Reverse Innovation: Is The US Losing Its Edge In Innovation?

By David Cassak / Email the Author / IN VIVO January 2012, Vol. 30, No. 1
Feature Articles / Word Count: 2210 / Article # 2012800023

Executive Summary

Is US-style innovation in the medical device industry heading towards extinction? Gone are the days when companies believed they could build robust businesses by serving largely, if not exclusively, the US market. Today, emerging markets have become growth markets. But those markets, and even a post-health care reform US, challenge an innovation model that used to reward even incremental technology enhancements with premium pricing, by a price-insensitive customer.