Medical Device Daily National Editor

LA QUINTA, California – Michael Mussallem’s day job is chairman/CEO of Edwards Lifesciences (Irvine, California), but it’s hard to believe that he’ll expend any more energy there than it appears he will as the new board chairman of the Advanced Medical Technology Association (AdvaMed; Washington).

Mussallem outlined his goals for the nation’s largest medical technology trade association during an introductory presentation marking the beginning of his two-year term as chairman.

His presentation came during last week’s AdvaMed annual meeting, held at the La Quinta Resort & Club, outlining both his leadership plans and his thoughts about the industry in general.

Mussallem said the work done by both AdvaMed member and non-member companies centers around serving patients. “Patients are the glue of what we do,” he said, adding: “We have a chance to touch patients in important ways.”

This isn’t just a philosophical question, he said. “When it’s about you, about your family, about your friends, then it’s real.”

As a result of the help med-tech companies provide for patients, “they are advocates for what we do,” Mussallem said. “Patients are right by our side.”

Noting that med-tech companies “bring innovation to the table,” he showed some slides depicting past, present and future iterations of medical devices.

One showed an original, backpack-sized insulin pump; a modern, 4-ounce version; and a future device that in all likelihood will feature a wireless connection to a tiny pump device.

Another dealt with changes in imaging over the years, from early X-rays to today’s chest MRIs to tomorrow’s chest holograms.

“When I hear talk about future products [in the med-tech industry], it’s mind-boggling,” he said. “Our collective technology is the catalyst to making things happen.”

In discussing the future of technology, Mussallem emphasized the role played by small companies. While AdvaMed is widely perceived as a “big company” organization, he noted that in fact, 75% of its members are small companies, those with less than $30 million in annual revenues. Just 9% fit the “very large” criterion of sales exceeding $500 million a year.

The industry is blessed with a plethora of “young companies that start with an idea,” he said. “That fosters an environment that encourages innovation.”

And, he noted, “If you’re a big company, you really need those small companies,” which are a wellspring of new technology.

The public in general is very supportive of small companies, both specifically and in general. “It’s the underdog,” he said, “the little guy.”

Mussallem outlined his vision for AdvaMed during his two-year term of office.

First, he said, “I want us to keep the focus on the patient.”

Next, “a high-integrity agenda is more important than ever.” He said the organization and the industry as a whole “needs to continue to emphasize transparency.”

Saying that the public “expects more and more from us,” Mussallem added: “We need to be honest and transparent in everything we do.”

He also emphasized the role of innovation, noting that because of it, the industry is “one of the best industries at creating jobs.”

And he said medical technology is “an incredible driver of productivity” in the larger sense, helping get people back to work after illness or injury.

Mussallem said it’s important that policymakers hear such messages. That’s part of what he characterized as an “activist” agenda. “We have to really take on grassroots as an area of interest.”

Saying that AdvaMed “needs to activate a lot of people” via its grassroots movement, he added that “people truly are interested ... they do care.”

Mussallem said that “it’s more important than ever before for us to be willing to lead. In the past, we often have entered into the debate late,” but now, “we need to be willing to enter [it] early.”

He noted: “If we engage early and come with answers, come with solutions, we can impact decisions.”

As a matter of organizational policy, Mussallem said, “We’re going to take positions. We need to get out in front and lead in the [national] healthcare debate.”

He added: “The more that we bring [AdvaMed’s collective] expertise together, the better job we’re going to do.”

Citing the “bold ambitions” represented by the agenda he had outlined, Mussallem underscored the good feelings the public in general has toward those who contribute their technological innovations to healthcare by showing a video that had been put together largely as an internal “feel good about what you’re doing” message for Edwards Lifesciences’ employees.

It told the tale of a 94-year-old retired radiologist whose active – lots of walking, golfing and dining out – lifestyle had been derailed by a heart attack and heart valve problems. After saying he pretty much had given up on life and was preparing for its end, he received a replacement valve minimally invasively – delivered via catheter – and his active life resumed. Both the patient and his wife thanked Edwards and its employees for giving them back their previous lifestyle.

The video received an enthusiastic response from the AdvaMed members gathered in the meeting room, with lengthy applause showing they too appreciated the message.

Mussallem characterized the message as being representative of the work being done by all in the room, congratulating them on their efforts and reminding them of the need to get their story – and that of the industry as a whole – out for both legislative and public consumption.

For the past two years, Mussallem has served as chairman of AdvaMed’s committee on payment and healthcare delivery, in which role he “successfully led the industry’s advocacy campaign against sweeping changes to Medicare’s inpatient hospital prospective payment systems, which would have negatively impacted patient access to advanced medical technologies,” according to Stephen Ubl, association president/CEO.

“We expect AdvaMed’s role as a leading voice for innovation in healthcare policy will continue to expand under Mike’s chairmanship,” Ubl said.