A Commitment to
Shaping and Elevating
Global Access for
Innovative MedTech
“spin the globe, wherever it lands that’s where we’ll go” - B.O.B . Even better : “spin the globe. Wherever it lands we’ll build a strategy to win and sustain market leadership” - Joan Hinrichs
You are on the Map! Welcome.
I’m Joan Hinrichs, a strategist, operator and global market access leader commited to shaping and elevating access to medical innovation. My north star is to ensure that patients across the globe can benefit from life-saving technolology.
Throughout my career, I have partnered with senior executives to drive clarity, shaping strategy, and building integrated systems that connect evidence, value, commercial and regional execution to accelerate adoption, guide portfolio decisions and strengthen enterprise performance. My work blends access strategy and organizational design to shape markets, accelerate adoption and enable access to life-saving technologies.
I keep a constant pulse on the market, anticipating patterns early and bringing innovative, entrepreneurial mindset to complex challenges in medtech.
WHY I FOUNDED THE MEDTECH VALUE MAP
I founded The MedTech Value Map because the industry is changing faster than most of us can admit. The conversation about the value of medical innovation, access, and strategy needs to match the speed of the industry.
I built this space because I spend alot of time imagining what the world would look like if every patient had access to life-saving technology. The need is undeniable, and with the right market access strategy and operating model, every patient can have access to the innovation designed to help them.
Through my work and The MedTech Value Map, I contribute to that future by providing a strategic lens for how medical technologies progress from concept to global adoption.
A place dedicated to exploring how medical technologies earn access, deliver value, and reach patients globally. To foresee what’s coming next with clarity and why it matters.
MY PROFESSIONAL EXPERIENCE
I’ve spent more than 15 years in healthcare and MedTech shaping markets, accelerating product adoption, and building integrated value, access, and business development strategies. My work connects economic evidence, clinical value, commercial priorities, and regional execution to help teams make stronger portfolio decisions and bring life‑saving technologies to patients worldwide.
I’ve contributed to Health Economic and Reimbursment -HE&R strategy, CMS policy analysis, evidence generation across EMEA, and global market access initiatives in APAC, EMEA and US.
My experience includes launch preparation, cross‑functional strategy across multiple therapeutic areas, and engagement with payer groups, clinical leaders, and health system decision‑makers.
Colleagues describe me as forward‑thinking, collaborative, and relentlessly focused on clarity. Someone who brings structure to complexity and momentum to strategy.
My work reflects what I care most about: shaping markets, enabling access, and building systems that help innovation thrive.
THE FUTURE FORCES SHAPING MEDTECH
MedTech is entering a decade defined by convergence of technology, data, policy, and global markets are integrating in ways we’ve never seen before. Here’s where I believe we’re going:
AI will transform the full product lifecycle, shortening the timeline to market and making real‑world outcomes central to access and reimbursement.
Global market access will become the new competitive frontier, requiring region specific strategies rather than one-size-fits-all models.
Category creation will matter more than product differentiation, as companies seek to own the narrative, the value story, and the ecosystem.
With the Global Population demographics changing, health systems will need economic and operational value, not just clinical outcomes.
Startups and large companies alike will need new operating models, integrating evidence, value, and commercial execution from day one.
The winners will be those who anticipate change, not react to it.
The work i do, along with The MedTech Value Map, is my contribution to that future, a place where we can explore what’s coming next and why it matters.
WHAT I BELIEVE & HOW I WORK
My work is grounded in a few core beliefs:
Access is essential to the purpose of innovation. Innovation means nothing if patients can’t reach it.
Markets can be engineered. Strategy, evidence, and partnerships shape environments where technologies thrive.
Category leadership is intentional. The strongest companies don’t just compete, they define the space.
Global thinking is essential. Regional nuance and global opportunity must coexist in modern strategy.
Value is multidimensional. Clinical outcomes matter, but so do workflow efficiency, economic impact, and system-level transformation.
The future belongs to those who anticipate. Patterns emerge early if you know where to look.
