Digital firm creates the remedy to medical sales spin

(PRWeb UK) January 17, 2011

A digital service called Which Medical Device has been launched to initially give cardiology, interventional radiology and orthopaedic specialists the unbiased advice they need to make informed decisions on using new and existing products.

Medical professionals can discuss products with their fellow members, read independent reviews and more importantly submit their own opinions and reviews of devices they have used. enables manufacturers to market their products to the world by uploading literature, video and pictures positive reviews and comments from the community assists sales, feedback from members can directly support further research and development.

The site has been launched as the antidote to standard catalogue-style websites and traditional marketing streams which are becoming less effective as surgeons and doctors increasingly look for reassurances from colleagues to support published evidence when investing in new products.

Its founding members, who share a wealth of experience in a range of medical fields, are aiming to provide the user feedback and evidence that clinicians need when selecting a device, recreating the word of mouth recommendations, vital when making a choice in the growing medical device sector.

For manufacturers, products can be submitted to the site for a fraction of the cost of standard advertising space and, as well as receiving detailed feedback to help with product development, they can gauge the impact of their submission using the sites analytical tools.

However, although it drives commercial revenue through listings, the website content is strictly independent allowing members to make the best decisions possible, is thought to be unique in its approach and has already attracted over 2,000 + medical professionals as members in the short time since its launch, largely from the US, UK and India, and expects to pass the 6,000 mark by mid 2011.

The company, which is headquartered in Newcastle upon Tyne in North East England, is also planning on rolling out the service to other medical related sectors within the year.

Founder, director and interventional radiology editor Dr Phil Haslam, who has been a consultant for over a decade, said: We aim to provide users with all the information they need to make decisions about which devices to use. This information includes independent user reviews, editorial comment, discussion forums and information provided by manufacturers.

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.

Steve Walmsley the companys business development director added traditional marketing of products in the device sector are 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 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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