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.

Once a medical device company has successfully developed an innovative new product, there is great pressure from many stakeholders, not the least being the company’s board and investors, to get that new technology out into the market as quickly as possible. As logical as that may sound on its face, the device industry is actually littered with companies that are paying the price for employing that kind of aggressive roll-out strategy. Rather than producing a successful product launch, that kind of fast-paced approach can generate unforeseen problems that the company may never be able to overcome.

This article outlines a different approach that the authors believe can significantly increase the value generated from launches of innovative...

Read the full article – start your free trial today!

Join thousands of industry professionals who rely on In Vivo for daily insights

  • Start your 7-day free trial
  • Explore trusted news, analysis, and insights
  • Access comprehensive global coverage
  • Enjoy instant access – no credit card required

More from Global Vision

UK Bets On Regulatory Innovation As Competitive Advantage In Synthetic Biology

 
• By 

The UK government has prioritized synthetic biology and created a "concierge service" for biotechs just as the US cuts science funding.

Chinese Firms Build Obesity Clinical Pipeline But Face Wider Hurdles

 
• By 

Despite the ability to initiate clinical trials quickly and having strong manufacturing capacity, Chinese companies are facing multiple challenges in the obesity space.

Unpacking The Impact Of Trump’s Tariffs On Drug Pricing And Production

 
• By 

Big pharma plans to invest billions of dollars in US manufacturing to avoid tariffs proposed by the Trump Administration. However, the implementation of these plans may be delayed due to regulatory complexities and rising costs from tariffs, potentially impacting drug prices for consumers.

Barcelona’s S2 Xpeed Accelerates Hardware-Based Medtech Start-Ups From Prototype To Market

 
• By 

S2 Xpeed is driving the rapid growth of medtech and hardware start-ups in Europe. Operating under a "sweat equity" model, the program helps early-stage companies move from prototype to manufacturing readiness in exchange for equity.

More from In Vivo

Deals Shaping The Industry, May 2025

 
• By 

An interactive look at pharma, medtech and diagnostics deals made during May 2025. Data courtesy of Biomedtracker.

Podcast: Flagship’s Vision To Predict And Prevent Illness, With Raj Panjabi

 
• By 

Flagship Pioneering senior partner Raj Panjabi discusses shifting health care from reactive treatment to AI-powered prediction and prevention of disease before symptoms emerge.

Rising Leaders 2025: Namrata Saroj On The Importance Of Authenticity In Ophthalmology

 

Namrata Saroj, chief business officer of Ocular Therapeutix, is highly respected in the retina community for her contributions to drug development. She talked to In Vivo about her journey in ophthalmology, leadership philosophy and the importance of authenticity in a close-knit specialty.