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Devices and Diagnostics – Better Marketing by Design: Integrating Global HFE and Market Research Strategies

November 4, 2020 @ 3:00 pm 3:30 pm

Speakers: Sabera Hyderally, Research Partnership

Convenor: Bernadette Rogers, General Manager, EphMRA


In the effort to reduce medical use error and reduce the risks and costs of healthcare, international regulators have increased requirements for human factors engineering and testing of medical devices, including pharmaceutical delivery systems. From the US’ FDA (Food and Drug Administration) to the UK’s MHRA (Medical & Healthcare products Regulations Agency) to the European Union’s MDR (Medical Device Regulation) and the China NMPA’s CMDE  (Center for Medical Device Evaluation)’s new review requirements for HFE testing, there has been a worldwide shift to understanding, improving and validating the safe interaction between medical devices and their users.

Thankfully, global agencies have made huge strides in making sure these regulations are consistent. Another way that pharmaceutical & medical device companies can benefit from the new HFE testing required is by building competitive advantage into the design itself.  Excellent design that incorporates HFE principals not only mitigates risk and the enormous costs associated with it, but also translates to a competitive advantage- ease of use, efficiency, and intuitive activation all play a role in enhancing adoption and maintaining satisfaction and dose compliance among the patients and HCPs you serve.


You will understand HFE and where international standards agree on goals, implementation and validation, where HFE and MR align and how they collaborate

Sabera Hyderally

Sabera Hyderally

Research Partnership

Sabera Hyderally is the head of the Philadelphia office at Research Partnership and heads the MedTech Division, overseeing a group of researchers across the UK and US.

Her career in healthcare marketing research spans 28 years during which time she has developed an expertise in product innovation, launch, marketing excellence and growth strategy/opportunity assessment for medical devices and diagnostics companies.