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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Historically, wound care has been a nice tuck-in business for both large medical device and pharmaceutical companies. But that dynamic appears to be changing as advanced technologies are developed that make this sector more attractive as a growth business, evidenced by the large number of recent deals and consolidation going on in this market. The latest example of this trend is the proposed $6.3 billion deal to make publicly traded Kinetic Concepts a privately held company.
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.
Pain relief product sales grew 27% and upper respiratory sales 35% for the week ended 7 March as consumers respond to COVID-19, according to Nielsen data noted in a Jefferies report on consumer health purchasing trends. Private label market share is up slightly, while OTC purchases continue primarily in conventional stores.