Helping MedTech Innovators Ask Better Questions—and Get Real Answers

We help MedTech innovators achieve widespread reimbursement coverage in the U.S.

100+

Coverage Policies

25+

HCPCS Codes

15+

CPT Codes

10+

New Tech Payments

10+

ICD

Codes

MedTech Startup Advisor | U.S. Reimbursement & Market Access Consultant

Founder & CEO, Coustier Advisory

With years of experience in U.S. Reimbursement and Market Access Design & Implementation , Nicole Coustier has led multi-year market access strategies that helped several breakthrough MedTech innovations—such as HeartFlow (valued at ~$1.5B+), Glaukos, Thoratec (acquired by St. Jude Medical for ~$3.4B), and Spiration (acquired by Olympus) and many more—through their early stages to achieve over 90% Reimbursement Coverage in the U.S., ultimately positioning them for acquisitions and IPOs.

Her deep understanding of the U.S. healthcare ecosystem allows her to guide MedTech innovators throughout the whole Medical Device Lifecycle—from Validation, Clinicals, Regulatory, Commercialization and Broader Market Access.

Can you help us with pitch decks or investor questions?

Absolutely.

We distill complex reimbursement issues into clean, investor-ready messaging. Slides, timelines, and talking points included.

Do you only work with companies in the U.S.?

We specialize in U.S. Reimbursement - but work globally.

If the U.S. market factors into your launch strategy or investor pitch, we're the partner to guide you through it.

Do you help with both Private and Medicare payers?

Yes — and more.

We map out strategies across Medicare, Medicare Advantage, Medicaid, and Commercial payers. Most success stories involve a hybrid path.

We don't have a reimbursement person yet - is that a problem?

Not at all.

Most of our clients are lean teams. We serve as your fractional reimbursement strategist - giving you the roadmap without the headcount.

Are we too early for this?

No - you're right on time.

Engaging early, even pre-clinical or pre-regulatory, gives you time to align your evidence and messaging with what payers will eventually demand. It's how our savviest clients avoid costly missteps later.

Insights for MedTech Innovators

Insights to help you validate your pathway, align with payer expectations, and move forward with confidence.

Clinical Trial Reimbursement in the U.S.: FAQs for MedTech Companies

Clinical Trial Reimbursement in the U.S.: FAQs for MedTech Companies

A clear FAQ guide on how MedTech startups can secure Medicare reimbursement for clinical trials—and when it’s worth it. ...more

Evidence Planning ,Featured

March 19, 20254 min read

Beware Basing Your MedTech Pricing on Short-term New Tech Payment Mechanisms

Beware Basing Your MedTech Pricing on Short-term New Tech Payment Mechanisms

New tech payments like NTAP can’t justify long-term pricing. Here’s what MedTech founders need to know. ...more

Coding and Payment Mechanics ,Featured

March 04, 20253 min read

The Hidden Bias in Reimbursement: Why First Movers May Have It Easier

The Hidden Bias in Reimbursement: Why First Movers May Have It Easier

Why do better technologies struggle for reimbursement while outdated ones thrive? Discover the hidden bias in payer decision-making—and why second movers in MedTech face steeper evidence hurdles than ... ...more

Payer Coverage ,Featured

February 06, 20254 min read

Helping MedTech innovators achieve widespread reimbursement coverage in the U.S.

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