Information guided surgery landscape proposal sample

1.
Market
Landscape
Assessment
and
Competitive
Analysis
of
Information
Guided
Surgery

2.
Global
Market
Research
Manager
XYZ
Surgical
Devices
Dear
Elaine,
Per
our
conversations,
Harrison
Hayes
has
incorporated
valuable
feedback
from
Company
XYZ
and
is
pleased
to
present
a
research
proposal
that
will
focus
providing
an
overall
market
landscape
and
competitive
intelligence
analysis
of
the
Information
Guided
Surgery
market
in
the
BRIC
nations.
In
this
proposal,
we
present
a
review
of
the
objectives,
scope,
qualitative
primary
research,
and
secondary
research
for
this
project.
We
will
detail
the
methodology
that
Harrison
Hayes
will
utilize
to
obtain
unique
insights
into
the
unmet
needs
of
the
Information
Guided
Surgery
Market.
We
are
highly
confident
that
our
ideation
methodology
and
insightful
results
will
exceed
your
expectations.
To
complement
our
work
on
this
project,
Harrison
Hayes
will
rely
on
a
dynamic
network
of
Key
Innovation
Leaders
and
Key
Customers
who
have
deep
domain
expertise
and
are
well
respected
in
their
specific
disciplines
and
an
array
of
secondary
research
materials,
including
our
internal
database.
This
assures
that
our
research,
and
points
of
view
are
of
the
highest
value.
We
welcome
your
suggestions
and
comments
and
look
forward
to
a
great
working
relationship.
Sincerely,
Bill
Smith
CEO
Harrison
Hayes,
LLC.
Charlotte,
North
Carolina

3. 1
EXECUTIVE
SUMMARY
Harrison
Hayes
is
a
unique
strategic
research
and
advisory
services
company
focused
on
the
life
sciences,
and
developed
out
of
a
brand
consultancy
specializing
in
verbal
and
visual
branding
and
brand
strategy
consulting.
We
enable
our
clients
to
identify,
assess,
and
capitalize
on
new
market
opportunities
and
human
capital.
The
phrase
"strategy
consulting"
can
be
deceptive
in
its
simplicity
-­‐
particularly
in
the
life
sciences
market
where
progress
and
technology
depend
on
a
complexity
of
skill
sets
and
contacts
to
achieve
success.
Through
our
alliances
with
select
members
of
biotechnology,
pharmaceutical,
medical
device,
diagnostic,
and
supporting
sectors
of
the
industry,
Harrison
Hayes
provides
a
tailored
focus
that
places
our
offerings
far
above
those
of
traditional
multi-­‐industry
consulting
firms
and
allows
us
to
operate
within
a
timeframe
that
exceeds
our
clients'
expectations.
We
know
the
healthcare
industry
like
no
one
else,
and
we
are
armed
with
a
skilled
team
of
analysts
and
consultants
from
the
medical,
scientific,
research,
marketing,
and
business
development
communities.
In
a
recent
study
conducted
by
Harrison
Hayes,
we
spoke
to
forty
“innovation
thought
leaders”
from
pharmaceutical
and
medical
device
companies.
These
individuals
are
generally
recognized
within
their
respective
companies
as
the
leaders
of
innovation
and
change.
Based
on
this
and
two
previous
surveys
conducted
on
this
subject
matter,
Harrison
Hayes
has
developed
a
proprietary
methodology
that
provides
our
clients
with
the
most
innovative
and
forward
thinking
results.
This
methodology
further
allows
Harrison
Hayes
to
gain
unique
and
valuable
insight
into
the
competitive
and
business
landscapes
on
a
global
scale
across
the
medical
devices,
pharmaceuticals,
and
overall
healthcare
industries.
This
project
for
Company
XYZ
will
consist
of
qualitative,
Key
Innovation
Leader
interviews,
a
Voice
of
the
Customer
Study,
secondary
research,
and
the
construction
of
a
final
report
(Strataject
Report™).
Each
of
these
research
methodologies
will
allow
Harrison
Hayes
to
best
identify
unmet
needs,
landscape
analysis
of
market
competitors
and
joint
venture
partners,
an
opportunity
map,
and
newly
discovered
needs
relating
to
Information
Guided
Surgery.
Primary
Research
will
be
qualitative
in
nature
and
consist
of
a
proprietary
panel
of
Key
Innovation
Leaders
and
Key
Customers.
These
individuals
will
be
recognized
thought
leaders
in
their
respective
fields
and
practicing
surgeons
in
China,
India,
Russia,
and
Brazil.
Harrison
Hayes,
in
conjunction
with
Company
XYZ
will
construct
a
Key
Innovation
Leader
and
Key
Customer
Study
Guide
that
will
serve
as
a
platform
for
discussion
with
each
recruited
individual.
All
interviews,
or
focus
group
discussions,
will
be
conducted
by
a
member
of
the
Harrison
Hayes
Research
team
who
has
the
autonomy
to
maneuver
through
unique
issues
that
arise
during
the
discussions.

4. 2
To
supplement
the
qualitative,
primary
research
of
this
analysis
for
Company
XYZ,
Harrison
Hayes
will
also
conduct
secondary
research
from
a
wide
range
of
sources.
Harrison
Hayes
has
an
extensive
proprietary
database
of
secondary
research
that
will
add
exceptional
value
to
obtaining
a
complete
understanding
of
the
unmet
needs
and
potential
opportunities
within
the
Information
Guided
Surgery
space.
Harrison
Hayes
will
thoroughly
examine
issues
relating
to
unmet
needs,
newly
discovered
needs,
competitors
and
potential
joint
venture
partners
within
the
Information
Guided
Surgery
space.
Secondary
sources
include
Syndicated,
Publicly
Available
information,
and
Proprietary
databases.
The
Proprietary
database
is
a
key
asset
for
Harrison
Hayes,
consisting
of
previously
conducted
research
that
resides
“in-­‐house,”
and
can
be
leveraged
to
significantly
reduce
time
constraints
on
deliverables.
The
final
phase
of
this
project
will
consist
of
Harrison
Hayes’s
Strataject
Report™.
This
report
will
be
the
culmination
of
all
research
that
has
been
conducted
throughout
the
duration
of
the
engagement.
The
Strataject
Report™
will
identify
unmet
needs,
provide
opportunity
mapping,
and
identify
competitors
and
partners.
HARRISON
HAYES
OVERVIEW
Company
Overview
Harrison
Hayes
is
a
unique,
life
science-­‐focused,
strategic
research
and
advisory
services
company,
developed
out
of
a
global
brand
consultancy.
Harrison
Hayes
has
served
as
a
separate
entity
since
2007.
Harrison
Hayes
is
a
limited
liability
company
with
42
principles
all
over
the
globe.
Our
corporate
headquarters
is
located
at
the
address
below:
Harrison
Hayes,
LLC
401
North
Tryon
Street
Suite
1067
Charlotte,
North
Carolina
28202
Experience
Harrison
Hayes
has
been
engaged
by
over
120
companies
in
37
different
countries
around
the
world.
The
total
number
of
project
completed
to
date
numbers
in
excess
of
1,100.
Our
strength
lies
in
a
network
of
selective
clientele
and
an
aggressive
research
team
committed
to
staying
abreast
of
the
latest
advances,
trends,
and
evolving
corporate
strategies.
Actively
maintaining
relationships
with
an
international
network
of
leading
business
development,
R&D,
licensing
professionals,
technology
transfer
centers,
and
venture
capital
firms
provides
Harrison
Hayes
with
the
resources
necessary
to
uncover
the
most
promising
and
thorough
deliverables
for
our
clients.
Harrison
Hayes
has
accomplished
many
things
-­‐
being
passive
is
not
one
of
them.
Our
fierce

5. 3
commitment
to
stay
ahead
of
industry
trends
has
earned
Harrison
Hayes
the
reputation
as
an
industry
leader.
With
our
focus
trained
exclusively
and
completely
on
the
life
sciences,
Harrison
Hayes
identifies
the
most
valuable
opportunities,
partnerships,
and
talent,
putting
the
market
under
the
microscope
to
examine
trends
and
provide
the
most
current
and
informative
data
available
to
deliver
powerful
decision
making
tools.
Market
research
and
analytics
within
the
life
sciences
is
a
critical
function
that
drives
key
decision-­‐making.
Our
team
provides
insightful
and
actionable
proprietary
market
research
and
analytic
studies
that
employ
project
specific
Key
Innovation
Leaders
or
Key
Customers
as
part
of
each
and
every
assignment.
This
primary
research
methodology,
coupled
with
our
exhaustive
global
research
databases,
allows
us
to
identify
and
synthesize
complex
data
and
provide
detailed
results
in
an
efficient
time
frame
and
understandable
manner.
The
main
product
offerings
within
our
consulting
business
are
integrated
primary
market
research,
customized
market
analytics,
competitive
intelligence,
due
diligence
analysis,
and
marketing
strategy
development
reporting.
Our
collective
insights
draw
from
a
full
spectrum
of
disciplines
required
to
deliver
deep,
integrated
perspectives
and
decision-­‐making
insights
to
our
clients.
Our
cross-­‐
discipline
staffing
model
and
advisory
network
allows
our
offering
to
be
comprehensive
and
timely.

