How to Persuade Doctors to Innovate

Here's a hint: It's about data and information.

Chris Newmarker

Tom KraMer, president of Kablooe Design (Coon Rapids, MN), has years of experience when it comes to designing medical devices that health providers will actually want to use. It is one of the reasons his company is a frequent Medical Device Excellence Awards winner.

(See KraMer and other experts discuss getting products into hospitals during MD&M Minneapolis, September 21-22 in Minneapolis)

Qmed recently asked KraMer for additional advice on the subject:

Qmed:What is the most common stumbling block you see medical device companies running into when pitching a new medical device to a hospital?

KraMer: The users, especially if they are physicians, are used to performing the procedure a certain way, and the uncertainty of a new method prevents them from making a change.

Qmed: Why is it such a stumbling block?

KraMer: They need lots of data to convince them that there is less risk in a change than in continuing as-is.

Qmed: Any example you're comfortable sharing?

KraMer: Peripheral atherectomy. A physician was used to cutting through lesions for repair. A patient came in with an aneurysm as a result of a previous procedure by this physician, and the patient came in with another lesion for treatment. There was a rep in the surgery for a new device for treating the lesion, but he could not get the physician to change from his well-known cutting procedure, even though we were all looking at the flouro that showed the aneurysm from the previous procedure. The physician used his old cutting technology on the new lesion anyway. 

Qmed: What advice would you give a medical device company seeking to avoid this pitfall?

KraMer: Setup lots of physician training opportunities. Workshops, conferences, seminars, etc. Offer free training. Engage a wide range of experienced and inexperienced users in your user studies. Dig deep into your user needs early, and design your device to fulfill these needs. Search for the "little needs surrounding the big need."

Qmed: Is it becoming more or less of a stumbling block, and why?

KraMer: Hard to tell. Probably more because more hard core evidence is being required in order to change someone's mind.

(See KraMer and other experts discuss getting products into hospitals during MD&M Minneapolis, September 21-22 in Minneapolis)

Chris Newmarker is senior editor of Qmed. Follow him on Twitter at @newmarker.

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[Image by Chris Newmarker/Qmed]