Christopher Delporte , Group Editor04.12.07
It’s not uncommon to learn about seemingly world-stopping breakthrough medical products in the mainstream media. How many times have we heard about a particular “blockbuster” pill or potion poised to re-shape life as we know it? Clearly, there have been numerous life-altering pharmacological discoveries that have cured disease or improved palliative or chronic care, giving countless millions a new lease on life. But how many times have medical devices been given (or have been deserving of) that kind of notoriety? Undoubtedly, drug-coated stents probably were the first superstar medical device when they hit the market a relatively short time ago. And there have been many others.
Though that luster has tarnished a bit as of late, devices increasingly are being recognized for the critical role they play in patient care. While the medical technology industry may be sharing more of the pharmaceutical industry’s critical spotlight, there’s a growing understanding in the general public about the important role that devices play as actual therapeutic agents, in addition to their value in the delivery of care and as first-line-of-defense diagnostics tools.
As a result of this higher profile, the device industry—manufacturers and industry suppliers alike—will have (and will be expected to be accountable for) more of an impact on the healthcare debate currently brewing in the United States.
This month’s feature on imaging technology—the second in Medical Product Outsourcing’s Advances in Technology series—touches on this trend.
“We certainly support the government effort to keep cost in line and increase productivity in healthcare,” John Desch, vice president, marketing and strategy for Philips Medical Systems North America, told MPO. “Now that the government is looking at issues such as pay for performance, you will see companies produce documentation showing how the technology is saving the healthcare industry money.”
In this example, not only do devices provide value on a case-by-case basis, but, going forward, they can be used to improve long-term care and wellness, helping to reduce costs.
During the recent AdvaMed annual meeting (see Top of the News on page 12), Leonard Schaeffer, former chairman and CEO of WellPoint, one of America’s largest insurers, challenged device manufacturers.
“New devices must be better than existing therapies. Safety and efficacy alone are not enough,” Schaeffer said. “Transforming healthcare requires sacrifice, and providers and technology makers also are responsible for affordable access.”
When it comes to offering affordable healthcare to all Americans, everyone seems to have an idea, and the responsibility ultimately rests with various players, including the insurance companies. And whether you agree with Schaeffer’s statement or not—and it was difficult to determine if many of his listeners actually did—it will be fascinating to watch how the medical technology industry responds.