Generally speaking, no matter which industry, more than 95% of "innovation" will fall on the road to commercialization. Although innovation in the field of medical devices takes longer and costs more, the success rate is lower than 5%. For example, biodegradable stents, although Abbott, Poco and other cardiovascular giants have successively invested in research, after more than ten years, they still have not escaped the fate of leaving the product after the market. But what is surprising is that many innovative devices that seem to be "not the optimal solution" in certain dimensions have unexpectedly achieved the success of "swords and deviations" and won a considerable market share. For example, as a relatively new minimally invasive technique in spinal surgery, intervertebral foraminoscope is only one of many methods for treating intervertebral disc herniation in mature global markets and large hospitals in China. However, in China's primary hospital market, this technology is highly sought after by patients and doctors. It is also an innovation in the field of medical devices. What causes the "same new and different life"? We simplify complex issues and evaluate the degree of subversion of a certain innovative device to existing solutions, mainly considering the following five dimensions:
1.Patient treatment benefit
The degree of benefit that can be brought to the patient. Including short-term benefits (such as intraoperative blood loss, recent complication rate, discharge time, etc.) and long-term benefits (such as long-term complication rate, long-term survival rate, etc.)
2.Technical pain point resolution
It is a pain point that can achieve the purpose of treatment for various troubled surgeons in the clinic and hinder the smooth completion of the operation. For example, for complex and delicate operations with narrow anatomical areas, how to solve a series of difficulties such as the narrow operating space and the tissue damage caused by the tremor of the surgeon.
The self-realization benefits that the adoption of new ideas and new technologies can bring to doctors. For doctors of different classes, self-realization has different meanings. For top experts, it may be through the promotion of innovative treatment concepts to establish and consolidate its leading position in the industry; for young and middle-aged backbone doctors and regional experts, it may be a "curve" to achieve academic status through the improvement of innovative treatment methods. "Overtaking"; and for more basic-level doctors, it is more likely that they can gain professional and administrative status through the learning of innovative treatment methods.
4.Clinical application cost
Payer's Net Expenses is, the net expenditure required by the payer (including medical insurance and patient pay) to purchase and use the innovative solution. The so-called net expenditure means not only the expenses (generally including equipment usage expenses, consumable expenses, service expenses incurred due to the use of the equipment, etc.) should be considered, but also cost savings (such as savings due to the application of new products and shortened hospital stays) Hospitalization, medical expenses, etc.)
The success probability of medical device innovation is to achieve "great breakthroughs" in as many dimensions as possible among the above five dimensions, and try to avoid being "one-vote veto" in one of the remaining dimensions. According to the author's observation, if a "great breakthrough" is achieved in more than 2 of the 5 dimensions, it is very likely to produce disruptive innovation. However, even if there are many "great breakthroughs" in innovative solutions, if the performance in a certain dimension is obviously inferior to traditional methods, they are very likely to be "vetoed by one vote" in the process of commercialization.