ITI Scotland
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A Market Case for Chronic Wound Care
In 2008, ITI Scotland announced it would invest £7.9m over three and a half years toward the development of an advanced wound care technology, specifically targeting diabetes-related injuries. But before the organization invested public money in the endeavor, it needed to ensure that its proposed investment was backed by a solid market case.
Working with Strategyn UK, ITI used the Outcome-Driven Innovation (ODI) process to understand the unmet needs of wound care practitioners, reveal a clear market opportunity for superior chronic wound care solutions, discover four practitioner segments with distinct patterns of need, and formulate a multi-platform innovation roadmap.
The ODI process enabled the organization to establish a complete picture of how diabetic foot care practitioners think about the job they are trying to accomplish. ITI Scotland is now in a position to drive ahead confidently with its research and development program and deliver a revolutionary new approach to chronic wound care management.
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