Case interview
Case interview
In 2021, the Dutch start-up company, SyncVR Medical, established a Nordic headquarter in Denmark. Do expectations meet the reality? COO and Cofounder, Robbert Brouwer, shares his experiences with setting up a business in Denmark in the medtech and digital health space.
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We are super impressed by the innovative climate. I really see Denmark as a very innovative country. All physicians and nurses that we have worked with have an innovative mindset and are very open-minded. Even in times of COVID-19-lockdown, when we did the initial out-reach to the hospitals by phone in English; they were very open and eager to know more - even from a foreign company. Normally, you need local presence to get into a dialogue.
Also, they accept bumps on the road, which are inevitable when you work with technology in big complex organizations as hospitals. Together, we find solutions and prove how technology makes a difference in healthcare. In many other countries, we do not meet the same openness in hospitals; often they are internal orientated.
"We did a marked analysis of the different countries in Europe, and Denmark ranked high on e-health adoption. Additionally, Denmark has many similarities with the Netherlands, which makes it easier to enter a new market. Thirdly, there were several ongoing VR-projects in Denmark, but at the time being no VR-company only focusing on healthcare present in the Danish market."
"In 2025, we want to be active in the whole of Europe and keep on growing into new markets and with new technologies. Right now, we are also entering Sweden and Norway, but Copenhagen will still be our central hub for Scandinavia. This is where we do our main innovation, and this is where we find the biggest concentration of healthcare and companies. The synergies are quite good."
SyncVR Medical wants to improve healthcare with extended reality (VR + AR) and has developed the largest health XR platform in Europe with 30+ XR apps in its XR App Store. Currently, 200+ healthcare organizations in 6 countries (Netherlands, Germany, Denmark, Belgium, United Kingdom, Sweden) are now using SyncVR’s Medical Platform to make a positive impact in healthcare with XR. The SyncVR Medical platform helps to implement XR throughout the entire healthcare organization: from hardware, software and workshops to agreements with supporting services and a hygiene protocol. SyncVR already works together with 15+ Danish hospitals and has 8+ research projects ongoing with Danish hospital departments to create more evidence within the field of XR.
The Danish life science industry (pharma, biotech and medtech) now accounts for more than 20pct of Denmark’s domestic exports and for one third of all research and development investments in in Denmark (EM 2021). Denmark thus holds a fifth place on a global ranking in terms of life science exports per capita in 2021 Medicon Valley Alliance.
Besides being strong in life science, Denmark is number one in the world in development and application of tech (IMD 2022) and has a tech-savvy population and a truly digital society with 95pct of all Danes being online. No wonder, Denmark is one of the most digitized societies in Europe (DESI 2022)
The Danish healthcare system is a universal coverage system providing free and equal access to healthcare for all Danish citizens, financed via taxes. As most of the rest of the Danish society, the Danish healthcare system is also fully digitized. E.g. all Danish citizens have access to their own lab results, medical record, hospital-EHR, prescription renewal, and video consultation via Sundhed.dk and their GP-appointments and active referrals via Mydoctor. Last, but not least, Denmark has longitudinal, linkable data from centralized health databases, biobanks and registers from the entire Danish population.
We provide free-of-charge confidential and tailor-made solutions for foreign companies looking to set up a new business in Denmark or expand an existing one. Please contact one of our experts here:
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