How do physicians play a particularly crucial role in the development of medical devices, and how does the device innovation model differ from the drug development model? How can we encourage transparent, ethical relationships between healthcare professionals and the medical device industry, as collaborations between these parties are vital to the development process? Mr. Stephen Ubl, president and CEO of AdvaMed, the Advanced Medical Technology Association, provides an overview of the medical device industry landscape, and stresses the need to reward innovation in order to create the environment for new technologies to thrive. Dr. Jack Lewin hosts.