How can Quality, Manufacturing, Marketing and R&D Identify and Manage Risks to Future Product Success during the Product Development Process?

Instructor: Maria Shepherd
Product ID: 701459
Training Level: Advanced
  • Duration: 47 Min

recorded version

1x Person - Unlimited viewing for 6 Months
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Recorded Link and Ref. material will be available in My CO Section
Last Recorded Date: Oct-2009

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This Product Risk Management webinar provides 5 steps for medical device managers from Quality, Marketing, Manufacturing and R&D to drive the success rate of the VOC product development process, in a milestone/checklist process to provide guidance on how to direct product development teams through manageable, avoidable and expensive pitfalls.

Why Should You Attend:
Almost every medical device or life sciences have used some form of Voice of the Customer (VOC) for product development. VOC has been embraced by medical device/life sciences companies as a way to immerse their product design teams in the customer’s culture and environment. However, recent trends have been to internalize the VOC process, and create VOC champions to lead product teams, to eliminate the expense of full time consultants that were guiding the VOC process. When correctly executed, VOC has a proven track record of exceptional design success in the medical device industry. However, gaining the benefit of VOC to reduce product development risk requires management. Bias can skew survey results substantially and even experienced teams may not include indirect competitors in their analysis, or customer segments that are traditionally difficult to approach, such as direct competitors.

This webinar provides 5 steps process of VOC executive oversight to drive the success rate of the VOC product development process, in a milestone/checklist process to provide guidance on how to direct product development teams through manageable, avoidable and expensive pitfalls. This eliminates bias, provides insight and learning to teams so they can better reach the projects goals and objectives, on time and under or at budget.

Areas Covered in the seminar:

  • Why VOC is a best practice product development process for medical device and life sciences companies.
    • Case study: The “gotchas” of internally driven VOC: avoidable and costly errors
    • Why the medical device industry has moved to internally-driven VOC.
    • Managing key milestones in internally-driven VOC to remove bias and improve the probability of success: the 5 step process
    • Case study: A medical device company that used VOC to create a $100 M product
    • VOC’s got legs! Refreshing and recycling VOC from prior years
    • All VOC should result in a marketing specification

Related Technical Document:

  • Will provide a 5-step VOC checklist
  • Marketing specification template
  • VOC process overview to the attendees

Who will benefit:

People with following designations from all life science companies
  • Manufacturing staff
  • R&D staff
  • Marketing staff
  • Quality staff

Instructor Profile:
Maria Shepherd, has 20 years of leadership experience in medical device/life sciences marketing in small start-ups and top-tier companies. Following a career in senior management positions including Vice President of Marketing for Oridion Medical, Director of Marketing for Philips Medical, and Boston Scientific, she founded Data Decision Group. Data Decision Group provides market research to quantitatively/qualitatively size opportunities, judge new technologies, and perform M&A support. Maria has taught marketing and product development courses in the WPI/MassMEDIC Medical Device Certificate and HCMA Programs.

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Refund Policy

Registrants may cancel up to two working days prior to the course start date and will receive a letter of credit to be used towards a future course up to one year from date of issuance. ComplianceOnline would process/provide refund if the Live Webinar has been cancelled. The attendee could choose between the recorded version of the webinar or refund for any cancelled webinar. Refunds will not be given to participants who do not show up for the webinar. On-Demand Recordings can be requested in exchange.

Webinar may be cancelled due to lack of enrolment or unavoidable factors. Registrants will be notified 24hours in advance if a cancellation occurs. Substitutions can happen any time.

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