MedTech Innovator 2017
Learn how to master front-end innovation in the medtech industry with the help of industry experts and d.school at Stanford University
Module I: 15 - 17 November
Module II and exam: 4 - 6 December
The programme enables you to develop breakthrough products by mastering user driven innovation and building a successful commercial strategy. During the programme you will learn how to identify real user needs and develop creative product concepts with a clear commercial message and strategy demonstrating value.
Experts from Stanford University and the industry will train you how to use Design Thinking and Lean Startup methodologies which have been proven to provide extraordinary results in numerous industries. During the programme you will get tools to:
- Understand and meet real user needs
- Boost your creative problem solving
- Maximize the commercial value of your concept
- Involve and engage key stakeholders
- Accelerate your innovation cycles
- Secure strategic fit
- Scope the innovation challenge
- Achieve product-market fit up front
- Reduce risk and save innovations costs
This is a hands-on, interactive, fast paced programme that is highly experiential and designed to help you put the newly learned skills into action as soon as you return back to work. The goal is to understand, define and maximize the commercial value of product concepts in the front-end innovation process.
Module I: Understanding users and creating early concepts
The ability to identify real and unique user needs is the foundation of successful product development. Integrating user insights into innovative product concepts can be challenging and in this module you will learn
tools that can help you with that.
In module I you will learn how to gain ”deep empathy” with real end-users and how to uncover needs, which the users may or may not be aware of. You will get to know different methods for user engagement and practice how to prepare and conduct a user interaction. You will learn the transition from raw data to an in-depth understanding of a person’s thoughts, emotions and motivations related to the specific topic at play. This will be combined with a focus on market drivers and trends as well as an understanding of the stakeholders you will have to involve and convince about your ideas and conceps.
You will practice creative problem solving and user centric product development techniques. By using the Design Thinking methodology you will learn rapid prototyping techniques and user testing that enable fast iterative innovation cycles. You will nurture a design thinking mindset, including human-centeredness, radical collaboration and culture of early prototyping and fast iteration.
Module II: Commercialisation
Addressing the business case as early as possible drives market success
Module II focuses on how you develop a strong value proposition for all stakeholders and achieve product-market fit. You will be trained in building a roadmap for a commercial strategy while incorporating the right market access messages in the commercial approach and engaging clinical and non-clinical stakeholders. By using the Lean Startup methodology you learn to combine business-hypothesis-driven experimentation and validated learning to rapidly accelerate the development of a strong commercial strategy. The module is completed with an oral exam
The programme consists of two modules of each three days training:
- Module I: Understanding users and creating early concepts (15-17 November)
- Module II and exam: Commercialisation (4-6 December)
An oral exam is included in the end of module II.
During the programme you are challenged to apply everything you learn on a case. You will work with a real business case through every step from defining the innovation challenge, prototyping, testing ideas, iteration to commercial strategy.
The teaching format is based on short lectures combined with hands-on work on a real business challenge and several examples and stories are introduced from companies that are successfully integrating Design Thinking into their innovation work. You will work on team-dynamics exercises to support the messy and ambiguous creative teamwork. During the programme you will get out of the classroom and into the "field" to conduct empathy interviews and test your solutions with real users.
Who should attend
R&D: Project managers and specialists with product development responsibilities, design engineers
Marketing: Specialists, managers, project managers
Level of experience: +2 years
- Anja Svetina Nabergoj, Lecturer at Hasso Plattner Institute of Design, Stanford University (d.school). Associate Professor of Entrepreneurship, University in Ljubljana, Slovenia
- Ida Vesterdal, Partner, Via Design
- Ernesto Nogueira, Senior Principal Advisor, Qmed Consulting
“Good topics and methods, good instructors, good with a realistic case, good to talk to real users, fast paced - which was good. Super inspiring instructors of high international caliber.” Participants, Fall 2016