Scott Phillips will share transformational discoveries and decisions that affected the outcomes of medical device ventures. While leading product development for over 150 medical devices and as many patents, we’ve seen new product initiatives go well and not so well. This session examines lessons distilled from those experiences. Seven case study stories illustrate how the Pathfinder™ Product Definition process helps explore risks and build strategies for medical device Value Propositions, Value Chains, Regulatory, Clinical, Customer Discovery, and Manufacturability. TAKEAWAYS: • Practical approaches to avoid common product definition mistakes • Tactics to uncover hidden biases • Examples to help guide product decisions • Warning signs to watch for This session took place live at the Greenlight Guru True Quality Virtual Summit, a three-day event for medical device professionals to learn to get their devices to market faster, stay ahead of regulatory changes, and use quality as their multiplier to grow their device business.

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Author: Scott Phillips
Virtual Summit Presentation:
GAME-CHANGING PRODUCT DEFINITION TACTICS
June 2, 2020

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Breakthrough
Product Definition
Tactics

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StarFish Medical Background
• Victoria HQ and Toronto Office
• 100% medical focus
• 21 years old
• 135 staff – many design disciplines
• A North American leader in electromechanical
medical device development
• Clients mostly in North America
• Deep technical capability – Biotech, Optics,
Ultrasound…
• Strong product definition
• Contract manufacturing and regulatory in-house

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Some of Our Clients

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Some of Our Work

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Start with a Framework...

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The Company and the Product
Should be
Designed Together

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Start with a Clinical Problem or
a Technical Solution??

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YES

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Stan Lapidus

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How many customer discovery
discussions to have?

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~100

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Now Back to the Framework...

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Example Surgical Positioner – not specific to our project

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Accumap

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Pathfinder
Product
Definition
Workflow
environment
Analysis
Business
Strategy &
markets
User needs
+ experience
Reimbursement
strategy
Technology
Assessment
& possibilities
Disposable
strategy
Service
strategy
Sales &
distribution
channel
Product
Branding
Clinical
Strategy &
regulatory
Risk
Management
Human
Factors &
ergonomics
Manufacturing
processes
Intellectual
property
Value chain
& margin

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Thank you
Scott Phillips, CEO
sphillips@starfishmedical.com
www.starfishmedical.com