
- Building external collaborations and refining customer engagement strategies
- Reviewing and sharpening pitch decks for investors and partners
This collaboration highlights SEHTA’s commitment to supporting SMEs in the MedTech and Life Sciences sectors, ensuring they have the tools, knowledge, and confidence to scale their innovations and deliver real-world impact.
Innovate UK RTO Projects
Testimonial Quote: Clement Favier, Co-Founder & CEO, GO Assistive Technology
“SEHTA have delivered a comprehensive Go-to-Market Report for our device in specific geographies. They have leveraged their international network to provide us with niche knowledge of our market in specific countries, and have done so in a record time.”
Case Study:
GO Assistive Technology – Market Research for the Launch of a Prosthetic Lower Limb
GO Assistive Technology is on a mission to transform access to high‑quality prosthetic care. Spun out of Imperial College London, the company combines cutting‑edge academic research with inclusive design, frugal engineering and digital connectivity to create a new standard in prosthetic solutions that meet real‑world conditions.
SEHTA partnered with GO Assistive Technology to develop a structured go‑to‑market strategy for the launch of their lower‑limb prosthesis. The project focused on regulatory compliance, barriers to entry, customer discovery, and mapping the patient journey and healthcare systems across the targeted launch markets: Egypt, Jordan, the wider Middle East region, and the UK.
Project Objective
Phase 1: Market Mapping & Customer Identification
SEHTA delivered a comprehensive Go‑to‑Market Report that mapped the prosthetics landscape in each target geography. This included:
- Reimbursement pathways
- Healthcare system structures
- Private insurance considerations
- Identification of the most appropriate customer segments (clinics, public hospitals, NGOs, private sector) for each country
Phase 2: Regulatory & Market Entry Strategy
SEHTA’s Middle East Regulatory Partner, Meras Consulting, supported GO Assistive Technology by identifying regulatory, legal and import/export requirements specific to the target countries. This phase produced:
- A clear, actionable plan to overcome regulatory and market‑entry hurdles
- A defined marketing and sales strategy
- A pricing strategy tailored to each geography
Project Outcome
SEHTA delivered a combined Go‑to‑Market Report and Regulatory Report, outlining the countries with the strongest need and most viable pathways for GO Assistive Technology to validate and launch their prosthetic lower‑limb solution.
Testimonial Quote: Ana Gomes, Founder & CEO, mPixl
"Working with SEHTA provided independent, evidence-based validation of the unmet need mPixl is addressing, mitigating potential bias in our assessment. It also confirmed the scale and cost of the problem for the NHS and other healthcare systems, and helped quantify the impact of mPixl’s solution for patients and the wider system."
Case Study:
mPixl: Strengthening the Evidence Base for AI‑Driven Cancer Imaging
mPixl is an early‑stage, pre‑seed UK startup developing AI tools solutions to transform cancer imaging. Their first product is an algorithm that automatically detects bone metastases from routine CT scans — independent of scanner manufacturer or scanning protocol. To support their commercial strategy and accelerate adoption, mPixl needed a robust and independent evidence base demonstrating the clinical and economic value of their technology.
SEHTA partnered with mPixl to deliver a structured, evidence‑driven project designed to clarify their value proposition, quantify the burden of metastatic bone cancer, and identify the strongest health‑economic arguments for future cost‑benefit modelling.
Project Objective:
Phase 1: Defining mPixl’s Value Proposition
SEHTA began with an expert‑led value proposition mapping exercise, building on mPixl’s early customer discovery work. This process enabled the team to:
- Identify and segment mPixl’s key customer groups, including patients and healthcare professionals.
- Understand the limitations of the current care pathway and the specific unmet needs that persist.
- Map these needs directly to the benefits and features of mPixl’s AI solution.
The outcome was a clear, evidence‑aligned value proposition articulating how mPixl’s product addresses real clinical challenges and delivers meaningful improvements in detection, workflow efficiency, and patient outcomes.
Phase 2: Literature Review and Argument Shortlisting
SEHTA’s literature evidence advisors conducted a comprehensive review of published research to quantify:
- The clinical and financial burden of metastatic bone cancer.
- The impact on patient outcomes and quality of life.
- NHS clinical pathways and international cost data where available.
This phase produced an evidence‑based shortlist of health‑economic arguments that mPixl can used as a foundation for detailed cost‑benefit analyses across multiple geographies.