6. 4
Case
Studies

7. 5

8. 6

9. 7

10. 8
Key
Contact
The
Key
Contact
individual
and
overall
Project
Manager
for
this
project
will
be
Mr.
Fabian
Panduro.
Contact
information
for
Fabian
can
be
found
below:
Corporate
Development
Director
Harrison
Hayes,
LLC
Address:
401
North
Tryon
Street
Suite
1067
Charlotte,
North
Carolina
28202
Email:
wsmith@harrisonhayes.com
Phone:
704-­‐972-­‐2405
Key
Personnel
William
“Bill”
Smith,
Managing
Director
Mr.
Smith
is
the
Founder
and
Managing
Director
of
Harrison
Hayes,
LLC,
a
strategic
consulting
firm
with
an
emphasis
on
the
creation
of
disruptive
innovation
products
and
platforms.
Harrison
Hayes
has
been
engaged
by
over
300
companies
conducting
over
800
project
assignments.
Prior
to
Harrison
Hayes,
Bill
was
the
Founder
and
CEO
of
Addison
Whitney,
which
today,
is
the
third
largest
branding
consultancy
in
the
world.
Bill
sold
Addison
Whitney
in
1995
to
Interpublic
Group
(NYSE:IPG)
and
led
their
Healthcare
Acquisition
Team
for
three
years
which
was
responsible
for
over
$3
Billion
in
transactions.
He
re-­‐acquired
Addison
Whitney
in
1998
and
re-­‐
positioned
the
firm
to
work
exclusively
with
life
science
clients.
Bill
acted
in
a
dual
role
with
Addison
Whitney
(Chairman)
and
Harrison
Hayes
until
2007
when
he
sold
Addison
Whitney
for
a
second
time
to
inVentiv
Health.
Education
B.A.,
Berklee
College
M.A.,
Colorado
State
University
Perry
Lewis,
Vice
President
Prior
to
joining
Harrison
Hayes,
Mr.
Lewis
worked
in
product
management
for
a
private
firm
within
the
diabetes
industry.
In
this
capacity
he
oversaw
national
marketing
campaigns
and
supply
chain
management,
product
development,
new
product
launch,
licensing
agreements,
gathered
competitive/business
intelligence,
business
analysis,
and
performed
forecasting
models.
He
played
a
vital
role
in
business
transactions
with
several
large
retailers
including,
but
not
limited
to,
Wal-­‐Mart,
Target,
CVS,
Walgreen’s,
Rite
Aid,
and
Kroger.
Education
B.A.,
Davidson
College
M.B.A.,
Campbell
University

11. 9
Kim
Miller,
Office
Manager
Prior
to
Harrison
Hayes,
Mrs.
Miller
worked
with
a
private
firm
in
the
dental
implant
industry.
She
assisted
the
CEO/Founder
in
industry
research,
marketing
projects
and
coordinating
surgical
training
sessions
within
the
United
States.
She
also
previously
worked
for
7
years
with
a
private
consulting
firm
within
the
Life
Science
industry
as
project
coordinator,
conducted
market
research
and
surveys,
assisted
in
identifying
in
licensing
and
out
licensing
opportunities
for
clients
and
set
meetings
between
potential
licensing
candidates.
Prior
to
this
position,
she
worked
in
a
government
funded
hospital
to
assess
treatment
for
disabled
individuals.
In
this
capacity,
she
worked
as
a
member
of
a
multi-­‐disciplinary
team
to
evaluate
treatment
options
within
physical
therapy,
occupational
therapy,
dietary
needs,
habilitation
needs
and
vocational
needs.
Education
B.S.,
East
Carolina
University
Post-­‐Graduate
Studies:
Master
course
work
in
Health
Science
with
a
concentration
in
Management,
Western
Carolina
University
Judith
Rosall,
Director
of
Market
Research
Ms.
Rosall
has
more
than
twenty
years
of
professional
experience
as
a
leading
Life
Sciences
(e.g.
Biotechnology,
Pharmaceuticals,
Bioscience,
Nanotechnology,
Medical
Devices,
Healthcare),
IT,
Ecommerce,
New
Media/Digital
Media/Social
media
industry
analyst.
She
is
highly
skilled
and
experienced
in
quantitative
and
qualitative
market
research,
including
market
sizing
and
forecasting,
economic
modeling,
trends
analysis,
market
segmentation,
identification
of
key
players,
market
share,
and
emerging
(tactical
and
strategic)
technology,
customer
buying
and
product
preferences.
She
has
been
responsible
for
tracking,
marketing
consulting,
and
market
research
with
a
specific
focus
on
Business-­‐to-­‐Business
(B
to
B)
and
Business-­‐to-­‐Consumer
(B
to
C)
eCommerce
solutions
and
infrastructures.
Provided
primary
market
research,
competitive
strategy
analysis
and
customer-­‐based
surveys
to
internal
clients
included
strategic
business
planning,
senior
executive
management,
senior
product
management/development,
and
sales/marketing
business
unit
leaders.
She
has
worked
with
various
teams,
co-­‐operatively
developing
strategic,
long
range
and
tactical
market
analyses,
product
portfolios,
customer-­‐satisfaction
surveys,
customer
contract
administration
benchmarking
(online)
surveys,
customer
satisfaction/buying
and
brand
preference
on-­‐line
surveys,
and
market/segment
revenue
forecasts.
Education
Post-­‐Graduate
Studies:
Business
Admin.
&
Mgt.,
Harvard
University
M.S.,
Telecommunications/Business,
University
of
Colorado
B.S.,
Journalism/Marketing,
University
of
Colorado

12. 10
Randall
L.
Sisam,
DO,
FACOOG
Physician
and
Surgeon
with
15
years
experience
in
Women’s
Health
as
an
OB/GYN
with
special
emphasis
on
Chronic
Pelvic
Pain,
Urogynecology,
Minimally
Invasive
Surgery
and
Bio-­‐identical
Hormone
Replacement.
While
actively
practicing,
Dr.
Sisam
served
as
a
Clinical
Assistant
Professor
(University
of
New
England)
and
Department
Chairman
(Inland
Hospital,
Waterville,
Maine).
He
remains
active
in
medical
education
through
the
NBOME
National
Board
Review
Committee,
ACOOG
Ethics
Committee
and
as
a
National
Speaker.
Since
2009,
Dr.
Sisam
has
managed
his
own
Independent
Medical
Consultancy
(focusing
on
Process
Improvement,
Physician
Performance,
and
Practice
Management),
developed
a
Peer
Counseling
Network
for
Malpractice
Stress
Syndrome
(Open-­‐Doors-­‐Online.com)
and
pursued
his
Masters
in
Business
Administration.
He
has
recently
been
engaged
by
Harrison
Hayes
in
their
Business
Development
Department.
Education
B.S.,
(Allied
Health)
Grand
View
College
D.O., Des Moines University
Angele
Sjong,
PhD
Formerly
a
director
of
contract
manufacturing
where
she
oversaw
all
formulation,
scale-­‐up,
quality
control,
product
claim
and
chemical
stability
in
the
successful
launch
of
an
over-­‐the-­‐counter
(OTC)
acne
product.
Created
and
instructed
two
new
seminars
for
medical
device
engineers;
developed
curriculum
based
on
five
years
consulting
experience
with
the
medical
device
industry.
Provided
expert
witness
testimony
in
chemistry/materials
related
to
product
liability.
She
was
the
lead
or
co-­‐author
on
over
sixty
confidential
scientific
and
engineering
reports
for
over
fifteen
medical
device
companies.
Education
B.S.,
Chemistry
University
of
California,
Berkeley
Ph.D.,
Inorganic
Chemistry
Yale
University
M.S., Metallurgical and Materials Engineering Colorado School of Mines

