DESIGNING TO MAXIMIZE VALUE FOR MULTIPLE STAKEHOLDERS: A CHALLENGE TO MED-TECH INNOVATION
Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Dong, A.
Author: Aquino Shluzas, Lauren M.; Steinert, Martin; Leifer, Larry J.
Section: Design Methods and Tools Part 2
An inductive, multi-case analysis was conducted to examine how design practices involving physicians and medical device developers influence outcomes in early stage medical device companies. This research was motivated by an interest in understanding the role of users in the device development process, specifically in terms of how user interaction influences the acceptance or rejection of new products. An analytic framework for case-based research was first developed, followed by eight retrospective case studies on entrepreneurial firms. Based on a mixed-methods analysis, the study showed that product adoption relied on maximizing benefits for product stakeholders, while minimizing required changes in physician behavior. The data further illustrated that total benefit to product stakeholders was influenced to the greatest degree by benefits afforded to hospitals and physicians, assuming patient benefit was greater than or equal to the standard of care. This study highlights the importance of identifying the often-conflicting needs of medical device stakeholders, and then optimizing devices to satisfy the needs of those with the greatest influence over product use and adoption.