Arash Astanehasl, Akash Shivashankara, Samuel Wollner
MedDevDirect: Lean LaunchPad Day 5
Customers interviewed today: 10
T...
What We Thought Day 1 and Day 2
Medical Device
Company
Sales Rep Hospital
Cut inefficiency in medical device
procurement p...
KP KA VP CR
SC
CS
CS RS
- Healthcare
providers
- Build/maint
ain
relationshi
ps with
providers
(KP)
- Develop
platform
- L...
Day 2 Canvas
KP KA VP CR
SC
CS
CS RS
Build/maintain
relationships with
providers (KP)
Develop platform
Co-create initially...
Actual Landscape
Patient
Cardiologist Sales Rep
Nurse
Manager
Payer
Director of Strategic Sourcing (Hospital)
Director of ...
Day 3 Canvas
KP KA VP CR
SC
CS
CS RS
Build/maintain
relationships with
providers (KP)
Develop platform
Co-create initially...
Day 4 and 5 Canvas
KP KA VP CR
SC
CS
CS RS
Build/maintain
relationships with
providers (KP)
Develop platform
Co-create ini...
Patient
Cardiologist Sales Rep
Nurse
Manager
Payer
Director of Strategic Sourcing (Hospital)
Director of Sales (Group Purc...
Next Steps
• Return to Customer Discovery now that we
understand the full procurement process
• Focus on higher level stak...
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MedDevDirect Team1

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MedDevDirect Team1

  1. Arash Astanehasl, Akash Shivashankara, Samuel Wollner MedDevDirect: Lean LaunchPad Day 5 Customers interviewed today: 10 Total customers interviewed: 44
  2. What We Thought Day 1 and Day 2 Medical Device Company Sales Rep Hospital Cut inefficiency in medical device procurement process by replacing sales rep with online platform
  3. KP KA VP CR SC CS CS RS - Healthcare providers - Build/maint ain relationshi ps with providers (KP) - Develop platform - Lower procureme nt costs for healthcare providers - Lower sales overhead costs for med dev companies - Co-create initially - Move to self serve - One segment for med dev companies - Tiered pricing based on volume - Initially sales force - Move to direct web sales - IT infrastructure - Sales and support staff - Flat subscription fee for listing products on platform - Commission on sales KR - Financial to fund sales force and development Day 1 Canvas
  4. Day 2 Canvas KP KA VP CR SC CS CS RS Build/maintain relationships with providers (KP) Develop platform Co-create initially Move to self serve w/ customer service support Initially sales force Move to direct web sales IT infrastructure Sales and customer service support staff KR Financial to fund sales force and platform development Primary Customer: CFO,VP/Director of Procurement Sub customer: Physicians, Clinical Staff Primary Customer: VP of Sales/Marketing Sub Customer: Product Manager, Sales Reps, Clinical Specialists One segment for med dev companies Tiered pricing based on volume Flat subscription fee for listing products on platform Commission on sales Free Lower procurement costs for healthcare providers Increased pricing transparency & quality data (i.e. reviews) Lower sales overhead for med dev companies Medical Device CompaniesHealthcare Providers Specific service line at academic medical center (e.g. cardiac, neurosurgery). Healthcare providers Flagship med dev company neuro group (Integra)
  5. Actual Landscape Patient Cardiologist Sales Rep Nurse Manager Payer Director of Strategic Sourcing (Hospital) Director of Sales (Group Purchasing Org) Director of Sales (Medical Device Company) Influence Revenue
  6. Day 3 Canvas KP KA VP CR SC CS CS RS Build/maintain relationships with providers (KP) Develop platform Co-create initially Move to self serve w/ customer service support Initially sales force Move to direct web sales IT infrastructure Sales and customer service support staff KR Financial to fund sales force and platform development Nurse manager Primary Customer: CFO,VP/Director of Procurement Sub customer: Physicians, Clinical Staff Med dev sales rep Primary Customer: VP of Sales/Marketing Sub Customer: Product Manager, Sales Reps, Clinical Specialists Flat subscription fee for listing products on platform Commission on sales Free Easy access to service for commodity med devs Lower procurement costs for healthcare providers Increased pricing transparency & quality data (i.e. reviews) Allow sales reps to focus on high end products Lower sales overhead for med dev companies Medical Device CompaniesHealthcare Providers Specific service line at academic medical center (e.g. cardiac, neurosurgery). Flagship med dev company neuro group (Integra)
  7. Day 4 and 5 Canvas KP KA VP CR SC CS CS RS Build/maintain relationships with providers (KP) Develop platform Co-create initially Personal assistance Sales force IT infrastructure Sales and customer service support staff KR Financial to fund sales force and platform development Primary customer: CMO, Head Nurse Sub customer: Nurse manager Primary customer: VP of sales Sub customer: Med dev sales rep Flat subscription fee for listing products on platform Free Easy access to service for commodity med devs Allow sales reps to focus on high end products Lower sales overhead for med dev companies Medical Device Companies Healthcare Providers Specific service line at academic medical center Flagship med dev company cardio group Support terminal for cardiac leads, stents, defibulators No Deletions from Yesterday
  8. Patient Cardiologist Sales Rep Nurse Manager Payer Director of Strategic Sourcing (Hospital) Director of Sales (Group Purchasing Org) Director of Sales (Medical Device Company) MedDev Direct Influence Revenue Support Terminal
  9. Next Steps • Return to Customer Discovery now that we understand the full procurement process • Focus on higher level stakeholders at both hospitals and med dev companies • Do research on needs of hospitals outside of NYC

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