13. 11
BACKGROUND
As
technology
has
advanced
throughout
the
healthcare
industry,
there
has
recently
been
an
increased
focus
to
update
conventional
medical
practices,
particularly
related
to
surgery.
Over
the
past
few
years,
surgeons
have
largely
focused
on
minimally
invasive
procedures
as
a
way
to
limit
infection
and
improve
patient
safety.
Moving
forward,
emerging
technologies
such
as
robotic
surgery
technology,
visualization
assistance
methods,
and
updates
in
haptic
technology
will
only
improve
patient
safety
and
surgical
outcomes.
Emerging
technologies
relating
to
robotic
surgery
is
well-­‐documented,
but
technologies
specific
to
information
guided
surgery,
visualization
techniques,
and
haptic
technology
has
been
comparatively
overlooked.
Haptic
technology
plays
an
extremely
important
role
in
all
types
of
surgical
procedures.
Haptic
technology
enables
surgeons
to
feel
organic
tissue
hardness,
measure
tissue
properties,
and
evaluate
anatomical
structures.
In
conventional
surgical
procedures
that
utilize
large
incisions,
haptic
technology
plays
a
lesser
role
due
to
the
fact
that
the
surgeon
can
actually
see
and
feel
the
tissue.
Today,
as
previously
mentioned,
minimally
invasive
procedures
(small
incisions)
are
becoming
the
norm,
and
as
a
result,
require
greater
use
of
haptic
technology.
The
performance
of
minimally
invasive
surgery
without
proper
haptic
technology
increases
the
risk
of
tissue
trauma
and
vital
organic
tissue
damage.
Therefore,
a
greater
degree
of
emphasis
is
being
placed
on
developing
instruments
that
can
detect
tissue
contact
forces
and
generate
haptic
feedback
to
the
surgeon
performing
the
procedure.
It
is
important
to
note
that
compared
to
visual
display
technologies,
haptic
solutions
are
still
in
its
infancy
period.
Haptic
technology
requires
bi-­‐
directional
input
and
output,
which
is
difficult
to
model
due
to
the
large
amount
of
touch
receptors
involved.1
Haptic
technology
can
be
defined
in
two
(2)
ways:
tactile
feedback
and
force
feedback.
Tactile
feedback
is
sensed
by
receptors
just
under
the
skins
surface,
which
allows
humans
to
detect
if
a
surface
is
smooth,
rough,
hot,
cold,
and
conveying
pain.
Force
feedback
resists
motion.2
Both
tactile
feedback
and
force
feedback
are
crucial
to
the
success
of
carrying
out
surgical
procedures.
There
are
numerous
surgical
procedures
where
haptic
technology
will
play
a
key
role
in
the
future.
Specific
procedures
that
may
best
utilize
haptic
technology
include
needle
insertion
(epidurals),
laparoscopic
surgery,
endoscopies,
endovascular
procedures,
and
arthroscopic
procedures.
Below
is
a
current
haptic
technology
device
currently
manufactured
by
Force
Dimension
in
Switzerland.
1
Coles, Timothy, Dwight Meglan, and Nigel John. “The Role of Haptics in Medical Training Simulators: A
Survey of the State-of-the-Art.” IEEE Explore. 28 April 2010.
2
Ibid.

14. 12
Emerging
visualization
technologies
will
play
an
important
role
in
endoscopic
procedures.
Endoscopy,
and
specifically
endoscopic
visualization,
occupies
a
very
large
section
of
the
medical
device
market
worldwide.
There
are
clear
and
observable
drivers
for
the
endoscopic
visualization
market.
First,
the
general
population
is
aging.
With
this
aging
comes
an
increased
dependency
on
the
healthcare
system
to
keep
the
population
as
healthy
as
possible
and
a
focus
on
disease
prevention.
The
increased
healthcare
need
correlates
to
an
increase
in
interest
for
minimally
evasive
procedures
and
surgical
techniques,
i.e.
endoscopy.
For
the
patient,
endoscopic
procedures
are
less
risky,
painful,
and
recovery
time
is
decreased
in
relation
to
traditional
surgical
procedures.
For
the
healthcare
provider,
endoscopic
procedures
also
are
beneficial.
These
procedures
tend
to
carry
lower
costs
than
traditional
techniques,
due
to
various
factors
including
sedation
elimination,
reduction
in
time
of
stay,
and
changes
of
venue
for
the
procedure.3
Further,
as
the
population
age
increases,
so
does
the
occurrence
of
cancer.
Note:
Figure
2
addresses
these
procedures
in
the
United
States
3
Growing Trend Towards Minimally Invasive Surgery – A Potential Market to Exploit. Frost & Sullivan.
November 2008.
Figure
1;
Source:
Force
Dimension
Figure
2:
Number
of
Endoscopic
Procedures
by
Age,
2001-­‐2005

15. 13
PROJECT
SCOPE
It
is
the
understanding
of
Harrison
Hayes
that
Company
XYZ
is
seeking
to
expand
its
Portfolio
of
Initiatives
outside
its
current
Stapling
and
Instrumentation
classes.
Harrison
Hayes
will
perform
a
white
space
research
project
for
Company
XYZ
focusing
on
Information
Guided
Surgery.
Harrison
Hayes
will
provide
primary
and
secondary
market
research
centered
on
Information
Guided
Surgery,
specifically
focusing
on
opportunities
and
technologies
related
to
providing
intraoperative
information
to
surgeons
that
aid
in
clinical
decision-­‐making.
These
technologies
are
specialty
agnostic,
which
will
require
Harrison
Hayes
to
focus
on
a
multitude
of
surgical
specialties
that
include
general,
colorectal,
GYN,
and
thoracic
surgery.
Additionally,
Harrison
Hayes
will
provide
information
that
includes
visualization
in
Brazil,
China,
India,
and
Russia
(emerging
markets)
and
the
sensing
of
anatomical
structures
and
tissue
properties
in
the
US
and
EU-­‐5
(developed
markets).
This
research
project
will
provide
device
solution
to
the
discovered
market
needs.
OBJECTIVES
The
primary
objectives
for
this
project,
as
provided
by
Company
XYZ,
consist
of
the
following
four
items:
1. Harrison
Hayes
to
provide
a
prioritized
list
of
unmet
needs
relative
to
Information
Guided
Surgery
by
specialty.
Specialty
areas
to
include
general,
colorectal,
GYN,
and
thoracic
surgery.
2. Assessment
of
clinician
feedback,
especially
focusing
on
perceived
and
newly
discovered
needs.
3. Construction
of
a
Short-­‐Term,
Intermediate-­‐Term,
and
Long-­‐Term,
opportunity
map.
4. Identification
and
assessment
of
market
competitors
and
potential
joint
venture
partners.

16. 14
In
addition
to
these
overall
project
objectives,
Harrison
Hayes
will
seek
to
fulfill
the
specific
project
objectives
as
outlined
below:
• Identification
of
current
unmet
needs
relating
to
Information
Guided
Surgery
across
numerous
surgical
specialty
areas.
• Overall
assessment
of
currently
available
haptic
technologies
relating
to
Information
Guided
Surgery
and
Intraoperative
Information.
• Identification
of
emerging
technologies
relating
to
Information
Guided
Surgery
and
assessment
of
how
this
may
affect
the
future
of
the
market.
• Assessment
as
to
which
identified
technology
or
opportunity
may
best
enhance
the
value
of
Company
XYZ’s
core
products
• Assessment
as
to
which
identified
technology
or
opportunity
may
lead
to
safer
and
more
efficient
patient
care.
PROJECT
IMPLEMENTATION
Overview
Harrison
Hayes
proposes
to
begin
this
project
with
a
“project
kickoff
meeting”
with
the
Company
XYZ
project
team
in
order
to
conduct
due
diligence
and
review
currently
available
information.
The
primary
purpose
of
this
meeting
is
to
verify
the
scope
and
objectives
of
the
assignment,
answer
questions,
review
the
timeline,
and
overall
project
expectations.
Harrison
Hayes
actively
engages
our
clients
in
collaborative,
interactive
dialogue
throughout
the
project.
Harrison
Hayes
suggests
weekly
meetings
with
the
Company
XYZ
project
team
to
review
and
assess
the
direction
and
progress
of
the
assignment.
Project
Management
As
previously
noted,
Fabian
Panduro
will
serve
as
the
Project
Manager
and
Key
Contact
Person
for
this
engagement.
Mr.
Panduro
will
schedule
all
conference
calls
on
behalf
of
Harrison
Hayes
and
provide
all
correspondence
materials
to
the
Company
XYZ
project
team.

