NEXTTIP™ INSIGHT

Published by The Next Phase Consultancy, Inc. – November 2003

Discovery – Not just for the pharmaceutical industry any more

Who of us doesn't enjoy the thrill of the "a Ha!" produced through discovery? For decades this process has enlightened the pharmaceutical industry – "drug discovery" identifies chemical compounds with potential therapeutic value. And discovery also serves as a foundation. In the drug industry, it is THE critical process that precedes and becomes the foundation for "drug development." Discovery effectively leads to a commercially successful, highly specific drug that cures or treats the symptoms of a targeted disease or medical condition.

Discovery is just as critical for the medical device industry, but it is rarely recognized as such. Why is this the case? Could it be that a much smaller investment is often at stake for device development than for the drug discovery/development process? Is device discovery, therefore, considered to be unnecessary, with more emphasis on the "D" in R&D? Or does it actually occur but we are simply unaware of it happening? And do we simply accept the "lowest fruit" - the obvious technology or device embodiment that can easily be developed - or do we actively listen to our end users to create the optimal device by…

• discovering those market opportunities with the greatest need?
• identifying those opportunities with the greatest market potential?
• screening for those device embodiments with the "best fit" to our team's abilities?

Your device's market potential grows from the foundation of discovery. Visit The Next Phase's website at www.TheNextPhase.com to learn more about what Device Discovery can do for you or read the entire article to learn more about Device Discovery.

Your Medical Device [Development] Life Cycle

Device Discovery launches us into effective Device Development in terms of effort, time, resources and cost. But what happens after we have thoughtfully determined where we wish to go with our new discovery? Development takes us through at least five phases of hypothesizing and testing those hypotheses to determine if your device has great enough promise to go to market. These five phases take us through

• Concept
• Proof of Concept or Feasibility
• Pre-Pilot or Development
• Pilot or Scale-up
• Commercialization or Start-up

FYI: The Next Phase's newly renovated website further explains the Processes of Device Discovery and Development.

Visit The Next Phase to learn more at The Next Phase's home page.

If you have a medical technology-related question, call or email me. If I don't know the answer, I'll find out.

You can find other related articles and publications at http://www.thenextphase.com/publications.html

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© The Next Phase Consultancy, Inc. 2003. All rights reserved.

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Vicky Hunsicker Sanko
The Next Phase Consultancy, Inc.

Fone - 425/869-8724
Fax – 425/869-9397

We publish a free monthly e-newsletter on device discovery, definition and development as well as related business development issues. To subscribe send an email to with "Newsletter" in the subject line. See past issues at http://www.thenextphase.com/pub_newsletter.html