Bio Break: Strategies for Expanding Market Reach

Resources

Bio Break: Strategies for Expanding Market Reach

Topic: Bio Break

Nick and Joris explore the fascinating world of repurposing existing medical device technologies for new market sectors. As engineers and innovators, we often focus on creating brand-new solutions, but what about leveraging tried-and-true technologies to expand into untapped markets? This strategy not only opens doors to new revenue streams but also maximizes the potential of existing innovations.

The conversation begins with an insightful discussion on how companies like Abbott and Dexcom have successfully transitioned their continuous glucose monitors from prescription-based to over-the-counter (OTC) products. Joris highlights the critical role of regulatory planning in this process. Transitioning to OTC isn’t just a matter of changing the product label; it requires redefining user interfaces, conducting extensive clinical trials, and ensuring the product is safe and effective for a broader, less trained audience.

Nick and Joris dive into the complexities of adapting devices for new use cases. They discuss how user interfaces designed for healthcare professionals need significant simplification for at-home users. This step often includes rebranding efforts, as seen with Dexcom and Abbott, to better align with the new target audience.

The duo also touches on how the same strategy applies to pharmaceuticals, such as medications originally developed for one condition but later approved for entirely different indications, like Ozempic’s transition from diabetes management to potential neurodegenerative applications. However, unlike pharmaceuticals, medical devices often require tangible changes to the hardware or software, making the repurposing process both a technical and strategic challenge.

Whether you’re a startup or an established medtech company, this Bio Break episode offers valuable insights into how repurposing existing technologies can expand your market presence while navigating the unique regulatory and user-experience challenges involved.

Strategies for Expanding Market Reach

YouTube video thumbnail
A patient lies with eyes closed while a clinician marks dotted surgical lines on her face with a skin marker. The patient wears a surgical cap. Overlay text reads: ‘More than a procedure?’ in bold font on a white highlight box.

In this Before the Build episode, Eric Olson and Paul Charlebois reflect on the value of patient-centered field research—and how firsthand observation can reframe design priorities and impact outcomes in profound ways.

loved hand holding a blood vial in front of blurred Chicago skyline. Overlay text says ‘From vial… To Chicago?’ in bold white font on black background.

Each summer, the laboratory diagnostics showcase hosted by the Association for Diagnostics & Laboratory Medicine (ADLM) draws industry leaders to Chicago.

Thumbnail showing a vial of clear contrast agent on the left, with a red dotted arrow pointing to an X-ray image of a skull displayed on a tablet held by a person in a white coat. Overlay text reads “Not approved here?” in bold black and white text.

Nigel and Nick explore how contrast agents in imaging support medical device trials and diagnostics. While bones appear clearly in standard X-rays, soft tissues like those in the nasal cavity often require contrast agents to become visible.

A hospital patient lies in bed with a blurred background of medical equipment; bold text reads “Empathy in Design” across the top.

What does empathetic medical design really look like in practice? Eric and Paul discuss how emotional insight from field research can profoundly impact the design of medical devices