The Future of Devices is Generic (Laura Ruth, Ph.D. is a director with Fuld & Co.'s Pharmaceutical and Healthcare Practice)
What if a significant portion of a $200 million segment of the medical device market was generic? A company called Generic Medical Device (GMD) launched a Universal Sling System for female stress urinary incontinence (SUI), a class II medical device, in 2009. Market research indicates that 33% of physicians are sensitive to price.1 Therefore those physicians might consider using a generic device rather than a brand.
Class II medical devices are probably the most adop...
The Orthopedics Industry 
