Case
Studies
#5.
Surgical Synergy
A surgical
device manufacturer had no trouble innovating in the area it
dominated. Unfortunately it could not do the same in other areas,
even though its future depended on diversification.
BDF helped
them think in new ways to find growth beyond their traditional
business. We focused their energies on innovation using our
concept of ‘enduring domains’ and our process for sorting raw
ideas into usable ones.
We began
by identifying surgical subspecialties under pressure by new
treatment paradigms and from other specialties. We looked at
customer needs and defined those that would endure over the
long term. We then surfaced ideas in each enduring domain and
applied our sorting process to evaluate commercial potential,
ease of clinical development and scientific feasibility. The
result was a project list that would fill the company’s new-product
pipeline. All ideas matched the long-term needs of the core
market and would create products that would overcome or skirt
competition from other specialties.
The company
implemented the ideas and even incorporated BDF’s methods as
a cultural change in its other businesses to reinforce innovation.
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