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I’m recently back from AdvaMed’s annual conference (The MedTech Conference) where, as always, I was struck by the deep commitment to bring innovation to patients. But innovation is in the eye of the beholder. When it comes to medtech offerings, there are many stakeholders who decide if an innovation is going to deliver differentiated results, and what value is merited in return. We highlighted this in our work with AdvaMed and the industry on Effective Value Assessment. And innovation isn’t limited to devices or technology, or even services – innovation can also include novel contracting and business models.