​Tel Aviv Medical Center and the NEXT-Horizon accelerator program are inviting all Israeli health-tech startups to join us for a special online lecture by Joanna Brownstein: "The Real Reason you are not Scaling in the US"

​Why do some health tech innovations gain traction while others stall—even when the technology itself is strong?

​The difference is rarely the technology. More often, success depends on whether critical conditions for adoption are in place.

​In this talk, Joanna Brownstein will introduce a structured framework for anticipating which innovations are likely to succeed and where they are most likely to fail. Drawing on her work with healthcare leaders and emerging companies, as well as recent research on AI adoption in health systems, she will explore the key factors that determine whether new technologies move beyond pilots and into sustainable use.

​About Joanna:

​Joanna Brownstein is a healthcare strategist, executive coach, and founder of Brownstein Consulting. For more than two decades, she has worked at the intersection of healthcare delivery and technology, helping organizations translate innovative ideas into scalable, real-world solutions. Her work focuses on understanding why promising health technologies struggle to gain traction after launch. She helps organizations identify and address the barriers to adoption that prevent innovations from succeeding in real clinical environments.

​Joanna is a Lecturer at the MIT Sloan School of Management, where she serves on the teaching teams for the Healthcare Lab and Healthcare Ventures courses.