Medics are often the pioneers of new solutions – they have the knowledge and ambition to make things better for patients. Yet when it comes to the adoption of medical innovation in healthcare settings their views are often ignored, and purchasing decisions left to management and procurement teams who lack understanding of how technologies and products will be used, or any direct experience of working in a clinical environment.

The misalignment between a product’s promise and its clinical reality ultimately hinders patient care, with doctors and nurses having to find workarounds for the product’s shortcomings in high-pressure, high-risk environments, such as an operating theatre. Over time, the lack of trust can undermine the successful adoption of new, efficient, lifesaving technologies in hospitals, with huge financial implications for medical device manufacturers and pharmaceutical companies who are looking to get a return on their investment in developing...

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