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Medicine and commerce are often perceived as parallel worlds. However, their synergy can transform innovation into tangible success. Aligning these teams is the key to significant advancements.
On the ground, this collaboration requires a deep mutual understanding. Data, communication methods, and tools can create insurmountable barriers. However, leaders such as Philips and EssilorLuxottica demonstrate that an integrated strategy is possible. By merging medical insights with business objectives, they always place the patient at the center of their efforts.

Medtech companies face increasing pressure to drive product adoption. Many turn to medical teams to bridge the gap between medical research and commercial adoption. This strategic role can present challenges, as medical teams often operate in silos, isolated from their commercial counterparts.

To operate at full potential, medical and commercial teams must move in perfect synchronization. Dr. Martijn van Steennis from Philips and Dr. Norbert Gorny from EssilorLuxottica share their strategies for aligning medical insights with business objectives. “Medical and commercial priorities may seem to compete, but they become secondary as long as the ultimate goal remains patient-centered,” explains Gorny.

Medtechs can bridge the gap by translating medical needs into market demands and regulatory standards. This fosters open communication, data sharing, and systematic feedback loops throughout the R&D process. “R&D is essential because it lies at the intersection of almost all areas – medical, marketing, operations, legal, and quality,” Gorny specifies.

For van Steennis, involving medical teams early in the ideation phases of a new product is crucial. “Sometimes, in the early stages of R&D, the desire to move quickly can overlook the inclusion of medical and clinical teams. This can pose issues when product claims are not yet proven to the FDA,” he states. “By ensuring a seat at the table for medical teams, we can communicate the product’s added value in saving money and speeding time to market.”

For example, EssilorLuxottica recently rethought its stage gate process to include medical, regulatory, and legal teams from concept phase to product launch. According to Gorny, “their contribution is absolutely vital to accelerate the innovation process.”

Ultimately, Gorny believes that “transparency and data sharing” make the difference in enhancing collaboration. To prevent data from remaining siloed, he created a shared digital platform for ongoing communication of insights, encouraging rapid prototyping and early user testing with medical input. “We’ve established incentive systems that ensure their intellectual property, but for the sake of our organization, they share their insights early on.”

A better alignment between medical and commercial teams can also lay the groundwork for innovative tools such as real-world evidence (RWE) and AI to analyze and predict market trends. “Healthcare is evolving to become more patient-centered, and medical affairs can play a pivotal role,” says van Steennis. Currently, Philips uses RWE to conduct post-market surveillance on claims and complaints, and van Steennis envisions expanding the use of data and AI.

Although the future of AI and big data in medtech remains uncertain, EssilorLuxottica is already leveraging real-world data (RWD) to capture longitudinal insights on its products for myopia in children. “This was a new product category for us, so we had to gather a lot of information,” Gorny recalls. “We set up a global interface to interact with hospitals, prescribing ophthalmologists, and the parents of these young patients to create a feedback loop of information.”

Four years later, EssilorLuxottica is reaping the benefits of this pioneering program. “We have a comprehensive data matrix for this product category that systematically feeds the commercial, R&D, and medical teams – including elements such as return rates and product quality,” explains Gorny. This information will inform the next generation of EssilorLuxottica products in this category, which is expected to become a significantly larger sector in the coming years. “It took a lot of effort and budget allocation, but it was worth it.”

In the medtech sector, rapid and effective adoption of new products is crucial to meet patient needs and remain competitive. However, a major challenge lies in the alignment of medical and commercial teams. These two departments, often siloed, must work closely together to transform medical innovations into commercial successes.

Why is alignment essential between medical and commercial teams?

Alignment between medical and commercial teams goes beyond simple collaboration. It is a true merging of objectives and strategies to ensure that products meet not only medical standards but also market requirements. Dr. Norbert Gorny, scientific director at EssilorLuxottica, emphasizes that “medical and commercial priorities may seem divergent, but they become secondary when the ultimate goal remains patient-centered.” This shared vision allows for prioritizing patient needs while ensuring the commercial viability of products.

What challenges do medical and commercial teams face?

Medical and commercial teams often encounter obstacles such as siloed data, different communication methods, and distinct tools. According to Dr. Martijn van Steennis, medical manager at Philips, integrating medical teams from the early phases of R&D is crucial to avoid later problems, especially when validating with the FDA. This early collaboration helps clarify product claims and ensure regulatory compliance.

