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3 min reading time
At the 10x Medical Device Conference, Francisco Miguel Trigueiros, Managing Director of Global Product Marketing, gave us this analogy.
Sliced bread was invented by Otto Rohwedder in 1912 but he sold zero units in 15 years. It was Wonder Bread that made it popular by investigating and segmenting the market, understanding the pain points, and then developing the channels, pricing, strategies, and marketing.
His point? Oftentimes, disruptive innovation is confused with pioneering. You can have science and clinical evidence but if you don’t know how to go to market and truly address the needs of that market, you will fail.
He shared Siemens’ approach to his categories: molecular imaging, CT, and ultrasound. Due to space constraints, I’ll talk here about their ultrasound work, which I think was fantastic.
• User Designed. Siemens changed button placement, touch panel controls, and ergonomics based 395 ultrasound users’ feedback over 170 workshop sessions.
• Easy of Use. Then they bought competitors’ systems and compared ease of use. For example, if they owned a GE, they were sent a Siemens and a competitors. If they owned a Siemens, they sent two competitors. They measured sonographers’ ability to complete tasks and time needed.
I recognize few Medical Devices Group readers have a Siemens-sized budget, but if you are in medical device marketing or compete in Siemens categories, you won’t want to miss the replay and slides.
Find them at https://medgroup.biz/Siemens
The Medical Devices Group surpassed the 350,000-member mark this week. Thank you to all contributors who continue to make our community thrive.
P.S. Registration for the 10x Medical Device Conference is now open at https://medgroup.biz/10x
William (Bill) Jackson
Chander Bhushan Sharma
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