Harris Kaplan

Harris Kaplan helps life science organizations translate scientific innovation into commercial results. With more than forty years as a commercial strategy consultant, he has advised companies at every stage of development, from early pipeline planning to launch preparation to revitalizing products facing market obstacles.

Harris works closely with leadership teams and investors to evaluate market opportunities, define target customers, shape value propositions, and design strategies that anticipate the needs of payers, providers, and patients. Central to his approach is the belief that regulatory approval does not guarantee market adoption, and that understanding customer behavior early in development is critical to commercial success. By integrating customer perspectives into product development and commercialization, he helps clients make stronger investment decisions, sharpen differentiation, and position innovations for meaningful market impact.

Over the course of his career, Harris has contributed to the strategy behind more than 125 products across biotechnology, pharmaceuticals, diagnostics, and medical devices. His experience and insights into the factors that drive commercial success are the foundation of his book, Approval Is Not Adoption, which challenges conventional thinking about what makes physicians, payers, and patients embrace new healthcare innovations. His work reflects a combination of methodological rigor, business and industry insight, and a deep understanding of customer behavior. Many of his client relationships extend beyond three decades, reflecting trust, continuity, and a shared commitment to achieving results.

As Managing Partner at Litmys, Harris advises clients on developing new products, preparing for launch, optimizing go-to-market strategies, and conducting due diligence for funding, licensing, or turnaround decisions. His focus is helping organizations navigate complex market dynamics and maximize the potential and performance of their innovations.