Bio Break: Strategies for Expanding Market Reach

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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

A laboratory or engineering workstation featuring a high-precision stereo microscope mounted on an articulated arm, positioned beside two computer monitors displaying 3D CAD models or imaging of a complex mechanical or biomedical device. The workspace also includes a keyboard, mouse, and a metallic container, all situated on a clean white desk in a dimly lit, modern lab environment.

In a sophisticated world of ever increasing complexity, we need our tools to evolve alongside us and assist in complex decision making, allowing us to understand the consequences of choices ahead. Computational Modelling and Simulation (CM&S) is emerging as an essential tool in building evidence for medical device development.

Three engineers are assembling or troubleshooting a large industrial or medical device prototype in a workshop. One person is seated in a wheelchair, another is standing behind the structure, and a third is kneeling on top of the machine for internal access. The workspace includes tools, laptops, electronic parts, and a large diagram of the device on the wall.

I routinely engage in the development of prototype medical devices. These prototypes typically incorporate at least one printed circuit board (PCB) installed within a plastic or metal enclosure, featuring numerous connections to external components through various connectors.

A laptop on a wooden desk displays a digital document icon on its screen. Beside it, bold text reads "Design History Files Explained," highlighting the topic of regulatory documentation in medical device development.

Nick and Joris break down what a DHF is, why it’s required, and how it plays a vital role throughout the development lifecycle.

Two colorful paper boats—one red and one yellow—float on a blue background with illustrated white waves beneath them. Bold text reads "From Idea to Impact," symbolizing innovation and progress in medical device development.

Nick Allan and Joris van der Heijden revisit one of StarFish Medical’s most successful Pathfinder journeys, showcasing how a bold research concept evolved into a fully realized clinical diagnostic device.