17. 15
Timeline
and
Milestones
Key
milestones
for
this
project
will
consist
of
the
following:
• Project
Kick-­‐Off
Meeting
• Development
of
a
Key
Innovation
Leader
and
Key
Customer
Study
Guide/Questionnaire
• Approval
of
Study
Guide/Questionnaire
• Approval
of
Interviewees
• Performance
of
Interviews
• Delivery
and
Presentation
of
Final
Report
Harrison
Hayes
will
deliver
the
Final
Report
no
later
than
September
30,
2016,
or
earlier
as
noted
by
Company
XYZ.
Final
Deliverables
Upon
completion
of
this
engagement,
Harrison
Hayes
will
provide
a
Final
Report
in
PowerPoint
format
and
all
audio
recordings.
These
recordings
will
house
all
qualitative
interview
data.
Harrison
Hayes
will
also
provide
a
list
of
all
of
the
interviewees,
complete
with
their
C.V.s.
RESEARCH
METHODOLOGY
For
this
project
for
Company
XYZ,
Harrison
Hayes
recommends
utilizing
two
primary
research
modules
and
secondary
research.
Primary
Research
Module
I
will
consist
of
a
proprietary
panel
of
Key
Innovation
Leaders
(KILs)
recruited
specifically
for
Company
XYZ.
Key
Innovation
Leaders
are
market
futurists
and
well-­‐respected
in
their
industry.
Primary
Research
Module
II
will
include
a
project
specific
panel
of
Key
Customers.
Key
Customers
for
this
project
will
consist
of
leading
surgeons
currently
practicing
in
Brazil,
China,
India,
and
Russia.
Secondary
research
will
allow
Harrison
Hayes
to
examine
the
current
Information
Guided
Surgery
technology
that
is
available
and
how
it
has
evolved
over
the
past
three
(3)
to
five
(5)
years.
This
methodology
will
enable
Harrison
Hayes
to
properly
create
a
market
map
for
future
innovation.
Secondary
research,
coupled
with
the
qualitative,
primary
research
will
best
allow
Harrison
Hayes
to
assess
and
outline
emerging
trends
related
to
Information
Guided
Surgery.
Subsequent
sections
will
outline
each
of
the
recommended
methodologies
for
this
project.

18. 16
PRIMARY
RESEARCH
Module
I:
KILs
Primary
Research
Module
I
will
be
comprised
of
a
proprietary
panel
of
Key
Innovation
Leaders
recruited
exclusively
for
Company
XYZ.
This
primary
research
module
will
seek
to
identify
and
map
the
short-­‐term,
intermediate-­‐
term,
and
long-­‐term
opportunities
relating
to
Information
Guided
Surgery
market
for
Company
XYZ
on
a
global
basis.
Additionally,
this
research
module
will
provide
information
regarding
emerging
technologies
that
may
serve
as
potential
acquisition
opportunities
for
Company
XYZ.
Harrison
Hayes
will
examine
futuristic
trending
and
technologies
as
they
pertain
to
the
to
the
global
Information
Guided
Surgery
market.
This
primary
research
module
begins
by
concurrently
identifying
and
recruiting
a
customized
panel
of
Key
Innovation
Leaders
(Tables
1,
2)
and
developing
a
project
specific
KIL
study
guide/questionnaire.
KILs
are
recognized
industry
experts,
surgical
product
innovators
and
entrepreneurs,
academic
researchers,
and
thought
leaders
who
have
deep
insight
into
novel
and
innovative
market
opportunities
and
technologies
relating
to
Information
Guided
Surgery
across
a
wide
variety
of
surgical
specialties.
We
will
look
to
these
Key
Innovation
Leaders
to
provide
valuable
insight
into
market
and
economic
impact;
market
entry,
penetration,
acceptance,
and
expansion
and
their
related
barriers
and
inhibitors;
market
transition;
adoption
drivers
and
inhibitors;
competitive
intelligence
and
reaction
within
each
ideated
and
identified
space.
The
KIL
study
guide/questionnaire
will
be
developed
through
a
collaborative
effort
with
Company
XYZ
in
order
to
ensure
that
the
focus
of
this
project
is
being
properly
addressed.
The
study
guide/questionnaire
is
to
be
used
as
a
platform
for
exploration
and
discussion.
All
interviews
will
be
conducted
directly
by
a
select
member
of
the
Harrison
Hayes
Market
Research
Team
who
has
the
autonomy
to
probe
deeper
and
maneuver
through
unique
issues
that
arise
during
discussion
with
the
Key
Innovation
Leaders
–
what
we
refer
to
as
improvisational
interviewing.
Our
Research
Team
is
able
to
select
the
most
appropriate
questions
to
ask
each
Key
Innovation
Leader
due
to
our
extensive
knowledge
and
involvement
with
the
project’s
goals.
These
interviews
are
conducted
individually,
which
allows
us
to
focus
directly
on
the
expertise
that
each
Key
Innovation
Leader
possesses.
Improvisational
interviewing
yields
valuable
qualitative
interview
data
unlike
structured
interview
surveys.
Instead
of
merely
moving
from
question
to
question,
our
Research
Team
is
able
to
adapt
based
on
Key
Innovation
Leaders’
responses
to
questions,
thus
obtaining
additional
insight.
Once
each
KIL
has
been
interviewed
individually,
Harrison
Hayes
will
review
the
interview
data
and
select
the
Key
Innovation
Leaders
with
polarized
and
divergent
points
of
view.
We
will
then
separate
these
individuals
into
dyads,
triads,
and
quadrads
and
moderate
the
groups.
This
methodology
allows
us
to
focus
on
the
strength
and
validity
that
each
Key
Innovation
Leader
possesses
and
the
panel
as
a
whole.

19. 17
Note:
Key
Innovation
Leaders
may
not
necessarily
reside
or
be
practicing
surgeons
in
Brazil,
China,
India,
or
Russia.
The
purpose
of
Module
I
is
to
identify
emerging
technologies
and
future
market
needs.
PRIMARY
RESEARCH
KILs
Table
1:
Examples
of
Key
Innovation
Leaders
• Visualization
Experts
• Medical,
Technology
and
Healthcare
Futurists
• Venture
Capitalists
focusing
on
Medical
Devices
• Academic Researchers in Medical Devices
• Executives
of
Current
Players
in
the
Information
Guided
Surgery
Market
• Experts
in
Haptic
Technology
• Software
Engineers
relating
to
Surgical
Devices
• Healthcare
Technology
Innovators
Table
2:
Potential
Key
Innovation
Leaders
Person’s
Name
Title/Expertise
Adiran
Concannon
Sr.
Software
Engineer
at
Olympus
Austin
T
Moore
Total
Hip
Replacement
Innovator
Barbara
N
Lubash
Barbara's
career
as
an
operating
executive
and
venture
capital
investor
has
included
direct
experience
with
provider,
payer,
and
health
care
IT
organizations
throughout
the
US,
working
under
a
broad
range
of
reimbursement/payment
arrangements.
Prior
to
co-­‐founding
Versant
Ventures,
Barbara
was
a
Venture
Partner
at
Crosspoint
Venture
Partners.
Bob
Heubel
Developer
Evangelist,
Haptics
at
Immersion
Corporation
Charles
E
Larsen
As
a
co-­‐founder
of
Accuitive
Medical
Ventures,
Charlie
brings
over
35
years
of
operating
experience,
as
well
as
expansive
technical
understanding
and
experience
in
the
medical
device
industry.
Charlie
was
a
co-­‐founder
of
Novoste
Corporation
with
Tom
Weldon
where
his
efforts
as
a
director
and
executive
were
critical
to
its
ultimate
success.
Charlie
co-­‐founded
The
Innovation
Factory
and
serves
as
its
Vice
Chairman.
Through
his
role
at
The
Innovation
Factory,
he
is
co-­‐founder
of
AcuFocus,
LipoSonix,
Cerebral
Vascular
Applications
(CVA),
NeoVista,
Neuronetics,
Cellutions,
OsteoLign,
AqueSys
and
Halscion.
He
holds
over
20
issued
U.S.
patents
on
medical
devices.
Christophe
Ramstein
Chief
Technology
Officer
&
Sr.
Vice
President
Engineering
and
Research
at
Immersion.
Co-­‐Founder
of
Haptic
Technologies,
Inc
David
Colvin
Director
of
Marketing;
General
Surgery
at
Gyrus
ACMI
of
Olympus

