Imagine launching a revolutionary medtech device, only to see it fail spectacularly—not because the technology was flawed, but because it didn’t fit into the lives of the people it was designed to help. This isn’t just a hypothetical scenario; it’s a harsh reality many companies face when they develop products in a vacuum, without patient input.
At Thrivable, we believe that patients aren’t just end-users; they are collaborators. Their insights are essential to creating products that resonate, solve real problems, and succeed in the market. When organizations neglect this principle, the consequences can be costly and avoidable. Below, we explore some real-world examples where medtech devices faltered because they overlooked the patient voice—and the lessons they teach us about the power of listening.
Exubera Inhalable Insulin (2006)
This device seemed poised to revolutionize diabetes management by eliminating the need for insulin injections. However, Exubera’s oversized, awkward design—resembling a bong—made it socially embarrassing and impractical for patients to use. Many felt self-conscious taking it out in public, and the bulky device didn’t fit seamlessly into their daily routines.
The missed opportunity: If patients had been consulted during the design phase, they could have flagged the importance of portability, discretion, and aesthetics, leading to a more user-friendly solution.
Cochlear Nucleus 5 Remote Assistant
For patients relying on cochlear implants, the ability to adjust settings independently is critical. But early versions of the Cochlear Nucleus 5 remote were overly complicated, leaving users frustrated and overwhelmed. Some patients abandoned the device altogether, choosing to live with suboptimal hearing adjustments rather than wrestle with the interface.
The missed opportunity: A focus group of patients with varying tech comfort levels could have simplified the remote’s design, making it more intuitive and accessible for all users.
GE Healthcare’s Vscan Pocket Ultrasound (2010)
Marketed as a game-changer for portable medical imaging, the Vscan fell short due to its steep learning curve and lack of integration into clinical workflows. It required significant training and didn’t address the practical needs of clinicians or the comfort of patients undergoing scans in non-traditional settings.
The missed opportunity: Observing clinicians and patients in real-world scenarios could have guided a more seamless integration of the device into daily practice.
iRobot RP-VITA Remote Presence Robot (2012)
The RP-VITA robot was designed to bring doctors to patients remotely. However, its hefty price tag, intimidating presence, and difficulty navigating hospital workflows made it a poor fit for practical use. Patients often felt uncomfortable interacting with what some described as “a robot looming over their bedside.”
The missed opportunity: Patient and provider focus groups could have highlighted the need for a more human-centered design, leading to a more approachable and functional tool.
Lively Mobile Medical Alert (2015)
This wearable device aimed to keep seniors safe by detecting falls and enabling quick emergency responses. However, its short battery life, clunky design, and inconsistent fall detection left many users feeling unprotected and disheartened. Adoption rates suffered as a result.
The missed opportunity: Testing with seniors could have uncovered the need for extended battery life and a more comfortable, reliable design that better aligned with their needs and expectations.
Omron HeartGuide Blood Pressure Watch (2019)
While the idea of a blood pressure monitor in a wearable watch was innovative, the first version of the HeartGuide was bulky and uncomfortable for everyday wear. Many patients abandoned it because the inconvenience outweighed the benefits of continuous monitoring.
The missed opportunity: Early input from patients could have emphasized the importance of wearability and comfort, ensuring higher compliance and satisfaction.
These stories of medtech missteps share a common thread: a failure to prioritize the patient voice. Patients are the experts of their own lives, and their insights are invaluable in shaping products that truly work for them. When companies skip this step, they risk wasting millions of dollars and eroding trust, all while missing the chance to make a meaningful impact.
At Thrivable, we bridge the gap between organizations and patients. By connecting healthcare innovators with a diverse community of real patients, we empower companies to gather actionable insights throughout the product development cycle. Whether it’s usability testing, concept feedback, or post-launch refinement, we ensure the patient perspective is front and center—because when patients feel heard, medtech innovation thrives.
The next time you start developing a medtech device, ask yourself: are we listening to the people who matter most? If the answer is no, let’s change that—together.
