Innovating through disruptive2019.medicaldeviceevents.com/wp-content/uploads/2017/08/04-Fran… · Page 5 Francisco Miguel Trigueiros| [email protected] This is Emilia Portela

Unrestricted © Siemens Healthcare GmbH, 2016

Innovating through disruptive

marketing

Francisco Miguel TrigueirosSiemens Healthineers

Page 2 Francisco Miguel Trigueiros | [email protected]

Million


USA 12 MillionMisdiagnosis Each Year


12 Million people are misdiagnosed each year in the US

1/20 people who seeks medical care in the United States may walk away with the wrong diagnosis.

Source: Paper published on April 17th, 2014 in the British medical journal by Dr. Hardeep Singh of the Veterans Affairs Center for Innovations in Quality, Effectiveness and Safety and the Baylor College of Medicine, Houston, TX


This is Emilia Portelaand she is more than a statistic…

April 2nd, 2014

?April 11th, 2014 April 12th, 2014

• Experienced headache, nausea and loss of appetite

• Visited the family doctor

• Was diagnosed with the common flu

• Experienced fever, vomiting and abdominal pain

• The CT didn’t show any conclusive findings

• Was diagnosed with food poisoning

• Fainted, felt down the stairs and fractured her shoulder

• Performed another CT scan showing inflamed appendix

• Was diagnosed with acute appendicitis

• Underwent surgery to remove the appendix

• A few days after the surgery the learned how to Skype

April 9th, 2014


Just Two Months Agomy fiancee was also misdiagnosed twice


250k

Medical ErrorsHIV/AIDS Car Crashes Gun Related Breast & ProstateCancer

67k

30k

13k

Source: Center of Disease Control and Prevention; Department of Motor Vehicles;

250,000 People Die as a Result of Medical Errorsthird-leading cause of deaths in the US

34k

144k


This is William Lintern’s Storyand he is not the only one…

Wiliam Lintern(85-years old)

January 19th, 2013• Experienced shortness of breath• Stayed overnight at the hospital for observation

• CT scan diagnosis was “sizeable tumor on his right lung”• Tumor was inoperable and William was sent back home to prepare for chemo

February 1st, 2013• Struggling to breathe, medical staff decided to do a bronchoscopy • Instead of a tumor, they found a garden pea and he had instead pneumonia

January 22nd, 2013


Diagnostic Errorsat the root cause of fatal medical errors…

DiagnosticTreatment

Other

Major Causes of Medical ErrorsMore commonly, errors are caused by faulty systems, processes, and conditions that lead people to make mistakes or fail to prevent them.

Medical errors…are costly in terms of loss of trust in the health care system by patients and diminished satisfaction by both patients and health professionals.

Source: Institute of Medicine’s (IOM) report, To Err is Human

Education


Market Trends

Demographic shift

Population growth

Rapid scientific progressStaff shortage

Shift to value-basedreimbursement

Growing chronic disease burden

Increasing cost pressure

Consumerism

Managing HealthValue-based healthcare

ConsolidationBuilding the critical mass

IndustrializationDoing more with less

Market Transformation

This Pressure is Driven by Changing Market TrendsConsolidation, industrialization and health management

Page 11 | Restricted © Siemens Medical Solutions USA, Inc., 2017.Page 11

What’s Wrong With This Image?Lung CT scan

24 Radiologists Reviewed this Image

83%or

20 didn’t see the gorilla


Current Pressure from Payers to Healthcare InstitutionsAchieve better outcomes at lower costs

Outcomes

Costs

Enabling better outcomes

atlower costs


>€1 bnR&D spent

73countries

with direct presence

>209,000patients

every hour2)

Biggestsupplier

of medtechinfrastructure

Worldmarketleader

in most of ourbusinesses

> 45,000employees

1,474invention

disclosuresin 2015

> 70%of critical clinical

decisions are influenced by the

type of technology we provide1)

~€13 bnrevenue

Access for

1.08 bnpeople

in developing Countries2)

As your partner, we offer expertiseand resources for your specific needs

1) AdvaMedDX, “A Policy Primer on Diagnostics”, June 2011, page 32) Siemens AG, “Sustainable healthcare strategy - Indicators in fiscal 2014”, page 3-4


This New Model Will in Turn Generate New PrioritiesThe top 10 most common painpoints

Improve profitability

Manage reputation

Staycompetitive

Reduce risk & act compliant

Balance fix vs. variables

Attract, retain, develop workforce

Increaseefficiency

Improve quality of care

Standardize care

Extend clinical capabilities


Future

1956CLINISTIX − dry chemistry testing for glucose in urine

E.v. BehringW. C. Röntgen

1901 Nobel prize winners (Physics + Medicine)

1896 Industrially manufac‐tured X‐ray appliance for medical diagnostics

2011First integrated, simultaneous whole‐body MRI and PET system

1998First Siemens track‐based laboratory automation system

1967First real‐time ultrasound scanner

1975First Siemens CT scanner

1983First Siemens MRI scanner

2008Robotic‐assisted angiography system

2009Multi‐modality 3D imaging network

2008 Digital radio‐graphysystem with wireless flat‐panel detector

2012Wireless transducers for ultrasound

2014“Free breathing”CT scanning with powerful dual X‐ray sources and two detectors

