Going generic: Should medical device companies ditch the incremental upgrades? (MedCityNews)
Premiergeneric CEO Susan DeVore ruffled a few audience feathers at this week’s AdvaMed conference in Chicago when she said that innovation done on an incremental basis drives costs up – so medical device companies should just go generic. It’ll level the playing field, she argued, and then companies can direct their dollars to hit upon a technology that’s transformative.
“I know that’s not going to be a popular comment,” she said. And DeVore was right: There was a collective audience eye roll at her sta...
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