ACDF Spinal Implant Requirements Definition

Guided design engineers and marketers in the early-stage development of a new ACDF plate system for a leading spinal implant manufacturer with a $200M cervical implant business. Led competitive benchmarking and conducted usability studies with surgeons to identify market gaps and unmet user needs, ultimately developing the product requirements document.

Project Info

Client: A Spinal Implant Manufacturer

Time: 2023, 4 Months

Role: Project Lead, Principal Investigator

Project Overview

Key Takeaways

Identifying Gaps in a Crowded Market

Through our competitive benchmarking and market analysis, we rigorously analyzed the portfolios and specific offerings of over a dozen competitors including the market leaders and those identified as doing new and interesting things in the category. We delivered a report that provided both a technical breakdown of the competitive offerings and an analysis of their market strategy. In this way we were able to serve the marketing and R&D sides of the business, creating a shared resource for use in subsequent design development.

Enhancing an Already Loved Procedure

Walking away from our cadaver labs, it became clear that the current implant system did not have any glaring faults and the surgeons generally enjoyed the procedure. The resulting challenge was to develop take a detailed breakdown of the procedure, pointing out more nuanced pain points and latent needs that could be leveraged as differentiators.

As a result our requirements document and strategic recommendations centered around either maintaining surgeon satisfaction while driving out costs, or creating moments of delight that contributed little additional procedural costs.

Challenges

Keeping the Project Lean

This was a relatively small project with a tight budget, but also a highly technical subject that required focus and attention to detail. To be successful with this engagement, we needed to get to high levels of specificity quickly and work efficiently to answer the key research questions. To this end, I directed my team to take the approach of working through a portion of the analysis, reviewing with the client, and upon approval templatizing an approach for execution.