New York City skyline at sunset featuring the Empire State Building
US market entry for UK health tech

Go To Market in the US

2516 Atlantic helps UK health tech leadership teams enter the US with a disciplined commercial strategy — defining the buyer, payment pathway, provider channel, regulatory implications, and pilot evidence required to earn adoption and withstand the diligence behind the next round.

Schedule a call → 30 minutes. No deck required.
Payer pathwaysProvider strategyRegulatory awarenessInvestor-credible pilots
The transatlantic gap
Two countries divided by a common language — and entirely different healthcare economics.

Clinical credibility in the UK does not automatically establish commercial credibility in the US. Investors, partners, and buyers will still ask: who pays, who adopts, what evidence changes the decision, and what happens after the pilot?

US healthcare separates the buyer, user, beneficiary, regulator, and payer—often across different organisations with competing incentives, budget cycles, and definitions of value.

2516 Atlantic converts that complexity into an executive market-entry thesis before you commit capital to US hiring, conferences, advisors, or a pilot that cannot support the next commercial decision.

01 / POSITIONING

Translate clinical value into a US commercial case.

Reframe the product around the priorities, economics, workflow pressures, and evidence standards of the specific US organisation expected to buy or sponsor it.

02 / PRIORITY

Select the entry point with the strongest right to win.

Define the first buyer, care setting, patient population, use case, and channel most likely to produce credible evidence and a repeatable commercial motion.

03 / EVIDENCE

Design the pilot around the decision it must unlock.

Establish the population, outcomes, economics, implementation burden, and conversion path needed to support expansion, procurement, and the next investor conversation.

The engagement

Establish the US entry thesis before committing the organisation.

I
Market and buyer architecture

Define the US problem, beneficiary, user, influencer, buyer, and budget owner — and where those roles diverge.

II
Payer and reimbursement pathways

Map plausible payment routes, evidence expectations, coding considerations, and where specialist reimbursement advice is needed.

III
Provider and partner channels

Prioritise the provider types, systems, partners, and intermediaries most likely to sponsor early adoption.

IV
Regulatory and operating awareness

Identify the FDA, privacy, data, contracting, and state-level questions that may shape the entry plan — without pretending strategy replaces counsel.

V
Investor-credible pilot design

Structure a pilot around a defined US population, measurable outcomes, economics, implementation burden, and a path to expansion.

Who it is for

Designed for companies approaching a consequential US decision.

Good fit

UK-based digital health, diagnostics, patient engagement, workflow, analytics, or care-delivery companies with product traction at home and a serious US funding or growth objective.

Especially timely

Your investors or board are asking for US proof; you are considering a US pilot; or you need to decide which buyer and channel to pursue before hiring locally.

Probably too early

You are still validating the core product, cannot define the clinical or operational outcome, or are seeking a generic US market-size report.

Not a substitute for

US legal counsel, FDA representation, reimbursement specialists, clinical research organisations, or a full outsourced sales team.

What collaborators value

Executive clarity without consulting theatre.

Mark has a rare ability to take a complicated market, identify what actually matters, and turn it into a plan a leadership team can use. He is thoughtful, direct, and exceptionally good at connecting strategy to execution.
Health technology executive · Toronto, Canada
He understood the commercial question behind the technical one. Mark challenged our assumptions without creating noise, and gave us a much clearer view of how to approach the US market credibly.
Digital health founder · Manchester, UK
Mark Henning, founder of 2516 Technologies and 2516 Atlantic
Why 2516 Atlantic

Experience inside the systems you need to enter.

Mark Henning is the founder of 2516 Technologies and 2516 Atlantic. He brings more than 15 years of executive, commercial, technical, and advisory experience across US healthcare, life sciences, defence, federal programmes, financial services, and emerging technology.

Over the course of his career, Mark has worked inside institutions that most outside advisors rarely access: the Pentagon’s budgeting environment, Department of the Navy programmes, pharmaceutical commercial organisations, regulated enterprise leadership teams, and investor networks spanning the United States, United Kingdom, and Canada.

