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How to Sell to Hospitals: The Case Studies of Distalmotion & Hedera Dx (Q&A)

Do you want to learn how to sell medical equipment and services to hospitals? If yes, this is the right Q&A session for you. We asked two experts of our community to share their insights on how to approach hospitals. During this online session, speakers will be asked to present their case study (10 minutes each). Participants will have the opportunity to directly address their questions to the speakers.


Peter Gorham, Commercial Director at Distalmotion

Peter leads Global Indirect Sales at Distalmotion, helping hospitals remove the complexity out of robotic surgery in order to fast track its widespread adoption in minimally invasive surgical care thanks to Dexter, the company’s surgical robot. Prior to joining Distalmotion, Peter led the MEA business at Novadaq, sold to Stryker in 2017 for $701m. Whilst based in Dubai, Peter created markets and channels for fluorescent endoscopy systems. Peter started his career at Karl Storz Endoscopy, where he worked in multiple countries across a broad spectrum of surgical specialties whilst based in Dubai and the UK.  Peter brings to Distalmotion an extensive network of industry experts and thought leaders: from surgeons to procurement heads. Peter studied Business Finance at the University of Northumbria in Newcastle and has an MBA from the University of Warwick.


Damien Lapray, Co-Founder and Chief Commercial Officer at Hedera Dx

Damien obtained a PhD in Neurophysiology in 2009 from the University of Mainz, Germany, and started an academic career as researcher first at the University of Oxford working for the Medical Research Council UK and then at the EPFL,Switzerland.
He then joined Sophia Genetics in 2014 as Sales Representative and grew quickly within the company to take the position of Chief Commercial Officer in 2016, a fonction he occupied until early 2021. He built and managed a 100 people strong sales organization including field reps, sales operations, sales training and support fonctions. During his time as Chief Commercial Officer the revenue grew 10 fold, the company raised over $200 millions and got ready for an IPO that happened in summer 2021 at a $1.1Bn valuation. He is now co-founder and Chief Commercial Officer at Hedera Dx, an oncology focused company based at the Biopôle in Lausanne, Switzerland.


Moderator: Olivier Philippe, Director of Business Development & Corporate Relations at Biopôle SA

Olivier gathers 25 years of experience in sales and business development, mostly in the life sciences area, as well as for high technology products and services.

Olivier joined Biopôle in 2016 as Director of Business Development and Corporate Relations, in charge of implementing strategies to enable the emergence of Biopôle and its vibrant ecosystem as one of the leading life science campus in Europe.

Prior to joining Biopôle, Olivier was Head of Business Development at Serendi (HR outsourcing services), Sales and Marketing Director at GeneBio (world-class bioinformatics solutions for life sciences) and held various business roles primarily in the ICT sector.
Olivier holds a B.A Business Studies from Edinburgh Napier University and a M.A Business and Marketing Studies from the ICD International Business School Paris.

Event details

Time (CET)
09:00 - 10:00
Biopôle SA