Gastroenterology's Elusive Device Opportunity

Gastroesophageal reflux disease and Barrett's Esophagus seem like obvious-and enormous-potential markets for interventional devices, but so far such devices have disappointed. In GERD, product malfunctions and recalls have underscored safety issues, while efficacy concerns and reimbursement delays have conspired to keep the enormous opportunity that GERD represents tantalizingly out of reach for many of the first-generation companies that were launched to tap into this market. Now, a small group of companies with hopes of a better approach are betting they've found the way to harness this most promising of device markets.