From Uncertainty to Strategy: How to Evaluate Your U.S. Market Timing
If you’re a CEO of a Life Science or MedTech company in Europe, Asia, or elsewhere in the world, you’ve probably asked yourself—more than once: "Should we expand to the U.S. right now? What if the timing is wrong? What if the market is too complex? What if we’re not ready?" You’re not alone. Founders ask us these questions every week. Expanding to the U.S. is one of the biggest strategic decisions a company can make. Yes, there are risks. But there are also opportunities that won’t wait. Here’s practical guidance for CEOs navigating this decision in an uncertain global environment.
“What if the U.S. is too complex?”
You’re right—the U.S. is different from every other market. The U.S. healthcare system has:
completely different reimbursement incentives,
FDA pathways that require new strategies,
hospital systems with long, opaque sales cycles,
and fundraising expectations that demand market fluency.
This is why preparation cannot be rushed. If the U.S. is in your plans for 2026 or even early 2027, then now is the time to begin preparing.
“Should I wait for the ‘perfect’ moment?”
If you wait until it feels perfect, you’re already behind. Successful U.S. entry requires time—more than most founders expect:
time to build your network,
time to validate pricing & reimbursement,
time to understand how buyers think,
time to craft a U.S. investor narrative.
Founders who start early—before they feel fully ready—are the ones who enter the U.S. with confidence instead of scrambling when it’s too late.
“How do I choose the right U.S. accelerator or partner?”
Look beyond buzzwords and focus on incentives. Not all programs help companies. Some help themselves. A few things to consider:
Protect your equity. Giving up too much too early is a red flag for later investors.
Beware of programs tied to real estate. Unless that geography is strategic for your R&D or commercialization plans, it may limit—not support—your pathway.
Choose programs built around company needs, not program KPIs. The most effective partners are pragmatic, flexible, and company-centered.
Mentor diversity matters. Life Sciences and MedTech require insights from clinicians, FDA experts, operators, payers, and investors—not just two or three mentors-in-residence.
“What do we absolutely need before touching the U.S. market?”
To set up a successful U.S. entry, you need clarity on:
Who pays for your product?
How reimbursement works today—and in the future?
What proof points U.S. investors expect?
Where your first foothold should be?
What must be U.S.-based versus kept at home?
If you can answer these confidently, you’re ready to accelerate. If not, now is the ideal moment to build that foundation.
So… is now the right time? Yes—if the U.S. is in your future.
For companies planning a U.S. entry in 2026–2027, early preparation is the difference between entering with clarity or playing catch-up. Timing matters. Networks matter. Market fluency matters. Companies that start preparing now will be the ones ready to lead.
A Note for Founders Preparing for a 2026–2027 Market Entry
If the U.S. is on your roadmap, this is the moment to begin laying the groundwork and join an accelerator program that will walk you through this process. Over the past four years, we’ve successfully supported 93 international companies, with:
• 43% establishing a U.S. presence • 10 earning FDA approvals • $350M+ raised post-program
With more than 50 expert mentors, WorldUpstart U.S. Market Gateway accelerator program provides founders with customized, structured support. Applications for our next cohort are open until December 15. The program runs from February to April.