Phase 3: Argument Construction and Iteration
Through collaborative workshops and targeted additional research, SEHTA and mPixl refined, prioritised, and expanded the shortlisted arguments. This iterative process ensured that each argument was:
- Clinically sound and relevant
- Economically credible
- Aligned with real‑world decision‑making needs of healthcare systems
Project Outcome
SEHTA delivered a comprehensive Value Proposition and Literature Review Report, outlining the most efficient and effective pathways for mPixl to validate their AI solution. The report equips mPixl with:
- A strengthened, evidence‑driven value proposition
- A clear articulation of unmet needs and pathway gaps
- A robust set of health‑economic arguments ready for further modelling
- A strategic foundation for investor discussions, pilot design, and market access planning
Testimonial Quote: Orion Dai Yuhui, Co-Founder & CEO, Omnilabs Research
“SEHTA has been very professional throughout the entire project and provided us with the clarity and support needed to carry out the next steps of our project.”
Case Study:
Validation of Omnihuman MVP pre-commercialisation with stroke survivors and clinicians
The technology developed by Omnilabs is a medical device that provides personalized and affordable tele-rehabilitation for stroke survivors. To increase their adherence to upper-limb rehabilitation exercises, their innovation combines music therapy with mixed reality (between virtual reality and augmented reality) and assistive robotics.
These mechanisms have been tested and clinically proven to be efficient in increasing patients’ motivation to exercise and optimizing their speed of recovery. Exercises are generated combining the user's music taste and the exercises recommended by clinicians and their assistive glove provides tactile feedback, restoring finger sensitivity while capturing rehabilitation data via embedded sensors.
This portable, lightweight solution enables deployment across the entire rehabilitation journey, improving accessibility and reducing costs. On the clinicians' side, their digital dashboard allows them to easily track their patients’ improvements, getting access to real-time data such as over-compensation or motor-skill levels, from in-patient to out-patient set-ups.
Project Objective:
The activity carried out was to evaluate the impact of Omnihuman MVP product and consequently create a go-to-market strategy with a deep understanding of the healthcare system and regulations.
Omnilabs Digital Telerehabilitation for Stroke using Music, XR and Sensor-Based Neurotechnology RTO Report
SEHTA delivered a full report on Omnihuman MVP providing Omnilabs Research with a clear Go-to-Market Strategy. The report drilled down the clinical need, Stroke Rehabilitation Pathways and Guidance, including clinical trials guidance.
The project activity provided user research and strategic insight to help Omnilabs better understand final users and customers, test their product, and strengthen their value proposition in preparation for future product development and clinical trials.
Understanding the historical status quo, guidelines and current methodology for rehabilitation are some ways in which to position products and service development in the market, whilst deepening the understanding of elements of feasibility. Baseline therapy knowledge provides solid and tangible guard rails for future product development and underpins the likelihood of success and marketability.
Testimonial Quote: Nicola Murgatroyd, Founder & CEO, Myra
"Working with SEHTA gave us real clarity at a critical stage. The gap analysis showed us exactly what we needed to do, and just as importantly, what we didn’t - while the health economics work gave us confidence in how to explain our value credibly. Together, this strengthened our sales and NHS conversations, supported our equity funding round, and helped us move forward with much greater certainty about our next steps."
Case Study:
Myra, From NHS Readiness to Confident Value Demonstration
Myra, developed by Kuradocs Ltd, is a UK digital health app supporting older adults and their carers through hospital discharge and post-acute care. The app centralises critical non-personalised information such as medication, transport, follow-up care, and local support services, reducing stress and supporting safer transitions from hospital to home. Initial deployment has focused on Hampshire, with ambitions to scale nationally across NHS and adult social care settings.
This project supported Myra at a pivotal point: preparing for NHS engagement while building the confidence and evidence needed to progress commercial discussions, partnerships, and funding in a challenging adoption environment.
The key outcomes of the project were to prepare Myra for credible NHS entry and scale by combining:
- A structured gap analysis and NHS readiness roadmap to clarify compliance, evidence, and procurement priorities
- A pragmatic health economics and ROI framework to demonstrate value clearly and credibly to NHS, partners, and investors
The emphasis was on enabling better decisions, reducing wasted effort, increasing confidence in external conversations, and creating momentum through clear next steps.
Work Package 1: Gap Analysis and NHS Readiness
The gap analysis assessed Myra’s current position against NHS expectations, including Digital Technology Assessment Criteria (DTAC), evidence requirements, and procurement routes.
