February 6-8, 2018Anaheim Convention CenterAnaheim, CA

Use the scheduling tool below to browse all the available sessions, speakers and topics at this year's event. Find the content and sessions to fit all of your educational needs and ensure you get the most out of your time at the show.

Just Like Magic Workshop: Managing Reality to Create Demand and Deliver Innovative Products - Innovation 101

Speaker:
Pass Type: Conference (Paid) - Get your pass now!
Conference Track: MD&M: Product Development Best Practices
Recording: TBD

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 creates 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 R&D would be to create customer awareness, interest, and value prior to product availability. The “sales pitch” that is created right before launch is now an input that defines the core value of what R&D produces. Priority would be placed on managing all elements that would make the product impossible to be ignored. Demand generation would drive all development activities. This process results in metrics and activities that measures the success by product demand prior to commercialization. This results in Design for Demand (D4D) Product Development.

In this workshop, you will learn to integrate value and demand into to the overall development process, not just your sales and marketing functions. You will leave with practical new tools and techniques for critical thinking, problem solving, and translating ideas into the reality of prolific desirable products.

Witness a performance of how to distinguish Innovation from plain old everyday ideation!

Workshop Agenda Schedule

9:15 – 9:30
Managing Reality to Create Demand and Deliver Innovative Products - Innovation 101
John Crombie, Vice President of R&D, ZSX Medical

9:30 – 10:00
The Wearable Artificial Kidney Story
Jonathan Himmelfarb, MD, Professor of Medicine, University of Washington

10:00 – 10:15
Refreshment Break

10:15 – 11:15

The Magic and Innovation Connection
John Crombie, Vice President of R&D, ZSX Medical

11:15 – 11:45
Magic and Innovation Activity
John Crombie, Vice President of R&D, ZSX Medical

11:45 – 1:15
Networking Lunch

1:15 – 1:45
The Burn Patient Skin Regeneration Story
Speaker TBD

1:45 – 2:30
Practical Design Controls
A revealing look at some critical and overlooked gems in the FDA guidance documents. You will be surprised to find that you are most certainly not in compliance with this document, and that accounts for most of your struggles with innovation.
John Crombie, Vice President of R&D, ZSX Medical

2:30 – 3:00
Intellectual Property
Practical advice to assist Product Development professionals to better utilize IP experts.
Speaker TBD

3:00 – 3:15
Refreshment Break

3:15 – 4:00
Fill your Toolbox
John Crombie, Vice President of R&D, ZSX Medical

4:00 – 4:45
Commercialization Strategies
Speakers TBD

4:45 – 5:30
Panel Discussion: Unconventional Product Development
Cross-functional business leaders share their disruptive yet effective experiences.
Speakers TBD