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Design for Demand Process Overview: Managing Reality to Create Demand & Deliver Innovative Products

Speaker:

John Crombie (Vice President of R&D, Centaur Sports Medical)

Location: 210B

Date: Tuesday, February 6

Time: 9:15am - 9:30am

Pass Type: Conference (Paid) - Get your pass now!

Conference Track: MD&M: Product Development Best Practices

Vault Recording: TBD

Workshop Agenda

Typical new product development relies on a Marketing function to identify customer needs and desired value, and on R&D to interpret that into a physical product or service that meets clinical requirements. Then Sales and Marketing create the demand for these products and sells them.

But imagine if the entire Product Development team was tasked with generating customer demand!

Then the purpose of the entire team would be to create customer awareness, interest, and value prior to product availability. Priority would be placed on managing all elements that would make the product impossible to be ignored. Demand generation would drive all development activities. Progress would be measured by product demand prior to commercialization. This results in Design for Demand (D4D) Product Development. In this track, you will learn to integrate value and demand into to the overall development process, not just your sales and marketing functions.


9:15 – 9:30
Design for Demand Process Overview: Managing Reality to Create Demand and Deliver Innovative Products
John Crombie, Vice President of R&D, Centaur Sports Medical

9:30 – 10:00
Design for Demand: The Wearable Artificial Kidney Story
Jonathan Himmelfarb, MD, Director, Kidney Research Institute

10:00 – 10:15
Refreshment Break

10:15 – 11:15
Design for Demand: Making “Magic” can Guide your Innovation
John Crombie, Vice President of R&D, Centaur Sports Medical

11:15 – 11:45

Design for Demand: “Magic” Creation Workshop
John Crombie, Vice President of R&D, Centaur Sports Medical

11:45 – 1:15
Networking Lunch

1:15 – 1:45
Design for Demand: The Creation of NovaDerm® Skin Substitute
Kelly Hickel, Chief Marketing Officer, PureMedFarma

1:45 – 2:30
Design for Demand: Uncovering Design Controls Artifacts
John Crombie, Vice President of R&D, Centaur Sports Medical

2:30 – 3:00
Design for Demand: Using Patents to Promote Innovation
Etan Chatlynne, Patent Attorney

3:00 – 3:15
Refreshment Break

3:15 – 4:00
Design for Demand: Fill Your Toolbox with D4D Skills
John Crombie, Vice President of R&D, Centaur Sports Medical

4:00 – 4:45
Shedding Light on Your Shadow Customers

Ashlea Mittelstaedt, Vice President, Marketing, Autonomic Technologies

4:45 – 5:30
Panel Discussion: Unconventional Product Development
Moderator: John Crombie, Vice President of R&D, Centaur Sports Medical
Panelists:
Dave Saunders, Chief Technology Officer, Galen Robotics
Randall McCoy, Chief Executive Officer and Chairman, Regenicin
Ashlea Mittelstaedt, Vice President, Marketing, Autonomic Technologies
Etan Chatlynne, Patent Attorney