Publications
Publications
- September 2023
- HBS Case Collection
Healthy.io: The Negotiation for the Medical Selfie
By: Amit Goldenberg and Kumba Sennaar
Abstract
Healthy.io, an Israeli digital health company, prepares to enter the U.S. market with its chronic kidney disease test. A product safety approval is delayed, putting the company’s cash runway at risk. How should the CEO negotiate his offer to insurance companies ahead of product approval and what type of contractual agreement would be mutually beneficial?
Keywords
Negotiation; Entrepreneurship; Venture Capital; Operations; Business Startups; Market Entry and Exit; Health Industry; Israel; United Kingdom; United States
Citation
Goldenberg, Amit, and Kumba Sennaar. "Healthy.io: The Negotiation for the Medical Selfie." Harvard Business School Case 924-001, September 2023.