Cath Lab Digest

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Last May, Tom Dugan, President of Smith & Nephew’s North American Advanced Wound Management Division gave Ostomy Wound Management and WOUNDS an in-depth interview offering an inside look at the strategic corporate philosophy and business operations that routinely take place throughout Smith & Nephew’s wound care division. The following interview serves as a follow-up piece that offers current insight as to how Smith & Nephew’s most recent success and how the company continually builds upon and enhances their 153-year heritage and respected presence in wound care.

Q: I understand that Smith & Nephew has a huge commitment to the NPWT sector. How has your division developed more products for NPWT or enhanced the already existing NPWT products in its portfolio?

A: A couple of things come to mind. First of all, we really enhanced our entire product offering, and our corporation has made a huge commitment to this segment. As we’ve gotten into the business, we’ve seen a continual improvement from our first generation products. We introduced a completely new line of Smith & Nephew developed products in 2009, our RENASYS™ NPWT System. Subsequent to that, we added RENASYS-F Foam Dressing kits to the previously available RENASYS-G Gauze Dressing kits.

  In 2010, we launched a new port and drape system with the foam dressing kit. This improved the overall performance of our system and removed barriers for clinicians who want to switch to our systems. We’ve also gotten tremendous feedback on our drapes, which is not surprising, because Smith & Nephew is an expert on drapes, films, and adhesives. This proprietary drape has improved the ability to create a seal around the wound.

  This year we also launched a software enhancement for our portable RENASYS GO pump, making it easier to use. We’re also about to launch a new iteration of our RENASYS EZ pump, the RENASYS EZ Plus. It will have enhancements to improve the usability of the product. Finally, we have a strong healthy pipeline in terms of product development, and we expect to have a number of new things in 2011 and beyond.

Q: Has the company's brand innovation been the result of technology—ie, dressings, pumps, and educating your consumers and patients?

A: As a worldwide market leader, Smith & Nephew has a very strong brand in wound care. We treat more wounds than any other company in the world, so we bring a strong history and tremendous experience to the wound care market. I think our expansion into negative pressure wound therapy certainly broadened the awareness of our brand and what it stands for to customers, and you’re starting to see Smith & Nephew being viewed as more than just a dressings company. Now we’re bringing other technology to the market and ultimately our customers are going to see the synergy between the advanced technologies we have in wound care dressings and negative pressure. For example, we can combine our infection management expertise and technology with negative pressure wound therapy.

  We’ve always had a very strong position with clinicians, both in terms of engaging and educating them. For example, our Global Wound Academy is an online source for education and training in wound care. That’s something that we pioneered and it has numerous users across the world. There’s been a strong commitment to that sort of activity at Smith & Nephew; we’re trying to expand it into other areas.
Overall, you can bring all the technology you want into the marketplace, but it’s got to be technology that addresses clinical needs. Additionally, you have to support it by educating clinicians on how to use the technology, along with the appropriate application for clinical situations.