Lessons In Cross-Industry Customer Innovation Craig Brandis R&D Director Welch Allyn
Overview <ul><li>In a highly competitive industry, maintaining continuous customer intimacy and innovating is imperative t...
Welch Allyn <ul><li>“ A privately-held, family-owned manufacturer of medical devices, products and solutions used by careg...
Healthcare Trends <ul><li>Worldwide today: </li></ul><ul><li>•1 billion adults overweight </li></ul><ul><li>•860 million c...
Trends in Patient Monitoring <ul><ul><li>Crowded field, more competitors every year </li></ul></ul><ul><ul><li>Slow annual...
Trends In Patient Monitoring <ul><ul><li>Clinicians have lots of data, they want more timely and useful information </li><...
From The Voice of the Customer to New, Innovative Solutions… <ul><ul><li>Few breakthroughs in underlying monitoring techno...
Experience With Formal VOC Methods  <ul><ul><li>Spectrum of VOC methods we use: </li></ul></ul><ul><ul><ul><li>Focus group...
Outsourced/Ethnographic VOC <ul><ul><li>Outsourced to an ID/creative firm </li></ul></ul><ul><ul><li>They take it from eth...
Internal/Data-Driven VOC <ul><li>Built around structured interview methods and conjoint analysis </li></ul><ul><ul><li>Mar...
Analyze Successes for Patterns of Opportunity <ul><li>Hypothesis: high customer value opportunities often have recurring p...
Case Study:Welch Allyn FlexiPort Cuffs <ul><ul><li>Problem: Incompatible cuffs and hoses for different devices </li></ul><...
Case Study: Welch Allyn Flexnet Wireless <ul><ul><ul><li>Problem: Too many proprietary networks & monitoring “islands” </l...
Case Study: Welch Allyn Clinician Notifier <ul><ul><li>Problem: Clinicians can’t be everywhere at once </li></ul></ul><ul>...
Case Study: Hamilton C2 Ventilator <ul><li>Problem: “What does this button do?”  </li></ul><ul><li>Solution:  </li></ul><u...
What Is Missing From Traditional VOC Methods? <ul><ul><li>Real-time, continuous, two-way dialog with customers  </li></ul>...
Lessons From Other Industries <ul><li>Web 2.0 </li></ul><ul><li>New Platforms </li></ul><ul><li>New Media </li></ul><ul><l...
Lesson From Web 2.0 <ul><ul><li>Have ordinary customers help design your products </li></ul></ul><ul><ul><ul><li>Not just ...
Lessons From New Platforms <ul><ul><li>iPhone </li></ul></ul><ul><ul><ul><li>15000 3 rd  party apps in under 12 months </l...
Lesson From New  Media <ul><ul><li>Radical Personalization </li></ul></ul><ul><ul><li>Internet Radio </li></ul></ul><ul><u...
Lesson From Health 2.0 <ul><li>User-directed websites for chronic diseases   </li></ul><ul><li>Discover the wisdom of many...
Lesson From Software As A Service (SAAS) and Cloud Computing <ul><ul><ul><li>Salesforce.com vs. thick-client CRM </li></ul...
Lesson From Google <ul><li>“ Fail faster to learn and succeed quicker” </li></ul><ul><li>Agile development methods: </li><...
Can A Medical Device Company Be “Googley”? <ul><li>Ten Principles of a &quot;Googley&quot; User Experience </li></ul><ul><...
New Innovation Models <ul><ul><li>Emerging models: </li></ul></ul><ul><ul><ul><li>Connect and develop </li></ul></ul></ul>...
Summary: VOC to High Value Products And Services <ul><li>Extend your VOC models to include data-driven and continuous </li...
Questions or Comments? <ul><li>  </li></ul><ul><li>...Thank you! </li></ul><ul><li>Email: craig.brandis@welchallyn.com </l...
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Lessons in Cross-Industry Customer Innovation

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In a highly competitive industry, maintaining continuous customer intimacy and innovating is imperative to long-term survival.

