Originally Published EMDM March/April 2002
A NOTE FROM THE EDITOR
Making the Most of Things
Medical
manufacturers often seek to differentiate their devices with technical wizardry.
But according to the director of a leading design consultancy, OEMs should bear
in mind that developing cutting-edge technology is not the only necessary step
in the creation of a successful product.
Alan South, head of Ideo Europe (London), is quick to recognize the primary
role of technological innovation in medical product development. "There
are and will be plenty of fundamentally new technical innovations that will
change people's lives and create new companies," he says. But according
to South, medical OEMs would do well to focus their efforts on maximizing the
usability of devices. "[There is] a huge amount of technology in the industry
that is mature and available equally to all firms," he says, noting that
such technology cannot be used as the basis of competition. "The companies
that will win are those that most effectively exploit [that] technology to deliver
real benefit to the end-user."
This is more than empty rhetoric; South's comments carry some weight in
the world of user-focussed product design. Ideo designed the sleek Palm V organizer
and has taken on several projects in the healthcare sector, including a disposable
insulin injection pen made by Eli Lilly. Moreover, the company was singled out
as a winner in the 2000 Medical Design Excellence Awards for its work on the
Sonosite 180 hand-carried ultrasound system manufactured by Sonosite Inc. of
Bothell, WA, USA (for more information on this innovative product, visit www.devicelink.com/expo/awards02/radiologiclElect.html).
I find that South's recommendation is more than just solid advice for product
designers. His philosophy, which might be summarized as "make the most
of what you've got," also seems to capture the Zeitgeist of a period
when global markets are in a delicate state, and companies are more eager than
ever to leverage their core strengths in an effort to cut costs. Although the
medical device sector continues to outperform more vulnerable industry sectors,
these are indeed times for economy. And as companies look for creative ways
to slash costs and increase revenues, South's call for pragmatism and innovation
seems timely.
Speaking of good timing, if you are reading this issue of EMDM at the Medical
Equipment Design & Technology Exhibition and Conference (MEDTEC) in Stuttgart,
you may be able to hear South speak in person. His presentation, titled "Putting
People First—a User-Focussed Design Process," is part of a three-day
conference running parallel to the MEDTEC exhibition on 5–7 March.
If you attend the show, I hope you'll find the special MEDTEC section that
begins on page 40 of this issue to be a well designed guide that helps you make
the most of your visit. The section includes notes on selected conference sessions
(including South's presentation), a complete conference schedule, and profiles
of companies exhibiting their products and services at MEDTEC. Also included
are tips on how to spend your weekend in Stuttgart and environs—should
you be so lucky.
If you missed MEDTEC this year, you may not even need to wait until 2003 to
source products from the show's exhibitors. The Showstoppers section in
EMDM's May/June issue will present some of the best products and
services from MEDTEC, as well as from the Medical Design & Manufacturing
(MD&M) West show that took place on 5–7 February in Anaheim, CA, USA.
The next best thing to being there, Showstoppers offer a glimpse of the most
innovative technology from international trade shows.
To all of our readers attending MEDTEC, I extend my wishes for a successful
and productive show.
Copyright ©2002 European Medical Device Manufacturer