Molecular DX

Digital Health Services

Enterprise Services

Advanced Therapies

1999First intuitive medical IT platform from Siemens

2001First PET/CT system from Siemens

2006Diagnostic analyzer integrating four tech‐nologiesin one system

2005First Dual Source CT scanner

1957Fully automated discrete chemistry analyzer for whole blood or serum

1982First acridiniumester based chemilumin‐escenceimmuno‐assays

2015Wide‐angle image acquisition breast tomosynthesis– Mammomat® Inspiration

2015First Twin RoboticX‐ray scanner for enhanced patientcare and productivity

Built on over 120 years of dedication to innovation,we have a long history in enabling healthcare providers

Outcomes

Costs


Disruptive Innovationoften wrongly confused with pioneering…

Pioneers Innovators=



=



=



=


Otto Rohwedder (1880 – 1960)American scientist and pioneer…

Developed First Prototype (1912) Filled for a Patent


Years

He Pioneered the Bread Industryand nobody bought the idea or need…


1930

Bakeries

Painpoints

Marketing

HouseholdSupermarkets

• Home made bread was expensive and often unsuccessful

• Need to ration bread

• Need to preserve bread• Offer same quality bread

as bakeries• Suboptimal bread wrapping

• Housewife cuts on average 20 slices per day for a household

• Carefully ration bread

Wonder Bread Innovated the Bread Industryand people bought it…


Wonder Bread Innovated the Bread Industryand made sliced bread a success

Most Popular Products at Supermarkets



=


Brand Native Marketing Sales Playbook Disruptive Positioning

THE enablerof healthcare

providers worldwide.

Climbing the Customer Ladder, TogetherOne step at a time


We understand that you expect us to evolve from a simple product vendor to a trusted partner

Relationship

Equipment Vendor Preferred Supplier Solutions Consultant Strategic Contributor Trusted Partner

Impact





Climbing the Customer Ladder, TogetherExcite the market once more


The Foundation for an Innovative Marketing CampaignRobust go-to-market strategy

Market gaps, Portfolio gaps,Target segments and customers.

M a r k e t S e g m e n t a t i o n 1

Challenge, Solution, Benefit Framework.

V a l u e P r o p o s i t i o n 2

Internal, External positioning, naming, tagline and marketing claims.

P r o d u c tP o s i t i o n i n g 3

Orders, sales, unit and revenue volume, market share forecast.

B u s i n e s sP l a n 4

Congresses, PR, Market Intro Team meetings, Demo units, etc.

P r o d u c tL a u n c h 5

Sales tools, campaigns,KOL management.

P o s tL a u n c h 6


Go-to-Market Strategy Templateat a glance


Pre-MortemThe WHAT and the HOW

• A Pre-Mortem was developed medical surgeons• It operates on the assumption that the “patient”

has died, and so asks what did go wrong. • A research conducted in 1989 by Deborah J.

Mitchell, of the Wharton School found that a Pre-Mortem exercise increases the ability to correctly identify reasons for future outcomes by 30%.

• A Pre-Mortem in a business setting comes at the beginning of a project rather than the end, so that the project can be improved rather than autopsied.

• We will be doing a Pre-Mortem for ProjectX.


Professor Baba ShivExtensive experience with Fortune 500 firms

Some Examples of Pre-Mortems by Prof. Baba Shiv• Colgate-Palmolive

• Findings led to a complete redesign of the product launch strategy and sales channels.

• Major Asian Airline Company (name cannot be disclosed)

• Findings led to the creation of a new venture in Silicon Valley to invest in future technology for business conferences and traveling.

• ScanDisk

• Findings led to the creation of a business unit inside the company dedicated to offering services to customers.

• Baba Shiv

• Professor at the Stanford Graduate Business School since the last 12 years

• PhD in Marketing from Duke University

• His work has been featured in a variety of media outlets including The Tonight Show with Jay Leno, CNN, Economic Times, Fox Business, Financial Times, The New York Times, Wall Street Journal, NPR, and Radio Lab. innovation.

About the Facilitator


March 2020Your Text Goes here. Download this awesome diagram

Your Text Goes here. Download thisa w e s o m e d i a g r a m . B r i n g y o u rpresentation to life. Capture youraudience’s attention. All images are100% editable in powerpoint. Pitch youri d e a s c o n v i n c i n g l y .

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Your Text Goes here. Put your text here

Siemens Healthineers Stock Plummets after sales of “ProjectX” fall short of expectations. Team A:

Write a description to determine what reasons could have contributed to the failure of ProjectX’ market acceptance.

