Medical Device Market Expansion in Europe

EuroDev helps medical device manufacturers enter, grow, and scale across European markets through market development, distributor identification, local sales execution, and operational support.

With an execution-first approach, we act as your on-the-ground European team, helping you connect with healthcare professionals, distributors, hospitals, and other relevant partners while navigating the commercial realities of different European markets.

Discuss your European Expansion Strategy

What we do

How EuroDev supports medical device brands entering Europe

From identifying the right markets and distribution partners to developing opportunities with healthcare organisations, EuroDev provides the local commercial execution and operational support needed to establish and grow your European presence.

Commercial & Growth Execution
- Local commercial representation under your brand
- Lead generation and sales pipeline development
- Distributor and partner identification
- Market validation and go-to-market planning
- Development of relationships with healthcare professionals and end users
- Support in navigating European tendering and procurement environment
Our 5‑Step Expansion Framework

01 Market assessment — demand, competition, regulatory fit
02 Go‑to‑market strategy — positioning, channels, buyer groups
03 Local representation or hiring — outsourced sales team or compliant hiring
04 Sales pipeline development — outreach, meetings, and opportunity creation
05 Ongoing operational support — activity tracking, sales operations alignment, and reporting to HQ
Operational & HR Support
- Local hiring via our PEO/EOR model
- Legal entity setup and ongoing administrative coordination
- Operational alignment between your European presence and HQ
- Support as your local team and market presence develop

Our expertise

Built for complex medical device buying environments

Medical-device sales in Europe require a country-specific approach to distributors, hospitals, clinicians, procurement and reimbursement. EuroDev helps manufacturers identify the right markets and partners, build local relationships and turn market access into a structured European sales pipeline.

4 - 5 months

Typical time to first qualified pipeline

EU - wide

All European markets covered by multilingual business development teams

Industry insights

Latest from our European market analysts

The 10 Mistakes US MedTech Companies Make When Entering Europe →

Selling Medical Devices in the UK and Europe: What Manufacturers need to know in 2026 →

See How We'd Approach Your European Expansion

The opportunity

Why expand your medical device business into Europe?

Strong demand for North American medical devices.

Demand for advanced medical technologies continues to create opportunities, particularly for innovative imaging technologies and advanced surgical devices developed in North America.

Multiple routes to market allow manufacturers to reach European customers through healthcare professionals, pharma and biotech end users, local distributors, and strategic partners with established networks.

Europe’s mix of public and private healthcare systems influences how medical devices are purchased and reimbursed, making local market understanding an important part of market access.

Group purchasing organisations and tendering processes shape medical-device procurement in Europe, creating both additional complexity and commercial opportunities for manufacturers.

European medical-device market growth

5.8%

Projected CAGR for 2027

2021–2027

Period of continued forecast market growth

100

106

112

118

125

133

140

2021

2022

2023

2024

2025

2026

2027

Illustrative index: 2021 = 100, compounded at 5.8% a year.

Source: [Statista]

The decision

Direct expansion vs. partner-led market entry

Entering Europe independently requires manufacturers to understand different distribution models, reimbursement systems, tendering processes and healthcare structures.

A partner-led approach gives North American medical-device manufacturers access to local knowledge and commercial connections without requiring them to build every part of their European operation from the beginning.

Challenges of Direct Expansion

Limited understanding of local distribution channels

Different reimbursement models across European healthcare systems

Complex group purchasing and tendering processes

Difficulty building relationships with healthcare professionals and end users

Uncertainty about which distributors and networks can provide the best market access

Advantages of EuroDev’s Partner-Led Approach

✓

Local market knowledge and on-the-ground commercial support

✓

Access to healthcare professionals, pharma and biotech end users, and distributors

✓

Support in understanding reimbursement and tendering environments

✓

Connections to trusted European partners and distribution networks

✓

A structured route to market without immediately building a full European organisation

Stories From Our Partners

Explore how leading healthcare organizations and MedTech innovators have successfully expanded into Europe. These case studies and testimonials highlight strategies and key insights that proved crucial to successful market entry.

Case Study: Expansion for Biotechnology Research Company

They realized the potential the European market had to offer, so they partnered with EuroDev, who rallied a team to target this potential.
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Case Study: European Expansion for Athens Research & Technology

A U.S.-based life science company with a global presence, is recognized for its expertise in the production of high-purity native human proteins and polyclonal antibodies. These products are widely utilized in academic research, cell culture media, and the in-vitro diagnostics (IVD) sectors worldwide.
Read more