His experience includes artificial intelligence, business intelligence, blockchain, financial auditing, economic forecasting, commercial analytics, and go-to-market execution. He has supported Department of Defense and Navy initiatives in Washington, helped expand indications and commercial performance for a billion-dollar oncology brand developed in Japan and launched across the United States and Canada, advised a Canadian health startup on specialty and preventive-care market entry, and led a multi-city US roadshow training more than 200 oncology sales representatives on an AI-enabled analytics platform he designed and built.

That combination gives Mark a practical understanding of how complex organisations evaluate risk, allocate capital, select partners, approve new initiatives, and decide whether a new entrant is credible. Through 2516 Atlantic, he translates that institutional knowledge into a clear US market-entry thesis, a focused evidence strategy, and an executive case designed to withstand investor, payer, provider, regulatory, and procurement scrutiny.

US oncology commercial leadership

Former Associate Director of Commercial Data & Analytics at Taiho Oncology, supporting the US and Canadian commercialisation of oncology brands through CRM strategy, targeting, forecasting, performance analytics, field enablement, and executive decision support. Mark also led a multi-city US training roadshow for more than 200 oncology sales representatives, introducing an AI-enabled analytics and reporting platform he designed to improve field visibility and commercial execution.

Ten years in US federal and healthcare consulting

More than a decade advising and delivering technology, analytics, governance, audit, forecasting, commercial, and operating initiatives across US healthcare, life sciences, defence, financial services, and federal programmes. His work has included AI, business intelligence, blockchain, financial auditing, and forecasting for the Department of Defense and Department of the Navy within the Pentagon and broader federal environment.

Cross-border healthcare and market-entry strategy

Advised a Canadian health startup on its go-to-market approach for specialty and preventive-care services, including market positioning, service structure, and the commercial realities of entering a complex healthcare market. Earlier in his career, Mark worked with the World Travel & Tourism Council in London on international economic-impact research, market development, and executive-facing analysis across European and Middle Eastern markets.

UK and international market grounding

Executive education at London Metropolitan University established an early foundation in cross-border markets, economic development, and institutional decision-making. Mark also delivered economic-impact studies for developing nations to European Union clients, building experience in translating complex economic analysis into practical recommendations for senior stakeholders.

Venture capital perspective and access

Mark holds venture capital and private equity executive education from Columbia Business School and maintains an active network of investors, founders, and operators. Combined with his master’s degree in Applied Economics from Johns Hopkins University, this perspective allows 2516 Atlantic to structure US market-entry plans around the evidence, milestones, economics, and commercial logic investors expect before supporting the next round.

Founder and operator experience

Mark founded and scaled 2516 Technologies, an AI and decision-intelligence professional services firm serving regulated US markets. That operating experience means he approaches market entry not only as an advisor, but as a founder who understands the pressure to build credibility, create traction, allocate limited capital, and produce a plan that can survive both commercial reality and investor diligence.

Military and federal leadership

US Army veteran and former combat medic who served in Afghanistan in 2013, followed by work inside Department of Defense budgeting and Department of the Navy audit and supply-chain environments. That experience shaped a disciplined approach to risk, accountability, execution, and decision-making under pressure.

What UK founders bring

Clinical credibility, product discipline, and evidence developed within an integrated health system.

Those strengths matter in the US — but they must be translated into the incentives, language, and buying logic of a fragmented commercial market.

What the US demands

A defined economic buyer, a viable payment pathway, and evidence tied to adoption.

The goal is not to “Americanise” your story. It is to make the commercial and operating case understandable to the people who must say yes.

The first conversation

No deck required. Bring the decision that must be made.

01
Where are you now?

Product, evidence, UK traction, funding stage, and what has triggered the US conversation.

02
What must US traction prove?

Which investor, board, commercial, or strategic decision depends on it.

03
Where is the first credible path?

A candid initial view of the likely buyer, channel, evidence gap, and next step.

Start the crossing

Replace US market ambition with an executive plan for entry.

Schedule a 30-minute conversation about the commercial decision ahead, the evidence investors or partners require, and the most credible path into the US market.

Schedule a call →

Or email mark@2516technologies.com