Covidien’s Project ADOPT: Moving The Needle On MIS
In an interview with Medtech Insight, Michael Tarnoff, Covidien’s corporate chief medical officer, discusses how Covidien hopes to drive growth in the market for minimally invasive surgical products through Project ADOPT, the company’s latest strategy for increasing physician adoption of MIS.
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The increasing prevalence of MIS and the opportunity for greater MIS penetration in existing procedures translate into significant growth potential for the MIS products market in the years ahead. Despite some challenges, device manufacturers are driving growth in the market by targeting key procedures and geographies with new robotic surgery systems and robotic-like technologies designed to enable more complex procedures to be performed via an MIS approach.
The market for minimally invasive surgical products continues to grow, driven by increasing demand and advances in laparoscopic technologies and techniques. Medical device manufacturers are developing new and innovative endomechanical and energy devices, as well as improved camera systems, which are allowing surgeons to safely push surgical boundaries and expand the minimally invasive surgery (MIS) approach into more complex surgical procedures than ever before. From a market perspective, manufacturers are driving growth in the MIS product market by targeting underpenetrated and emerging markets, particularly in Asia and Latin America, and by focusing education, sales, and product development efforts on growing clinical areas with good potential for increasing MIS adoption.
Technology and techniques for minimally invasive surgery continue to evolve as medical device manufacturers and clinicians alike look for ways to further minimize the invasiveness, pain, and scarring associated with surgery. At the same time, the economy and health care reform have created challenges for medical device manufacturers. In response to these challenges, mannufacturers competing in the MIS market are developing new products and marketing strategies designed to ease both the economic and environmental impact for providers.