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Evaluation Models – Your Shortcut to Better Sales in the Healthcare System

For many companies, dialogue and sales to the health sector are a long, tough slog. Often the dialogue comes to a dead end – with no signature on the order form. Evidence-based proof of the fact that your product or solution works and has the desired effect increase your chances for success.

Welfare Tech constantly focuses on a variety of current topics via webinars, in which speakers and participants enter into discussions and exchange knowledge. We call this ‘Welfare Tech Academy’. A recent webinar cast spotlight on how evaluation models can create a shortcut to better sales to the health sector. 

One of the leading Danish experts in the field, Kristian Kidholm, Head of Research at Centre for Innovative Medical Technology (CIMT), OUH Odense University Hospital, took part in the development of the European evaluation model MAST - Model for Assessment of Telemedicine. The model is currently used in more than 30 studies of telemedicine and health technology in more than 20 regions in Europe. Together with MTE (Medical Technologies Evaluation) MAST guarantees companies evidence-based documentation of their product or solution, and thereby provide a shortcut to sales in the healthcare sector.

- Creating evidence is something we’re good at in Denmark. And we know that cooperation between companies and the public sector – across sectors – is a necessity. By the end of the day, it’s about making processes shorter so that new technologies can improve the lives of patients and citizens. In the case of companies, it’s about quickly identifying whether a product is sustainable and has a place on the market, says Kristian Kidholm, who was the key speaker in the webinar.

What significance do evaluation models have in your sales process?

When decision-makers in the healthcare system purchase new technology, they do not do it on a hunch or in the BELIEF that it works. They require evidence, and it is precisely what evidence-based documentation via MAST provides. The documentation is delivered in three steps:

The first step is an assessment, in which the supplier identifies whether the technology is sufficiently matured, whether it has been tested, and what the legal and economic conditions for the solution are. 

The second step is an impact measurement of seven domains, which identify all the benefits of the technology:

  1. Health issues and characteristics of the technology: What health issue does the solution address? How major is the issue, what current provisions are available, and why do you think this technology can tackle this health issue?
  2. Patient safety: Does the technology perform in a satisfactory manner and is it safe for patients and staff?
  3. Clinical effect: The effect on patients’ health and illness. Does it reduce mortality? Does it enhance quality of life in health terms? What is the behavioural outcome and the effect on the consumption of health services?
  4. Patients’ perspective/experience: What perception do patients and relatives have of the technology and service? Are they satisfied, and do they accept the solution? Do they understand the information they receive? Can they use the solution properly?
  5. Financial aspects: What are the health/financial consequences (costs v. effect) and what is the business case (cost versus revenue)?
  6. Organisational aspects: Does the current organisation of the treatment need to be changed? Would implementation of the solution lead to changes in the organisation and between organisations (process, structure, culture and management)? What do the staff think about the changes?
  7. Socio-cultural, ethical and legal aspects: Does it affect opportunities for equal access to the treatment? Does it alter the doctor-patient relationship? Does it change a patient’s view of his/her illness and personal role?

The third, and final step involves consideration of the results’ generalizability and scalability. Do the results only apply to a very narrow market segment or can the solution be upscaled and used for other patient groups? Can it be exported to other countries?

- When companies contact CIMT for help to use MAST or MTE, they often ask us whether there is some sort of formula they can use. But it depends on several different factors: the product, for example. How expensive is it? What benefits are there for patients? And what about the patients’ health? So no, unfortunately there is no set formula. But we identify the effects in a number of overall areas: safety, clinical efficacy, patient experience, finances, organisation and legal issues, says Kristian Kidholm.

Watch the webinar or watch it again here (Danish only)


Kristian Kidholm

Chief Consultant

OUH + Center for Innovativ Medicinsk Teknologi


T: +45 3058 6477

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Søren Møller Parmar-Sielemann

Senior Consultant

Welfare Tech

Project management, Innovation partnerships, Health Innovation

T: +45 2932 7470


Supported by

Welfare Tech is​ co-financed by the Danish Ministry of Higher Education and Science and The European Regional Development Fund.

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