There are exciting and interesting trends emerging. Therapies once only feasible within a clinical setting are now being self-administered at home, enabled by innovations in delivery technologies. Established platforms are being refined and continually improved. Patient preferences for devices can now be a market reality while remaining commercially viable. John Burke at Team Consulting analyses if the device in conjunction with the therapy is essential to ensure potential pitfalls are avoided, and the device is an enabler rather than a barrier to market success.