Operational Commercial Accelerator: MarketWinch's Ecosystem
MarketWinch provides a comprehensive ecosystem of solutions for companies in the medical and healthcare fields, with the goal of helping them enter the American market: "Companies that supply medical products to hospitals in the US must ensure that everything arrives on time – and optimally"
Most startups in the medical and healthcare sector sooner or later turn their attention to the American market. For young startups and established organizations alike, the economic importance of the US is enormous: it is one of the most developed, profitable, and largest markets in the medical device and healthcare world. However, the journey across the Atlantic – to successfully penetrate the American market – involves a variety of daunting challenges.
"Logistics are critical to the success of any company – whether it's a startup or an established organization", says Ron Melts, CEO of MarketWinch, an operational commercial accelerator for companies in the medical device and healthcare sectors. "Consumable medical devices, such as bandages or syringes, are products that medical staff need all the time", he adds, "A hospital simply cannot afford to run out of sufficient inventory. And that is why companies supplying medical products must ensure that everything arrives on time – and optimally".
According to Melts, setting up an effective logistics operation in the US entails compliance with strict regulatory requirements. "In 2025, anyone can use Amazon warehouses to store toys or shoes", he explains, "the problem is that medical products must be stored in special FDA-approved warehouses. This involves a long list of requirements that involve 24/7 temperature control, constant humidity levels, and strict cleanliness procedures".
Because of this, companies interested in establishing logistics warehouses in the US confront high costs and complicated schedules. "Companies have to lease the warehouse itself, hire at least one employee, pay insurance and electricity expenses, and also make all the adjustments required by the FDA", Melts explains. "Ultimately, establishing an FDA-approved warehouse involves costs of 20 thousand dollars-30 thousand dollars per month. That is a particularly heavy cost for young startups that need to prove themselves quickly, with as few resources as possible".
A Dedicated Logistics Center
To help companies successfully penetrate the US market, MarketWinch's commercial operational accelerator offers a comprehensive ecosystem of solutions that span the supply chain, logistics, finance, sales, customer service, human resources and IT. Melts founded the company after spending more than a decade in senior management positions at medical companies in the US, including as CEO of the US operations of Equashield Medical, which successfully completed a $300 million exit.
"Our journey at Equashield Medical is an excellent example of the challenge facing startups in the medical device and healthcare sectors," he emphasizes. "Our success as a company, which led us to the largest exit of an Israeli firm in the medical device field, was linked to our ability to quickly bring the products from Israel to the US, effectively and rapidly distribute them – and comply with all regulatory requirements."
MarketWinch's solution suite includes warehousing services in a dedicated logistics center that is fully FDA-approved. "I like to say that we are a sort of WeWork for medical product warehouses," he says. "Instead of leasing a warehouse and committing to at least five years, we allow our customers to maintain full flexibility: to scale operations as needed. If you need one shelf – you take just one shelf. If you need ten shelves – you take ten. Compared to the costs of setting up an independent warehouse, which are tens of thousands of dollars per month, we offer a cost-effective and affordable option at a low cost of just a few thousand dollars per month."
Melts says that flexibility is one of the greatest advantages for companies. "When a young or established company starts selling products to American customers, it generally only needs one shelf," he explains. "The problem is that companies cannot open a logistics operation on their own with just one shelf, because of minimum warehouse space restrictions. This creates a situation where many companies need just 2 square meters but have to pay for 300. If they work with us, these young companies pay only for the storage space they actually need."
"Starting Work Immediately"
MarketWinch's logistics center is located on Long Island, a 50-minute drive from Manhattan. "It's important to emphasize that our logistics center can accommodate any point across the US, from Alaska to Hawaii", explains Melts, "beyond the storage areas themselves, we also handle aspects of customer service and product returns. This enables us to solve the problem of returns within the US – and avoid the complicated logistical ping-pong process between the US and offshore manufacturer. Near the logistics center, we also maintain a fully-equipped office complex – which can serve as a kind of headquarters for a company just starting its journey in the US market".
Also, MarketWinch's logistics center works in order to help companies reduce their schedules. "If a medical device company that signs a contract with its first hospital comes to me tomorrow, I can take their product and deliver it to the customer within 24 hours", says Melts, "without us, that process would take months: You need to book flights and hotels, come to the US, find a warehouse, renovate it, build the storage infrastructure, apply to the FDA for a license, set up a quality control system – and only then start to receive goods and ship them to customers. Since we already have all the necessary approvals, companies can start operating immediately".
Consulting and Support for Startups
MarketWinch provides companies in the medical device and healthcare sectors with a full ecosystem of diverse services. Melts emphasizes that one of the company's main advantages is consulting and support throughout the complex process of penetrating the American market. "As CEO of MarketWinch, I provide our clients with a long list of mistakes", he says with a smile. "You have to understand that no manager can be error-free, especially in complex markets like medical devices and healthcare. After a decade of experience in the field, I have made hundreds of small and large mistakes firsthand. Today, I help companies interested in operating in the American market avoid all the errors I made early in my career", he concluded.
in collaboration with MarketWinch
