The opportunity is a 158 billion dollar Healthcare Business which is yet to be tapped. Innovative Strategic platforms such as BOP and Blue Ocean form the basics.
The slides are from the Technological Presentation made at COSECSA 2010 conference which had Surgeons and Health Care Business ventures from all continents except Australia.
Overview Video to the back ground to this project is available in You Tube under "Medical Devices - Trauma Care - Blue Ocean - Developing Countries.wmv", detailed report of project, can be found under "Medical Devices - Trauma Care - Blue Ocean - Developing Countries" in scribd.
3. “ . . . The product features of the developing countries are rarely understood by the high end engineers or marketing professionals of the companies which are based in developed countries. Effective technology which solves the problem should rise from the people of developing countries . . . ”
4. So . . . Lets Start Working ! We NEED . . . “Values” or required features for successful Product Development & Operations The price range the customers are willing to pay for the above mentioned “values” is analysed
5. Demand 1. Analysis of Market Demand 2. Approximate Demand Size Values (Product Features) 3. The customer’s “perception” of features (Customers expectation of the product) 4. Analysing the methods of supply channel used for product delivery 5. Analyzing the strategic product features needed for this market 6. Analysis of the market based on material used for implant 7. Stake holders analysis in this market Pricing 8. Analysing the price range the customers are willing to pay for the product 9. Analysing the standard operational process and costing involved
6. This is . . . Developing The Value-For-Money Segment In Medical Devices Lets Continue . . .
9. 2. Approximate Demand Size Data Used for Mathematical Modeling Global Status report on Road Safety – 2009 World Population Data Sheet – 2005 World Population below Poverty - 2009 (prb.org) No of Hospital beds per country – WHO database ALOS – Average length of stay studies Study of on Road Traffic Injuries in Delhi Survey Extracts
10. Values (Product Features) 3. The customer’s “perception” of features (Customers expectation of the product) 4. Analysing the methods of Supply Channel used for product delivery 5. Analyzing the Strategic Product Features needed for this market 6. Analysis of the market based on Material Used for implant 7. Stake Holders analysis in this market Pricing 8. Analysing the Price Range the customers are willing to pay for the product 9. Analysing the standard Operational Process and Costing involved
12. Trend Setters Companies in this Direction Laerdal Medical, Vestergaard-Frandsen, Tata Elxsi, GE, Philips . . . Countries in this Direction Brazil, India, Japan, Netherlands Organizations in this Direction WHO, ARSI,IFRS Trend Direction is Changing . . . Where are U in this 150 BILLION Ocean? VALUE FOR MONEY MEDICAL DEVICES Value for Money MEDICAL DEVICES VALUE FOR MONEY MEDICAL DEVICES
17. Thank You Open for Discussion !! www.enpcmbaparis.com Guided by : Prof Stuart Chambers (Operations : ENPC & Warwick ) &Supported by : Prof AlonRozen(Marketing : ENPC)
Notas do Editor
LET them Read –Often this needs years of staying and working in the setting of need. Even if the field market professionals sends specs the GM marketing or product development sitting in the EU or US is not going to understand that – they have hardly, may be never seen a powercut or a powerfluctuation, they may not understand the power spikes which come from a generator which is common in developing countries. They may cover it to an extend if they have a very dedicated – but you understand it to the best level possible.
JUST FOR BACK UPPerception = Cost, Performance, Fulfillment Surgeon / Hospital Patient Dealers – Private / Government Supply Channel (33% - no supply at all)Product Life Cycle only 18 month – faster penetrationSupply Costs depend on – Sterile ? EO/Steam/Gamma ? Geography of supplyTraceablityStocking needsCommunication partnerPricing the package costInstallment payments possible ? Strategic (Point 6)Technological features: No strip down version, minimum instrument needs, no C-arm, rugged device, reusable instruments, AFFORDABLENo need of Aestehetics, Destroyable . . .etc . . .