This work clarified what needed to be done and in what order, helping the team prioritise actions and avoid low-value or premature activity. The roadmap distinguished must-have requirements from later-stage considerations, reducing uncertainty and supporting faster, better-informed decisions.
It also strengthened confidence in stakeholder engagement by providing the right language and structure for NHS conversations, while consolidating fragmented compliance information into a clearer, more manageable plan. This reduced perceived adoption risk and allowed the team to focus limited time and resources where they would have the greatest impact.
The gap analysis helped Myra prioritise what’s essential versus what’s “nice to have”, so they could focus efforts on the steps that actually move us towards NHS adoption.
Work Package 2: Health Economics and ROI Calculator
In parallel, the health economics work translated Myra’s anticipated benefits into a practical ROI framework designed for real-world decision-making.
This work clarified why the product matters by enabling the team to articulate value in quantified, credible terms rather than narrative claims alone. The ROI tool allows variable, site-specific inputs, helping address scepticism and tailor conversations to different NHS contexts.
The outputs fed directly into hospital discussions and outcome documentation, strengthening commercial and NHS engagement. Nicola highlighted that the health economics evidence increased investor confidence and supported funding discussions, while the wider team described using the data to engage more confidently with hospitals and partners.
Rather than a static model, the ROI calculator functioned as a decision aid, supporting sales conversations, reducing uncertainty, and reinforcing confidence in where to focus scaling efforts across NHS and adult social care.
SEHTA was able to input variable data and show objective values, which has really helped Myra when speaking to sceptical hospital stakeholders — it gives credibility to the conversation.
Testimonial Quote: Tariq Osman, COO, PostopQRS Ltd
"Good administration, helpful and willing to fix problems or issues as they arose. SEHTA Team understood the brief well and are a good team of insightful experts"
Case Study:
PostopQRS™ is a small company which focusses on assessing recovery after elective surgery. It had its origins in support with substantial Educational Grants from a major health care multinational who wished to improve outcomes following surgery and anaesthesia. The work has been in over 35 peer reviewed publications and was then spun out of City, University of London.
The aim of this project was to create a NHS Readiness Plan for PostopQRS™ to focus on refining the PostopQRS™ platform's market strategy by ensuring both compliance with relevant NHS standards and the establishment of a robust, evidence-based pricing and value demonstration model in order to (1) identify potential licensing partners / collaborations and (2) support value-centric business development. The dual approach included aligning product development with the Digital Technology Assessment Criteria (DTAC) for necessary compliance and leveraging a value-based pricing strategy to accurately communicate the platform's economic value to stakeholders. By addressing compliance and market entry strategies concurrently, the project aims to streamline NHS adoption and increase market competitiveness.
SEHTA completed a Compliance Review, delivered a customisable return on investment tool report and created a final NHS Readiness Plan, as part of the main deliverables in our Innovate UK Catapult RTO funding.
The key outcomes of the project were to:
- Conduct a compliance review ensuring the platform meets DTAC and NHS standards, providing a roadmap for modifications if necessary.
- Deliver a customisable return on investment tool, which included a value-based pricing assessment, enabling PostopQRS™ to provide bespoke business cases which could be tailored to the specifics of local service provision, breaking down the platform's financial and non-financial benefits to develop a price point that is compelling for NHS commissioners and investors.
- All of the above services will include identifying technology partners and providing recommendations for seamless integration and market navigation. They will seek to support the completion of the NHS Innovation service proforma.
The SEHTA Team provided PostopQRS ™ with a NHS Readiness plan that map’s out the most efficient and effective ways to reach priority markets, to secure the next stage of funding.
Testimonial Quote: Dr Ezra Carlson, CEO & Founder
"SEHTA led our RTO project, very efficiently, with high-quality outputs and dealt with us in a professional manner. SEHTA makes it so easy to work with them”
Case Study:
The aim of this project was to evaluate the current diabetes testing pathway within the NHS to identify where Nano-Nose can deliver measurable efficiencies and cost savings through earlier, non-invasive detection. These insights are critical to shaping their next-stage go-to-market strategy and to de-risking their commercialisation pathway by ensuring alignment with NHS workflows and procurement drivers.
This step removes a key barrier to adoption—insufficient understanding of how our technology fits within real-world NHS settings—enabling Nano-Nose to generate the evidence base required for both health economic validation and regulatory traction.