How to foster effective collaboration between teams?

To overcome alignment challenges, medtech companies must establish open communication and systematic data sharing. One of the solutions proposed by Gorny is the creation of feedback loops throughout the R&D process. This includes involving medical teams from the ideation stage, allowing for the translation of medical needs into market demands and regulatory standards.

Example of successful implementation

EssilorLuxottica recently revised its stage gate process by integrating medical, regulatory, and legal teams from the proof-of-concept phase to product launch. According to Gorny, “their contribution is essential to accelerate the innovation process.” This example demonstrates how structured collaboration can lead to faster adoption of products in the market.

What is the importance of data sharing?

Data sharing is a key element for successful collaboration between medical and commercial teams. Gorny insists that “transparency and data sharing” significantly improve collaboration. To prevent data from remaining siloed, it is recommended to create shared digital platforms that promote ongoing communication and access to medical insights.

How can real-world evidence (RWE) and AI strengthen alignment?

Real-world evidence (RWE) and artificial intelligence are playing an increasingly important role in analyzing and predicting market trends. Dr. Martijn van Steennis from Philips explains that using RWE enables effective post-market surveillance of products, capturing feedback from patients and healthcare professionals. This approach allows for quick adjustments to commercial strategies based on real data.

Use of AI in the medtech sector

Philips is also exploring the extension of AI use to accelerate the time to market for medical imaging and to capture user feedback more effectively. However, the integration of these technologies still raises many questions about managing the vast amounts of data available.

What are the long-term benefits of good alignment?

An effective alignment between medical and commercial teams leads to numerous long-term benefits. EssilorLuxottica is a compelling example, having established a global interface to continuously gather feedback from hospitals, ophthalmologists, and parents of young patients. Four years later, the company benefits from a rich data matrix used to continuously improve products and anticipate future market needs.

What tools and solutions facilitate this harmonization?

To facilitate alignment between medical and commercial teams, solutions like the Veeva Medical Suite for medtech provide a unified platform for seamless collaboration. These tools help centralize data, facilitate communication, and create incentives for sharing medical insights while protecting the intellectual property of the teams.

Best practices to adopt

Adopting best practices such as including medical teams early in product development phases and using digital collaboration tools is essential to ensure effective alignment. These practices also help reduce time to market and increase product adoption through better alignment with real patient needs.

What are the technological challenges to overcome?

The integration of advanced technologies like surgical robotics and AI in the medtech sector poses significant challenges. According to discussions at the CEO forum, optimizing technological tools and training teams are essential to maximize the benefits of these innovations. Developing robust solutions for data management and analysis is also crucial to leverage the vast datasets generated by new technologies.

How do regulations impact alignment?

Regulations play a crucial role in the alignment between medical and commercial teams. The recent appointment of a new head of evaluation and quality of medical devices by the FDA illustrates the growing importance of regulatory standards. Companies must ensure that their internal processes comply with the latest recommendations to avoid delays in bringing products to market.

What are the impacts on patient satisfaction and safety?

An effective alignment between medical and commercial teams has a direct impact on satisfaction and patient safety. By integrating feedback from patients and healthcare professionals into the development and commercialization process, companies can create more suitable and reliable products. This not only improves the user experience but also strengthens patient confidence in new medical technologies.

What are the future trends of medical-commercial alignment?

In the future, medical-commercial alignment will continue to evolve with the increased integration of digital technologies and AI. Initiatives like surgical robotics show that technological innovations require even closer collaboration between teams to ensure successful adoption. Companies that can anticipate these trends and adapt their alignment strategies will be better positioned for success in the global market.

How to measure the success of alignment?

The success of alignment between medical and commercial teams can be measured through several key performance indicators (KPIs). Among these, the speed of product market introduction, the adoption rate by end-users, and qualitative customer feedback are essential. Additionally, case studies like that of EssilorLuxottica demonstrate the importance of systematically tracking collected data to adjust commercial and medical strategies in real time.

To delve deeper into the subject and discover other useful resources, you can consult articles such as update on vaccination recommendations for general practitioners or explore the current challenges of the FDA in regulating medical devices.