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It's the Technology. End of Story

Executive Summary

Over a career that has spanned nearly 40 years, Bob Reiss has built a track record rivaled by few device executives, with senior positions at Sherwood Medical, Alza, Imed, ACS and Interventional Technoloiges. Reiss's most memorable stint: as one of the leaders of ACS, he solved a complex manufacturing problem that helped make angioplasty a common procedure and launched the interventional cardiology revolution. Common to all of Reiss's efforts: the notion that success in medical devices is fundamentally about technology and not, despite the importance of distribution and adoption issues, about marketing.
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