INDUSTRY CONTRIBUTIONS & PARTNERSHIPS
Beyond corporate roles, I’ve contributed to the industry through:
The MedTech Value Map, a global strategy and access publication
Market access frameworks used by teams across the U.S., EMEA, and APAC
Evidence dissemination partnerships in Germany and broader EMEA markets
Global stakeholder engagement, including Japan, Spain, and regional payer groups
Thought leadership on across industry platforms on various topics
Mentorship and collaboration with teams across Boston Scientific, W.L. Gore & Associates and other global organizations
These contributions reflect my belief that MedTech is strongest when leaders share and exchange insight, question convention, and collaborate to shape what’s next.
Business Strategy
My work has demonstrated that sustainable growth in MedTech requires both strategic clarity and a disciplined approach to execution.
I partner with companies and teams to develop and deliver business strategies that define where to play, how to win, and how to scale.
Global Market Access Strategy
I help MedTech companies navigate global pathways and secure access in diverse health systems. My work includes assessing international reimbursement landscapes, shaping value narratives that resonate with regional stakeholders, and building access frameworks that anticipate policy shifts.
This service ensures your technology reaches patients worldwide with clarity, speed, and strategic precision.
Product Commercialization Strategy
I partner with teams to define where to play and how to win. Through disciplined commercialization planning, I translate clinical value into compelling market positions, craft launch strategies that accelerate adoption, and build operating models that sustain market leadership.
This service equips organizations to shape markets, influence decision‑makers, and execute with confidence.
Evidence Generation Strategy
I design evidence generation strategies that strengthen confidence in your technology’s value. From clinical and economic study planning to real‑world data roadmaps, I ensure evidence aligns with market needs, access requirements, and long‑term growth goals.
This service transforms evidence into a strategic asset. Fueling adoption, informing policy, guiding resource allocation toward what creates the greatest value, and strengthening global commercialization.
Initiate a Strategic Partnership Today
Initiate a partnership with Joan Hinrichs by submitting an inquiry form to discuss tailored solutions that will propel your organizations goals.
“Having had the opportunity to work alongside Joan Hinrichs at Boston Scientific, it was easy to recognize her keen market access insights and enthusiasm she brought to each engagement with the Cardiac Rhythm Management team.
Joan's strategic contributions across corporate HEMA priorities to drive policy, product value, and access, specifically leading CMS policy analysis, the development of healthcare economic capabilities, and stakeholder engagement across Interventional Cardiology, Rhythm Management, and Peripheral Interventions, enabled cross-functional strategy critical to business success.
Joan's collaborative style made it a pleasure to work with her.”
Steven Jahn.
Vice President - Boston Scientific Rhythm Management Business
“It was a privilege to work alongside Joan Hinrichs and have the opportunity to witness her expertise.
Joan is forward-thinking and motivated, bringing fresh ideas to the table and advocating for creative solutions. We had the chance to collaborate on several projects and concepts, and I found Joan to be thoughtful, organized and eager to learn and understand so she could find the best way forward.
Joan is an asset to every team she works with - and will bring her best self to every project she tackles.”
Stephanie Anderson .
Global Media Brand Strategist - W.L Gore & Associates
“I had the pleasure of working closely with Joan Hinrichs at W.L. Gore particularly on evidence generation and dissemination. Joan brings a strong understanding of healthcare systems and the evidence requirements needed to support successful market access in EMEA.
She approaches complex tasks with great perseverance and diligence and is highly business oriented.
We worked on several joint projects where she supported me in disseminating clinical and health economic data in the German market. Joan is easy to work with and creates a positive and collaborative environment. I would be very happy to work with Joan again.”
Stefan Rodig.
EMEA Health Economic & Value Strategist - W.L Gore & Associates
“I’ve had the pleasure to work with Joan Hinrichs and have consistently been impressed by her thoughtful approach to project management and data analytics. She brings a steady hand to complex tasks and is always looking for ways to improve team coordination.
One example that stood out was when she took the initiative to build a Smartsheet to help track our projects. It wasn’t something that was asked of her, but it quickly became a helpful tool for keeping everyone aligned and informed.
Joan is dependable, detail-oriented, and proactive—someone who will roll up the sleeves and make a big impact. I’ve really appreciated working with her and would highly recommend Joan.”
Yiyan Liu .
Director, Global Evidence & Outcomes - Takeda