When will the medical device sector get its celebrity endorsement?

We quite often hear that the medical device sector isn’t about revolution but evolution. But does it really matter? And does that detract from some of the innovative and groundbreaking products on the market? Let’s face it, which manufacturing sectors can, hand on heart, say deliver significant innovation on a regular basis?

Let’s not forget that in addition to these incremental changes, behind the scenes there are huge steps taking place in the materials and components markets that play a key role in the advancement and success of medical devices being developed and launched each year. Antimicrobial products help keep harmful and potential fatal germs out of our way; digital devices are being designed that offer incredible functionality and can mean less hospital visits for some, while, industries such as micro manufacture and sensors are helping advance products to an unprecedented level. 

As I’m writing this, Gwyneth Paltrow is being interviewed on the TV, explaining the ethos behind her Goop brand. Of course, she’s entitled to her view that some of the products on her website, while in no way, shape or form, could be described as conventional, do have a place in the improvement of the health and wellbeing of many people (mainly women).

Despite a Santa Clara County DA declaring that one of Paltrow’s products wasn’t “supported by competent and reliable science”, the actress still attracts significant media coverage for her efforts – the launch of her Goop store in the UK has been well publicised, for example. Her celebrity status means she’s perfect fodder for the newspapers – and who wouldn’t want a slice of an A-list celebrity lifestyle? For me, it’s just a shame that despite Paltrow’s claims, these ‘alternative’ products can sometimes overshadow some of the major efforts being made to improve lives and assist the millions of people living with medical conditions and diseases.

Medical device manufacturers or suppliers often admit that this sector isn’t full of trailblazing innovation. Changes come slowly and incrementally but it’s these small efforts that often nd up making a significant difference. It’s clear that we don’t need to redesign the wheel, but any changes that make it go faster, more efficiently and lead to cost savings, will be swooped upon, and rightly so. Ultimately, we as patients, benefit.

This aspect of our sector is exciting. The development of digital technology has helped create medical devices that treat illness by improving the experience for both the patient and the clinician. We have to applaud this type of evolution.

Of course it will never happen, but it’s this type of device evolution that should be awarded celebrity status – after all when suppliers and manufacturers look to science and FDA regulations for the development of materials, components and devices, shouldn’t we be putting them on our TV screens instead of ancient, sometimes unproven products that are picking up media coverage thanks to celebrity backing?