Driving Adoption of Medical Device Innovation in Europe

Posted by mddiadmin on July 1, 2004

Originally Published MX July/August 2004


Executives planning a global launch strategy must first understand the target market's healthcare system and payment structure.

Ron Marrocco

Not long ago, medical device firms believed that cultural differences should be the primary focus of a multinational launch strategy to bring medical innovations to western European markets. Although certain cultural issues—including language, attitude, and philosophy toward medical care—will always deserve thoughtful consideration in the medical device executive's decision-making process, these issues no longer deserve to be the central or defining focus of a European launch strategy. A variety of factors, ranging from administrative and government regulations to healthcare systems and patient engagement, have surfaced as more-significant issues in the development of an effective international launch strategy.

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