Which Medical Device website launched for professionals

MEDICAL professionals now have a forum to discuss new and existing products, thanks to a Newcastle-based online company.

MEDICAL professionals now have a forum to discuss new and existing products, thanks to a Newcastle-based online company.

Which Medical Device was set up by director and interventional radiology editor Dr Phil Haslam to give cardiology, interventional radiology and orthopaedic specialists the chance to read and post independent reviews of medical devices on the market. Manufacturers can upload literature, video and pictures, and receive feedback to direct back into their research and development.

The company says surgeons and doctors are increasingly looking for reassurance from colleagues to support published evidence and traditional marketing, and the founders aim to provide the word-of-mouth recommendations that will enable users to narrow down the choices available in the medical sector.

Which Medical Device has already attracted more than 2,000 members, largely from the US, UK and India, and expects to pass 6,000 by the middle of this year. It has planned to roll out the service to other medical sectors within the year.

Dr Haslam said: “We believe that users want to know what devices are really like from colleagues with experience. The more discussion there is, the more likely it will be that clinicians will be able to make better decisions about devices for their patients, and understand how to make best use of them.

“We hope that Which Medical Device will provide a central point for objective and independent information about the wide range of medical devices on the market.”

The team also includes consultant orthopaedic surgeon Craig Gerrand and Freeman Hospital consultant cardiologist Dr Azfar Zaman. Matt Offer supported the launch as a content development manager, while the company has received funding support from Newcastle Science City.

The company’s business development director Steve Walmsley said: “Traditional marketing of products in the device sector is proving less effective as clinicians search for much more than product descriptions and technical specifications. At one end of the scale you have marketing information; at the other end peer-reviewed journals. Which Medical Device sits in the middle, providing an objective opinion by clinicians for clinicians and at the same time the potential to open up direct dialogue between users and manufacturers.”

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