Article | 8/1/2009

Taking the High Road: Building the Right Foundation for a Medtech Product Launch

MDDI Magazine
By Mark Speers, Managing Director and Partner, and Susan Posner, Vice President; Health Advances
Many companies launch products onto the medtech market concurrent with their initial FDA approvals in an effort to realize revenue as soon as possible. Delaying a market launch may seem counterintuitive, however having the fortitude to delay revenue may lead to far greater returns. Executives must be careful to differentiate between their regulatory and commercialization strategies. Each device company should carefully consider whether it has amassed the critical clinical and/or economic data necessary to catalyze purchase decisions by physicians and payers before launching. The article describes an analytic approach to optimizing the commercialization plan including launch timing.
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