SEHTA completed a Blood Glucose Pathway & Impact Report as part of the main deliverable in our Innovate UK Catapult RTO funding.
The key outcomes of the project were to:
- Compile all its research to create an Blood Glucose Pathway & Impact Report that determines and enables Nano-Nose to evaluate the current diabetes testing pathway within the NHS to identify where Nano-Nose can deliver measurable efficiencies and cost savings through earlier, non-invasive detection.
- Identify the Steps in each pathway that would benefit from the inclusion of a breath test to determine blood glucose levels rather than a blood draw
- Quantify the Impact of providing a breath test rather than a blood draw utilising an appropriate health economic type analysis
- Aggregate the findings to provide an Impact Map to provide guidance and relevance for the development and adoption of the nano-nose approach
The SEHTA Team provided Nano-Nose with a plan that map’s out the most efficient and effective ways to reach priority markets, to secure the next stage of funding.
Testimonial Quote: Amber Vodegel, CEO, 28X:
“SEHTA’s Innovate UK RTO service was instrumental in helping us refine our innovation and connect with the right technical partners. Their support made a real difference in navigating NHS priorities and preparing for funding. Highly recommended for any health tech start-up”.
Case Study:
28X is an innovative digital venture committed to transforming menstrual health education and management through technology. Their main business activity revolves around the development and deployment of the 28X Period App, a pioneering, privacy-safe, and completely free-to-use mobile application designed to democratise access to essential menstrual health knowledge.
Designed with a global audience in mind, the app provides culturally sensitive, age-appropriate information and employs state-of-the-art on-device AI algorithms to ensure a personalised user experience without compromising data security. Unlike existing solutions in the market, which often feature hefty subscription fees or raise significant privacy concerns, 28X emphasises inclusivity, accessibility, and environmental sustainability.
By offering personalised menstrual health education and advocating for awareness of sustainable menstrual products, 28X seeks to address the critical gap in menstrual health literacy and empower women and girls worldwide. Leveraged by a seasoned team with a successful track record in digital health platforms, 28X is working to become a leading global source for menstrual health education, delivering measurable impacts on public health, gender equality, and environmental sustainability.
SEHTA completed a Market Access Report as part of the main deliverable in our Innovate UK Catapult RTO funding with 28X.
The key outcomes of the project were to provide 28X with:
- Gap Analysis and Compliance Review, which included identifying areas for compliance with ISO 82304-2, ORCHA baseline review and NHS-DTAC.
- Created an Assurance Roadmap outlining necessary steps for achieving compliance with relevant standards and frameworks.
- Formulated a strategic product development plan, detailing steps and requirements for developing a secure, effective and user-friendly app.
The SEHTA Team provided 28X with in-depth knowledge of the MedTech sector while utilising key information and knowledge gathered through SEHTA’s extensive network.
Commercialisation/Market Understanding Projects
Testimonial Quote: Peter Mountney, CEO of Odin Vision
The SEHTA team helped to produce work that answered several key questions we had regarding the Market Understanding, Value Proposition and Market Access elements of the business. Understanding the current care pathways that are used in bowel cancer screening and how Odin Vision would be implemented into current practice in a cost-effective way was key to the success of the project.
Case Study:
The Odin product is a sophisticated AI system that aids endoscopists in the detection of polyps, and separately the diagnosis of detected polyps during colonoscopy procedures for the earlier detection of bowel cancer.
Utilising our Market Understanding work in this project, value propositions were developed for the researched primary customer markets which consider factors such as:
- Benefits based on accuracy (sensitivity and specificity)
- Improvements in the effectiveness of bowel cancer services resulting in reductions in surgical intervention and cancer.
- Improvements in quality of life of patients through earlier detection of cancer and intervention
Two essential value determination-based analyses have been completed on Odin’s product using:
- An Osterwalder and Pigneur Value Proposition (VP) canvas
- A Health Economic Model (specifically a Budget Impact Model) for the UK (which also provides information on viable product pricing models)
The VP analysis reveals details of the ideal Customer Profile, and is viewed from an institutional, facility, and individual practitioner perspective.
This provides a clear statement about customer Needs, Wants and Fears.
From a product perspective, the Value Map is deduced, based on an understanding of the product’s Features, associated Benefits, and the Experience of using the technology.
From the Customer Profile and product Value Map, the degree of association can be derived, which informs how well the Value Proposition is likely to succeed based on the planned and actual functionality described.
