Proper use of ID ensures that medical devices are targeted to market need, appropriate for brand aspiration, fit and safe for human use. Right approach to ID will increase the speed to market by ensuring that critical factors are considered early in the process. ID can facilitate a conversation between marketing, engineering, and usability functions, providing options and visions at early stages of development . ID can create opportunities, develop the best form and function, help teams gain consensus, and differentiate brands to competitive advantage.