Insight Informed Innovation: a crash course in identifying unmet clinical needs
In the consumer product market, deeply understanding customer needs and behaviors has been the modus operandi driving successful product design for decades, yet in the medical device world this has been much less common; in part because it is hard to identify who the customer really is, let alone understand and meet their multi-factorial needs and adoption preferences. The successful innovators, designers and leaders of tomorrow will have the skills to address this. In this class, he will overview the Insight Informed Innovation (I3) process, developed by his company Clinvue and taught at Johns Hopkins and Rice Universities. The process identifies and prioritizes unmet, underserved and unarticulated stakeholder needs as a framework for the development of successful medical devices. The I3 process is increasingly being adopted by industry as best practice and he will share its essence, using real-world examples and products drawn from 30 years of consulting with companies such as Becton Dickinson, Bard, J&J, Medtronic, Boston Scientific and startups around the world.