Medtronic Ophthalmics: Advancing Ophthalmology^TM
Medtronic provides empowering medical devices for early diagnostic detection, controlled surgical outcomes and lifelong management of chronic ocular conditions. Here's an inside look at this global leader.
 

	By Randy Mansfield, Vice President and General Manager
	and Michael J. Crocetta, Director of Global Marketing

Medtronic is the leading medical device company in the world, providing lifelong solutions for people with chronic disease.

Headquartered in Minneapolis, the company's operations are focused primarily on providing therapeutic, diagnostic and monitoring systems for the cardiovascular, neurological, diabetes, spinal, and ear, nose and throat markets.

Although Medtronic was founded in 1949 and its products are known worldwide, the company is a relative newcomer to the ophthalmic market.

Finding a Place in Ophthalmology

Medtronic quietly entered the ophthalmology market in 1999 when it acquired Mentor Ophthalmics and Xomed, which included Solan, Xomed's ophthalmic business. Some interesting strategic dynamics occurred as the company brought together trusted brands, such as Wet-Field^® and Accu-Temp^® and Merocel^®, Weck-Cel^® and Poly-Pore^® to capture dominant market share in the electrosurgery and the fluid control technology segments.

In addition, Medtronic took ownership of the growing portable contact tonometry market with the Tono-Pen^® franchise. All in all, the Medtronic Ophthalmics product portfolio included more than 2,200 products.

Relocating and revalidating all manufacturing operations to the Jacksonville, Fla., facility was no small feat, taking 2 years to complete.

Advancing a Vision with ECP

In 2002, with housekeeping logistics addressed and internal competencies developed, the Medtronic Ophthalmics management team turned a significant corner and began to realize the greater Medtronic vision: To serve chronic care areas in medicine.

The team identified glaucoma, vitreoretina and cornea as areas on which the company would concentrate its efforts. At that time, the burners were turned up on new organic development, as well as exploration of additional business alliances.

With a goal to broaden technology platforms simultaneously across these clinical segments -- but within resource limitations -- Medtronic's challenge was to find technologies that served and provided solutions across multiple disciplines.

Endoscopic laser technology was an appealing first target for several reasons. Endoscopic cyclophotocoagulation (ECP) delivers a directly visualized, titratable treatment for glaucoma patients. What's more, ECP also provides a navigational, surgical solution for any case visually challenged by opacification, lens clouding or anatomic anomalies. Direct 110° endoscopic visualization, combined with illumination, laser options and video recording capability delivers a formidable tool that can enhance every ophthalmic procedure.

Visualization of anatomy, efficient surgical navigation and targeted tissue treatment is critical during all cases. Any barrier to these ends can compromise outcomes. Endoscopy is a powerful technology that represents a solution to these obstacles, as well as a discovery tool for previously unidentified complications and new surgical approaches.

"From an educational standpoint, every ophthalmic resident and fellow needs to be exposed to this invaluable tool that provides a live view of anatomy, previously restricted to medical illustration or cadaver sections," says Louis D. "Skip" Nichamin, M.D., a member of the Medtronic Medical Advisory Board.

	More than just bricks and mortar: Medtronic headquarters in Minneapolis.

Enhancing Quality of Life

We recently spent some time at the Medtronic corporate headquarters. Everywhere, a pervasive visual and written message is reinforced: This company is centered around people first -- and the development of technologies that best serve their needs.

Clear parallels exist between the Medtronic Ophthalmics corporate vision and today's growing interest in patients' perspectives with an overriding focus on quality of life.

Patient satisfaction is always a worthwhile focus. For example, when glaucoma patients fail their medical regimens due to convenience, physical or economic restrictions, the system also fails.

For the appropriate patient population, ECP delivers a minimally invasive, targeted, well-tolerated, highly effective surgical treatment. Repeatedly, we hear how happy patients are with their results, how they appreciate the freedom from prescription medications, the reduced financial burden of buying those medications and the relief of avoiding the systemic chemical complications that sometimes accompany those medications. It feels good to enhance the quality of peoples' lives.

Delivering Greater Science

"Advancing Ophthalmology" is the vision of Medtronic Ophthalmics. We're not the largest or most comprehensive company in ophthalmology, nor is this our goal. We believe our charter is to deliver greater science to the industry, to better understand and advance the principles our industry has embraced.

For example, we recognize the strengths and limitations of tonometry, both as an indirect measure of actual intraocular pressure (IOP), and as it is impacted by variations in corneal thickness, radius, hydration and overall tension.

With a strong franchise in tonometry, Medtronic Ophthalmics is dedicated to producing tonometry devices that are not influenced by differences in corneal architecture. We strive to deliver a better tonometry standard where earliest diagnostic tools don't compromise accuracy for convenience. We strive to accomplish this through organic development and continuing collaborative efforts. The industry should not settle for correction factors to IOP measurements.

We're very excited about these development efforts, and we anticipate near-term solutions to some of these challenges in 2005.

These examples illustrate a commitment to earliest diagnostic capabilities and most effective surgical outcomes. In short, we are striving to create new standards and transcend existing boundaries in ophthalmology. Today, we're beginning to apply this commitment to chronic glaucoma and vitreoretinal management.

Forging a Chain of Trust

Trust is a word we all understand but have trouble embracing. Medtronic products must evoke trust in the professionals that use our products and in the patients they serve.

In 1999, Medtronic assembled a collection of brand-name products that had faithfully served ophthalmologists for years. In 2004, the Medtronic Ophthalmics product portfolio is expanding, with no compromise to that same commitment. We strive to be a company in which trusted surgeons can prudently place their confidence. If best patient care is the collective premium, this chain of trust cannot be broken.