The Perfect Storm in Medical Devices
March 17, 2011 § 1 Comment
By George Daniels
Not long ago the medical devices industry was a darling of the investment community. A wealth of medical innovation, rapid growth and profits were the attraction. Recently, the alignment and timing of numerous influences creates an ominous picture. With this post the Plexius Group intends to describe that picture and engage the discussion on possible solutions.
Our Industry research has uncovered a number of factors that combine to form an economic “Perfect Storm.” First, there is a lack of profitability. Putting the elite players aside, the majority of the mid range companies have not been profitable over the past few years and therefore cannot self-fund their development needs to stay competitive.
Second, this leads to shrinking investment dollars. The investment community has almost totally retracted from the start ups in this space. Recent discussions with investors and advisors show that now they look only for the end stage investments where revenues are imminent. The vast majority of investments made since 2000 are still waiting to realize return. The community is well aware of the external pressures from the FDA and the Patient Protection and Affordable Care Act (PPACA) that has injected near-term uncertainty into the industry’s economics and will almost certainly negatively impact the costs and profitability of this market. All of these things make finding cash less and less likely.
Thirdly, the governmental costs are rising in terms of actual regulatory costs and the uncertainty and variability in the interpretation and implementation of regulations. The industry is well aware of the impact on the development process when the FDA’s 501K approval process is in change mode, resulting in longer times, moving demands and greater testing costs. The term “time is money” is very appropriate and approval is becoming far more costly due to the moving targets requirements.
Unless amended, the new health care law will add an excise tax on manufacturers and importers of certain medical devices in 2014, while capping payments for all Medicare and Medicaid services.
However laudable on a national basis the intent of the law to reduce medical costs means there is no room for the industry’s customers to pay a higher price for new products and pressures to reduce price and frequency of use (demand) of products already on the market.
Fourth, exit alternatives are few. The two main avenues for investors to recover are either an IPO or a sale to another company. This market is not IPO attractive due to the uncertainties and the historical lack of profitability. Acquisition by one of the elite players in most cases has already been cherry picked, but there may still be some but not enough.
Fifth, on a product life-cycle basis the industry is out of sync. Due to the governmental factors the industry market is having major discontinuities. It is uncertain that new technology products will replace the older ones due to cost pressures. It is uncertain that even better technologies will be adopted for the same reason. The strategy of technology and growth leaves numerous products in the market that are in their mature product phase and yet have not produced returns. Thus they are unable to support funding their replacement.
These factors combine to form a “Perfect Storm” for any industry or business. Although all jobs and all industries are important Plexius believes the US can more easily afford to lose, say, the hot-dog industry than medical devices. It is too important to the health and welfare of our citizens and too crucial to maintaining a vibrant participation in the scientific and technical industries that dominate future economic success.
The way to survive this storm is not to follow the movie and press on with the course already set but to think and act differently. While awaiting for help from the market and regulators medical devices companies need to find ways to make money now. The three areas that need innovation and reinvention now are:
1. Go to market more effectively and for far less cost
2. Develop products that do more, cost less and cost less to develop and how to more effectively manage the FDA approval process
3. Make current products profitable now and new ones profitable at the get go
Plexius would like to hear from readers about this industry diagnosis. We have some ideas on how to better go to market, develop new products, and increase the profitability of existing products. Let’s not lose one of the great industries created in the USA again.
If you have ideas or comments, please share them.
If you want to discuss it directly e-mail me at firstname.lastname@example.org.
 At a recent seminar it was shown that FDA analysts require different tests on proposed devices when shown the same application and often over-rule approved test plans if the supervising FDA analyst who made the initial approval moves on and is replaced.