PharmaVOICE, USA: Senior VP and Head of IC/Health at Idea Couture, a Cognizant Company, Says Medical Technology Development Must Start With Human Needs

In drug discovery, the market need is clear, says Patrick Glinski. “The drive to identify new treatments is about reducing the burden of disease, meaning we always know what value proposition is being delivered,” he says.

“The industry is consistently replicating this mindset in conversations about medical technology, even though this is fundamentally at odds with how effective product development should work. Rather than starting with the biological, technology development that gets adopted needs to start with human needs.

“Has someone living with a chronic disease ever said, ‘I’ll swallow this technology because I really need an adherence solution?’ The answer, of course, is no.

“This is a classic, technology-first example of the challenge to articulate a clear value proposition for the people most impacted by what is being developed. Yet, this is what the industry is consistently doing — developing solutions that work for an organization’s business model, but not for the experiences of those impacted most by technology’s introduction.”

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