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Opportunity for manufacturers
to step it up

Survey finds medical devices not meeting provider expectations

by Lauren Dubinsky , Senior Reporter
The medical devices on the market are not on par with the expectations of health care professionals, according to a recent survey conducted by Vennli.

More than 9,000 physicians, dentists and other clinicians were asked questions about what drives them to purchase medical devices.

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"My hope is that this study will help medical device marketers recognize they have an incredible opportunity to listen to the voice of the marketplace," Rachel Mele, general manager of health care at Vennli, told HCB News.

The survey revealed that over 90 percent of the respondents believe that patient outcomes are important to consider when selecting a medical device. However, less than 60 percent of the respondents reported that the companies were performing up to their expectations.

As the industry transitions from the fee-for-service model to value-based care, health care providers are challenged to improve outcomes. Mele said that since health care providers are subject to more scrutiny, it's natural for them to put pressure on the medical device market to help them perform at a higher level.

An article that accompanied the survey stated that medical device manufacturers need to invest more in high-quality clinical studies. The challenge is that those take a long time to complete and are often expensive to fund.

The survey also found that 62 percent of the respondents reported that it's important for the device to be recommended by a key opinion leader in the industry. They're more concerned with whether the devices are low risk, efficient, from a proven or trusted brand and generate consistent outcomes.

Flexible contract options are also important for over 80 percent of the respondents, but less than 40 percent of the companies are providing that.

"When looking at the disconnect between importance around attributes such as customer service, it's likely due to companies like Amazon and Apple," said Mele. "They have changed expectations, and in general, the medical device market has significant catching-up to do to meet the increasing trend in high customer service."

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