Medical: Creating Desire
The V2 Renal Denervation System shows how traditional medical device manufacturers can learn from consumer electronics companies about creating excitement through design.
Vessix Vascular’s V2 Renal Denervation System treats drug-resistant hypertension in a one-minute procedure. To create excitement for this new technology in the medical community, Karten Design needed to develop an evocative, emotional form every bit as revolutionary as the technology inside.
With a sweeping, parabolic form, the V2 Generator looks more like an electronic gadget that a piece of medical equipment. The continuous curve, without back or bottom, is designed to be beautiful at every angle. Cantilevered beyond the cart pole, the RF Generator appears to be hovering — an effect that adds to the device’s intrigue. Made from CNC-machined aluminum, the generator is designed to take advantage of the manufacturing process to achieve stunning details, such as the interlocking diamond texture of the device’s side housings, which draw people deeper into the product and encourage closer examination. A large, full-color screen with an iPad-inspired graphic user interface adds a final wow factor to the design.
Design was a strategic part of the success of this private, venture-backed company, which was sold to Boston Scientific for up to $425 million.