Q&A: Navigating change with product differentiation & material science

Change can be difficult. And constant change can be downright staggering. The medical device industry does not immediately come to mind when discussing change. That is because the industry is highly regulated, and change is often conservative. A moderate approach to change has been critical because patient lives are at stake. There is no room for error.

But since mid-2017, the European medical device market has seen significant change. The European Union rolled out Regulation (EU) 2017/745, which we all now know as EU MDR. As time went on and companies began planning for the regulation, many companies were scrambling. They were longing for clarity. The MDR has introduced more auditing, scrutiny, and accountability into the industry, and it began a cycle of year-over-year change. When combined with the heavy acquisition and divestiture environment, plus a global pandemic which caused widespread panic and shutdown, it is no wonder that we are all feeling a bit more sensitive to change right now. 

As the medical device market moves into the second quarter of 2021, things are looking up. There are clear reasons for optimism, albeit cautious. Elective surgeries, which were down by 20 to 40% in 2020, are rebounding, and medical facilities are better equipped to operate within the current environment. Medical device manufacturers around the globe are focussed on new product development, which should drive significant growth in the market. 

Med-Tech Innovation News caught up with Mandeep Sidhu, managing director and Tommy Smith, technical lead, Oliver Healthcare Packaging to talk about its role in the medical supply chain. The company recently introduced a series of new packaging materials into its portfolio, with the goals of differentiation and sustainability in mind - and will be joining us for a webinar on 21st April titled: 'Design for Complex Sterile Packaging Applications'. You can register here.  

Can you tell me about Oliver and the role you play in the medical device market?

MS: Sure. Oliver has been a part of the medical supply chain since the 1960s, when we partnered with DuPont to develop adhesive coatings to create packaging with a newly discovered material, which we all know today as Tyvek. Fast forward 50+ years, and Oliver is now a global leader in healthcare packaging with operations in the United States, Asia, and throughout Europe. Healthcare packaging is often considered a part of the medical device, since the packaging is what keeps the device safe and sterile to the point of use. Healthcare packaging is specialised and heavily regulated, so it’s imperative to have the expertise to provide best-in-class support to customers. 

So, that’s where you come in then, Tommy?

TS: The full team must know healthcare, from sales to operations, but yes … for the deep technical expertise, I lead the efforts in EMEA. 

Tell us a bit about yourself.

TS: Sure thing. I started my career at a major medical device manufacturer (MDM) more than 15 years ago and have been in healthcare packaging since that time. My education is in polymer science and technology, and my doctorate is in polymer engineering. Material science & development have always played a big part in my career. Joining the Oliver team has really allowed me to focus on developing new and bespoke materials with our local film manufacturing partners.

Why does experience matter so much in medical packaging, as opposed to say, food packaging? 

MS: When we sell a backer card that will hold a catheter to be opened by a doctor or nurse in an operating theatre, it’s not a transaction. Rather, it’s an exchange of understanding the customer application, knowing the challenges faced by the end user, and designing the best solution with that in mind. In brief, first and foremost, this industry is about building partnerships. There are new products—from medical devices to drug therapies and biologics—consistently being developed and commercialised. To keep up with demand, and to stay ahead of the market, specialised in-depth knowledge is required. We operate in a very competitive marketplace, so having the right packaging partner can make a notable difference in speed to commercialisation. 

TS: To that point, I have seen a big impact on timeline where material development is concerned. This is a distinct advantage we have at Oliver. We see a real need in the market for a better understanding of material science, and furthermore, a deeper connection between packaging converters like Oliver and material suppliers. When we work closely together, we can create customised solutions for customers that can take the timeline from years to months. Being able to develop or customise a packaging material when it is being created is critical. For high end, high value, complex devices—where we’re helping to solve a tough challenge—understanding materials at the ingredient level can be a real driver of growth, and even sustainability.  

Let’s talk about sustainability. How does that come into play in packaging?

MS: Sustainability has been at the heart of our decision making, particularly in the last 12 months. Sustainability means different things to different people, so I can share my perspective on how this is being actively considered at Oliver EMEA. First is supply chain. Where do supplies come from? Are they locally sourced or not? Making sure you are working with local partners is key—for cost-out, continuity and de-risking of your supply chain, and the ability to respond to change with greater agility. There are many in the industry who rely on materials from overseas. Weeks on a boat isn’t sustainable or cost effective, especially in a competitive market. A key area of focus for me since starting with Oliver has been to partner with the best in EMEA and enhance our technical and operational capabilities … so we can be as close to our supply chain as possible and be flexible for our customers. 

TS: Sustainability, by definition, can only go in a few directions. This is very much an industry where the customer wants what they want, or rather, what they need. The product must be sterile and safe at the point of use. Given that, we must look to innovation. Speaking openly, a device might cost thousands of dollars, where the package is just a few dollars. Recycling is important, but it may not always be realistic or of primary concern. That will change going forward. But for now, what can be done? Our focus at Oliver EMEA has included a shift in mindset. For example, how can we create a more sustainable package, with a lower carbon footprint, that is still functionally equivalent? How can the actual material be altered to accomplish sustainability? Less material in the waste stream can be greatly impactful in achieving sustainability. 

So, sustainability played a role in the new materials you launched recently? 

MS: Absolutely. Sustainability was a key focus for us in terms of diversifying our supply chain, which is critical as it allows for continuity and consistency. We also made local sourcing a priority to eliminate unnecessary environmental impact where it is possible. Furthermore, as Tommy discussed, this launch was also about identifying the partners who were flexible and open-minded regarding material development and customization, as this is a point of differentiation for our customers. 

What is one closing thought you have for our readers?

MS: Having worked with the Oliver team for three years now, I can very confidently share that this team has a relentless focus on what matters to our customers. We all know that where there is focus, progress is made. This is a point of pride for us; it is what differentiates us. Our customer focus, combined with material development and product customization, is our way of helping customers win.

TS: Yes, I agree. I would add on that providing true partnership and giving someone an understanding of something new or innovative that could be beneficial is what we’re trying to do here. Giving customers an edge—more speed, less cost, better differentiation—is why we do what we do. 

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