Deploying the Voice of the Customer in the Development of a New Medical Device


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Using the Voice of the Customer to create new medical devices leads to mcuh better products for the customers.
I successfully used this methodology in the development of a complex new device (hemodialysis machine) for Baxter Healthcare.
This is the presentation from the Management Roundtable Conference in Boston, 2004

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  • Where the details meet the road. Program Director is an ideal person to accompany you on customer interviews and visits. West was great!
  • Deploying the Voice of the Customer in the Development of a New Medical Device

    1. 1. Deploying the Voice of the Customer Throughout the Product Development Process A Medical Device Success Story Development of a New Hemodialysis Machine A. Kristian Dekom Director Global Marketing Baxter Healthcare
    2. 2. Hemodialysis Background <ul><li>Kidney failure patients are treated 3 times/week </li></ul><ul><li>Blood is pumped extracorporeally, fluid removal and exchange with the patient </li></ul><ul><li>Computer driven, graphical user interface </li></ul><ul><li>Highly complex therapy, considerable risks </li></ul><ul><li>Over 1,000,000 patients worldwide </li></ul><ul><li>4 major global competitors </li></ul>
    3. 3. VOC Research Globally <ul><li>Qualitative needs elicitation in customer language </li></ul><ul><ul><li>54 interviews to extract need </li></ul></ul><ul><ul><li>Entire relationship, not just product related needs </li></ul></ul><ul><li>Needs prioritization and weighting </li></ul><ul><ul><li>158 participants </li></ul></ul><ul><ul><li>Importance ratings / weights </li></ul></ul><ul><ul><li>Evaluation of the performance of existing products in each need category </li></ul></ul>
    4. 4. USA 11 Interviews 29 Sorts Canada 12 Interviews 27 Sorts Germany 21 Interviews 28 Sorts France 10 Interviews 24 Sorts Italy 25 Sorts UK 25 Sorts Global VOC Research
    5. 5. Diagram of Needs Hierarchy Strategic 5 Tactical 25 Detailed 110 Voice of the Customer Wants and Needs were organized into a hierarchical structure Strategic: Overarching set of customer needs used for defining strategic initiatives and for communicating VOC Tactical: Customer-defined categories of need used to focus on tactical initiatives related to product, service, and market planning Detailed: Detailed customer needs (in their own language) that provide definition to the Secondary Attributes
    6. 6. VOC Findings <ul><li>5 strategic needs, 25 tactical needs, 110 detailed needs </li></ul><ul><ul><li>Applicable to the physical product design: 3 strategic, 15 tactical, 66 detailed. </li></ul></ul><ul><li>Key words from strategic and tactical needs </li></ul><ul><ul><li>Safe, reliable, effective, easy, efficient </li></ul></ul><ul><ul><li>Key words used during design and reviews </li></ul></ul><ul><li>VOC backed up by customer site visits, international shows, and in house cross-functional reviews </li></ul>
    8. 8. PROVIDE SAFE AND EFFECTIVE TREATMENT No Failures or Emergencies During Treatment – the Patient Is Never in Danger 83 H Enables Caregiver to Efficiently Provide Personal Care to Patients 75 H Machines Provide the Most Efficient Treatment to Each Patient 71 H Alarms That Make Sense and Are Easy to Understand 71 H Able to Test Blood and Monitor the Effectiveness of the Treatment in Real-time 64 M DEPENDABLE MACHINES THAT FIT INTO OUR CLINIC Dependable Machines That Always Work 79 H Machines With a Proven Track Record 77 H Machines Are Easy to Move and Can Be Used Anywhere 48 L Machines Suit My Need Functionally 42 L Importance: Within Needs Structure QUICK AND EASY TO SETUP, CLEAN, AND OPERATE Machines Are Easy to Learn and to Operate – Interface Is Self-explanatory 73 H Both Users and Patients Are Protected From Contamination and Cross-infection 72 H Set-up for Each Patient Is Quick and Simple 65 M Quick, Easy, and Effective Disinfection 64 M Patient Is Comfortable During the Treatment 52 L Preparation of Chemicals for Machines Is Hassle-free 51 L GOOD, ATTENTIVE COMPANY Quick and Competent Service Technicians That Can Fix Problems Any Time Day or Night 70 H Machines Are Easy to Service and Maintain 69 H A Good Company That Provides Adequate Training and Is Interested in What We Have to Say 60 M Company and Reps That Care About Us and Understand Our Situation 59 M Fast Ordering and Delivery Process So We Get the Supplies We Need When We Need Them 58 M Machines Accommodate Wide Selection of High Quality Dialyzers and Tubing, and We Are Not Limited 56 L to a Single Manufacturer Affordable Machines, Equipment, and Maintenance Agreements With Flexible Financing Options 51 L PATIENT DATA Data is in the Format I Want 60 M Patient and Treatment Data is Easy to Enter 55 L Can Easily Access All Data 54 L
