10. Common Causes of Hip Pain and
Loss of Hip Mobility
Osteoarthritis
• Usually occurs after age
50 and often in an
individual with a family
history of arthritis. In this
form of the disease, the
articular cartilage
cushioning the bones of
the hip wears away. The
bones then rub against
each other, causing hip
pain and stiffness.
Kathryn Barbe
11. Rheumatoid Arthritis Causes
Rheumatoid Arthritis
• a disease in which the
synovial membrane
becomes inflamed,
produces excessive
synovial fluid, and
damages the articular
cartilage, leading to pain
and stiffness.
Kathryn Barbe
12. Traumatic Arthritis Causes
Traumatic Arthritis
• Can leads to a serious hip
injury or fracture. A hip
fracture can cause a
condition known as
avascular necrosis. The
articular cartilage becomes
damaged and, over time,
causes hip pain and
stiffness.
Kathryn Barbe
14. Implant Packages: Component Pieces
Hip Package
• Metal Cup
• Plastic Liner
• Femoral Head
• Hip Stem
Kathryn Barbe
15. Implant Selection
Relies upon Hips
• Patient’s Activity Level High Demand
• Porous Hip
• Age
• Bone Quality Medium Demand
• Cemented Hip
• General Health
Low Demand
• Life Expectancy • Cemented/Poly cup
• Weight
Kathryn Barbe
17. Market Drivers
Target
• Aging population (Baby boomers) estimated to double by 2020
• Demand on arthroplastics to rise with increasing osteoarthritis
• Rising rate of obesity
• Treatment alternatives/new technology
Patient Selection
• Age and activity level
• Isolated hip disease
• Excellent bone quality
• Normal kidney function
Kathryn Barbe
18. Pieces of One Puzzle – 4 P’s + 1
Price
Product People
Place Promotions
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21. Who or What determines which products
are used in the Hospital?
Is product choice determined by:
• The physician?
• The agreed/desired outcome for the patient?
• The desires of the patient?
• The vendor?
• The GPO?
Kathryn Barbe
22. Hip Surgery - Innovation System
Competition
• Surgeons- prosthesis named after them, own research
program, company benefits, autonomy and prestige
• Companies- stay ahead of market with innovative products
unique to them
• Critical role of surgeon preference in product selection
Kathryn Barbe
23. The Medical Device Industry Today
Investors beginning to show much more interest in medical device
companies:
• Straight-forward business model
• Quicker product turn around
• Incremental innovation
• VC’s willing to invest
Innovation rate will still likely be slowed by the adoption rate of
physicians:
• Training takes time
• Conversion slower due to current successful treatment
• Conservative Mind Set/Comfort Zone
Kathryn Barbe
24. Orthopaedic Trends
Industry growth slowing (pricing), but demographics are completely compelling
Key Issues affecting both surgeons and industry
• Medical Legal Liability
• Intellectual Property
Obesity continues to drive
• Break more bones
• Have more joint problems
• Have more spine related disorders
Joint products and treatments gaining the attention of surgeons and industry
Regulatory requirements increasing worldwide
FDA/Health Canada proposal to track medical devices
Kathryn Barbe
25. Marketing in the 21st Century
• Shift in Marketing Mix Doc, I already
diagnosed myself on
• Internet opportunities the internet, I am
here for a second
opinion.
• Changing aspects of
training
• E-marketing
• Increase patient
knowledge
• E-learning
Kathryn Barbe
26. Internet Pros and Cons
• Misleading information
• Bad press
• Privacy/ Security
• Costly
• Access Information
• Patient referrals
• E-learning (physicians)
• Advertising & Publicity
Kathryn Barbe
27. New Product Development Process
Idea Generation
Idea Screening
Concept Development
Marketing Strategy
Business Analysis
Product Development
Market Testing
Commercialization
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28. Idea Generation
Customers
Employees
Distributors
Competitors
R&D
Sources of
New Product Consultants
Process
Creative Thinking
Kathryn Barbe
30. Deliver Marketing Excellence
Marketing Excellence
Capture the voice of the customer
Create innovative solutions
Champion growth and strategy
Brand Development
Communicate brand story to drive growth
Outcomes
Growth Innovation Brand Talent
Kathryn Barbe
31. Star Model Planning
Growth Innovation Brand Talent
1) Strategic Direction Alignment 2) Process & Systems
What does success look like? What’s the specific work (key actions) that
How does this align to the key objective? needs to be accomplished?
What’s the current environment? What core processes & systems are needed?
Who are the key stakeholders? How will the work be created & delivered?
How does this support our brand? What type of decision process is required?
How will success be measured?
Payoff for:
Customer
Smith & Nephew
5) Communication You 3) People
What common information What are the roles & responsibilities?
needs to be shared? What are the right skills & knowledge?
Who needs the information? What cultural norms & behaviors are required?
How and when will the information What are the reporting relationships?
be shared? What’s the distribution of power & decisions?
4) Resources How will performance be measured?
Do we have people’s commitment?
Where will the work be accomplished?
What is the budget & timeline?
How will people be recognized and rewarded?
Kathryn Barbe