Andrena is a highly experienced market analyst and strategic advisor, having spent over 25 years supporting IT vendors in both the enterprise and health care sectors with their go-to-market planning. She has held senior roles at the former Inteco (now part of Gartner Group), commodities and downstream markets specialist CRU Group, Kable Public Sector, and GlobalData Digital Healthcare.

With a strong focus on ensuring the relevance of technology to the end user market, she has worked with local and regional vendor teams, global marketing and product managers, and C-Level executives on market entry, segmentation strategy, portfolio due diligence, demand forecasting, and channel partner management.

Most recently, she has launched her own advisory practice, Experiential HealthTech, which is also allied to Highland Marketing. In this role, her collaboration with vendors will continue along the same pragmatic vein, while exploring the potential to innovate and embrace best practice through ‘inside-out’ and ‘outside-in’ models, as well as cross-vertical ecosystems.

She has a strong interest in mental health and the valuable contribution technology can deliver as we strive for its parity with acute care.

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