ExAblate Neuro

Case Solution

Robert E. Spekman, Matthew Thames
Darden School of Business ()

In this case, you are investigating InSightec, a pioneer in a therapeutic medical technology known as MRI-guided focused ultrasound surgery with a product line called ExAblate. InSightec advanced technology to include brain treatments in a product called ExAblate Neuro and it had the patented ability to safely penetrate the skull on the way to a specific injury. Essential tremor (ET) seemed to be effectively treated in this way, among other ailments. With ExAblate Neuro expected to receive FDA approval within two to three years, InSightec’s vice president of sales and marketing in the Americas is now tasked with developing a Gotomarket strategy to introduce this innovative new medical device into the market. complex and changing US healthcare market

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