    9. 10. VOC Deployment in Design
    10. 11. Project Scope <ul><li>New instrument, combining two existing products and implementing enhancements </li></ul><ul><ul><li>Post acquisition: unified product offering, reduce confusion </li></ul></ul>+ = ? <ul><li>Fast time to market requirement </li></ul><ul><ul><li>Less than 30 months </li></ul></ul><ul><li>Not totally a ‘clean sheet’ design </li></ul><ul><ul><li>Speed, integration were high priorities </li></ul></ul><ul><ul><li>Selective implementation of VOC findings </li></ul></ul><ul><li>Focused on key customer requirements </li></ul>
    11. 12. Project Scope Definition Concerns <ul><li>Constraint: avoid perception that it was merely a new cover on an old instrument </li></ul><ul><ul><li>Had to offer real improvements to both sets of current users, potential new buyers </li></ul></ul><ul><li>Combining two product lines – which features to chose from each line? Which new ones to add? </li></ul><ul><ul><li>Use VOC </li></ul></ul>
    12. 13. VOC: Industrial Design <ul><li>“ An aesthetically pleasing machine (appealing color, bright screens, not intimidating)” </li></ul><ul><ul><li>Key to the design </li></ul></ul><ul><ul><li>Not intimidating to the nurse or patient </li></ul></ul><ul><ul><li>“Homomorphic” design by industrial design firm (Ciclo PDC) </li></ul></ul><ul><ul><li>Arena - “Friendly by Design” </li></ul></ul>
    13. 14. Handles: “Easy to Move Around” <ul><li>Which to select? </li></ul><ul><li>Both were larger, obvious (grab here!), aesthetically integrated, and well positioned </li></ul><ul><li>Design evaluation by users to decide </li></ul>
    14. 15. Choosing Among Designs
    15. 16. Choosing a Design <ul><li>“ Can easily reach all external components (screen, bags, controls)” </li></ul><ul><li>Designs were tested with all bloodlines and setups </li></ul><ul><li>Nurses simulated setting up for treatment </li></ul><ul><li>Evaluations were captured from participants </li></ul>
    16. 17. Choosing a Design <ul><li>Both designs had good usability </li></ul><ul><li>More daring design won out </li></ul><ul><ul><li>More “human”, more friendly </li></ul></ul><ul><ul><li>Homomorphic approach was validated by the evaluators </li></ul></ul><ul><li>A strong statement in the marketplace </li></ul>The Competition
    17. 18. Product Design Details <ul><li>“ Can see with one glance what is going on with patient and machine” </li></ul><ul><ul><li>Opportunity to use a BIG 15” display </li></ul></ul><ul><ul><ul><li>Can be read much further away </li></ul></ul></ul><ul><ul><ul><li>Twice the area of nearest competitor </li></ul></ul></ul>
    18. 19. User Interface <ul><li>“ User friendly interface without navigating through multiple screens” </li></ul><ul><li>New user interface look </li></ul><ul><ul><li>Higher contrast colors </li></ul></ul><ul><ul><li>Greater resolution </li></ul></ul><ul><ul><li>Ability to show more data on one screen </li></ul></ul>
    19. 20. Product Design Details <ul><li>“ No inexplicable alarms” </li></ul><ul><li>Addition of pole mounted three color status light </li></ul><ul><ul><li>Linked to alarms </li></ul></ul>
    20. 21. VOC Driven Feature Implementation <ul><li>“ Don’t have to re-enter information” </li></ul><ul><ul><li>Patient Data Card – insert card, verify data, prescription is loaded </li></ul></ul><ul><li>“ Allows me to take care of more patients at once” </li></ul><ul><ul><li>Patient controlled sodium bolus </li></ul></ul>
    21. 22. VOC Impact on Software <ul><li>Can seamlessly integrate new machines into our current setting.” </li></ul><ul><ul><li>Similarity of user interface to prior instruments </li></ul></ul>
    22. 23. Product Features <ul><li>“ I am able to place objects on or write on machines (have flat surfaces)” </li></ul><ul><ul><li>Top of machine is a lip-edged tray </li></ul></ul><ul><ul><li>Chart rack on back of display </li></ul></ul><ul><ul><li>Blood pressure cuff holder </li></ul></ul><ul><ul><li>Disinfect bottle holder </li></ul></ul><ul><ul><li>Waste buckets on either side of machine </li></ul></ul>
