Matthew Thames, MBA/MD under the supervision of Robert E. Spekman, PhD The Darden School of Business, University of Virginia InSightec, a privately-held Israeli company, developed a new medical...

Matthew Thames, MBA/MD under the supervision of Robert E. Spekman, PhD

The Darden School of Business, University of Virginia

InSightec, a privately-held Israeli company, developed a new medical device, ExAblate. Focused ultrasound provided precise concentration of sound waves to act on a particular part of the body; the guidance of magnetic resonance imaging (MRI) technology allowed for non-invasive, targeted destruction of diseased tissue. The company required a marketing strategy, navigating a number of barriers that could impinge on its ability to successfully introduce the new technology. The FDA approved its use for removing uterine fibroids and bone metastases. Yet the holy grail of this technology was the application to the brain. InSightec needed to develop a go-to-market strategy for ExAblate Neuro, which was intended to treat essential tremor (ET) and other diseases, such as Parkinson’s, for which there was no cure at present.