European Medical Device Manufacturers Building Public Confidence in Industry

November 3 2003--Medical device manufacturers are concerned that media hype around high-profile issues such as genetic engineering and human cloning has alienated consumers from the medical sector, whose work is now viewed with suspicion by the public.

This is according to independent research commissioned by the organisers of the Medical Device Technology Exhibition & Conference among 150 European medical device manufacturers. The research suggests that the suspicion felt towards the medical device industry is rooted in a lack of understanding. Only a third of the sample state that they think that the public recognises the benefits provided by the medical device industry and the majority feel that the public is largely unaware of the levels of testing and risk assessment involved in developing new medical devices.

The findings indicate that medical device manufacturers recognise the need to educate their end-users about the industry and are increasing marketing budgets in order to communicate effectively with increasingly sophisticated consumers. A key investment priority for respondents is sales and marketing, with 69% anticipating an increased spend within this business function.

Furthermore, over a third of the sample reports that their company is undertaking activities to improve public awareness in the industry and how it operates. These activities include exhibitions to educate the public about medical devices, advertising and websites explaining company activities and public relations.

With greater levels of product information available via the mass media, the internet or alternative sources coupled with a more questioning approach towards the medical professions, the industry recognises that this education process is necessary to meet the needs of an ever more demanding patient.

However, medical device manufacturers do not see this new phenomenon of consumer empowerment as a threat, more of an opportunity to develop new products for a new market. This is reflected in the fact that manufacturers’ business priorities for the year ahead centre on product innovation – product development for new and existing markets is ranked by respondents as the highest priority and the majority of respondents (82%) are planning a new product launch within the next 12 months. Furthermore, 45% of respondents are optimistic that the annual R&D budget will increase over the next year with only 7% expecting a decrease.

In addition to the expansion of product ranges for new markets, respondents also indicate that design now plays a greater part in product development, as the end user has become more demanding and has more influence on the purchasing decision of medical devices.




This article courtesy of http://www.physicianbooks.com/.
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