Title: Product Strategy Challenges in Medical Technology

With: Steven Casper, Keck Graduate Institute of Applied Life Sciences

Subject: The successful commercialization of new medical technology is determined by the needs of government agencies, insurance companies, arrays of inter-related medical specialists, hospital staff, general practitioners, and others. Chris Halliwell, TMC Director, interviews this academic expert in life sciences about market scanning and market research tools that help clarify the complex clinical and operational use environment for medical devices. A number of failed medical technology innovation examples are discussed where ill-conceived market or clinical research did not yield the user need insight necessary for effective new product strategy and market adoption.