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Market Mapping & Concept 2017-05-19T11:11:44+00:00

We co-create break-through prototypes and solutions

Baat Medical is servicing the orthopaedic companies with: market mapping & concept, development of orthopaedic devices and supply chain management.

What market constraints are we working with? How does the market evolve in five years from now? What is the context (technical or practical) of the desired result? In the early stages of market mapping & concept, our design and development teams run parallel to one another.

We create concepts, mapping engineering needs to your business goals and market requirements.

Market Mapping & Concept results in concepts for our customer. Based upon these results our customer receives a clear view on IP landscape, time/price estimate for further development, cost of goods and technical risks.

Hence, Market Mapping & Concept is helpful in speed to market, reducing risk and lowering cost. Furthermore, it generates a view on the value-driven considerations of physicians, administrators and managers.

Based on 15 years of experience in servicing orthopaedic device companies, we have developed a process that is mapping IP and providing our partner with concepts. So far, we have achieved remarkable results for our customers. Starting point for a design thinking process is that we don’t take a problem description from our customer for granted. An important aspect is that we work with three independent teams.

Value-driven aspects

Nowadays, an important issue is “reduced total costs of care”. The repercussions are clear: to succeed, medical device companies will need to design and market their products to appeal not just to the preferences of physicians in the field, but also to the value-driven considerations that are becoming top-of-mind for administrators and managers. This will not always be easy to pull off, for a couple of reasons.

In the search for value, payers and providers are most interested in highly differentiated devices representing a significant improvement over the benchmark. The reality is that such breakthroughs are rare. Innovation is often an iterative process that yields relatively small improvements over existing products. So far, this approach has worked for medical devices companies as long as the physicians for whom new iterations were designed valued these improvements.

However, demonstrating the value of these products to payers and procurement departments may not be as easy. While the process of iterative innovation has often generated huge improvement in health outcomes over time, any one iteration may not be enough of an advance to be valued by buyers. In many cases, purchasers will prefer a “good enough” product with fewer features at a lower price point.

Baat Medical generates concepts in the Market Mapping & Concept process. Not only can these concepts been evaluated in terms of speed to market, reducing risk and lowering cost; it’s also a tool in estimating value-driven health assessment.

What we do and what you get

Based on 15 years of experience in servicing orthopaedic device companies, we have developed a process that generates IP. Starting point for a design thinking process is that we don’t take a problem description from our customer for granted. An important aspect is that we work with three independent teams. Our approach is based on the following process.

1. Empathy

Objective: understanding the background of the question.

The Empathize mode is the work we do to understand people, within the context of the design challenge. It is the effort to understand the “how people do things and why”, and what is meaningful to them.

2. Define

Objective: clarity and focus to the design space.

The goal of the Define mode is to craft a meaningful and actionable problem statement. It is all about bringing clarity and focus to the design space. It is an extremely important part of the process because different problem statements lead to different results. However, insight in a proper problem statement doesn’t come easy; they emerge from a process of synthesizing information to discover connections and patterns. Three independent teams execute this stage.

3. Ideate

Objective: the generation of source material for concepts.

Ideate is the mode in which we concentrate on idea generation. Psychologically it represents a process of “going wide” in terms of concepts and outcomes. Ideation provides both the fuel and also the source material for defining concepts and getting innovative solutions into the hands of our customers. Three independent teams execute this stage.

4. Concepts

Objective: provide our customer with concepts.

The concept mode supplies information to our customer that can be used to give meaningful feedback. This information can be anything that a user can interact with, like sketches, possible issues for further development, overview of IP landscape, rapid models, price estimate, cost of goods, time to market and technical risks. It’s also a tool in estimating value-driven health assessment. Needless to say, this forms an excellent start for the development of an orthopaedic device.