20. 18
Person’s
Name
Title/Expertise
David
Feygin
Director,
Strategic
Innovation,
Medical
Surgical
Systems
BD
Dr.
David
W.
Schloerb
Development
of
Hardware
and
Software
related
to
haptics.
Currently
writing
the
application
software
for
a
virtual
haptic
map
that
the
MIT
Touch
Lab
is
developing
as
an
aid
for
the
blind
Elliott
Rothberg
Director,
R&D
Planning
and
Innovation
at
Olympus
Eric
Halvorson
Vice
President,
Interventional
Respiratory
at
Olympus
Eric
Stender
Sr.
Product
Development
Engineer
at
Olympus
Francois
Michelon
Director,
Visualization
and
Global
Services
at
Smith
&
Nephew
Garbor
Fichtinger
Dr.
Fichtinger
serves
on
the
Board
of
Directors
of
the
International
Society
of
Medical
Image
Computing
and
Computer
Assisted
Interventions
and
the
editorial
board
of
Medical
Image
Analysis.
He
is
a
scientific
reviewer
for
leading
journals,
conferences,
publishers
and
research
funding
agencies.
His
specialty
is
image-­‐guided
needle-­‐based
percutaneous
surgery,
with
a
strong
focus
on
interventional
oncology
applications.
He
is
a
strong
proponent
of
sharing
open
source
software
systems
and
platforms
in
interventional
oncology
research,
a
theme
that
he
will
continue
to
advocate
as
a
CCO
Chair.
Jennifer
Janssen
Director,
Business
Development
&
Licensing
at
Immersion
Jerome
H
Grossmann
Dr.
Grossman
is
Director,
Harvard/Kennedy
School
Health
Care
Delivery
Policy
Program,
Center
for
Business
and
Government,
John
F.
Kennedy
School
of
Government.
He
serves
as
a
director/trustee
of
a
number
of
organizations
including:
The
Mayo
Clinic
Foundation,
Penn
Medicine
(University
of
Pennsylvania
Medical
School
and
Health
System),
the
Stryker
Corporation,
Landacorp,
and
the
Committee
for
Economic
Development.
His
past
services
include
the
Board
of
the
Federal
Reserve
Bank
of
Boston
from
1990
to
1997
serving
as
chairman
from
1994
to
1997,
Wellesley
College
and
the
Massachusetts
Institute
of
Technology.
Joe
Wisnewski
VP,
SW
engineering
SensAble
Technologies
John
A
Slattery
CFO
-­‐
The
Vertical
Group
John
Cole
Sr.
Software
Engineer
at
Intuitive
Surgical
Keith
Carlton
Director,
Visualization
Technology
at
Boston
Scientific
Neuromodulation
Kenneth
H
Buetow
Chief,
Laboratory
of
Popular
Genetics,
National
Cancer
Institute;
Associate
Director,
Bioinformatics
and
Information
Technology;
Director,
NCI
Center
for
Biomedical
Informatics
and
Information
Technology
(CBIIT)
Kurt
D
Newman
Board
of
Directors
MICCAI.
Board
of
Commissioners
of
the
Joint
Commission
on
Accreditation
of
Health
Care
Organizations,
a
past
member
of
Board
of
Governors
of
American
Pediatric
Surgery
Association,
and
former
Chair
of
the
Surgery
Section
of
the
American
Academy
of
Pediatrics
Litao
Yan
Sr.
Visualization
Engineer
at
GE
Healthcare
Mandayam
A
Srinivasan
Director
&
Sr.
Research
Scientist
at
MIT's
Touch
Lab
(Laboratory
of
Human
and
Machine
Haptics
Mark
Fletcher
Sr.
VP
Surgical
Technologies
at
Medtronic

21. 19
Person’s
Name
Title/Expertise
Mark
Hirsch
Adobe
Systems
-­‐
Enterprise
Solutions
&
Innovation
Strategy
Ned
Jastromb
Sr.
Product
Manager,
Advanced
Bio-­‐Systems
-­‐
Nikon
Instruments
Nicholas
Ayache
Research
Director
at
INRIA.
Current
research
interests
are
in
biomedical
image
analysis
and
simulation.
This
includes
the
analysis
of
medical
and
biological
images
with
advanced
geometrical,
statistical,
physical
and
functional
models,
the
simulation
of
physiological
systems
with
computational
models
built
from
biomedical
images
and
other
signals,
and
the
application
of
these
tools
to
medicine
and
biology
to
better
assist
prevention,
diagnosis
and
therapy
of
diseases
Nigel
M
de
S.
Cameron
President,
Institute
on
Biotechnology
and
the
Human
Future
Patrick
O'Grady
Sr.
Embedded
Software
Engineer
at
Intuitive
Surgical
Prasad
Upadrasta
Sr.
Engineer,
Surgical
Simulation
at
Intuitive
Surgical
Renata
G
Bushko
Director
-­‐
Future
of
Health
Technology
Institute
Richard
B
Emmitt
General
Partner
-­‐
The
Vertical
Group
Richard
Bucholz
He
fabricated
a
neurosurgical
navigational
system
in
his
home
workshop
in
1990
which,
following
further
development
with
Kurt
Smith,
DSc,
eventually
became
the
StealthStation.
His
first
patent
on
the
system
was
filed
in
1990
and
issue
in
1996,
and
an
additional
eight
patents,
having
to
do
with
correction
of
tissue
shift
during
surgery
and
alternative
techniques
for
image
registration,
have
been
granted.
Other
patents
describing
the
design
of
intraoperative
computer
networks
and
proton
beam
therapy
are
pending.
Dr.
Bucholz
is
a
member
of
the
World
Academy
of
Biomedical
Technologies,
the
International
Society
for
Optic
Engineering,
and
the
Institute
of
Electrical
and
Electronics
Engineers.
He
has
been
awarded
the
James
B.
Eads
Award
for
innovation
in
engineering
and
technology
by
the
Academy
of
Science
of
Saint
Louis.
Currently,
his
laboratory
is
pursuing
the
realtime
intraoperative
delivery
of
information
via
navigational
systems,
and
an
online
dissection
atlas
as
an
initial
demonstration
of
this
technology
Robert
Martin
Acting
Director,
National
Center
for
Public
Health
Informatics
Sankhesh
Jhaveri
Visualization
and
Computer
Vision
Laboratory
at
GE
Global
Research
-­‐
Software
Suvranu
De
Director,
Center
for
Modeling,
Simulation
and
Imaging
in
Medicine
(CeMSIM)
Terry
Peters
Robarts
Research
Institute
-­‐
Co-­‐Chair
of
MICCAI
2016
Thomas
D.
Weldon
Chairman,
Managing
Director,
Co-­‐Founder
of
Accuitive
Medical.
As
a
co-­‐
founder
of
Accuitive
Medical
Ventures,
Tom
brings
over
25
years
of
operating
experience,
as
well
as
critical
fundraising
skills
in
the
medical
device
industry.
Tom
co-­‐founded
the
medical
device
incubator
The
Innovation
Factory
(TIF)
and
serves
as
its
chairman.
He
was
also
a
co-­‐founder
and
chairman
of
Novoste
Corporation,
the
intracoronary
radiation
therapy
company.
He
was
chairman
and
CEO
of
Novoste
from
its
inception
in
1992
and
led
the
company
through
its
initial
public
offering
in
1996.
Thomas
J.
Fogarty
Creator
of
the
Ballon
Embolectomy
Catheter
Tony
M.
Chou
General
Partner
-­‐
The
Vertical
Group
Umesh
Garg
Sr.
Enterprise
Architect
at
Intuitive
Surgical

