Marketing Strategies

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Marketing Strategies

• How Companies Work to Encourage Adoption of New
  Medical Technologies

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Medical Technology Adoption Cycle
Innovation/ Idea
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Medical Technology Adoption Cycle
Innovation/ Idea
Clinical Trial
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Medical Technology Adoption Cycle
Innovation/ Idea
Clinical Trial
FDA Process
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Medical Technology Adoption Cycle
Innovation/ Idea
Clinical Trial
FDA Process
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Medical Technology Adoption Cycle
Reimbursement CMS/FI/PI
Innovation/ Idea
Clinical Trial
FDA Process
Early Adopters
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Medical Technology Adoption Cycle
Reimbursement CMS/FI/PI
Innovation/ Idea
Clinical Trial
FDA Process
Early Adopters
Widespread Clinical Use
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Medical Technology Adoption Cycle
Reimbursement CMS/FI/PI
Innovation/ Idea
Clinical Trial
FDA Process
Early Adopters
Widespread Clinical Use
Outcomes Reporting Care Protocols
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Medical Technology Adoption Cycle Role of
Marketing
Assist in soliciting clinical trial sites
Provide materials for sites patient
information, press releases for the community,
other materials
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Medical Technology Adoption Cycle Role of
Marketing
Clear limits on what manufacturers can do
during this phase
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Medical Technology Adoption Cycle Role of
Marketing
Promote early outcomes data from these sites
Direct marketing to patients
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Medical Technology Adoption Cycle Role of
Marketing
Facilitate publication of cost effectiveness
data in peer reviewed journals
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Case Study - PET

• 25 year old technology
• Widespread clinical use after CMS reimbursement
  decision
• Promise of fusion imaging

Duet Hybrid PET / SPECT System
PET / CT Functional and Anatomical Imaging
workstation
LSO PET system
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Case Study Virtual Colonoscopy

• 3D CT technology
• Reimbursement would require an Act of Congress
  (literally)
• Limit to clinical use due to lack of reimbursement

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