Market Decision Diagnostic
A board-ready go / no-go recommendation, buyer map, evidence and adoption gaps, and a focused 90-day decision plan.
10 working daysWomen's health · Market entry · Clinical adoption
Make innovation work in the real world.
Miso helps evidence-backed women's-health companies enter new markets and move from pilot to adoption — across cultures and care systems.
For teams with a live solution, an executive sponsor and a decision within six months.
The expensive middle
A strong product can still fail between evidence and adoption.
A new market is not a translation exercise. Evidence expectations, buyer incentives, clinical routines, partner dynamics and cultural context all change at once.
Miso brings those decisions into one commercial and clinical path, so teams can invest, pilot or stop with greater confidence.
Start with the decision
Productised engagements. Clear decision gates.
Begin with the smallest engagement that can answer the question. Expand only when the evidence justifies it.
Market-to-Care Blueprint
A practical route connecting the market pathway, stakeholder evidence, clinical workflow, cultural adaptation and implementation economics.
6 weeksPilot-to-Adoption Programme
A governed implementation programme with adoption measures, specialist delivery and an explicit scale, adapt or stop decision.
12-16 weeksPublished research · Open
The APAC Health-AI Adoption Radar.
An open map of healthcare and life-science AI across six APAC markets, and of the regulatory, reimbursement and workflow conditions that decide whether an approved product is ever actually used. Every entry is sourced. Gaps are left visible rather than filled by inference.
The Market-to-Care method
Five lenses. One coherent route.
Clinical seriousness with cultural intelligence — structured enough to repeat, flexible enough for the realities of care.
- 01Evidence
What must be true — and trusted — in this market?
- 02Buyers
Who pays, who approves and what creates urgency?
- 03Workflow
How will the solution work inside real care delivery?
- 04Culture
What changes across language, context and behaviour?
- 05Adoption
What turns a pilot into repeatable use and scale?
Experience areas
Where health systems, technology and markets meet.
Six areas where Miso has worked inside the gap between a good product and real clinical use.
Medical linguisticsEHR integration and clinical meaning
Clinical AIScribe rollout and adoption across geographies
WearablesMarket entry, positioning and partner strategy
Health systemsProcurement, strategic projects and M&A
For employers · Midlife health at work
Turn good intent into a credible action plan.
Diagnose workforce need, design practical support, activate managers and govern the right partner ecosystem — independently.
How Miso works
One practice, assembled for the problem.
Miso is led by Nancy Li. She spent eight years running healthcare operations across Europe and Asia before founding Miso in 2022. Each engagement is built around her and a group of specialists chosen for that market and that decision.
You know who is doing the work before it starts.
About Nancy and Miso →The name
一碗汤的距离— a bowl of soup's distance — is a Chinese phrase for how far apart parents and their grown children should live. Close enough that soup carried from one kitchen to the other is still warm when it arrives. Far enough that nobody is living someone else's life.
Health has the same two-sided problem, over much longer distances. Too far away and the evidence never arrives, or arrives in a language it was not written for, or reaches a clinician with no reason to trust it. Too close and a product overrides the way a community already lives — it treats people without respecting them.
Getting that distance right is a matter of judgment, not formula. It changes with each culture, each health system, each condition. An innovation lands and scales only once it has found its community, and the distance that community will accept.
Finding that distance is the work. The company is named after the phrase.
A clearer route to market
What needs to be true for your next market to work?
Share the solution, target market and decision ahead. Miso will respond with fit and the smallest sensible starting point.
Start with the challenge