Until recently, medical device companies were primarily focused on designing and earning regulatory clearance for their new technologies. While innovative design and FDA/EMA approval are important for market entry, reimbursement is now a top concern for medical device executives, their investors and other healthcare stakeholders. This presentation will describe the key elements for reimbursement success, including an overview of coverage, coding and payment; advice for developing an effective reimbursement strategy; and information about the importance of demonstrating clinical and economic value for new technology. Case studies will also be presented to illustrate reimbursement challenges and successes for new medical technology entering the U.S. market.