22. 20
Person’s
Name
Title/Expertise
William
G
Plested
President-­‐Elect
World
Healthcare
Innovation
and
Technology
Congress
William
J.
Link
Bill
Link
specializes
in
early-­‐stage
investing
in
medical
devices
at
Versant.
Prior
to
co-­‐founding
Versant
Ventures,
Bill
was
a
general
partner
at
Brentwood
Venture
Capital.
He
has
a
proven
record
of
building
and
operating
large,
successful
medical
product
companies.
With
extensive
knowledge
of
medical
devices,
particularly
in
ophthalmology,
his
operating
experience
spans
more
than
23
years
in
general
management
in
the
healthcare
industry.
Perhaps
Bill's
greatest
operational
success
was
as
founder,
chairman
and
CEO
of
Chiron
Vision,
a
subsidiary
of
Chiron
Corporation
specializing
in
ophthalmic
surgical
products,
which
was
sold
to
Bausch
and
Lomb
in
1997.
Prior
to
Chiron
Vision,
Bill
founded
and
served
as
President
of
American
Medical
Optics
(AMO),
a
division
of
American
Hospital
Supply
Corporation,
which
was
sold
to
Allergan
in
1986.
Later
Bill
served
on
the
Board
of
AMO's
successor
company,
Advanced
Medical
Optics.
AMO
was
acquired
by
Abbott
in
2009
Table
3:
Sample
Questions
for
Key
Innovation
Leaders
(Note:
Additional
questions
will
emerge
as
the
project
moves
forward)
1. What
future
role
do
you
see
visualization
and
haptic
technologies
being
used
in
the
medical/surgical
realm?
How
is
this
different
from
their
use
today?
2. What
do
you
see
as
the
major
research
breakthroughs,
new
products,
or
technologies
influencing
visualization
and
haptic
technologies
in
healthcare?
Explain.
3. Do
you
foresee
any
macro-­‐trends
emerging?
What
impact
will
they
have?
4. How
will
advances
in
surgical
procedures
affect
visualization
and
haptic
technologies
in
the
future?
Positively?
Negatively?
Explain.
5. How
could
these
technologies
better
benefit
the
surgeon?
The
patient?
Healthcare
market
as
a
whole?
6. What
are
the
challenges
affecting
haptic
technologies
and
visualization
techniques
in
surgery?
7. How
do
you
view
the
future
role
of
Information
Guided
Surgery?
Is
this
positive
or
negative?
8. Where
do
you
believe
Information
Guided
Surgery
will
have
the
greatest
effect?
Global
region?
Surgical
procedure?
Medical
training?
Explain.
9. What
disruptive
technologies
do
you
foresee
most
affecting
the
current
Information
Guided
Surgery
market?
Is
this
a
“game
changer”?
10. What
current
technologies
are
being
used
outside
of
healthcare
that
may
be
implemented/modified
within
medical
procedures?

23. 21
PRIMARY
RESEARCH
Module
II:
VOC
In
Primary
Research
Module
II,
Harrison
Hayes
will
conduct
a
Voice
of
the
Customer
study.
Key
Customers
for
this
project
will
consist
of
leading
practicing
surgeons
within
Brazil,
China,
India,
and
Russia
across
a
variety
of
surgical
specialties.
Surgical
specialties
will
include
general,
colorectal,
GYN,
and
thoracic
surgery.
Voice
of
the
Customer
studies
measure
current
unmet
needs
and
near-­‐term
emerging
opportunities
as
it
relates
to
the
Information
Guided
Surgery
market.
Based
on
feedback
from
these
Key
Customers,
Harrison
Hayes
will
be
able
to
create
a
prioritized
list
of
unmet
needs
relating
to
Information
Guided
Surgery.
In
addition
to
the
identification
of
unmet
needs,
these
Key
Customers
will
provide
invaluable
insight
regarding
current
products
and
companies
within
the
space.
Note:
Potential
Key
Customers
can
be
found
in
Table
4.
Harrison
Hayes
will
begin
Primary
Research
Module
II
through
the
identification
and
recruitment
of
expert
surgeons
currently
practicing
in
Brazil,
China,
India,
and
Russia
and
developing
a
project
specific
Voice
of
the
Customer
(VOC)
Study
Guide/Questionnaire.
The
VOC
Study
Guide/Questionnaire
will,
similar
to
the
KIL
Study
Guide,
be
developed
in
conjunction
with
Company
XYZ
to
ensure
the
focus
of
the
project
is
properly
addressed.
The
VOC
Study
Guide/Questionnaire
is
to
be
used
as
a
platform
for
exploration
and
discussion
with
each
Key
Customer.
All
interviews
will
be
conducted
directly
by
an
applicable
member
of
the
Harrison
Hayes
Market
Research
Team
utilizing
improvisational
interviewing
where
the
Team
has
the
autonomy
to
probe
deeper
and
maneuver
through
unique
issues
that
arise
during
discussion
with
the
Key
Customers.
Unlike
the
Key
Innovation
Leader
interviews,
these
Key
Customer
interviews
are
only
conducted
individually.
Note:
Sample
VOC
Questions
can
be
found
in
Table
6.

24. 22
PRIMARY
RESEARCH
Key
Customers
Table
4:
Potential
Key
Customers
(Note:
Key
Customers
will
come
from
Brazil,
China,
India,
and
Russia)
Person's
Name
Title/Expertise
Manohar
G
Nariani
Association
of
Colon
and
Rectal
Surgeons
of
India
Jian
Ping
Wang
Chinese
Association
of
Colorectal
Surgery
Parvez
Sheikh
President,
Congress
of
Asia-­‐Pacific
Federation
of
Coloproctology.
Zhi
Xiuyi,
MD
Thoracic
Surgery,
Beijing
Medical
Association
branch
chairman
Thoracic
Surgery,
Xuanwu
Hospital,
Capital
University
of
Medical
Director
He
Jianxing,
MD
Guangdong
Medical
Association
of
Thoracic
and
Cardiovascular
Surgery
Branch
Vice
Chairman
First
Affiliated
Hospital
of
Guangzhou
Medical
College,
Dean
and
Director
of
Thoracic
Surgery.
Lee
Hui,
MD
Thoracic
Surgery,
Beijing
Medical
Branch
Vice
Chairman
Beijing
Chaoyang
Hospital,
Capital
University
of
Medical
Director
of
Thoracic
Surgery
Zhang
Morrison,
MD
Thoracic
and
Cardiovascular
Surgery,
Tianjin
Medical
Association
branch
chairman.
Thoracic
Surgery,
Tianjin
Chest
Hospital,
Director.
Jiang
Gening,
MD
Director
of
Thoracic
Surgery,
Shanghai
Pulmonary
Hospital
Chinese
Medical
Association
of
Thoracic
and
Cardiovascular
Surgery
Branch
members.
Zhao
Hang
,
MD
Hospital,
Shanghai
Chest
Hospital,
Director
of
Thoracic
Surgery,
Chinese
Medical
Association
of
Thoracic
and
Cardiovascular
Surgery
Branch
members.
Liu
Lunxu,
MD
Sichuan
Institute
of
Thoracic
and
Cardiovascular
Surgery,
Vice
Chairman
Thoracic
Surgery,
West
China
Hospital
of
Sichuan
University,
Director.
Liu
Deruo,
MD
Ministry
of
Health,
China-­‐Japan
Friendship
Hospital,
Beijing
Thoracic
Surgery
Director.
Thoracic
Surgery,
Beijing
Medical
Branch
Vice
Chairman.
Li
Danqing
,
MD
Beijing
Union
Medical
College
Hospital,
Chinese
Academy
of
Medical
Sciences,
director
of
thoracic
Surgery.
Thoracic
Surgery,
Beijing
Medical
Branch
Vice
Chairman.
Zhou
Qinghua
,
MD
Tianjin
Medical
University
General
Hospital
Thoracic
and
Cardiovascular
Surgery,
Tianjin
Medical
Branch
Vice
Chairman
Wang
Ruwen,
MD
Daping
Hospital,
Third
Military
Medical
University,
Director
of
Thoracic
Surgery,
Chongqing
Medical
Association
branch
chairman
of
Thoracic
and
Cardiovascular
Surgery.
Fu
Jianhua,
,
MD
Zhongshan
University,
Guangzhou
Tumor
Hospital,
Vice
President
and
Director
of
thoracic
Surgery.
Chinese
Medical
Association
of
Thoracic
and
Cardiovascular
Surgery
Branch
Youth
Committee
members.
Hsu
Lin,
MD
Jiangsu
Cancer
Hospital,
Vice
President
and
Director
of
thoracic
Surgery
Medicine,
Jiangsu
Province
branch
of
Thoracic
and
Cardiovascular
Surgery,
Vice
Chairman.
Zhang
Linyou,
MD
Second
Affiliated
Hospital
of
Harbin
Medical
University,
Director
of
Thoracic
Surgery,
Heilongjiang
Branch
of
Medicine
Thoracic
and
Cardiovascular
Surgery,
Vice
Chairman.

