Developing Value - For - Money Segment in

Medical Devices

Source : www.ozeninc.com

A Survey and Strategic Plan

for
Product Development and Operational Support

Einstein Albert KESI

MBA in Technology and Entrepreneurship ENPC School of International Management , Paris
 Content
• Definition & Scope – Video & Slides

• Research Issues

• Conclusions

• Recommendation

• Strength & Weakness

• Key Learning Points

• Key Take Away

• MBA helped me to . . .
 Definition & Scope
• Video
– We Focus on Trauma Implants
– 90 % is not catered to !
– Demand is increasing . . .
– This is the BLUE OCEAN !
• Scope
– What it takes to Develop, Operate & Supply
– Marketing is excluded
 Research Issues
- in n ovat io n wa s t h e o n ly way ! -

Getting data was the only dependent work - But Tough

• Unavailability of Data - Blue Ocean
– Global Organizations
– Unavailability of Study Reports
– Different iteration process planned & tried
• Survey & Survey Results
– Lack of contacts
– Delay in Survey
– Delay in results – internet, post
– Sample size low
• Models
– Key Data in Excel Models – Scarcity of data sources for key
conversion of data.
 Conclusions
• Segmentation is based on four major factors for planning Product
Development, Operations & Supplies (Planning Backwards)

– Supply : Need to bye pass the multiple middle layers.

– Affordability : The most crucial factor, multiple ways possible,

BUSINESS MODEL plays an important role.

– Product Environment : Market growth depends on training and supply

of basic instruments needed for surgery.

– Technical Features of the Product : Affordable, Basic, Adaptable,

Rugged, destroyable, bulk supply packing, instruments.
(Eg: 1942 X-Ray machine is still preferred)

• The demands in localization of site is huge ( page 69 of the report gives the approx
demand)
• Results of the market, conditions and demands (Annexure 18 – 20)
 Recommendation
- Market is HUGE but DIFFERENT -
• Affordability is the key to this market.

• Quality means Product Quality & Quality of service of hospitals – Training, TBS
market.

• Business Model decides revenue methods – Not “Product” dependent.

• Build backwards based on Business Model through supply channels till product
development.

• Enter in to Partnerships, eliminate customer care – Govt & NGO

• Eliminate multiple layers in supply chain – reduce cost.

• Rugged & Destroyable Vs Technological & Disposable.

• Opt for matured manufacturing process & use matured technologies

 Strength & Weakness
• Strength
– BOP – Relatively new concept.
– Buffered from economic crisis.
– Very less marketing & administration costs.
– Can become a disruptive technology.
– Reliable data – UN data is used.
– Solution to companies who does not have biodegradable technology.

• Weakness
– Key conversion factors have very less studies behind them (so worst
scenario is considered).
– Surprises are there in Blue Ocean, especially for cultures which do not
understand its complexities.
– Needs more sample size.
– No concrete solution is assigned as it is depends on business models.
 Key Learning Points
- be open to learn, never underestimate -
• TBS is a key player

• Huge potential

• Quality - Not Product alone

• BOP market is a Different Game

• Dumping matured / stripped out product need not

succeed

• Be ready to generate Blue Ocean data.

 Key Take Away
- it is wide & deep -

• Blue Ocean in Blue & BIG - data is hard to find.

• More “Solution” oriented, less “Technology”
oriented.
• Large number of stake holders.
• Education Intensive.
• Establishing in “Blue Ocean” is a moderate &
steady process.
• “Trust” is a KSF and is “Community Oriented”,
not “Customer Care Oriented”.
 Thanks To

ENPC School Of International Management, Paris.

(For the course focus on Innovation & Leadership)

Prof Stuart Chambers (UK)

(For Guiding the Project)

For Clarifications, Comments & Contacts you can check the overview video in You Tube, check for the uploaded report or contact us at

Einstein Albert KESI ENPC School of International Management, Paris

mecei@yahoo.com, innovationmecei@gmail.com blanchet@enpcmbaparis.com