The Budget Impact Model, based on a modified NICE model, and made into the form of an Excel tool, utilises the fully aggregated patient and clinical pathway from entry via the patient screening initiatives (BCSP) and symptomatic populations to treatment for colorectal cancer (CRC).
All populations, interventions, and associated costs have been captured, and UK-sourced references used and cited within the BIA analysis itself.
The model has been constructed to provide analyses to the point at which the outcome is cost-neutral. A two-way deterministic analysis gives a measure of sensitivity based on accuracy and price per procedure.
The model has been formulated with a separate budget impact calculator that can be used as a Point of Sale (PoS) tool, with data from the target facility or institution entered and then the budget impact for that customer determined for use in a discussion about the value of the CADDIE approach.
Testimonial Quote: Dr Steve Harris, Lead of the HYLODE Team
SEHTA’s support and work on the Development of Value Proposition and UK Market Access has helped with the early-stage commercialisation that is vital for the HYLODE project that was previously focussed on the clinical need. The SEHTA team were lovely to work with, generous with their time and thoughtful with our academic group who were new to this subject area.
Case Study:
A common problem for several hospital wards is the management of bed occupancy in an ICU setting (which is arguably the most complex setting in a hospital).
A large proportion of patients coming into the ICU setting come from a number of different departments that include the Emergency Department and patients with surgical complications.
The benefits of HYLODE include:
- A dashboard that highlights key metrics that aid the management of beds in specific wards (i.e., ICU) – number of empty/available beds, number of bed that have patients that don’t necessarily need them, how many staff are available and number of patients.
- Bringing key decisions forward by a few hours
The key outcomes of HYLODE are:
- Time savings
- Cost savings
- Information available straight away and clearly presented
SEHTA produced research reports that helped the HYLODE team to clearly understand the value of the product to the multiple customers and build a Value Proposition for the technology.
Most importantly, the Value Proposition helped the HYLODE team to identify gaps in the current market (in addition to the ICU setting) which revealed new potential commercial opportunities.
SEHTA also built a clear Go-To-Market Plan that describes a commercialisation strategy which outlined and prioritised the following elements:
- Identification of which customers have the highest need for the product and the best way to approach them by describing the routes to market
- Commercial barriers
- Current relevant procurement requirements, options and NHS frameworks
- Potential partners
- Different routes to markets e.g., licensing, distribution agreements and direct sales
A key outcome of the project was the delivery of key answers to early-stage commercialisation questions that are vital to the continuation of the project and its funding requirements.
Trade and Investment Agencies
Testimonial Quote: Oscar Martí, Director, ACCIÓ - Catalonia Trade & Investment London
“The partnership between ACCIÓ and SEHTA has been essential in our mission to support health technology SMEs from Catalonia in penetrating the UK healthcare market. Through this collaboration, SEHTA has provided invaluable mentorship to numerous Catalan companies, unlocking market opportunities in the digital health and medical technologies space. Their facilitation and support have not only led to remarkable achievements such as securing funding grants and expanding operations into the UK market but have also forged crucial connections with key players in the ecosystem”.
Case Study:
SEHTA have been working with ACCIO/Catalonia Trade & Investment to support health technology SMEs from the Catalonia region of Spain since 2021.
Since 2021, SEHTA has mentored 35 Catalonian SMEs on how to access the UK Healthcare Market. The 1-1 sessions with the Catalonian SMEs focussed on the health technology landscape, validation of the company products/services and the development of a pragmatic road-to-market strategy specific to each company.
These facilitated sessions gave SEHTA the platform to inform and advise on key questions that the companies had regarding their opportunity in the UK market.
From these cohort of companies, SEHTA supported:
- Top Doctors UK Ltd in writing and winning a UK funding grant as part of the Small Business Research Initiative (SBRI) competition which was jointly funded by the Department of Work and Pension (DWP) and the Department of Health and Social Care (DHSC) on a project that focussed on increasing access to and capacity in Occupational Health.
- Doole Health to conduct further in-depth analysis on the UK Market and UK Market Access Strategy to accelerate adoption and scale-up of their technology. Specific details on the UK procurement processes, compliance to standards, pricing and business models were explored.
- We have also introduced LuraCare to our investor group, as part of our H-TECH Invest programme, where they presented their pitch deck to the investors, with a view to gaining investment and in 2022 we supported LuraCare with a UK market analysis report, which helped them decide to expand into the UK.