Scenario ANegative outlook

Siemens Healthineers


March 2020





Your text goes here. Download this awesome

Your Text Goes here. Put your text here

Siemens Healthineers soars after sales of “Project X” exceed expectations. Team B:

Write a description to determine what reasons could have contributed to the success of ProjectX’ market acceptance.

Scenario BPositive outlook

Siemens Healthineers


Customer Native Marketingvalue proposition

• Identify the main pain point categories.

• Describe what the specific pain points are.

ValueProposition

01 Pain Points

• Describe in a quantifiable metric the implications of the previously identified pain points.

02 Challenge• Describe how the new solution

addresses these challenges.• Explain what it actually does

from a technical standpoint.

03 Solution

• Describe how the solution can address the challenges and Pain Points of the target customer group from a Clinical, Operational and Financial perspective.

04 Benefit


Customer Native Marketing – Molecular Imagingworking with customers from the get go…

5 i n s t i tu t i o n s9 c l i n i c i a n s / p h y s i c i a n s

Ca n I s e e t h e le s i o n ? Ca n I d i a g n o s e i t ? c o m p a r e d t o s t a n d a r d s y s t e m s

76 Pa t i e n t sw i t h 2 , 0 5 2 l e s i o n s

+21% detection, +32% diagnostic confidence

The difference between, seeing and knowing


Customer Native Marketing – Molecular Imaginghaving our customers spread the word for us…



Customer Native Marketing - Ultrasoundworking with customers from the get go…

$2Mi n v e s t m e n t

395u l t ra s o u n d u s e r s

170w o r k s h o p s e s s i o n s

Designed by You, For You


Customer Native Marketing - Ultrasound3rd Party Company recruited 20 ultrasound users

Highest Score for System Usability

83%

68%

Competitors

Siemens

“ I r e a l l y f e e l l i k e a n o v e r a r c h i n g c o n c e p t f o r t h e

d e s i g n o f t h i s s y s t e m w a s s i m p l i c i t y a n d e l e g a n c e .

T h e m o r e s i m p l e i t i s , t h e e a s i e r i t i s t o u s e . ”




Climbing the Customer Ladder, TogetherWork together as a high-performance team



You will never have a second chance to make a first impression.

Climbing the Customer Ladder, TogetherDevelop the right tools and solutions



Interactive Sales Playbook - Ultrasoundyou will never get a second chance for a good first impression

Te s t- D r i vet r a n s a c t i o n a l b u s i n e s s

S i d e - b y - S i d e D e m o sS i e m e n s v s o t h e r s

B e s t- Pra c t i ce S h a r i n gE d u c a t i o n , o n e d e m o d o e s f i t a l l

Demo Playbook


S3000 S2000 S1000 SC2000

S2000 ABVS NX3 P500 Freestyle

Interactive Sales Playbook - Ultrasoundselect your system


AdministratorClinicianSonographer

Interactive Sales Playbook - Ultrasoundselect your audience


minute minutes minutes

Interactive Sales Playbook - Ultrasoundselect your time


Product Presentation Live Demonstration

Interactive Sales Playbook - Ultrasoundselect your format


Live DemonstrationScript

Lorem ipsum dolor sit amet, consectetur adipiscingelit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi utaliquip ex ea commodo consequat.

Duis aute irure dolor in reprehenderit in voluptatevelit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id estlaborum.

Interactive Sales Playbook - Ultrasoundwatch, read and listen to your demo


Interactive Sales Playbook - Ultrasoundbest practice sharing




Climbing the Customer Ladder, TogetherDevelop the right tools and solutions



ScannerRadiopharmaceutical Reading Station

Disruptive Product Positioning – Molecular ImagingWorld’s first comprehensive Alzheimer’s disease imaging solution

Every 68 secondss o m e o n e d e v e l o p s t h e d i s e a s e i n t h e U n i t e d S t a t e s

5.4 million Americansl i v e t o d a y w i t h A l z h e i m e r ' s d i s e a s e


Disruptive Product Positioning – Molecular ImagingInternal sales positioning

2012 2014


Disruptive Product Positioning – Molecular ImagingExternal sales positioning







Disruptive Product Positioning – Molecular Imaginglet the images speak for themselves…

5 i n s t i tu t i o n s9 c l i n i c i a n s / p h y s i c i a n s

H i g h e r d i a g n o s t i c co n f i d e n cec o m p a r e d t o s t a n d a r d s y s t e m s

76 Pa t i e n t sw i t h 2 , 0 5 2 l e s i o n s



Disruptive Product Positioning – Molecular Imagingexternal product positioning





Climbing the Customer Ladder, TogetherOne step at a time


You don’t have to be a pioneer to make your product…

the greatest thing

since sliced bread


Thank YouQuestion and Answers

Francisco Miguel Trigueiros

Email: [email protected]

LinkedIn: www.linkedin.com/in/fmtrigueiros

Twitter: @FMTrigueiros

Documents

Innovating through disruptive2019.medicaldeviceevents.com/wp-content/uploads/2017/08/04-Fran… · Page 5 Francisco Miguel Trigueiros| [email protected] This is Emilia Portela