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HealthTech Activator Workshop – Sales Planning & Strategy

The HealthTech Activator’s (HTA) new Sales Planning and Strategy workshop takes place in Auckland on Tuesday 4 April 2023.

Executing on sales is never an easy process, but the complex nature of healthtech supply chains can make health a tougher sector to succeed in than most. This workshop focuses on the principles of sales planning and strategy, to provide key knowledge and frameworks for understanding the sales process.

This workshop will help you*:

  • Work through your value chain and understand its role in sales planning
  • Build out your value proposition and differentiation
  • Understand the mechanics of the sales process and buyer behaviour
  • Work through key considerations for developing partnerships and collaborations
  • Develop a strategy for navigating complex accounts and building an action plan

The workshop is aimed at early-stage healthtech companies, and is recommended for companies that have completed the HTA’s ‘Knowing your Customer and your Market’ workshop. However, this is not a requirement.

The workshop is run by Dan Hansen and Will Perry from Apagie, who use their cross-industry experience to give companies the right processes and perspectives for successfully commercialising their health technology.

Event details:

  • Workshop, 4 April 9.00 am – 5.00 pm: morning and afternoon sessions with lunch and tea included
  • Post-workshop: optional follow up discussion with the workshop facilitators
  • Cost: $50 (incl. GST and booking fee)
  • Attendance is limited to eight companies, with a maximum of two attendees per company

*Note: this workshop assumes evidence of value and does not cover requirements for reimbursement, such as data required for demonstrating improved outcomes to healthcare payers. The HTA is planning on running introductory health economics workshops in 2023 – get in touch at for more detail. You can also read more about reimbursement strategy on the HTA website.

To confirm your place please register no later than 28 March 2023.

About the presenters: 

Dan Hansen, Apagie, Managing Director

Dan Hansen has over 25 years’ experience in management, sales, and commercial strategy. He’s held senior management and board roles in NZ, the UK, and the US and has first-hand commercial experience in over 35 countries, with many of the world’s most recognised companies. Dan switched from engineering to the technology sector in the early 1990s. He then founded business sales advisory firm MSM in 2009, which was later acquired by PwC.

Dan has significant experience in many B2B sectors including manufacturing, engineering, technology, and food and beverage production. His experience includes growing multi-million-dollar businesses in international markets, setting up multi-national distribution channels and teams, acquisitions, company restructures, and managing intellectual property. Dan holds numerous advisory and board roles.

Will Perry, Apagie, Director

Will Perry is founder and director of Apagie, a consulting firm accelerating the commercial success of NZ businesses. At Apagie Will focuses on unpicking the psychology of customer behaviour and choices to bring businesses closer to their customers. He believes that by understanding why and how customers buy, businesses can save time and money, and create enduring sales.

Will has experience across several industries, from engineering and manufacturing to specialised medical technology. Previously, Will was a part of the PwC Sales Advisory practice, commercialising new technologies, products, and guiding entry into new overseas markets. Will began in the science and medical industry and moved into business consulting after running a successful Manuka honey operation with his father.



Apr 04
9:00 am - 5:00 pm
Event Type
Event Category:


Callaghan Innovation
Callaghan Innovation 5 Sheffield Crescent, Burnside, Christchurch 8053, New Zealand + Google Map