Commercialization Issues and Strategies for Healthcare Devices

This report addresses commercialization issues from a business perspective, focusing on problems encountered with a healthcare device. The analysis covers revenue generation shortfalls, specifically the Odon device, and the impact of user reviews. It also explores payback problems with transnational health organizations and the lack of government understanding of complex health management issues. The report proposes mitigation strategies for these challenges, including pricing strategies to address payback problems, improved marketing and demonstration of the device's functionality to mitigate negative reviews, and the involvement of experts to address measurement challenges. Furthermore, the report emphasizes the importance of managing the social impact and business case by ensuring the device is accessible and affordable, thereby benefiting a wider population. The report highlights the significance of pricing as a key factor in achieving sustainability and broader adoption of the healthcare device.

Commercialization
Issues
(A discussion from business perspective)

Identified problems regarding health
care devices:
 Review regarding the device: It has been seen that the device
developed by the organization does not match with the portfolio of
the organization. It has been seen that after the launching the device,
the device got mixed reaction from the users. It has been seen that
the Odon device generate the revenue less than the expected in the
peak season. The revenue was roughly from $75 million to $100
million which is less than the expected outcome. However, the
management of the organization thinks that that performance of the
device will eventually improve.
 Payback problem: It has been seen that the organization is avoiding
transnational health organization due to the payback problem. Part
from that the government has not proper knowledge in order to
understand the complex health management problem.

Mitigation plan:
 Mitigation of the pay back problem: It has been seen that the
organization is avoiding working with the transnational organization
due to the payback problem. In this case, the organization has to
maintain proper pricing strategy for the health care providing
organization working at for the clients from different nation. This will
help in better negotiation between the health care providing
organization and the clients.
 Mitigation of the polarization of the devices used: The polarization of
the review of Odon device can be mitigated through the
demonstration of the functionality of the device in a proper way.
Apart from that the marketing for this product is needed to be done in
a proper so that the consumers can understand the significance of
this product. It can be said if the positive review can be increased
regarding this product, there is a chance that the selling of product
can be increased.

Cont..
 Mitigation of the measurement challenges: It has been seen that
there is an issue regarding the measurement during the
implementation of the system. It has been seen that the organization
has worked with many advanced technologies in the health care
system. However, those system were not scalable in nature. In order
to mitigate this problem the experts are needed to be indulged for
the development of the system using those technologies.

Cont..
 Managing the social impact and the business case: It has been see
that the main objective of the organization is to make the medical
devices that will help in maintaining the health related aspects for the
people in the organization. In this case, the organization has to be
concerned about the fact that the people are getting the facility of
using the device. There are some of the factors those are needed to
maintain the sustainability of the product. Pricing, in this case is the
main issue in this context. It has been seen that if the price of the
product is reasonable many health care organizations can afford the
product. Through this many people can get the benefit of the new
product from the health care sector.