After successful development, clinical trials and regulatory approvals, a new medical technology enters its target market to compete with existing technologies. A device enjoying specialty positioning in the target market space with its unique features can easily attract potential adopters in the complex healthcare ecosystem. Value analysis committees evaluate the technology to ensure that it can provide a unique value proposition. A new medical device that meets the clinical expectations and reduces cost is put to use in hospitals.
Performing clinical adoption analysis before the device enters the crowded market can identify potential adoption barriers and also increase the probability of successful adoption. It also helps in identifying adoption drivers and learning how its value aligns with those drivers.
The medical device company should understand that adoption drivers vary across clinical settings. However, the following three adoption drivers are common:
A clinical adoption analysis by a medical device consulting firm provides an understanding of these drivers which helps in securing significant market adoption.
A new medical innovation gains adopters’ acceptance when it aligns with clinical expectations. Clinical goals fall under the following four categories:
Clinical efficacy is meaningful when it is linked to patient outcomes. Presenting evidence to link the use of technology and clinical results is a requirement.
The innovator is also required to demonstrate the differentiation through efficiencies its technology can achieve. Workflow efficiency is critical as healthcare facilities constantly try to optimize and expedite workflows. The technology should have an actual impact on patient turnover rates. The implementation of the new offering should have a minimum impact on the current workflow of the clinic. If a healthcare facility has to add more steps or time to its familiar workflow, the facility is likely to abandon the technology.
The usability of the device can encourage long-term use and drive brand loyalty. Initially, the usability of the technology is demonstrated through clinical trials. The actual usability is demonstrated when the end-user achieves the desired outcome.
Stakeholder expectations present both a challenge and an opportunity for clinical level adoption. Even when the new technology has more benefits to offer, clinicians may tend to resist if the new technology significantly disrupts their workflow. This necessitates the hospital system level engagement as the device may require adaptive behavior from clinicians’ side.
The technology should demonstrate lower cost, improved healthcare outcomes, and other system-level benefits. The understanding of the current workflow helps in minimizing workflow disruption due to adoption and managing expectations.
Healthcare facilities can pay more for a technology that delivers value. This value is defined in terms of efficacy, efficiency, and usability. When it comes to pricing, the company should get insight from key opinion leaders. The medical device company should also keep in mind that the competitors are also fighting to keep their space in the market.
Vendor relationships also have an impact on the potential adoption of the technology. Vendor relationships and contracts often influence the go-to-market strategies of the technology developer. This relationship is a key adoption driver.
In the end, cost and clinical outcomes matter the most for a healthcare facility. Doing clinical adoption analysis early can prepare the device for achieving maximum clinical adoption.