Innovation to Market (I2M)

Logo of the Innovation to Market Initiative.

What is I2M? 

I2M is a well-known initiative launched at European level to foster the cross-border adoption of digitally driven marketable solutions. This horizontal action is part of the European Commission strategy on the Digital transformation of health and care in the Digital Single Market.

One of the key challenges in Europe for Active and Healthy Ageing (AHA) is the implementation and scale-up of cross-border innovative solutions. The aim is to support the transformation of health and care in the Digital Single Market, thereby reinforcing the links between the development of solutions by companies, start-ups, and researchers – the supply side – and bridge a gap with the expectations and needs of care providers, policy-makers, insurers and other potential buyers of these products and services – the demand side.

The purpose of the Innovation to Market (I2M) initiative is to improve the match between the demand side and supply side in AHA, by engaging in a dialogue and organising a series of activities and services that involve the two sides of the market.


Overall activities

The Innovation to Market Plan is being implemented throughout 2019 and 2020. It provides the ground for expanding the opportunities of adoption and cross-border scale-up of innovative AHA solutions.

The following activities of the plan are open to your participation by the end of 2019 or beginning of 2020:

The Adoption Awards seek to spotlight success stories in the implementation of innovation for active, healthy ageing. They recognise both the work of adopters and their technology suppliers. The initiative attracted 16 applications coming from six European Union countries. Three finalists were selected to present their stories during the Awards ceremony that took place the 25th February 2020. Learn more about the Adoption Awards

A Needs Showcase and Solutions-Scouting Platform is now availableThe eHealth HUB Platform is the map of European digital health. It is an online catalogue that identifies the key European digital health players (there are 1000+). It enables health and social care organisations to showcase information related to their needs and interests, and suppliers to promote potential opportunities for marketing their products and services. 

Matchmaking sessions were organised to support organisations looking to implement digital AHA solutions, but not finding close matches on the market. Four needs from the European health and social care organisations were selected. Then, a call for solutions was launched and the best matchec were selected. Get to know the needs identified and the matching solutions

A Training Session on AHA Innovation Adoption took place on 2 December 2019 at the 2019 EHTEL Symposium in the form of a participatory workshop. Its aim was to increase the knowledge and the capability of the demand side’s stakeholders in the management of innovative procurements. Learn more about the workshop


Progress so far

The I2M Plan was developed using a co-design methodology. It involved Key Opinion Leaders identified during the first stages of the I2M work. It resulted in a “Map of investment and gap analysis”.

/eip/ageing/file/i2m-timeline_enI2M Timeline

A visual indicating the timeline for the I2M from 2018 to 2020.

In 2018, the Key Opinion Leaders met on three occasions. They discussed how to address barriers to greater impact of AHA innovations most effectively. 

There was a “Stakeholder Forum” that took place in Brussels on 21 June 2018 and a number of follow-up online meetings. Based on the insights collected through this participatory process, a first version of the I2M Plan was developed. The Plan foresaw a number of high-priority actions and services.

The I2M Plan is being implemented throughout 2019 and 2020. 


What is next?

Stay tuned to learn more about all the coming activities in 2020!

  • Repository of AHA resources and market. Efforts will be focused on preparing a content repository ensuring that it is easily accessible and searchable including resource and market insights with content truly attractive to companies to provide a route to more general and effective data sharing. 
  • Reimbursement of AHA solutions: In order to foster the uptake and scaling up of AHA digitally enabled solutions in Europe it is required that digital technologies are reimbursed and funded appropriately. Reimbursement decisions are a Member State competence and thus a critical factor in making digital transformation. The I2M team will carry out a review of the existing reimbursement schemes in order to provide the suppliers of AHA solutions with easy to access information and guidance on how to fit their solutions into the existing reimvbursement practices. The report will be published at the end of 2020. 
  • Online training session for SMEs: in spite of the continued growth of the market, the stakeholders engaged in the I2M plan highlighted the need for SMEs to have access to professional training to improve their chances to attract the interest of investors and meet their decision criteria. This online session will be delivered. in the framework of a digital health flagship event during Q4 of 2020.