Enter and scale in EMEA growth markets, with the right partners.
Praxxis Health is an independent advisory for healthcare AI and medtech manufacturers and vendors. We help you choose markets, select and manage local partners, and get ready for registration and tenders across the Middle East, Africa, Turkey, Central Asia and Eastern Europe.
Operating hubs: New York · Dubai · Paris
Good technology is not a route to market
Manufacturers and AI vendors that succeed in EMEA growth markets treat partners, rules and buyers as part of the product.
The partner is the market
In many of these countries a local distributor registers and imports the product, bids in tenders, holds stock, installs, services and trains. Choosing that partner is the most consequential decision of market entry, and the hardest to reverse.
Each country has its own rules
Registration and import requirements, data-protection law and public procurement rules differ country by country, including for products already CE-marked or FDA-cleared. Plans built for one market rarely transfer unchanged.
Compliance travels with you
Anti-bribery expectations follow the manufacturer into every market. Regulators and industry codes expect risk-based due diligence and ongoing monitoring of distributors and agents.
On third-party due diligence, see the U.S. Department of Justice Evaluation of Corporate Compliance Programs (September 2024) and the MedTech Europe Code, Chapter 10.
Channel Partner House of Quality
A structured way to compare local distributor candidates: nine deal-breaker checks, 18 key questions across seven weighted dimensions, and a side-by-side result with tiers and top gaps. It runs in your browser and nothing is sent anywhere.
Priority markets
Our priority countries sit within a wider scope covering the Middle East, Africa, Central Asia and Eastern Europe. We operate from hubs in New York, Dubai and Paris.
From market choice to partner performance
Market entry
Market prioritisation, route-to-market design and a practical entry plan: which countries first, which buyers, which partner model, and in what order.
Distributor selection & evaluation sprint
A structured search and comparison of local partners using the Channel Partner House of Quality: deal-breaker checks, evidence requests, interviews, reference calls and a decision memo.
Regulatory & tender readiness
Mapping the registration path and local representation needs, preparing for public and private tenders, and putting the controls in place that tender conduct requires.
Partner performance management
Contract KPI schedules, quarterly business reviews, annual re-scoring and corrective-action plans, so problems surface early and partners are managed on evidence.
Diagnose. Select. Launch. Manage.
We bring the discipline of Six Sigma (define, measure, improve, control) to commercialization: clear baselines, explicit criteria, and decisions you can explain to your board and your compliance team.
Diagnose
We start with the market, not the product deck: buyers and budgets, the registration path, procurement routes and the partner landscape in each priority country.
Select
We shortlist and score local partners against the Channel Partner House of Quality, starting with the deal-breakers, and we score evidence rather than promises.
Launch
We prepare the registration and tender groundwork, agree a contract with a balanced KPI schedule, and set up onboarding, training and reporting.
Manage & scale
We run quarterly business reviews, re-score partners each year, act on gaps and use what we learn to sequence the next markets.
The Praxxis Health briefing
A weekly note on healthcare AI and medtech commercialization in EMEA growth markets. Issue #1 is planned for 9 December 2026.