25. 23
Person’s
Name
Title/Expertise
Wan-­‐Nian
Liang,
,
MD
Executive
Deputy
Director
of
Beijing
Health
Bureau,
Deputy
Director
of
Preventive
Medicine
Professional
Committee
Beijing
Branch,
Editor
of
Chinese
Journal
of
Epidemiology.
Wang
Tian-­‐You,
MD
President
of
the
China
Thoracic
Association
and
Chief
Physician
and,
MD
of
Capital
Medical
University.
Rajiv
Ranjan
Das
Vice
President
of
The
Association
of
Colon
and
Rectal
Surgeons
of
India.
Gutenberg
Nobrega
da
Silva,
MD
President
of
the
Regional
North/Northeast
Colorectal
Society
of
Brazil.
Ronald
Coelho
Salles,
MD
President
of
the
East
Regional
Colorectal
Society
of
Brazil.
Renato
Pinho
Valmassoni,
MD
President
of
the
Society
of
Colorectal
Surgery
in
Brazil.
Ruben
Fernandez
Oleques,
MD
President
of
the
Gaucho
Association
of
Coloproctology
in
Brazil.
K
S
Mayilvaganan,
MD
President
-­‐
Association
of
Colon
and
Rectal
Surgeons
of
India
Rajiv
Ranjan
Das,
MD
Vice
President
-­‐
Association
of
Colon
and
Rectal
Surgeons
of
India
Rajesh
Modi,
MD
Akola
Endoscopy
Center
&
Akola
Obstetrics
&
Gynaecological
Society
Nirmal
Gupta,
MD
President
-­‐
Ajmer
Obstetric
&
Gynaecological
Society
Mahendra
Narwaria,
MD
President
-­‐
Obesity
&
Metabolic
Society
of
India
Shrihari
Dhorepatil,
MD
Hon.
President
-­‐
Minimally
Invasive
&
Obesity
Surgery
Centre
Naresh
M.
Singhi,
MD
Consulting
Surgical
Gastroenterologist,
Laparoscopic
Bariatric
Surgeon
-­‐
Executive
Member
of
Obesity
&
Metabolic
Society
of
India
Arun
Prasad,
MD
Sr.
Consultant
Surgeon
-­‐
Minimal
Access,
GI,
Thoracoscopic
&Bariatric
Surgery
at
Apollo
Hospital
and
Executive
Member
of
Obesity
&
Metabolic
Society
of
India
Vishwas
G
Naik,
MD
Executive
Member
of
Obesity
&
Metabolic
Society
of
India
-­‐
Consultant
Minimal
Access
Surgeon
-­‐
Kamineni
Hospitals
Saeed
Akhtar,
MD
Dr.
Saeed
Akhtar
has
done
his
MBBS,
MS
in
Gen
Surgery
and
MCh
in
Thoracic
&
Cardiovascular
Surgery
from
King
George
Medical
College,
Lucknow,
India.
Thereafter
he
has
served
in
Escorts
Heart
Institute,
New
Delhi
and
Malhotra
Heart
Institute,
New
Delhi
as
Chief
Cardiac
Surgeon.
He
has
been
a
fellow
at
the
Thorax
Centre,
Uppsala
University,
Sweden.
Presently
he
is
serving
Regency
Hospital
Kanpur
(INDIA)
as
a
Chief
Cardiac
Surgeon.
Dr.
Saeed
Akhtar
specializes
in
Adult
Cardiac
Surgery,
General
Thoracic
Surgery
and
Peripheral
Vascular
Surgery.
He
has
performed
more
than
3500
Open
Heart
Surgeries
and
approx
700
OPCAB.
Currently
he
is
working
as
a
Chief
Cardiothoracic
Surgeon
at
Regency
Hospital
Ltd,
Kanpur
(INDIA),
since
April
1999.
Oleg
Kshivets,
MD
Thoracic
surgeon
&
surgical
oncologist
at
Siauliai
Public
Hospital.
Thoracic/Abdominal
Surgeon
Complex
and
major
operations
on:
lung,
esophagus,
cardioesophagus,
mediastinum,
stomach,
pancreas,
liver,
colon,
rectum,
breast,
etc.
Vladimir
D.
Parshin,
MD
President
of
the
Moscow
Society
of
Thoracic
Surgeons.
Laureate
of
"The
Calling"
Russia's
best
doctors.
Peter
Tsarkov
Head
of
Department
of
Colorectal
and
Pelvic
Floor
Surgery.
Owner
of
the
Russian
Federation
Government
Award
for
the
development
of
surgical
rehabilitation
of
patients
with
colorectal
cancer.
Three
of
his
works
have
been
awarded
international
prizes
and
diplomas.
Peter
Tsarkov
is
the
author
of
17
inventions,
more
than
190
published
works,
published
both
in
domestic
and
foreign
magazines,
including
the
Diseases
of
Colon
&
Rectum,
Hepatogastroenterology,
British
Journal
of
Surgery,
Techniques
in
Coloproctology
etc.
He
wrote
a
chapter
in
the
book
"Rectal
cancer"
published
in
Spinger.
He
is
an
invited
lecturer
at
several
international
conferences
(the
annual
international
conference
on
the
basis
of
Cleveland
Clinic
Florida
(USA),
the
European
Biennial
Conference
on
the
basis
of
the
clinic,
the
Ivrea,
Italy).

26. 24
Person’s
Name
Title/Expertise
Zaiping
Jing
President,
Organizing
Committee
of
ENDOVASCOLOGY
2016
Vice
President,
Chinese
Society
for
Vascular
Surgery
President,
Society
for
Vascular
Surgery
of
CPLA
Chairman,
Department
of
General
Surgery
&
Vascular
Surgery,
Changhai
Hospital
Chairman,
Shanghai
Clinical
Center
for
Vascular
Systemic
Diseases,
P.R.
China
Chairman,
Institute
of
Vascular
Surgery
of
CPLA,
P.R.
China
Chairman,
National
Key
Department
of
Vascular
Surgery,
P.R.
China
Zou
Dewei
President
-­‐
China
Conference
and
International
Lumbar
Surgery
Duan
Cai
M.D.,
Ph.D
-­‐
General
Surgeon
Shanghai
2nd
Medical
University;
Member,
Chinese
Medical
Association
Surgery
Committee
in
Shanghai;
Editor
of
“China
Surgery
Magazine”,
“Liver
and
Gallbladder
Surgery”;
Specialized
in
surgery
on
gallbladder
and
pancreas
Zhongxin
Zhao
Zhongxin
Zhao
is
a
general
surgeon
severs
at
SHE
who
specializes
in
liver,
gall
and
pancreas
surgery,
in
particular
liver
surgery,
portal
hypertension
and
liver
transplantation.
His
research
interests
include
surgery
in
liver,
gall
and
pancreas,
liver
transplantation
and
xenotransplantation.
He
is
a
chief
physician
and
the
director
of
surgery
teaching
&
research
section.
In
addition
to
caring
for
patients,
he
has
carried
out
5
provincial
level
research
projects
and
has
received
Shanghai
Medical
Technology
Award.
He
is
the
author,
translator
and
co-­‐author
over
numerous
publications.
He
also
has
published
more
than
30
research
papers
in
domestic
and
international
journals,
of
which
6
have
been
included
in
SCI
Yaxin
Zheng
Chief
physician
in
the
department
of
general
surgery;
Specialized
in
surgical
treatment
on
calculus
of
bile
duct,
liver
tumors,
portal
hypertension
and
retroperitoneal
tumor,
as
well
as
radical
surgery
for
gallbladder
carcinoma
and
cholangiocarcinoma.
Aiguo
Lu
Dr.
Aiguo
Lu
is
chief
physician
in
the
department
of
general
surgery.
He
is
an
expert
specializing
in
the
diagnosis
and
treatment
of
gastrointestinal
tumor
including
radical
operation
for
carcinoma
of
stomach
and
rectal
carcinoma.
Jose
Ribas
Milanez
De
Campos
"The
society
of
Thoracic
Surgeons
Expert
Consensus
for
the
Surgical
Treatment
of
Hyperhidrosis"

