Need to know urology trends for medtech execs

The field of urology is poised for transformative growth in the coming years, driven by advancements that promise to redefine how care is delivered, managed, and experienced.

This is according to a recent survey published in the Urology Times that sheds light on the trends that are set to shape the field of urology over the next three to five years. With responses from leading urologists and patients, the findings reveal some exciting changes coming over the horizon, as well as some obstacles that healthcare organizations, urology physician groups, and other providers will need to grapple with in the future.

Key findings from the survey include:

1. Cross-disciplinary collaboration is more important than ever
2. Emerging technologies will impact how urologists provide care
3. There are barriers that keep many patients from receiving care

In this blog we'll discuss the three major findings from the State of Urology survey and explore how these trends might impact the medtech industry. Overall, the survey included responses from 70 urologists and 2,425 adults in the U.S.

Trend #1: Cross-disciplinary collaboration is more important than ever

The Urology Times survey identified that multidisciplinary collaboration is top of mind and the most important factor in the effective treatment of urological conditions. In total, an overwhelming 93% of urology practitioners agreed that collaboration with other specialties is essential for managing complex cases, and 87% emphasized its importance in discovering new treatments and therapies.

Cross-disciplinary collaboration can bring a number of significant benefits to urology care. Namely, urologists joining forces with other specialists can lead to enhanced patient outcomes and minimized treatment delays, as well as potentially accelerated discovery of novel treatments and therapies. For example, combining expertise from specialties like oncology, nephrology, and radiology, multidisciplinary teams could provide more holistic treatment plans, improve diagnostic accuracy, and ensure timely, personalized therapies for complex conditions.

For medtech companies operating in the oncology space, a greater push for multidisciplinary collaboration can present a number of opportunities to enhance care quality while expanding market share and generating more revenue. Some of these are:

Shaping solutions for collaborative use

Multidisciplinary care means developing diagnostic tools, imaging systems, and devices that cater to the needs of not just urologists, but the specialists that work alongside them. Digital and software solutions must be interoperable, enabling data sharing and collaborative treatment planning to ensure continuity of care.

Fostering research partnerships

Multi-specialty healthcare systems and academic institutions are often at the forefront of medical research and advancing new treatments. Partnering with these entities can help position your medtech company as an innovator while gaining insights that influence product development.

Building workforce diversity

According to the survey, 74% of respondents shared that attracting diverse talent is a challenge in urology. Medtech firms could help address this problem by designing products with usability and inclusivity in mind-such as training modules, multilingual interfaces, and adaptability for different clinical settings.

Trend #2: Emerging technologies will impact how urologists provide care

Emerging technologies like artificial intelligence (AI) and machine learning (ML) are transforming the healthcare landscape, and the field of urology is no exception.

According to the State of Urology survey, nearly half (47%) of respondents believe innovations like AI and ML, advanced imaging, robotic surgeries, noninvasive treatments, and telemedicine will be among the technologies that will have the greatest impact on how urologists diagnose and manage conditions in the next few years.

AI, in particular, is poised to dominate the urology field, as 87% of urologists plan to integrate the technology into their practices within three years. Respondents cited AI's potential to enhance early disease detection, improve diagnostic accuracy, and reduce the need for invasive procedures. Urologists aren't alone in feeling this way-our survey of leaders in care management, radiology, IT, and other healthcare specialties revealed similar findings.

For medtech companies, the message is loud and clear: AI-driven diagnostics, imaging equipment, and decision-support systems will be in high demand. More specifically, the medical imaging sector will be one to keep an eye on. AI can help analyze and interpret medical imaging data from X-rays, CAT scans, and MRIs faster and (sometimes) with greater accuracy than most humans, supporting earlier detection and intervention of diseases while streamlining data input and analysis processes.

If you're looking for the most ideal urologists and healthcare providers to sell your medical device to, claims data will be invaluable. Both diagnosis and procedure codes can help you identify the right organizations and providers for your technology.

For example, if your AI technology focuses on advanced imaging for prostate cancer diagnosis, analyzing top CPT codes related to prostate biopsies or MRIs can help pinpoint the healthcare facilities and urology providers performing the highest volume of these procedures. This data allows you to target institutions and specialists most likely to benefit from your solution in your go-to-market efforts.

Read our guide on AI and ML for medical device companies for a deeper dive into how this technology is shaping the medtech industry.

Trend #3: There are barriers that keep many patients from receiving care

Perhaps the most shocking finding from the survey is that there's a significant number of U.S. adults who have never visited a urologist-even if they are experiencing potential urological symptoms.

The State of Urology survey reveals several barriers to accessing urological care despite 48% of respondents acknowledging its importance in maintaining their health. According to the survey, 65% reported never having visited a urologist. And for patients experiencing a urological condition, 23% did not seek specialist care, citing a variety of reasons such as concerns over cost, a lack of awareness about when to see a urologist, self-treatment, or treatment by a PCP.

Additionally, misconceptions about urology further hinder efforts to promote awareness. Many adults believe routine urological check-ups are unnecessary without a diagnosis, associate urology with discomfort or invasive procedures, or view the specialty as focused primarily on prostate issues or is only for older adults.

Given the misconceptions, medtech companies could work to address the stigmas surrounding the specialty and seeking care, such as the belief that urological procedures are invasive or could be sensitive or embarrassing to discuss. These perceptions underscore the importance of non-invasive technologies. As a medtech company, you could contribute to this movement by developing and marketing solutions like wearable devices, remote monitoring tools, and non-invasive diagnostic options to reduce patient anxiety and encourage care-seeking behavior. Furthermore, you could consider partnering with urologists to launch awareness campaigns that highlight the broad scope of the specialty beyond prostate conditions, such as kidney disorders, bladder health, and women's health.

Learn more

It's an exciting time for the urology field, and there are numerous opportunities for medtech companies to adapt to the emerging trends, develop innovative new medical devices and tools, expand market share, and increase revenue.

For more insights on how to craft more effective sales strategies for your medical device, read our comprehensive guide on everything medtech. And to get hands-on with the healthcare commercial intelligence you need to bring your device to market, start a free trial with Definitive Healthcare today.

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