You've got to come hear Elizabeth Brooks and Nic Anderson at 10x this year, Ikennah. Email me for details.

Ikennah- I think it would be great if you could come to 10x this next year. It's a fantastic meeting and you'll not only get some additional information from Beth and myself but will be able to meet some people who could use your help in understanding the goings-on in Canada. If you can make it, it would be great to meet up there! Best Regards. Nic.

...I hit "post" too soon. It ultimately comes down to evidence and price. Payers are interested in reimbursing for technologies that improve outcomes at an appropriate price. If the manufacturer makes a great technology but charges as much as what they were providing to the payer then what incentive does the payer have to go through the hassle of covering the product? Don't consume all the financial benefit you're providing to the payer by charging too much. Do as many studies as you can afford that illustrate clinical utility (not clinical validity) and you're well on your way to coverage.