Healthcare and legislative leaders in the U.S. have made countless efforts to move away from a supply-driven healthcare system. This is attributable, in part, to an endless number of fraud cases, oversights leading to accidents and infections in hospitals, and, most importantly, dissatisfied patients. Still, a primary focus on growing procedure volumes and maintaining profit margins has remained.

Due to myriad of conflicting goals among numerous stakeholders, attempts to understand the underlying strategic and structural dilemmas that counteract value for patients have evaporated continuously. Disappointment stemming from these failed attempts has created skepticism and a pessimistic view towards the future of the U.S. healthcare system.

Pivoting a product launch during the pandemic

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