--- title: Restrictive Technology Innovation description: The buyer’s preferences are not driving purchasing decisions in a medical technology marketplace. Unnecessary innovation is one of the healthcare industry’s biggest cost drivers. --- [![Innovative Health](https://blog.innovative-health.com/hs-fs/hubfs/raw_assets/public/Innovative_Health_October2020/images/Header%20Logo.png?width=600&height=130&name=Header%20Logo.png "Innovative Health")](http://innovative-health.com/ih-website-rebuild/) [![Innovative Health](https://blog.innovative-health.com/hs-fs/hubfs/raw_assets/public/Innovative_Health_October2020/images/Scroll%20Header%20Logo.png?width=600&height=130&name=Scroll%20Header%20Logo.png "Innovative Health")](http://innovative-health.com/ih-website-rebuild/) [![Innovative Health](https://blog.innovative-health.com/hs-fs/hubfs/raw_assets/public/Innovative_Health_October2020/images/Scroll%20Header%20Logo.png?width=300&height=130&name=Scroll%20Header%20Logo.png "Innovative Health")](http://innovative-health.com/ih-website-rebuild/) - [ABOUT](http://innovative-health.com/ih-website-rebuild/?page_id=2764#) - [Mission](http://innovative-health.com/mission/) - [History](http://innovative-health.com/history/) - [Innovative Health](http://innovative-health.com/innovative-health/) - [Careers](https://innovativehealth.isolvedhire.com/) - [HOW IT WORKS](http://innovative-health.com/ih-website-rebuild/?page_id=2764#) - [Reprocessing](http://innovative-health.com/reprocessing/) - [Program Management](http://innovative-health.com/program-management/) - [PRODUCTS](http://innovative-health.com/ih-website-rebuild/?page_id=2764#) - [IFUs](http://innovative-health.com/ifus/) - [Available Devices](http://innovative-health.com/available-devices/) - [RESOURCES](http://innovative-health.com/resources/) - [White Papers](http://innovative-health.com/white-papers/) - [Case Studies](http://innovative-health.com/case-studies/) - [News](http://innovative-health.com/news/) - [Blog](http://innovative-health.com/ih-blog/) - [Webinars](http://innovative-health.com/webinars/) - [ACCESS](http://innovative-health.com/ih-website-rebuild/?page_id=2764#) - [Login: Storefront](http://store.innovative-health.com/wp-login.php?redirect_to=http%3A%2F%2Fstore.innovative-health.com%2F) - [Login: Product Catalog](http://innovative-health.com/ih-website-rebuild/?page_id=1307) - [ABOUT](http://innovative-health.com/ih-website-rebuild/?page_id=2764#) - [Mission](http://innovative-health.com/mission/) - [History](http://innovative-health.com/history/) - [Innovative Health](http://innovative-health.com/innovative-health/) - [Careers](https://innovativehealth.isolvedhire.com/) - [HOW IT WORKS](http://innovative-health.com/ih-website-rebuild/?page_id=2764#) - [Reprocessing](http://innovative-health.com/reprocessing/) - [Program Management](http://innovative-health.com/program-management/) - [PRODUCTS](http://innovative-health.com/ih-website-rebuild/?page_id=2764#) - [IFUs](http://innovative-health.com/ifus/) - [Available Devices](http://innovative-health.com/available-devices/) - [RESOURCES](http://innovative-health.com/resources/) - [White Papers](http://innovative-health.com/white-papers/) - [Case Studies](http://innovative-health.com/case-studies/) - [News](http://innovative-health.com/news/) - [Blog](http://innovative-health.com/ih-blog/) - [Webinars](http://innovative-health.com/webinars/) - [ACCESS](http://innovative-health.com/ih-website-rebuild/?page_id=2764#) - [Login: Storefront](http://store.innovative-health.com/wp-login.php?redirect_to=http%3A%2F%2Fstore.innovative-health.com%2F) - [Login: Product Catalog](http://innovative-health.com/ih-website-rebuild/?page_id=1307) # Restrictive Technology Innovation Published by [Lars Thording](https://blog.innovative-health.com/blog/author/lars-thording) on March 21st, 2018 Last week, Paul Martyn published the article**[Controlling U.S. Healthcare Costs: Hospitals Must Drive The Rescue Plan](https://www.forbes.com/sites/paulmartyn/2018/03/13/controlling-us-healthcare-costs-hospitals-must-drive-the-rescue-plan/3/#5bb482bc5f00)** in Forbes. He addresses the fundamental illogic of a medical technology marketplace where the buyer’s preferences are not driving purchasing decisions. Instead, due to lack of transparency and customer empowerment, the market is driven by supplier preferences in a market exchange governed by myth and buyer paralysis. The anachronism in a society that celebrates the virtues of market mechanisms is clear, and so are the immediate consequences for hospitals – and for healthcare as such: Manufacturer stock values soar while hospitals are struggling to provide proper patient care. Innovative Health is an eager student of these mechanisms and actively seeks ways to create a fuller understanding of the dynamics in the medical technology world that make it difficult for hospitals to provide better care at a lower cost. Our interactive infographic about *[restrictive technology innovation](https://info.innovative-health.com/restrictive-technology-innovation-landing)* illustrates the dynamics within the context of the *medical technology complex*. Paul Martyn uses the same term to denote a “taxation on healthcare that protects OEM profits and confounds customer strategies to save money”. Quoting Reinhardt, the author points out that unnecessary **innovation** is one of the industry’s biggest cost drivers.   ### [*Unnecessary innovation is one of the industry's biggest cost drivers.*](http://innovative-health.com/calculator/)   In the medical technology complex, innovation becomes a big driver of hospital costs, as manufacturers target high-growth markets – like cardiology for intense innovation and short product lifecycles. It is time we demand a more economical and patient-care friendly concept of innovation in healthcare.   **Click below to discover Innovative Health's *Restrictive Technology Innovation* infographic!**  [![Restrictive Technology Innovation](https://hubspot-no-cache-na2-prod.s3.amazonaws.com/cta/default/3477960/7756afb8-e677-499a-848c-7af9a260cc27.png)](https://hubspot-cta-redirect-na2-prod.s3.amazonaws.com/cta/redirect/3477960/7756afb8-e677-499a-848c-7af9a260cc27) Tags: [technology](https://blog.innovative-health.com/blog/tag/technology), [innovation](https://blog.innovative-health.com/blog/tag/innovation), [restrictive](https://blog.innovative-health.com/blog/tag/restrictive) [Back to Blog](https://blog.innovative-health.com/blog) ## Related Articles ## [Does Better Medical Technology Mean Better Patient Care?](https://blog.innovative-health.com/blog/does-better-medical-technology-mean-better-patient-care) I recently attended the annual Heart Rhythm Society conference for physicians, technologists,... [Read More](https://blog.innovative-health.com/blog/does-better-medical-technology-mean-better-patient-care) ## [Is Healthcare Purchasing Going Green?](https://blog.innovative-health.com/blog/is-healthcare-purchasing-going-green) In the United States, the health care sector is responsible for 8.5 percent of total greenhouse gas... [Read More](https://blog.innovative-health.com/blog/is-healthcare-purchasing-going-green) ## [What Is Missing from Our Discussion About Reprocessing and Healthcare Sustainability?](https://blog.innovative-health.com/blog/what-is-missing-from-our-discussion-about-reprocessing-and-healthcare-sustainability) Medical Device Manufacturers are Getting a Hall Pass At the 2026 CleanMed conference in St. Louis... 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