Danes: The world’s quickest tech adopters

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From April 27th to May 1st Invest in Denmark will be present at this year´s Health Evolution Partners Summit in Laguna Niguel. This exclusive invite-only health-it conference presents a unique opportunity to access high-level decision-makers and showcase what Denmark has to offer within the rapidly growing sector of health-it services. But what is it that makes Denmark an ideal test market for high-tech US companies wanting to perfect their R&D efforts, technology implementations, business models and introduction to the market place? 

Market research undertaken by a number of universities in the U.S. and Europe shows that Danish consumers are the quickest to adopt and embrace new technologies and products. No other country in the world has consumers that are quicker to adopt new products, making Denmark the world’s best test market and an obvious place for companies worldwide to introduce new products. The studies show that while in Denmark it takes on average 3.3 years from product launch to product take-off, in countries such as Germany, France and Great Britain it takes up to 8.5 years. On Denmark’s position as the world’s best test market the leader of the project, Professor Gerrard Tellis from the University of Southern California, has stated the following:

“We were surprised to see how fast Denmark adopts new products. The Danes are not only faster than any other consumers in Europe, but also faster than consumers in the U.Ss and China to adopt new products. It indicates that Danes are more open to new ideas than others, which has great innovative strength”.

Combining that with the presence of world-class universities and hospitals working at the forefront of technological development, plus the strong medical technology cluster, Denmark is a perfect test market or placement for a test center.

Showcasing at Health Evolution Partners Summit

Showcasing the above and attending the Health Evolution Partners Summit, will be Prof. Birthe Dinesen from the University of Aalborg, who joins the session about “Care Delivery Innovation” to talk about the disruptive Danish platform “Patient@home”. This public-private platform for research and innovation projects focuses on development of welfare and healthcare technologies,
as well as new products and services that reduce the pressure on healthcare and homecare services, and empower patients to receive integrated care in their own home.


Deputy Director, Jens Birk and Project Manager Theresa Høgenhaug will represent Invest in Denmark during the Summit along with Investment Manager Kristoffer Rørbæk, who is based out of the Innovation Center in Silicon Valley.

“We look forward to continue to build on our strong collaboration with Health Evolution Partners, and engage with some of the most prominent and interesting health IT companies during this year’s summit. Having Prof. Dinesen is a unique opportunity to showcase how US companies can benefit from “taking the technology to the market” and utilize a disruptive platform thriving on user driven innovation and an advanced health care system.” – Investment Manager Kristoffer Rørbæk.

For further information, please contact Investment Manager, Kristoffer Rørbæk.

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