    23. 24. Using VOC to Help in Tradeoffs <ul><li>Design issue: dialyzer holder on either side? </li></ul><ul><ul><li>Suiting different functional needs (Importance: 42) </li></ul></ul><ul><li>Bloodline setup could become much more confusing </li></ul><ul><ul><li>Importance: 65 </li></ul></ul><ul><li>Significant cost & reliability impact </li></ul><ul><li>Cost & setup consistency outweigh advantage </li></ul>
    24. 25. Trade-offs <ul><li>Optional fold down integrated tray </li></ul><ul><li>Side space is often occupied by a bed or chair </li></ul><ul><li>Strength, reliability and cost </li></ul><ul><li>Top became tray </li></ul><ul><ul><li>No incremental cost </li></ul></ul>
    25. 26. Information Display Trade-Offs <ul><li>Good visibility was a key component of usability </li></ul><ul><li>Swivel mounted display option </li></ul><ul><ul><li>Meets the requirement well </li></ul></ul><ul><ul><li>Significant cost penalty </li></ul></ul><ul><ul><li>Negative reliability impact </li></ul></ul><ul><li>Wide angle display (160 o ) met the requirement without penalties </li></ul>
    26. 27. Other Tradeoffs <ul><li>DVD/CDROM inside </li></ul><ul><ul><li>Engineers thought it was neat </li></ul></ul><ul><ul><li>Potentially useful for loading new software </li></ul></ul><ul><ul><li>Play movies, training videos, etcetera </li></ul></ul><ul><li>No basis for it in VOC </li></ul><ul><ul><li>Negative cost impact </li></ul></ul><ul><li>Do you want a $25,000 DVD player or a $400 DVD player? </li></ul>
    27. 28. VOC Driven Testing <ul><li>“ Dependable machines that always work” </li></ul><ul><ul><li>Simulated treatments Round 1 </li></ul></ul><ul><ul><ul><li>30 instruments running continuously in the lab </li></ul></ul></ul><ul><ul><ul><li>4100 treatment cycles </li></ul></ul></ul><ul><ul><ul><li>25,000 hours </li></ul></ul></ul><ul><ul><li>Round 2 </li></ul></ul><ul><ul><ul><li>12 more instruments </li></ul></ul></ul><ul><ul><ul><li>1000 more treatment cycles </li></ul></ul></ul><ul><ul><ul><li>5,000 hours </li></ul></ul></ul><ul><ul><li>Halt/Hass testing, environmental & shock/vibe testing </li></ul></ul>
    28. 29. VOC Driven Testing <ul><li>“ Machines with a proven track record” </li></ul><ul><li>Testing in the field </li></ul><ul><ul><li>11 sites in 9 countries </li></ul></ul><ul><ul><li>17 instruments </li></ul></ul><ul><ul><li>Over 1,400 treatments </li></ul></ul><ul><ul><li>7,700+ hours </li></ul></ul>
    29. 30. Validation
    30. 31. Market Research Findings Pre-Launch <ul><li>Market research with 39 physicians, nurses & technicians </li></ul><ul><li>Excellent aesthetics </li></ul><ul><li>Perceived to be easy to use </li></ul><ul><ul><li>Patient data card </li></ul></ul><ul><ul><li>Ergonomic design </li></ul></ul><ul><ul><li>Automatic disinfect, automatic start </li></ul></ul><ul><li>Good use of technology to meet needs </li></ul><ul><ul><li>Blood volume monitor </li></ul></ul><ul><ul><li>Sodium bolus button </li></ul></ul><ul><ul><li>Blood pressure monitor </li></ul></ul><ul><li>Excellent likelihood to recommend </li></ul>
    31. 32. Results
    32. 33. Successful Launches <ul><li>Delirium in Berlin </li></ul><ul><li>Crowds in San Diego </li></ul>
    33. 34. Results <ul><li>Balanced global sales </li></ul><ul><ul><li>European sales have risen as a fraction of the total </li></ul></ul><ul><li>Consistent image, consistent product </li></ul><ul><ul><li>One product to sell to all customers worldwide </li></ul></ul>
    34. 35. Key Learnings
    35. 36. Key Learnings <ul><li>Research, Research, Research </li></ul><ul><ul><li>Data vs. Intuition, Seat of the Pants </li></ul></ul><ul><ul><li>Data > Intuition </li></ul></ul><ul><li>VOC information facilitated design selection and design choices </li></ul><ul><li>VOC successfully drove the test regimen </li></ul><ul><li>Real quotes were vital </li></ul><ul><ul><li>Made the meaning clear </li></ul></ul><ul><ul><li>Made the need real, not an abstract analysis </li></ul></ul><ul><ul><li>Personal impact </li></ul></ul>
    36. 37. Key Learnings <ul><li>VOC research has applicability well beyond new product development </li></ul><ul><ul><li>Data used for strategy analysis </li></ul></ul><ul><li>Quantitative VOC data can be a powerful persuasion tool: </li></ul><ul><ul><li>“ The data says…” </li></ul></ul><ul><ul><li>versus </li></ul></ul><ul><ul><li>“ I think…” </li></ul></ul>