Selling Devices vs. Selling Drugs: Implications for UX
KOREY JOHNSON
Historically, the molecule or the drug has been the hero of a combination product. After all, the drug is what treats the disease. But in a market becoming more and more saturated by generics and bio-similars, delivery devices are increasingly important as differentiators that can have incremental improvement on the end users’ quality of life. Manufacturers are responding by devoting resources to develop not only next-generation drugs, but also next generation devices – many of which are increasingly interconnected in systems of devices. This is a trend for which medical devices are actually lagging behind other industries but a clear direction nonetheless. As manufacturers move in this direction, it is increasingly important for them to consider the human factor in the development of those next generation devices.