As a health economics advisory, Zeumed bridges the gap between startups in digital health, medtech, and wearables and the complex world of payer requirements, helping them navigate pricing and reimbursement strategies.
We spoke with CEO Fiona Kiernan to gain deeper insights into their unique approach. Read the interview below.
Can you tell us about Zeumed and what makes it different?
Zeumed is a health economics advisory company specializing in pricing and reimbursement strategy. We work with startups, investors, insurers, and government payers to ensure that new technologies are positioned for both commercial success and payer acceptance from the outset.
Pricing in healthcare isn’t just a financial decision—it’s about aligning innovation with how healthcare systems assess and fund new treatments and technologies. My background as both a doctor and an economist allows me to bridge clinical, economic, and policy perspectives, helping companies define and communicate value in a way that resonates with all stakeholders—from payers to providers to investors.
Why did Zeumed join Medical Valley EMN e. V.?
Medical Valley brings together some of the most innovative companies in health tech and life sciences, creating an ecosystem where we can connect with startups earlier in their journey. This allows us to help them align their pricing strategy with payer expectations before they run into roadblocks.
We also see this as an opportunity to share insights, collaborate with industry partners, and contribute to the broader discussion on making healthcare innovation sustainable and accessible—not just in Germany, but across Europe.
What are the biggest pricing challenges health startups face?
One of the biggest challenges is that startups often think about pricing too late—after clinical trials, regulatory approvals, or even product launch. By that stage, critical economic decisions have already been made, and trying to retrofit a pricing strategy can be difficult.
Another common issue is confusion between health technology assessment (HTA) and pricing. Many startups assume that if their product demonstrates cost-effectiveness, it will naturally lead to a viable price. But pricing is not just about meeting an HTA threshold—it’s also about market positioning, competitiveness, and a payer’s willingness to pay.
What should startups do early on to set themselves up for pricing and reimbursement success?
Startups that succeed in pricing and reimbursement don’t just react to payer requirements or changes in reimbursement policies—they plan for them from day one. Pricing isn’t just a final step in commercialization; it’s a strategic decision that should shape product development.
Early on, before clinical trials, startups should engage with payers and reimbursement experts to understand what data payers need early. Engaging early helps shape trial design to include economic outcomes that will strengthen the pricing case.
They should define the value proposition from multiple perspectives. What a clinician values (clinical effectiveness) is not always what a payer values (cost savings, efficiency, or avoiding complications).
They also need to Identify the right pricing model. For example should the product be priced as fee-for-service, bundled payments, or a subscription model? Pricing strategy should align with how healthcare providers and insurers already pay for similar technologies—or be backed by strong arguments for a new model, including performance-based payments.
We also advise mapping out global reimbursement pathways early. A technology priced for one country’s funding system may need adjustments elsewhere. Startups often focus on Germany or Europe, where public payers dominate. But Asia is a growing market for digital health, and understanding differences in reimbursement models can help prevent costly market access delays.
How do you deliver your services?
We work in several ways, depending on the stage and needs of the startup. While we do have long-term partnerships, these are typically with incubators, accelerators, or investor groups.
For startups, our support is usually short-term or medium-term. Some companies need a one-off review of their pricing and reimbursement strategy, while others require ongoing support to refine their approach as they collect more data. We also offer workshops for groups of startups at a similar stage, helping them understand payer expectations and avoid common pitfalls.
