Birmingham, AL, USA

Commercial Strategy Consultants for the Life Sciences Industry

Minneapolis, MN, USA

Commercial Strategy Consultants for the Life Sciences Industry

Who Are We

Hix Group is a team of experienced life science professionals dedicated to equipping investors and leadership teams to attack the opportunities and challenges facing their business. Our professionals are distinguished by the depth of their experience in the pharmaceutical, medical device, and healthcare technology verticals.

What We Do

Commercial Strategy

Do you require a marketing, sales, and/or revenue (reimbursement) plan for your pre- or early-commercial business or product? And, would you prefer to work with a team of life science professionals who have “walked the walk” with respect to market assessment, market preparation, product development, product launch, and channel development?

If “yes”, you may want to join the list of early commercial and established companies who engaged Hix Group to assess, prioritize, and manage their commercial priorities. We invite you to learn more about us.

Negotiation Training

Are your margins being further suppressed each time a member of your leadership team negotiates with a purchaser or supplier? Do you fear the value of your organization or your product(s) is ignored in “value-based” negotiations with payors and providers? Are your near-term and long-term revenue projections at risk due to a repeating pattern of pricing concessions?

If “yes”, we invite you to learn more about Six Bridges!

Consumer Engagement

Could an active, meaningful conversation with consumers and potential consumers drive revenue growth and secure operational savings for your organization? Are you seeking to identify paths to close the gap between the realized value and the potential value of the consumer or prescriber? Could improved consumer engagement effort support your clinical, operational, and financial priorities?

If “yes” or “perhaps”, we invite you to learn more about our work in consumer engagement.

DJO Global
Children's Minnesota
Stay Healthy Zone
Smith and Nephew
Dendrite International
Geisinger Health System
Presbyterian Health System New Mexico
EDG Partners
Modernizing Medicine
Aurora Health Care

Meet the leaders of Hix Group

Barry Hix, Managing Partner

Barry Hix serves as managing director of Hix Group where he is responsible for leading project teams to support client needs in commercial strategy, consumer engagement, and negotiation training. Barry embodies the uniqueness of Hix Group as a life science consulting firm in that he has “walked in the shoes” of the life science leaders who seek the services of Hix Group.

The experience gained in medical device, pharmaceuticals, healthcare delivery, and healthcare technology has equipped Barry with a unique perspective on the competencies required to create and sustain meaningful and profitable conversations with healthcare’s unique mix of influencers, including patients, patient advocates, physicians, administrators, and payors. Barry’s experience has required him to lead organizations into and through early commercial stage activity (market preparation, product development, and product launch), asset acquisition, mergers, force expansion, force reduction, and asset restructuring.

Barry has held board positions with Allina Healthcare and Cadence Biomedical. He has served as speaker at national conferences including the Federation of American Health Systems, the Global Business Forum on Health, HIMMS. Hix holds a bachelor’s degree in industrial management from the Georgia Institute of Technology, a master’s degree in marketing from Georgia State University, and a master’s degree in public health from Emory University.

Barry leads Hix Group corporate office in Birmingham, Alabama.

Bill Dornbach, Partner

Bill Dornbach serves as partner at Hix Group with an extensive background in pharmaceutical and medical device strategic planning, product launch, and brand development. Bill’s industry knowledge and global perspective equips Hix Group medical products and healthcare clients to move effectively and efficiently across the ever-changing landscape of patient care, medical reimbursement, and consumer-directed healthcare, including retail healthcare.

Bill’s client focus extends to managing patient and consumer engagement, enterprise transition, including preparing for private equity investment, pre-merger preparation, and post-merger integration of marketing, sales, sales support, and internal operations. Bill’s experience includes equipping and developing small to mature organizations to expand their sales force as well as optimize the sales effort across targeted verticals.

Bill is an adept expert influencer who moves confidently from vision and strategy, through tactical development, to implementation and execution. This operation and analytical expertise, has led to the launch of more than 26 companies and products, along with multiple client solution patents, including technology-enabled CRM solutions. Bill has held several board positions in both the healthcare and technology industry.

Bill leads the Minnesota Office of Hix Group, located in Edina, Minnesota.

Who Chooses Hix Group

Our clients include pharmaceutical and medical device manufacturers (both prescription and consumer healthcare products), technology providers, and venture capital firms. Our high-engagement approach to strategic consulting and leadership coaching is sought by leadership teams seeking to:


develop or refine corporate or brand strategy


position the organization for a capital raise


identify and source strategic partners to support new market development or expansion


develop the value proposition and pricing strategy for the payor, physician and consumer audience


position products threatened by reimbursement or generic competitive threats


optimize the workflow required to support high-touch consumer support and reimbursement hubs


equip national account teams for negotiations with payors, GPOs and integrated delivery networks


leverage emerging technology platforms, including mobile health, to drive increased patient lifetime value and/or to improve workflow efficiencies dedicated to supporting the reimbursement process with patients


shape or influence policy decisions at the state or national level

Get In Touch

Interested in getting started? Send us a note today. We look forward to speaking with you soon.