Ethicon Endo-Surgery

  • Creating an Innovative Surgical Tool

    Creating an Innovative Surgical Tool

    Advanced Surgical Tools wanted to extend a successful product line into attractive adjacent markets. Partnering with Strategyn, the company was able to discover the unmet needs of the physicians it served - enabling them to formulate a clear innovation strategy.

    With idea generation focused on 21 identified unmet customer needs, AST was able to create an innovative solution – the JOC205 Couple Arc Blade. The product features a different geometry that relates to the physicians' specific, sought-after outcomes.

    Knowing its customers' needs also enabled AST to simplify its idea generation process, shaving more than nine months off the original development schedule and significantly reducing capital expenditures. The new features are highlighted in AST's marketing and sales materials to strengthen the product's market positioning.

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General Motors

“We hired Strategyn to help us identify with precision where the opportunities for value creation lie in particular markets of interest ... We are very excited about the results ODI will deliver and we have high hopes that it will play an important role in helping us make vehicles that customers want to buy.”

William J. Rosen

Cordis (j&j)

"Using this approach, we reprioritized resources so we could be the first to market with the stent, an opportunity that became a $1 billion product in less than two years -- the fastest growing medical device in history."

Rick Faleschini

FREE DOWNLOAD - Giving Customers a Fair Hearing

FREE DOWNLOAD - Giving Customers a Fair Hearing

Learn more about Outcome-Driven Innovation by downloading our articles published in MIT Sloan Management Review.

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