Innovation in medicine is consistently sought, incessantly talked about and essential to driving the field forward. Each physician specialty has its own unique pathway to advancement. Phil Doyle, director of marketing – gastroenterology with Olympus America's Medical Systems Group, shares four thoughts on the state of innovation in GI.
1. Recent strides forward. Access, visualization and documentation are the three core elements of endoscopy, according to Mr. Doyle. Major scope manufacturers have responded with updates to address all three areas. For example, Olympus has integrated Responsive Insertion Technology to allow physicians greater ergonomic control and precision when using their scopes.
In terms of visualization, imaging continues to evolve. High-definition imaging has become a staple of nearly all scopes in use, but the progress doesn't stop there. For example, narrow band imaging is coming to the fore, allowing gastroenterologists to visualize the colon better than ever. Advances in image capture, such as Olympus' Pre-freeze technology, allows for improved documentation.
2. Innovation roadblocks. From regulatory approvals to clinical trials and funding, the next great leap forward, or even incremental refinement, is not an overnight process. Any new technology must undergo clinical review, receive FDA approval and break into a field already thriving with options. Ambitious technology that seeks to alter the way medicine is performed faces a slow integration process. "When innovations change clinical care, they are slower to be adopted. This represents change that needs to get buy in from a lot of parties," says Mr. Doyle. These types of technology, after receiving the necessary assurances of clinical efficacy and safety, need to accrue further supporting data and move towards becoming a part of accepted guidelines put forth by groupssuch as the major GI societies.
3. Biggest opportunities. Innovation is driven by the needs of the market. The shift away from fee-for-service reimbursement and towards value-based care will be a tremendous driving force behind the new GI technology to roll out over the next few years. "Physician performance is going to be measured more than it was in the past, and patients will have more transparent data to reference when it comes to choosing physicians," says Mr. Doyle. "This is where some of the greatest opportunities for innovation lie. Technology can help physicians achieve those necessary quality metrics."
4. Looking ahead. GI technology is going to continue to improve through sharper imaging, smoother maneuverability, etc., but one of the biggest shifts on the horizon is of a larger scope. GI tech companies will be seeking to integrate their products into the larger system of care delivery. "One of the big challenges of the next five to 10 years is networking. From the computer to the equipment, everything needs to start talking to each other for all information to be more effectively shared and more easily accessible," says Mr. Doyle.