Spotlight On: Safe Tube Feeding Device

The enteral feeding device from Fidmi Medical reduces many common complications associated with enteral nutrition (tube feeding) devices currently on the market. Fidmi’s device allows for easy insertion, replacement and removal, which substantially increases patient safety while lowering costs. Shahar Millis, Fidmi’s CEO, gives us the inside story.

Shahar Millis, CEO of Fidmi Medical, demonstrates the company’s prototype.

How did the idea for your company develop?
I just love brilliance! When a simple solution is just around the corner, when you see something and think to yourself “How come I didn’t think  of that before?” that’s how it started.  When I encountered Dr. Ishay Benuri’s solution to enteral feeding – a device that needs to be both rigid and soft at the same time – I knew he was on to something big.

The idea evolved when Ishay participated on a team at Hadassah Medical Center, which met to investigate a number of cases of tract rupture during feeding tube replacement. He realized there must be a way to improve current enteral feeding devices. Racking his brain, Ishay came up with an out-of-the-box solution to the problem.

As soon as I saw the idea and realized its potential, I knew my skills were a perfect match to develop and take the product to market. It took a lot of effort to turn a raw idea into a product, but the simplicity of the solution is remarkable. As a team, we work harmoniously together and brainstorm weekly to provide Fidmi with a portfolio of new ideas and directions.

Why do you personally care about your company’s product?
I see the pain of patients and the frustration of parents or caregivers dealing with clogged tubes or displaced devices. As the only device that delivers a percutaneous solution with aesthetic and safety advantages from initial placement, as well as for the long term, the Fidmi solution is a real game changer. Its unique design eliminates every drawback of currently available feeding devices. I care about providing physicians, caregivers, and patients with a product that can be trusted for greater peace of mind. A trauma-free procedure significantly minimizes their concerns.

Why should the market care about the solution you are developing?
Enteral feeding devices haven’t changed much over the last 35 years. The $500 million market is divided among companies like Cook, Medtronic, Kimberly Clark (Halyard), Fresenius-Kabi, and others. With only minor differences in their products, the market currently offers more of the same. There is a rising demand for innovations in this field, so Fidmi’s solution is an attractive alternative.

 What advice do you have for a new entrepreneur with a great idea?
The first thing people will tell you is market, market, market! Though this is true in most cases, it is not the only aspect. If you have a feasible idea, which brings a comprehensive solution to a current unmet need, you are on the right track.

My advice would be to get as much independent feedback on your idea as possible, to verify your solution every step of the way, and to make sure your solution demonstrates a clear advantage over your competitors. This process will compel you to stretch your mind and come up with better ideas and an improved product.

As you know, the Trendlines mission is “creating companies that improve the human condition”. How is your company doing this?
We invested a substantial amount of time figuring out the pain points and problems that enteral feeding device users experience. We defined the needs and requirements of the users. The result is a device that is simple to use, reduces risk of dislodgment, and lowers frustrating maintenance procedures. It saves time and money for both patient and caregiver. A simple solution to a complex problem certainly improves the human condition!

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