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Why Usability Testing Matters for Medical Devices

Some medical device product development teams skip usability testing when developing new products.  Reasons include, ‘it takes too long’ or ‘we already know how the product is going to be used’ or ‘we’ll test usability during design validation’.  User feedback is frequently collected by showing mock-ups or through structured data collection, as opposed to usability…
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How To Identify Medical Device Customers and Their Needs

In a previous blog, I covered the importance of identifying all your medical device users and provided examples of some of those users. Once the users are identified, you need to determine how they will use the product and their needs. There are multiple ways to identify the users and their needs. I prefer the…
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Is There Customer Uncertainty About Buying Your Products?

As a marketer, it is imperative to reduce any uncertainty customers may feel about buying your product. Customer uncertainty can take the form of needing more information, not having enough experience with your product, or not enough evidence to assure them that it will perform as desired. Customer uncertainty contributes to indecision on trying or purchasing your product. There are different avenues that a marketer can take in order to reduce this uncertainty……
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Why You Should Use Prototypes

Why Use Prototypes Why do you use prototypes? To better understand the customer? To determine whether the technology works? To see whether your product concept is manufacturable? All of these are valid reasons to use prototypes during product development.  However, sometimes companies wait until late in development to collect feedback.  They often think the prototype…
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Creating Your Value Proposition

Client Question: How can I get information to determine the resonating focus of a value proposition? Answer: Getting a really good understanding of customer needs requires some market research, and that can be hard for companies selling to businesses that have a limited pool of actual and potential customers. If the segments you want to…
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When can I start prototyping my medical device?

Question: When can prototyping begin in medical device product development? Some of my colleagues say I can’t use prototypes until I am under design controls and have all my design inputs defined. On the other hand, I can’t generate my design inputs until I use prototypes to better understand the user and the problem I’m…
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