Marketers want their efforts to yield sales of successful devices. The ability to blend innovative technology with what will sell in the marketplace is perhaps the most critical factor in device development efforts. But to arrive at that point, the thorniest issue in many companies is getting the technologists to truly understand the needs of the customers and the marketers to truly understand the potential of a technology. Perhaps the only sure thing such an exchange demonstrates is the continued existence of a wall separating their two perspectives.
Many companies swear they've torn down the wall.
Developing a financially successful, innovative medical device and launching it at a favorable time in the business cycle has to be a team effort. Accurate information, competitive intelligence, and feedback from customers are crucial for making effective and timely device development decisions. Everyone should remember that the commitment to a purchase is often made emotionally, and then justified rationally. Technologists have to be in tune with the product's emotional appeal, not just its technology, if the device is going to be a success. Full View Figure 1.