Traditional Voice-Of-The-Customer (VOC) methods are not sufficient

Traditional design and development methods are not sufficient



KeyTake-Aways:
Lessons learned in applying different methods of VOC

Success factors in translating VOC results into high-value products

Examples of patterns of disruption through discerning high customer value

Published in: Health & Medicine, Business
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Lessons in Cross-Industry Customer Innovation

  1. 1. Lessons In Cross-Industry Customer Innovation Craig Brandis R&D Director Welch Allyn
  2. 2. Overview <ul><li>In a highly competitive industry, maintaining continuous customer intimacy and innovating is imperative to long-term survival. </li></ul><ul><li>Traditional Voice-Of-The-Customer (VOC) methods are not sufficient </li></ul><ul><li>Traditional design and development methods are not sufficient </li></ul><ul><li>KeyTake-Aways: </li></ul><ul><li>Lessons learned in applying different methods of VOC </li></ul><ul><li>Success factors in translating VOC results into high-value products </li></ul><ul><li>Examples of patterns of disruption through discerning high customer value </li></ul>
  3. 3. Welch Allyn <ul><li>“ A privately-held, family-owned manufacturer of medical devices, products and solutions used by caregivers in doctors' offices, hospitals, and emergency response settings around the world. Focus is on innovative solutions for frontline care. </li></ul>Patient Monitoring/Propaq LT (2005) Ambulatory Telemetry Monitoring/Micropaq (2002) Panoptic opthalmoscoope (2002) Suresight vision screener (2002)
  4. 4. Healthcare Trends <ul><li>Worldwide today: </li></ul><ul><li>•1 billion adults overweight </li></ul><ul><li>•860 million chronic disease patients </li></ul><ul><li>•600 million elders age 60 or older </li></ul><ul><li>75-85% of healthcare spending is on chronic disease management </li></ul>
  5. 5. Trends in Patient Monitoring <ul><ul><li>Crowded field, more competitors every year </li></ul></ul><ul><ul><li>Slow annual market growth in traditional segments </li></ul></ul><ul><ul><li>Fewer skilled caregivers taking care of more patients </li></ul></ul><ul><ul><li>Boundaries of care settings are blurring </li></ul></ul><ul><ul><li>Patients and caregivers are more mobile </li></ul></ul>
  6. 6. Trends In Patient Monitoring <ul><ul><li>Clinicians have lots of data, they want more timely and useful information </li></ul></ul><ul><ul><li>Increasing demand for interoperability </li></ul></ul><ul><ul><li>Usability expectations in the professional arena are increasingly set by the consumer market </li></ul></ul>
  7. 7. From The Voice of the Customer to New, Innovative Solutions… <ul><ul><li>Few breakthroughs in underlying monitoring technologies the last 20 years </li></ul></ul><ul><ul><li>Meeting customer needs with high-value, differentiating solutions in this market requires: </li></ul></ul><ul><ul><ul><li>Reliable VOC methods to identify high value opportunities </li></ul></ul></ul><ul><ul><ul><li>A repeatable way to translate these to winning products and services </li></ul></ul></ul><ul><ul><ul><li>Do it fast er than the competition </li></ul></ul></ul><ul><ul><li>No, duh…but if it were easy… </li></ul></ul>
  8. 8. Experience With Formal VOC Methods <ul><ul><li>Spectrum of VOC methods we use: </li></ul></ul><ul><ul><ul><li>Focus groups </li></ul></ul></ul><ul><ul><ul><li>Market surveys </li></ul></ul></ul><ul><ul><ul><li>Research studies </li></ul></ul></ul><ul><ul><ul><li>Pilot programs </li></ul></ul></ul><ul><ul><ul><li>Thought leaders </li></ul></ul></ul><ul><ul><ul><li>Outsourced/Ethnographic studies </li></ul></ul></ul><ul><ul><ul><li>Internal/Data-driven studies </li></ul></ul></ul><ul><ul><ul><li>Others… </li></ul></ul></ul>
  9. 9. Outsourced/Ethnographic VOC <ul><ul><li>Outsourced to an ID/creative firm </li></ul></ul><ul><ul><li>They take it from ethnographic studies to product concepts </li></ul></ul><ul><li>  </li></ul><ul><li>Advantages </li></ul><ul><ul><li>Fast </li></ul></ul><ul><ul><li>Does not tie up as many internal resources </li></ul></ul><ul><ul><li>Focused </li></ul></ul><ul><ul><li>Deliverables are usually high quality product concepts </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>ID/creative firm not totally immersed in the medical world </li></ul></ul><ul><ul><li>Often more qualitative than quantitative </li></ul></ul>
