The market access of innovation in health care: insights from EC-funded research

Purpose This study aims to offer novel insights on how industrial marketing might contribute bringing innovations market in the peculiar case of health care. at shedding first light alignment between dissemination and exploitation activities developed by public–private partnerships funded European Commission (EC). Design/methodology/approach The theoretical development comes from an inductive research design based 42-month pan-European H2020 project NESTORE aimed developing integrated portfolio for healthy aging citizens. Findings advances theory practice care conceptualizing actionable method align within EC-funded projects, facilitating that will go market. is composed five phases. First, external analysis define opportunities users’/stakeholders’ needs. Second, internal identify most promising exploitable outputs. Third, scenarios crystallization suitable (business models) bring selected outputs Fourth, through identification involvement relevant stakeholders. Fifth, scenario refinement business plan. Originality/value because many projects still fail move labs market, thus limiting benefits citizens competitiveness Europe with respect USA China. Although this relevance, past studies overlooked context innovation privileging pharmaceutical biomedical companies. advance