Over the years, it has come to my attention that many international life science companies think that doing business in the U.S. Healthcare Market can't be that hard. After all, they speak English, they have traveled to Disney World, and have attended conferences in the United States. All they need to do is participate at an industry trade show, sign up a distributor, and watch the money roll in. If it were only that easy. Unfortunately, the reality of U.S. market entry is a much more challenging proposition. There are are cultural nuances in how business is done and decisions are made that differ from the process in foreigners home country. The interview with Bill Kenney from MEET touches on some of the misconceptions that exist, and separates Myth from Reality.