ADVICE FOR MANUFACTURERS
Part of the second goal of the project was to develop information that could help organizations hoping to develop and commercialize medical devices to understand the managed care market environment and to prepare accordingly. We asked interview respondents representing manufacturers to offer advice for such organizations. Interview respondents generally offered extensive and thoughtful answers to this query. While emphases differed across interviews, some consistent messages emerged. We first summarize advice that was offered—in one form or another—in most (and in some cases, virtually all) of our interviews with manufacturers. We then briefly relate advice that was offered by a minority of the respondents.
Almost all of the interview respondents emphasized early development of commercialization strategies and planning of commercialization efforts. One especially experienced respondent emphasized that a strategy should be developed when the “product is just an idea”—that it was not good business practice to put effort into developing a new device unless there was reason to believe that a viable commercialization strategy could be developed and implemented.1____________________