7th Annual Medical Device Product Management Conference

November 5-6, 2019 | Chicago, IL

HGI Chicago Downtown Magnificent Mile

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DAY ONE | TUESDAY, NOVEMBER 5

8:00 REGISTRATION & WELCOME COFFEE

8:50 CHAIRPERSON’S OPENING REMARKS

9:00 OPENING ICE-BREAKER: SHARING INSIGHTS ON KEY COMPONENTS OF A PRODUCT ROADMAP
The opening ice-breaker will kick off the conference with the chance for all participants to meet new attendees and connect through short, engaging discussions. In this interactive session, participants will be encouraged to share their perspective on the key components of a robust product roadmap to communicate the overall initiatives that are critical to the success of a device such as competitive intelligence, creating consumer value, and understanding the product market landscape. In addition, participants will be building contacts with industry peers, kicking off the event networking platform.

 

9:30 PANEL: INTEGRATING MARKET RESEARCH INTO STRATEGIC PLANNING FOR NEW PRODUCT DEVELOPMENT
With the deeply competitive nature of the medical device industry, companies are finding a need to differentiate products through diverse channels, incorporating market research and competitive intelligence into product road maps. With the integration of customer voices throughout product development and lifecycle management, executives can ensure user-centric planning is included into the medical device marketplace and processes. Through continuous monitoring of the competitive landscape, road maps can better align with the trends in the market and avoid unnecessary overlap with competitors increasing product value.
PANELISTS:
Janel Taueg, MEDTRONIC

Virginia Lu, INSULET CORPORATION

Cheryl Lacy, THERMO FISHER SCIENTIFIC

Elizabeth McNally, ABBOTT DIABETES CARE

 

10:30 COFFEE AND NETWORKING BREAK

 

11:00-12:30 MULTI-PART CASE STUDIES: PRODUCT LAUNCH INITIATIVES AND PORTFOLIO MANAGEMENT
The lifecycle of a medical device organization’s product pipeline will experience a variety of fluctuations throughout the years due to changes in market needs, product profitability and a competitive landscape. Product managers are tasked to continually evaluate the status of products to determine the best road map for long-term device management. From the integration of new technology, retiring legacy products through to post M&A portfolio integrations, product managers must employ a plethora of analyses to ensure uninterrupted and robust pipeline offerings.

 

11:00 NEW PRODUCT LAUNCH INITIATIVES & INTRODUCTION

  • Understanding drivers of launch excellence
  • Tracking activity to improve customer experiences
    • Quantifiable goals/ documentation
    • Customer trends in value-based care
    • Consumer feedback for improvement
  • Coordination of cross-functional product teams

Dina LaTulippe, Director Global Marketing Advanced Arthroscopic Enabling Technology
SMITH & NEPHEW

 

11:30 PORTFOLIO MANAGEMENT OF LEGACY PRODUCTS

  • Identify strong and weak products for resource allocation
  • Track company objectives with device investment
  • Improve, change, or re-brand products in promising markets

Angie Trujillo, Senior Product Manager, ACELL

 

12:00 LUNCHEON FOR ALL SPEAKERS, SPONSORS AND ATTENDEES

 

1:30 IMPROVING THE UPSTREAM AND DOWNSTREAM PARTNERSHIP FOR DEVICE SUCCESS
The ultimate objective for the upstream and downstream marketing teams is to launch a successful product and combining both roles can ensure device success with improved customer outreach and enhanced supply chain management. These functions were previously seen as departmentally siloed and executives are beginning to think of the two roles as a larger, unified team focused on the product’s quality. Weighing the advantages and disadvantages of unifying versus isolating each role will help organizations overcome marketing challenges in resource allocation while making decisions regarding the future of the roles, followed by a small group discussion concentrated on either upstream or downstream efforts and challenges.

Thomas Kouchoukos, Director of Global Marketing, TELEFLEX MEDICAL

 

2:15 SMALL GROUP DISCUSSIONS: CHALLENGES WITHIN UPSTREAM VS DOWNSTREAM MARKETING EFFORTS

GROUP 1: UPSTREAM PRODUCT MANAGEMENT
Stephanie Gonzalez, CONMED

GROUP 2: DOWNSTREAM PRODUCT MANAGEMENT
Donald J. Crotteau, MICROAIRE SURGICAL INSTRUMENTS

 

2:45 COFFEE AND NETWORKING BREAK

 

3:15 CASE STUDY: DECISION PARAMETERS FOR MEDICAL DEVICE DISCONTINUATION
Strategic approaches to discontinue a product requires proper preparation from the product management team, needing to establish appropriate criteria for revenue metrics, competitive forces, and overhead costs. Customer concerns can be minimized if a new product is taking the place of an outdated version, but other decisions need to be discussed when taking a product off the market completely, such as alternative options and customer response. Outlining decision parameters for device discontinuation to meet both customer and market needs will help alleviate concerns with market withdrawal.

  • Eliminate under-performing products in unattractive markets
  • Focus product pipeline processes on appropriate products
  • Setting & balancing long vs short term company goals

Lauren Gavrailoff, Global Product Manager, OSSUR

 

4:00 REIMBURSEMENT STRATEGIES FOR NEW DEVICE ADOPTION & LEGACY DEVICE IMPROVEMENTS
With the move from a volume to value-based market, legacy products are facing market access concerns, while new devices are finding it difficult to gain buy-in from risk averse leadership. The decision to either utilize an existing product code or secure a new code is the foundation that product managers utilize to build a device’s reimbursement strategy and timeline from market launch to road map development. By providing the necessary tools and support to teams & reimbursement stakeholders, product managers can make more informed choices when facing these paralleled difficulties.

  • Reimbursement for an ever-changing device
  • Maintaining uninterrupted product coverage
  • Exploring current coverage of AI products
  • Trends in coding for AI-based products

Alan Au, Director of Market Access, COLOPLAST

 

5:00 END OF DAY ONE CONFERENCE