For shame! How could the FDA approve a silly touch screen watch to do the job of serious cardiologists—and rush it through the approval process, too? How could a high-end stereo-equipment-maker suddenly become a supplier of medical devices? And then there’s the notion that this device could be fitted without the help of a qualified professional!
Read MoreTopics: go-to-market strategy, medical devices, medtech, FDA, Apple, healthcare marketplace, medtech startups, Apple Watch, hearing aid, Bose
Raluca Cenusa co-wrote this blog post with Vijesh Unnikrishnan. It was originally published in In Vivo.
Hardly a day seems to go by without a new healthcare startup raising money, jumping into the digital health market, and launching a new app or service. Innovation is rampant and willingness to invest is so high that the digital health market is projected to grow to $500 billion by 2025, according to Transparency Market Research’s 2017 Digital Health Market report.
Read MoreTopics: medtech, reimbursement, connected health, digital health, patient centricity, medtech startups, digital health startups, medtech innovation
Let’s face it: Medtech has been very successful over the years by taking care of physician customers and all but ignoring the consumer (aka the patient). Physicians have historically been the primary driver of the product decision, so who could have blamed them? As a former vice president of marketing for a large medtech company once told me: “We don’t want to alienate our surgeons by doing all of this patient marketing. For complex, life-and-death medical decisions, the physician is the expert and the patients follow their lead. Marketing to patients just frustrates our surgeons because they have to re-educate their patients who develop misperceptions.”
Read MoreTopics: medtech, connected health, digital health, patient centricity, medtech manufacturers, medtech startups, patient-centric
Maurice Solomon co-wrote this blog post with Tobi Laczkowski.
We recently published a Q&A with Tim Schmid, the chief strategic customer officer at the Johnson & Johnson Medical Devices Companies. He provided an excellent overview of the changing healthcare market, and how J&J and other large medtech companies are pivoting along with it.
Read MoreTopics: medtech, startups, digital health, medtech manufacturers, medtech commercial model, outcomeMD, justin saliman, medtech startups
For shame! How could the FDA approve a silly touch screen watch to do the job of serious cardiologists—and rush it through the approval process, too? How could a high-end stereo-equipment-maker suddenly become a supplier of medical devices? And then there’s the notion that this device could be fitted without the help of a qualified professional!
Raluca Cenusa co-wrote this blog post with Vijesh Unnikrishnan. It was originally published in In Vivo.
Hardly a day seems to go by without a new healthcare startup raising money, jumping into the digital health market, and launching a new app or service. Innovation is rampant and willingness to invest is so high that the digital health market is projected to grow to $500 billion by 2025, according to Transparency Market Research’s 2017 Digital Health Market report.
Let’s face it: Medtech has been very successful over the years by taking care of physician customers and all but ignoring the consumer (aka the patient). Physicians have historically been the primary driver of the product decision, so who could have blamed them? As a former vice president of marketing for a large medtech company once told me: “We don’t want to alienate our surgeons by doing all of this patient marketing. For complex, life-and-death medical decisions, the physician is the expert and the patients follow their lead. Marketing to patients just frustrates our surgeons because they have to re-educate their patients who develop misperceptions.”
Maurice Solomon co-wrote this blog post with Tobi Laczkowski.
We recently published a Q&A with Tim Schmid, the chief strategic customer officer at the Johnson & Johnson Medical Devices Companies. He provided an excellent overview of the changing healthcare market, and how J&J and other large medtech companies are pivoting along with it.
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