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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 medical devices. This approach is designed to address the common...

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