Game Changing Product Definition Tactics

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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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©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Author: Scott Phillips
Virtual Summit Presentation:
GAME-CHANGING PRODUCT DEFINITION TACTICS
June 2, 2020

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Breakthrough
Product Definition
Tactics

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
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

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Some of Our Clients

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Some of Our Work

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Start with a Framework...

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
The Company and the Product
Should be
Designed Together

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Start with a Clinical Problem or
a Technical Solution??

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
YES

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Stan Lapidus

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
How many customer discovery
discussions to have?

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
~100

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Now Back to the Framework...

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Example Surgical Positioner – not specific to our project

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Accumap

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
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

©2006-2020 StarFish Product Engineering Inc. CONFIDENTIAL
Thank you
Scott Phillips, CEO
sphillips@starfishmedical.com
www.starfishmedical.com

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© 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Cisco at-a-glance Q4 FY18 Revenue: $12.8B, $9.7B Products, $3.2B Services FY18 Revenue: $49.3B, $36.7B Products, $12.6B Services (Non-GAAP) $6.3B Annualized R&D ~72,000 employees 300,000 partners; 62,000 channel partners 480 global sites doing business in 165+ countries More than 19,000 patents 26,000 engineers (36% of our workforce) #1 or #2 in most market segments we serve More than 200 acquisitions since 1993 Broad portfolio of integrated products and solutions Other Stats Fiscal Stats Tom Freeman – Systems Engineer May 2019 The Bridge to Possible Cisco Systems © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential • Intro • Cisco Overview • Life of an Account Team • Closing Thoughts Agenda © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential About Me: • Graduated from UCSC in Fall 2009 • B.S. in Information Systems Management • Cisco employee for ~10 years • Former president of ISMA (Information Systems Management Association) Professional Experience: • Project Manager: Cross Functional Software Project & Programs • Developer: Web Applications / Mobile • Business Operations Manager: Finance, Staffing, Mlanning, Communications, and Metrics Support • Technical Marketing Engineer: Proof of Concepts, Demos, RFP, Lab Management, Interlocks • Systems Engineer: Commercial Sales, Ent Networking, Data Center, Security, Collaboration Interests • Music, Acoustics, Climbing, Disc Golf, Drumming • Networking, FPS games, LAN parties Tom Freeman © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Market Research Web Development Project Management PMO Information Systems Administrator Operations/Finance Event Management Mobile App Development POC Engagement 2014201320122011201020092008 2015 Operations / Chief of Staff 2016 Systems Engineer 2017 PLM / TME Tom’s Journey 20192018 © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Cisco Systems © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential We securely connect everything to make anything possible. Connecting the Unconnected © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential For 30 years, we’ve focused on helping to change the way the world works, lives, plays, and learns. Our vision © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential We create solutions built on intelligent networks that solve our customers’ challenges. Our strategy © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Digital is transforming business. © 2017 Cisco and/or its affiliates. All rights reserved. Cisco Confidential Healthcare Digitization Traditional Analog Clinical Devices Digital Healthcare © 2017 Cisco and/or its affiliates. All rights reserv.

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