Cost and Surgeon Preference Matter Most When Launching New Technologies
Reimbursement and payment pathways are the biggest barriers to market entry for new technologies, according to Bill Hunter, M.D., CEO of Canary Medical.
“Widespread adoption is challenging unless companies can prove there’s some substantive improvement in patient outcomes and that the change in outcomes comes with a resulting lowering of cost,” he said. “On the front end, innovation will come from smaller companies. On the back end, commercialization and market establishment will become the purvey of larger organizations.”