At my previous dental provider, getting a crown was a couple visits endeavor. During the first visit, the dentist would go in and do what they do to prepare for the crown. Then, I’d sit with that icky molding tray in my mouth until it was ready to send off to the lab, get fixed with a temporary tooth, and be sent on my way. Two weeks later, I’d be back in the chair getting the permanent crown installed.
My most recent experience was completely different. As soon as I sat down, the dental assistant used a wand camera to send 3D imaging of my smile directly to a computer she had rolled in. Once the dentist arrived, he prepared as usual, then reimaged the space before using the computer’s software to design the new tooth. A few moments later, he submitted the design to what was essentially an in-house printer. The computer alerted him that it would take sixteen minutes to create the new tooth. After some polishing and other dental work (maybe another 45 minutes, tops), I was off to work with my brand new permanent crown – personally designed just for me.
In its Pulse of the Industry 2018 report, EY states, “[In medtech] It is not enough to develop services that are product add-ons. Provider and payer customers want new approaches that optimize both the efficiency and outcomes of care; consumers want individualized solutions personalized for their specific health needs.”
When we talk about delivering product success, we’d be remiss to not ask the next logical question, which is to who? And why?
Naturally, dentists and other health professionals are immediate recipients of innovative medical devices. But, beyond these providers, the ultimate beneficiary might actually be people like you and me: the patients. Thus, quality products lead to quality experiences. And these products require inputs from various stakeholders throughout the entire product lifecycle to fuel the engine.
Evolving customer expectations are changing how companies deal with shifts like personalized healthcare, direct-to-consumer sales, and customer complaints.
In this fourth industrial revolution, rethinking business models where customers are at the center is imperative for medtech companies to not only survive, but thrive.
My personal experience, as a single example, would not have been possible had the products been unsafe, failing, or defunct. The level of trust I have with my dentist – and every innovation in that room – is often taken for granted, but that’s exactly as it should be. It should be without question to both parties involved that the technology in use is safe, regulated, and functional.
The need for a robust Quality Management System (QMS) is more acute than ever. Technological advancements, Bring Your Own Device (BYOD), and the need for connected user experiences are making products increasingly complex. Medtech firms need to qualitatively innovate and collaborate with diverse new technology partners like outsourced software development firms, additive manufacturers, and IoT providers.
Leveraging actionable insights from customer feedback and collaborating with stakeholders while ensuring the changing regulatory landscape requirements are met, could be challenging for product teams.
The core benefits of what your QMS solution should enable are:
- Quality - Delivers better, consistent, and more innovative products that customers love
- Compliance - Meets global and local market standards in every regulatory environment
- Collaboration - Removes barriers to data visibility, feedback sharing, and team agility
This is a tall order for your medtech business. Your QMS solution should connect seamlessly with CRM and PLM systems for a true closed feedback loop that manages product realization, quality processes, and customer complaints.
Delivering product success in the medtech industry is incredibly consequential to your customers because the experience and impact of your products extend to both visionary healthcare providers and their often nervous patients.
My dentist kindly indulged me in why he’s invested in new technologies that have enabled him to replace crowns and the like in a single visit. Here’s what he said: “The patient experience is important, but so is function. Designing the crown myself allows greater precision and accuracy. I can zoom in and see details that the lab might miss and adjust on the spot.”
Here’s what I heard: I won’t have to be numbed again in two weeks!
It’s uncommon that a trip to the dentist is a pleasant one for me, but medtech changed my mind. This was true Product Success Delivered.
Are you considering a modern Quality Management System for your medical devices? Download our QMS Buyer’s Guide for everything you need to know to build your business case.