Release date: 2006-12-20
In an exclusive interview with Meditech Medical Network, Bill Hawkins, global president and chief operating officer of Medtronic, shared his insights on the future of medical device development. He emphasized that over the past decade, the industry has focused heavily on equipment innovation. However, he believes that in the next ten years, the conversation will shift away from just devices and instead focus more on comprehensive disease management. “We need to take a more holistic approach to understanding and managing different disease states,†he said during his recent visit to China.
Hawkins described "disease management" as a new and evolving trend in the medical device sector. Unlike in the past, when it was a less recognized concept within health insurance, today it's gaining traction. Five years ago, many discussed disease state management, but often from a healthcare management perspective. Now, it's about creating a full, integrated system that combines various technologies to provide patients with tailored treatment plans. With the growing use of information technology and biopharmaceuticals, this approach is not only feasible but essential. Both pharmaceutical companies and medical device firms are converging, blurring traditional industry boundaries. Companies are no longer just selling products—they’re aiming to manage specific disease states effectively.
According to Hawkins, disease management involves more than just developing individual medical devices. It’s about delivering the best possible solutions for particular conditions—such as combining devices, drugs, and therapies. Additionally, it pushes medical devices to become smarter, enabling them to better track and understand the progression of treatment by integrating data from multiple sources. “This is the direction we're exploring at Medtronic,†he added.
Medtronic currently has strong capabilities in treating conditions like diabetes, heart failure, motor disorders, and vascular regeneration. The company’s deep understanding of disease states allows them to explore and optimize combinations of technologies for maximum effectiveness. For example, in heart failure treatment, tools such as cardiac resynchronization therapy, cell-based treatments, and minimally invasive vascular procedures are all being integrated into a unified approach to provide the most effective care.
Hawkins also highlighted the importance of remote patient management. With modern communication technologies, patients in remote areas can now connect with doctors who might otherwise be unreachable. He pointed to CareLink, the first internet-based diagnostic system in the medical device industry, which allows patients to download data from their implanted defibrillators and send it securely to a server. Doctors can then access this information and offer real-time consultations. This kind of remote monitoring is revolutionizing how care is delivered, especially in underserved regions.
When asked about the challenges of implementing disease management, Hawkins identified three main obstacles: raising awareness among healthcare professionals, securing funding for new technologies, and training doctors to use these innovations properly. “Many physicians still don’t fully understand or recognize the value of this approach,†he noted.
Throughout the interview, "disease management" was one of the most frequently mentioned terms. Hawkins emphasized that it’s not just a business strategy for Medtronic—it’s part of the company’s mission to continuously improve patient outcomes. Known as “Microsoft of the medical device industry,†Medtronic is leading the charge in redefining how diseases are managed globally through innovative, integrated solutions.
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