  10. 10. Internal/Data-Driven VOC <ul><li>Built around structured interview methods and conjoint analysis </li></ul><ul><ul><li>Market-Driven Product Development (Mello) </li></ul></ul><ul><li>Done internally with cross-functional group </li></ul><ul><li>Uses a rigorous data collection and step-wise integration process </li></ul><ul><li>Advantages </li></ul><ul><ul><li>Granular, traceable results, statistically valid answers </li></ul></ul><ul><ul><li>Quantifies what the customer actually values </li></ul></ul><ul><ul><li>More internal sense of ownership </li></ul></ul><ul><ul><li>Transparent </li></ul></ul><ul><ul><li>Encourages internal, cross-functional innovation </li></ul></ul><ul><ul><li>Longer shelf-life, underlying analysis can be reused </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Labor and time intensive by internal staff </li></ul></ul><ul><ul><li>Requires buy-in and commitment across all involved groups </li></ul></ul>
  11. 11. Analyze Successes for Patterns of Opportunity <ul><li>Hypothesis: high customer value opportunities often have recurring patterns </li></ul><ul><li>Common themes </li></ul><ul><ul><li>Repeat with some variation </li></ul></ul><ul><ul><li>Recognizable </li></ul></ul>
  12. 12. Case Study:Welch Allyn FlexiPort Cuffs <ul><ul><li>Problem: Incompatible cuffs and hoses for different devices </li></ul></ul><ul><ul><li>Flexi-port blood pressure cuffs </li></ul></ul><ul><ul><li>Uses one cuff for all electronic and manual devices </li></ul></ul><ul><ul><li>Move patients from room-to-room, procedure to procedure without hunting for new cuffs for different devices </li></ul></ul><ul><ul><li>VOC pattern: Make it plug and play. Fix the disconnects. </li></ul></ul>
  13. 13. Case Study: Welch Allyn Flexnet Wireless <ul><ul><ul><li>Problem: Too many proprietary networks & monitoring “islands” </li></ul></ul></ul><ul><ul><ul><li>Solution: Real-time patient monitoring on the hospital’s shared, standard 802.11 a,b,g wireless network with other hospital applications, anywhere in the hospital. </li></ul></ul></ul><ul><ul><ul><ul><li>Single wireless infrastructure </li></ul></ul></ul></ul><ul><ul><ul><ul><li>No proprietary components </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Huge savings in operating costs </li></ul></ul></ul></ul><ul><ul><li>VOC pattern: “Eliminate silos. Build on common, existing infrastructure.” </li></ul></ul><ul><ul><ul><ul><li>Deeply understand the infrastructure needs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Networks increase in value with connectivity </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Customer-centric </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Builds trust </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Leads to other opportunities </li></ul></ul></ul></ul></ul>
  14. 14. Case Study: Welch Allyn Clinician Notifier <ul><ul><li>Problem: Clinicians can’t be everywhere at once </li></ul></ul><ul><ul><li>Solution: “Real-time central monitoring in the palm of your hand” </li></ul></ul><ul><ul><li>VOC pattern: make the most critical info mobile and timely </li></ul></ul><ul><ul><li>VOC pattern: it is all about the workflow </li></ul></ul>
  15. 15. Case Study: Hamilton C2 Ventilator <ul><li>Problem: “What does this button do?” </li></ul><ul><li>Solution: </li></ul><ul><li>Ventilation Cockpit with real-time animation of patient’s lung function </li></ul><ul><li>Shows effect of medications and areas of compromised lung function </li></ul><ul><li>Closed loop ventilation </li></ul><ul><li>Ventilation continuously adapts to changes in patients lung mechanics </li></ul><ul><li>VOC pattern: “Draw me a picture” </li></ul><ul><li>VOC pattern: “Learn from the patient” </li></ul>
  16. 16. What Is Missing From Traditional VOC Methods? <ul><ul><li>Real-time, continuous, two-way dialog with customers </li></ul></ul><ul><ul><li>Still “us and them” vs. customers inside the tent as equals </li></ul></ul><ul><ul><li>What if customer needs change faster than our development cycles? </li></ul></ul>
