THE POWER OF REFRAMING FOR REIMBURSEMENT
Situation
A prominent translational medicine program had rejected funding to help develop a real-time ICU heart monitor. The program’s board had determined that there wasn’t a viable economic case for bringing the device to market — assuming that critical care departments would see it as an unnecessary added expense.
Solution
JR Associates was asked to take a closer look at the technology’s commercial potential. After a thorough discovery and assessment process, we determined that the monitor had greater potential as a diagnostic tool beyond the ICU. In this application, it has potential to help doctors treat cardiac patients faster, more accurately, and in a less invasive manner than other modalities.
Outcome
By establishing a use case that maps more closely with healthcare provider realities, we repositioned the tool in a way that justified further development funding, and opened the door to a sustainable commercial business model.
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