MarketWinch: "Helping Medical Companies Enter the U.S. Market"
FIZE Medical developed advanced technology for monitoring kidney function, aimed at assisting doctors in intensive care units and predicting life-threatening events. On its way to the U.S. market, FIZE utilized MarketWinch's comprehensive solutions: "We handle marketing, sales, and logistics – all under one roof"
The unique technology of Israeli company FIZE Medical is designed to solve one of the most critical challenges in the intensive care process: monitoring kidney function. "We developed a system that continuously monitors kidney behavior in critically ill patients", says Dror Zerem, CEO of FIZE Medical. "Our system collects the information and sends it to the digital medical record, so doctors can conveniently access it from their computer or the patient's bedside", he adds.
"Beyond collecting the information itself, we use artificial intelligence capabilities to analyze the raw data, provide recommendations to doctors, and even give early warnings about critical events in the patient. Ultimately, the information collected by our system often allows the medical team to treat intensive care patients more effectively and efficiently", explains Zerem.
At the end of 2025, FIZE Medical completed another funding round of 14 million dollars, bringing the total capital raised by the company to 29 million dollars. The system developed by the company is currently marketed in the United States, Japan, and Israel – and is expected to begin sales at the European Union in the near future.
"When a patient arrives in an intensive care unit, after a car accident or any other life-threatening event, one of the most important components of the medical response is hemodynamic stabilization", Zerem emphasizes, "this means stabilizing blood pressure, pulse, and other vital signs. In most cases, the key to hemodynamic management is the patient's fluid management. This is done through infusions and various medications.
"This is where the major challenge lies. Until recently, it was possible to digitally and accurately monitor everything entering the patient's body, but there was no effective solution for monitoring urine and kidney output. Our technology solves this problem. We take the kidney monitoring process, which until now has been manual and cumbersome, and perform it accurately, in real-time, with digital tools and full integration with other hospital systems".
Entering the U.S. Market
Zerem explains that as part of FIZE Medical's strategic thinking, it was decided that in the initial phase, the company would begin with direct sales in the U.S. "It is important to ensure the product is suitable for the market and to stay close to the initial customers", he says, "however, we were aware of the risks associated with building direct sales operations and understood that we wanted to proceed directly, but with the right framework that would ensure we avoid mistakes.
"It was clear to us that we needed to be careful and not arrogant. We meet a potential investor experienced in U.S. marketing, and he recommended we meet Ron Meltz of MarketWinch to see if he could help us enter the United States".
As FIZE Medical management quickly discovered, this is precisely MarketWinch's expertise: helping companies in the medical device and healthcare fields enter the U.S. market. The comprehensive solution offered by MarketWinch includes a complete ecosystem of solutions, supply chains, warehousing, logistics, finance, IT, sales, customer service, and human resources.
MarketWinch's range of solutions begins with initial strategic consulting and extends to a network of logistical infrastructures, primarily an advanced logistics center located in Long Island that meets the most stringent regulatory requirements. The MarketWinch team tailors the necessary mix of services for each of the company's clients, based on a deep understanding of the client's needs and goals.
The company was founded by Meltz, former CEO of Equashield Medical's U.S. operations, which successfully completed a 300 million dollar exit. "Over the past 25 years, I managed many technology companies, including in the United States, and I know it's not always easy to bridge the gap between the Israeli mentality and that of American partners", Zerem adds, "when building a new business from scratch in a distant location, it's difficult to find the right people and establish the right organizational structure. Instead of spending one or two years just to stabilize new operations in the United States, MarketWinch allows us to get started on day one".
Avoiding Mistakes
According to Zerem, FIZE Medical currently utilizes MarketWinch's ecosystem in all stages of the marketing and sales process in the U.S. market. "All our activities in the United States are carried out in cooperation between the company's Chief Commercial Officer and their team," he explains, "We are in daily communication with Ron and the rest of the MarketWinch team – discussing, among other things, daily dilemmas in making strategic decisions for the future.
"MarketWinch manages the sales managers located in the United States. They help us determine the strategy for marketing and sales efforts in the U.S. market: which conferences to attend, which types of hospitals to focus on, how to determine pricing, and how to prepare business proposals for potential clients. The great advantage of MarketWinch and Ron lies in the fact that they provide us with a comprehensive solution under one roof for marketing and sales, business development, and logistics matters. This is something rare to find".
Meltz, CEO of MarketWinch, explains that the company's main advantage lies in its extensive experience. "We help companies in the medical device and healthcare fields, from young startups to large and experienced organizations, to intelligently manage the process of entering the U.S. market", he says, "beyond the existing logistical infrastructures and our ability to employ local staff, we know how to guide and accompany clients along the way. Our role is to help our clients make smarter decisions".
"When I talk to MarketWinch professionals, I know I will always get real answers", Zerem concludes, "this is one of the most frustrating characteristics of American employees: it's very difficult for them to tell you 'you are wrong.' In Ron's case, there is a very successful combination of U.S. market experience and direct Israeli mentality. Throughout the marketing, sales, business development, and logistics processes, we have someone by our side who knows what they are doing and prevents us from making mistakes".
in collaboration with MarketWinch
