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Originally Published MX May/June 2002

BUSINESS PLANNING & TECHNOLOGY DEVELOPMENT


Assura EasiClose colostomy system by Coloplast (Marietta, GA).
Innovating for the Market

Innovation is not a required element of good design, but some companies insist on it regardless. One example is MDEA winner Coloplast (Marietta, GA), which, according to its mission statement, "strives to offer preferred product ranges based on innovation, advanced technology, and cost-effectiveness." Coloplast has been a leader in Europe since inventing the first disposable ostomy pouch in 1957. It has been gaining market share in the United States for the past 15 years by means of its innovative technology. Its winning MDEA entry, the Assura EasiClose, a drainable ostomy pouch with an integrated hook-and-loop closure system, currently has no competitors.

Coloplast developed the product with clinician input and focus-group feedback. The resulting strong demand is expected to contribute positively to the Assura division’s sales. Says Brad Selman, marketing director, "Being a recipient of the MDEA lends credibility to our claim as innovators in the field."

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