Examining five ways to reduce the risk of entrepreneurial failure in American healthcare. getty

At least 90% of startups fail . And in the healthcare strategy course I teach at Stanford’s Graduate School of Business, I caution students that the odds of failure in medicine are even greater.

Failures in health innovation rarely stem from flawed products. Almost always, they’re the result of mistakes founders make early in the journey, long before the first sale or clinical deployment.

Entrepreneurs drawn to the $5-trillion U.S. healthcare market often assume their success in other industries will carry over. But the system’s distinct structures, cultural norms and unwritten rules trip them up. The results catch them by surprise.

Here are five ways to reduce the risk of entrepreneur

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