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Insights

Insights

Reflections on clinical development, evidence strategy and strategic product development across MedTech, IVD and Health Technology.

Surgeons love coloured buttons — one small decision, several downstream consequences, illustrated by a medical device with four coloured buttons.
Product Development8 min read

Surgeons love coloured buttons

A constructive cross-functional perspective on how small product decisions travel through R&D, Commercial, Regulatory, Clinical and Quality — and why alignment matters early.

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Overhead view of a cross-functional team collaborating around a round table with notebooks, sticky notes and a tablet during a product strategy workshop.
Product Strategy8 min read

Be Bold. Kill Your Darlings.

Intended Purpose and Claims are often treated as documentation exercises. They're not. They're some of the most important strategic decisions you'll make - and the ones that shape everything that follows.

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