THE CHALLENGE OFCOMMERCIALISINGMEDICAL DEVICES Derek Jones Ph.D., MBA
all                                                 t he W                                   iting is on                  ...
The  commercialisation       process           -It can be hard to see    the way ahead
BusinessAlchemy         The “Dream”   Res                              rc ing      ul   ts                  es ou         ...
High                                        In-House                                           ManufactureRisk            ...
CAUSE &    EFFECTBe aware your choice of  business model has    consequences
zo ns                        ri                      Ho               N ew    k TowardLoo
THE PIONEER PROBLEMThe trouble with being a pioneer is you can be killed by the “Indians”
SERVICE INNOVATION            MATTERS      Because No One Will Care About Your Product   Short       Commoditisation      ...
The “Dream”BE INSPIRED OR BEWARE
Be Inspired If you dont have realexpertise and passion       dont start
BEING INSPIRED        Should be the easy bit!Humans can get inspiration from all around
WANANGA  School of Life  The Sky is the      Roof The Earth is the      Floor  All Life Forms  are Teachers
Laun                          ch &                   Distr                         ibute             Prod         Deve uct...
Cashflow      Product      Launch                                      Time                Peak Funds Required          HI-...
Your Network Connections   Clarity of Purpose            Money - Other People’s Money  Diverse Skills                     ...
All my life I wanted to be  someone..I guess I shouldhave been more    specific
IF YOU WANT To Change the World  You have to Start    with yourself
WHYSHOULDANYONEWANT TOBE LED BY  YOU?
Strategies for MasteryR Reflect          Leverage             Reframe Build in     Build on Strength                       ...
FICKLE HAMSTER OF FATE
MISSION BASED LEADERSHIP•   Unity of Effort•   Decentralisation      •   Trust            •   Mutual Understanding        ...
WHAT DO FERRETSDREAM OF?
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The challenge of commercialising medical devices

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A presentation delivered at the Scottish Centre for Innovation in Spinal Cord Injury, May 2011 by Derek Jones to an audience of clinicians, engineers and scientists

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  • The challenge of commercialising medical devices

    1. 1. THE CHALLENGE OFCOMMERCIALISINGMEDICAL DEVICES Derek Jones Ph.D., MBA
    2. 2. all t he W iting is on The WrI was never satisfied to just do the research - I wanted to see the results in action
    3. 3. The commercialisation process -It can be hard to see the way ahead
    4. 4. BusinessAlchemy The “Dream” Res rc ing ul ts es ou R Time
    5. 5. High In-House ManufactureRisk Mass Market Manufacturing Speculative Sub-Contracted Product OEM’s Development Niche Market Subcontract Suppliers Customised Basic Model Contract R&D One-Off development ContractsLow Design studiesRisk Consultancy Testing Reports Analytical reports
    6. 6. CAUSE & EFFECTBe aware your choice of business model has consequences
    7. 7. zo ns ri Ho N ew k TowardLoo
    8. 8. THE PIONEER PROBLEMThe trouble with being a pioneer is you can be killed by the “Indians”
    9. 9. SERVICE INNOVATION MATTERS Because No One Will Care About Your Product Short Commoditisation Copy Low ROIProduct Life Cat
    10. 10. The “Dream”BE INSPIRED OR BEWARE
    11. 11. Be Inspired If you dont have realexpertise and passion dont start
    12. 12. BEING INSPIRED Should be the easy bit!Humans can get inspiration from all around
    13. 13. WANANGA School of Life The Sky is the Roof The Earth is the Floor All Life Forms are Teachers
    14. 14. Laun ch & Distr ibute Prod Deve uct ??? lopm ent £10 ProtoDeve type lopm ent £3 £1COSTS OF DEVELOPMENT One - Three - Ten Rule
    15. 15. Cashflow Product Launch Time Peak Funds Required HI-TECH START-UPS
    16. 16. Your Network Connections Clarity of Purpose Money - Other People’s Money Diverse Skills Exit Strategy Commitment Trust within the Team Leadership Intellectual PropertyResources You You CanCount On
    17. 17. All my life I wanted to be someone..I guess I shouldhave been more specific
    18. 18. IF YOU WANT To Change the World You have to Start with yourself
    19. 19. WHYSHOULDANYONEWANT TOBE LED BY YOU?
    20. 20. Strategies for MasteryR Reflect Leverage Reframe Build in Build on Strength Use “Failures” Time to Don’t Fret As Learning Reflect & About Experiences Dream Weaknesses
    21. 21. FICKLE HAMSTER OF FATE
    22. 22. MISSION BASED LEADERSHIP• Unity of Effort• Decentralisation • Trust • Mutual Understanding • Timely Decision Making
    23. 23. WHAT DO FERRETSDREAM OF?

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