The once U.S.-centric device business is going global. Startups are forming worldwide, and companies—even American ones—are thinking more about how to innovate with non-Western patients in mind. “Traditionally, people have been very focused on the U.S. market, but now making sure a device is efficient enough to be sold in places like India and China is critical,” Medved says. “If you build it for the U.S. market [only], someone will ambush with a more efficient product for emerging markets.”
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