  17. 17. Lessons From Other Industries <ul><li>Web 2.0 </li></ul><ul><li>New Platforms </li></ul><ul><li>New Media </li></ul><ul><li>Health 2.0 </li></ul><ul><li>SAAS </li></ul><ul><li>Google </li></ul>
  18. 18. Lesson From Web 2.0 <ul><ul><li>Have ordinary customers help design your products </li></ul></ul><ul><ul><ul><li>Not just retained thought leaders, include ordinary customers </li></ul></ul></ul><ul><ul><ul><li>Also invite customer participation by &quot;giving away&quot; usable, high-value content online </li></ul></ul></ul><ul><ul><ul><ul><li>Blogs, wikis, social media, youtube </li></ul></ul></ul></ul>Threadless.com The Business of Community Harvard Business Review June 08 Dr. Xavier Perret ,MD PCP - Helps Welch Allyn brainstorm product concepts
  19. 19. Lessons From New Platforms <ul><ul><li>iPhone </li></ul></ul><ul><ul><ul><li>15000 3 rd party apps in under 12 months </li></ul></ul></ul><ul><ul><ul><li>> 100 medical apps </li></ul></ul></ul><ul><ul><li>Lessons: </li></ul></ul><ul><ul><ul><li>Focus like a laser on the user experience </li></ul></ul></ul><ul><ul><ul><li>Open the platform </li></ul></ul></ul><ul><ul><ul><li>Enable and simplify transactions </li></ul></ul></ul>
  20. 20. Lesson From New Media <ul><ul><li>Radical Personalization </li></ul></ul><ul><ul><li>Internet Radio </li></ul></ul><ul><ul><ul><li>Pandora </li></ul></ul></ul><ul><ul><ul><li>Last.fm </li></ul></ul></ul><ul><ul><li>Continuous user profiling and adaptation </li></ul></ul><ul><ul><ul><li>Data mining </li></ul></ul></ul><ul><ul><ul><li>Learning </li></ul></ul></ul><ul><ul><ul><li>Fully personalized apps </li></ul></ul></ul>
  21. 21. Lesson From Health 2.0 <ul><li>User-directed websites for chronic diseases </li></ul><ul><li>Discover the wisdom of many </li></ul><ul><li>Give up some control to customers and patients to gain access and trust </li></ul>Patientslikeme.com Healia.com
  22. 22. Lesson From Software As A Service (SAAS) and Cloud Computing <ul><ul><ul><li>Salesforce.com vs. thick-client CRM </li></ul></ul></ul><ul><ul><ul><li>“ Success as a Service” </li></ul></ul></ul><ul><ul><ul><ul><li>How locked in is the customer really if there is an alternative that costs 75% less? </li></ul></ul></ul></ul>
  23. 23. Lesson From Google <ul><li>“ Fail faster to learn and succeed quicker” </li></ul><ul><li>Agile development methods: </li></ul><ul><li>No focus groups </li></ul><ul><li>Alternate beta versions and measure </li></ul><ul><ul><li>“ Data is apolitical” – Melissa Meyer, Google VP </li></ul></ul>
  24. 24. Can A Medical Device Company Be “Googley”? <ul><li>Ten Principles of a &quot;Googley&quot; User Experience </li></ul><ul><li>1. Focus on people - their lives, their work, their dreams </li></ul><ul><li>2. Every millisecond counts </li></ul><ul><li>3. Simplicity is powerful </li></ul><ul><li>4. Engage beginners, attract experts </li></ul><ul><li>5. Dare to innovate </li></ul><ul><li>6. Design for the world </li></ul><ul><li>7. Plan for today's and tomorrow's business </li></ul><ul><li>8. Delight the eye without distracting the mind </li></ul><ul><li>9. Be worthy of people's trust </li></ul><ul><li>10. Add a human touch </li></ul>
  25. 25. New Innovation Models <ul><ul><li>Emerging models: </li></ul></ul><ul><ul><ul><li>Connect and develop </li></ul></ul></ul><ul><ul><ul><li>Open innovation </li></ul></ul></ul><ul><ul><ul><li>Welch Allyn’s Blue Highway </li></ul></ul></ul><ul><ul><ul><ul><li>New company focused solely on innovation </li></ul></ul></ul></ul>
  26. 26. Summary: VOC to High Value Products And Services <ul><li>Extend your VOC models to include data-driven and continuous </li></ul><ul><li>Analyze previous successes for VOC patterns of opportunity </li></ul><ul><li>Learn real-time, continuous methods from other industries </li></ul><ul><li>Get more “googley” in how you innovate </li></ul>
  27. 27. Questions or Comments? <ul><li>  </li></ul><ul><li>...Thank you! </li></ul><ul><li>Email: craig.brandis@welchallyn.com </li></ul><ul><li>503.530.7342 </li></ul><ul><li>Linkedin: www.linkedin.com/in/craigbrandis </li></ul>

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