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Can Hospitals and Medical Device Companies Ever Be Friends?

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Maybe. If conversations start with shared goals like reduced readmissions

 “…days of relying on glossy brochures while hiding unpublished clinical data are fast disappearing.”

Image by Glen Stubbe/StarTribune

Image by Glen Stubbe/StarTribune

And so Suzanne Belinson, executive director at BlueCross BlueShield, took the medical device community to task at the recent LifeScience Alley annual meeting, at least as recorded in yesterday’s Star Tribune (“In era of growing risk, emphasis grows on medical device data,” by Joe Carlson). The sin of selling will no longer be tolerated and hard data trumps happy smiling faces, so don’t be coming round with your “marketing presentations” and corporate pens with clever logos.

We will not be swayed.

Actually, the days of relying on glossy brochures have been gone for decades (and perhaps such “reliance” existed only in the fever dreams of ad agency execs). Most physicians have long demanded data and journal articles, most company representatives knew this. Of course, baddies in the mix will always re-interpret data (published and unpublished) to fit their promises to sales managers or shareholders.

So…data it is.

And the bigger the better. That seems to be a theme everywhere these days, from politics to education to fast food. We are gonna get to the truth of things by sifting the data. Because data does not lie: especially if your group “lives and breathes data.”

Of course, there will always be persuasion. If not glossy brochures, then the recommendations of thought leaders or interpretations and caveats of naysayers. There will always be data sources we pay attention to and data sources we dismiss. But we’ll be the judges as we do the numbers.

Two things strike me:

  1. We (the big collective we, as in everybody) need to pay attention way more than we do today to do an adequate job on the numbers. Can we all dive into the data to properly satisfy ourselves? Not likely. Life is just too busy.
  2. There must be trust at some point. Even those doing the numbers need help doing the numbers. And so we come to trust the white-smocked number-keepers to tell the truth. Do we really have time to not trust?

Maybe this is a place for “both/and” not “either/or.”

Let’s do the numbers as best we can and learn to trust, too.

And here’s a step toward trust: reducing hospital readmissions together is one very obvious data point.

The ACA penalizes hospitals if too many patients “are readmitted with 30 days after being hospitalized and discharged.” As hospitals and medical device firms approach the same goal, each from their perspective, we’ll find that “sharing risk” is likely to cause each party to spill a bit more of what they know. It is the transparency we foster in our conversation, as we both move toward the same goal, that will build trust.

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Image credit: Glen Stubbe via Star Tribune

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