Independent medical device consultancy · United Kingdom, working internationally
We help manufacturers, distributors and innovators across single-use medical devices make better commercial decisions — entering the UK and new markets, building stronger portfolios, securing market access, finding the right partners and turning innovation into sustainable growth.
30
Years in medical devices
Three decades at the commercial heart of single-use medical technology.
£100m+
Sales generated
From brands launched, transformed or revitalised.
30+
Countries
Markets entered and developed across four continents.
Where clients start
Sometimes it is sharply defined. More often it is a decision that has been sitting on the agenda for two quarters. Either is a good place to begin.
Who you work with
James Saunders · Founder & Principal Consultant
I have spent my career at the commercial end of this industry — building brands, developing products, entering markets, working with distributors and generating results. Not advising on how it might be done in theory.
That experience runs across single-use medical devices — with particular depth in wound care, ostomy, continence, skin health and nutrition — in more than thirty countries, for some of the industry's most recognised names and for entrepreneurial businesses with everything to prove.
Med Dev Services works with a limited number of clients at any one time. That is deliberate. It keeps engagements focused, confidential and commercially meaningful — and it means you deal with me, not a team you have never met.
James Saunders
James Saunders · Founder
What we do
Every engagement is built around a commercial question. These are the areas the questions usually fall into.
01
Where to play, and how to win
Market entry, prioritisation and opportunity assessment, positioning, pricing and portfolio strategy — grounded in how these markets actually behave rather than how a model says they should.
02
Getting adopted, reimbursed and retained
The commercial realities of the NHS and the Drug Tariff, value-based procurement, evidence strategy, and the business consequences of regulatory change — including Part IX reform.
03
The right relationships, properly assessed
Distributor identification and assessment, partner search, OEM and private label, supplier sourcing, and support through the meetings and negotiations that decide whether a partnership works.
04
From market opportunity to commercial product
Product sourcing and own-label development, NPD support, market research and customer insight, go-to-market planning and lifecycle decisions — including what to stop selling.
05
Evidence that earns its keep
Evidence that meets post-market obligations and also tells you how your product performs in practice — informing product development, differentiation, market access and the conversations your commercial team has with customers.
Evidence should do more than satisfy a regulatory requirement.
Well-designed evidence generation can provide valuable insight into clinical practice, healthcare professional experience and unmet user needs. It can inform new product development, strengthen product differentiation, support market access and give commercial teams greater confidence with customers and decision-makers.
Specialist solutions
Where a problem recurs across the industry, we have built a defined way of solving it.
Reimbursement
Specialist support through UK Part IX Drug Tariff reform — new categories, new applications, renewals and appeals. Delivered with Real Healthcare Solutions.
How it works
Real-world evidence
MDR-formatted post-market surveillance evidence drawn from a database of more than 135,000 active, GDPR-compliant UK healthcare professionals.
How it works
International
A three-way collaboration opening commercial routes between European manufacturers and African MedTech markets, in both directions.
How it works
Client experience
Your guidance, insight, and support help us learn, grow, and navigate this complex world better.
James Saunders' input and support to our organisation have been consistently high quality, focused and exceptionally well-informed.
James is a true expert in medical device marketing, bringing strategic insight and deep industry experience to every project.
Capability
Med Device Academy
Consultancy solves the problem in front of you. Capability stops it recurring.
Med Device Academy provides specialist online professional development for medical device product managers, customer services teams and sales support professionals. It translates thirty years of industry knowledge and commercial experience into structured, accessible learning programmes — so your people understand the UK market, the NHS, pricing, evidence and tendering as well as your advisers do.
MDS solves commercialisation and growth challenges; the Academy builds the capability to handle them in-house. Many clients come to it after a consultancy engagement, when the question becomes how do we do this ourselves next time?
Start a conversation
No obligation, and no expectation that you already know exactly what you need. Most useful engagements begin with a thirty-minute conversation about the problem.