Maximizing An Innovative Device Launch: Going Slow To Go Fast
Contrary to conventional wisdom, a gradual product rollout, as opposed to a full-court press, may be the best way for device companies to generate maximum value from innovative products.
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After years of steady growth, the dialysis market is predicted to increase dramatically, and this growth will severely strain the current system of dialysis clinics where most of these procedures are performed. Home hemodialysis could help relieve this bottleneck but has not been a viable alternative to date because of the lack of effective device innovation. NxStage Medical has developed a system that makes home hemodialysis a therapeutic option, which could dramatically improve both the health and lifestyle of patients, along with the economic future of the dialysis market.
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