27. 25
Table
5:
Sample
Questions
for
Selected
Key
Customers
1. What
are
your
overall
thoughts
on
Information
Guided
Surgery?
What
role
does
it
play
in
your
surgical
procedures?
2. How
do
you
view
Information
Guided
Surgery
in
your
region?
How
frequently
do
you
use
it?
3. What
are
the
current
unmet
needs
relating
to
Information
Guided
Surgery,
in
your
opinion?
How
would
you
recommend
addressing
these
issues?
4. Is
there
currently
an
“ideal”
Information
Guided
Surgery
system/technology
available?
What
is
it?
5. Describe
the
“ideal”
Information
Guided
Surgery
system.
What
elements
would
it
include?
What
elements
would
it
omit?
6. What
Information
Guided
Surgery
systems
are
you
currently
using?
Pros?
Cons?
Why
this
system?
7. How
do
you
foresee
using,
or
better
utilizing
Information
Guided
Surgery
in
the
near-­‐future?
Explain.
SECONDARY
RESEARCH
To
complement
our
primary,
qualitative
research
modules,
Harrison
Hayes
will
concurrently
perform
secondary
research
from
Public,
Syndicated,
and
our
own
proprietary,
internal
databases.
Harrison
Hayes
believes
secondary
research,
along
with
our
partnership
with
the
Company
XYZ
project
team,
will
provide
useful
data
related
to
technology
and
opportunities
within
the
Information
Guided
Surgery
Market
over
the
past
three
(3)
to
five
(5)
years.
This
secondary
research
will
best
allow
Harrison
Hayes
to
identify
emerging
trends
and
provide
an
overall
analysis
of
the
market
as
a
whole.
Secondary
research
will
also
provide
a
level
of
validation
to
the
qualitative
research
collected
from
the
Key
Customer
interviews.
Secondary
research
will
be
particularly
useful
in
obtaining
a
deep
understanding
of
the
current
competitive
landscape
and
in
the
identification
of
potential
joint
venture
partners.
Secondary
research
used
to
supplement
our
primary
research
includes:
Syndicated
Materials
Harrison
Hayes
has
established
relationships
with
a
variety
of
syndicated
information
providers
relating
to
haptic
technology
and
the
overall
Information
Guided
Surgery
market.
Publicly
Available
Harrison
Hayes
conducts
significant
market
research
within
the
public
domain.
We
have
expertise
in
identifying
key
market
data
through
journal
and
trade
publications,
online
subscription
databases,
market
research
data
hubs,
proprietary
data
sources
and
archival
research.

28. 26
Internal
One
of
Harrison
Hayes’s
key
assets
is
the
market
research
previously
conducted
that
resides
“in-­‐house”.
Our
ability
to
leverage
this
data
significantly
reduces
the
time
constraints
associated
with
providing
the
required
deliverables.
TRENDSPOTTING
Trending
analysis
is
focused
on
identifying
the
potential
for
Information
Guided
Surgery
market
entry
into
one
or
more
of
the
countries
(Brazil,
China,
India,
and/or
Russia).
Harrison
Hayes
will
seek
to
identify
market
entry
opportunities
based
on
challenges
and
opportunities,
pricing,
profitability,
unmet
needs,
regulatory
hurdles,
potential
partners,
and
competitive
reaction.
Trending
analysis
requires
primary
and
secondary
research
to
uncover
the
previously
mentioned.
We
do
not
guess
trends;
we
detect,
analyze
and
evaluate
them
to
make
evidentially
supported
projections.
For
this
project,
our
challenge
is
to
determine
the
useful
data
regarding
the
current
best
information
on
Information
Guided
Surgery
on
a
global
basis,
specifically
relating
to
market
entry
in
Brazil,
China,
India,
and
Russia.
Since
Company
XYZ’s
proprietary
panels
of
Key
Innovation
Leaders
and
Key
Customers
have
significant
insight
into
the
Information
Guided
Surgery
Market,
they
are
on
the
cutting
edge
of
trends
and
function
as
valuable
resource
for
understanding
real-­‐world
market
evaluation
and
assessment.
Trending
research
is
an
integral
part
of
a
successful
research
initiative,
and
Harrison
Hayes
is
confident
our
trend
spotting
methods
will
afford
Company
XYZ
the
necessary
insight
on
industry
dynamics
regarding
successful
market
entry
in
the
specified
regions
outlined
in
this
proposal.
QUANTITATIVE
STUDY
Concept
Validation
Research
Harrison
Hayes
believes
that
when
expanding
business
models,
product
lines
and/or
introducing
new
innovations,
a
holistic
view
of
receptivity
and
validation
is
required.
Therefore,
Harrison
Hayes
recommends
conducting
a
three-­‐part
quantitative
and
qualitative
research
validation
study
to
capture
the
key
constituents
in
the
potential
Company
XYZ
sales
channel
within
the
targeted
regions.
Part
1
Quantitative
Distribution/Channel
Survey
The
first
research
validation
survey
consists
of
a
200
dealers/distributors
and
purchasing
customers
(Company
XYZ
consumers
and
non-­‐consumers)
regarding
their
views
on
Company
XYZ’s
proposed
entry
into
the
Information
Guided
Surgery
space.

29. 27
Part
2
Quantitative
End-­‐user
Confirmation
Second,
to
further
validate
the
ideated
business
model,
product
and
platform
concepts,
we
propose
surveying
200
ultimate
end-­‐users
who
might
help
develop,
process,
and/or
distribute
Company
XYZ’s
products
in
order
to
gain
validation
for
entering
new
markets
and
developing
new
products.
For
this
specific
project
for
Company
XYZ,
Harrison
Hayes
will
focus
specifically
on
practicing
surgeons
in
Brazil,
China,
India,
Russia,
United
States,
and
5
EU.
Based
on
the
practicing
surgeon’s
receptivity
to
Information
Guided
Surgery
and
personal
time
constraints,
Harrison
Hayes
will
make
specific
recommendations
as
to
which
methodology
(telephone
or
internet
surveys)
would
be
most
applicable.
Harrison
Hayes
will
construct
survey
questionnaires
focused
on
validating
the
Information
Guided
Surgery
business
model
and
platform
technology
through
a
battery
of
questions
used
to
determine
the
receptivity
and
practicality.
Part
3
Final
Qualitative
Key
Innovation
Leader
Confirmation
Concurrent
with
the
Quantitative
Research,
Harrison
Hayes’s
Principals
and
Market
Research
Team
will
go
back
to
a
select
group
of
Company
XYZ’s
Proprietary
KILs
(selection
based
on
their
specialties)
to
validate
the
findings
and
feedback
generated
during
the
project.
Since
these
selected
KILs
are
familiar
with
this
project
from
the
beginning,
we
believe
they
will
be
able
to
participate
in
additional
disruptive
platform
and
concept
application
discussions,
through
a
joint
teleconference
which
would
also
include
a
designated
Company
XYZ
team
and
Harrison
Hayes
principals.
KIL
feedback
will
then
be
integrated
with
the
Quantitative
Research
results
to
arrive
at
the
most
appropriate
and
viable
course
of
action
for
Company
XYZ
to
best
enter
the
Information
Guided
Surgery
market.
PROJECT
DELIVERABLES
The
final
deliverable
for
this
project
is
an
internalized
strategy
report
(Strataject
Report™)
The
Strataject
Report™
is
the
culmination
of
all
research
and
activities
which
have
taken
place
over
the
duration
of
the
engagement.
This
report
will
outline
our
findings
based
upon
primary
and
secondary
research.
Harrison
Hayes
will
specifically
outline
the
current
unmet
needs
relative
to
Information
Guided
Surgery
by
surgical
specialty.
Further,
Harrison
Hayes
will
create
a
stack
ranking
of
these
unmet
needs
based
upon
feedback
received
from
the
Key
Customers.
Note:
This
stack
ranking
will
be
from
most
important/immediate
unmet
need
to
least
important.
Additionally,
the
Strataject
Report™
will
provide
an
opportunity
map
of
short-­‐term,

30. 28
intermediate-­‐term,
and
long-­‐term
opportunities.
Finally,
the
Strataject
Report
will
provide
a
thorough
market
landscape
analysis
of
competitors
and
potential
joint
venture
partners.
This
report
may
also
serve
as
a
deployment
roadmap
for
entering
the
Information
Guided
Surgery
market
based
upon
the
research
collected
throughout
the
duration
of
the
engagement.
Harrison
Hayes
will
schedule
a
time
to
present
and
discuss
our
findings
and
recommendations
to
Company
XYZ.
During
this
meeting
we
will
discuss
in
detail
our
front-­‐end
research,
our
findings,
and
our
recommendations
for
Company
XYZ
in
understanding
the
unmet
needs,
challenges,
opportunities,
and
direction
of
the
Information
Guided
Surgery
market
supported
by
the
research
activities
conducted
over
the
course
of
this
engagement.

31. 29
Company
XYZ,
Plc.
Harrison
Hayes,
LLC
Signature:
_________________________
Signature:
_________________________
Name:
_____________________________
Name:
_____________________________
Title:
______________________________
Title:
_______________________________
Date:
______________________________
Date:
_______________________________