Marketing †product, pricing &description Essay

Initial fruit The Company plans to pursue sprucely and at an accelerated rate the development, cropion and marketing of artificial lumbar disc . The goal would be apart from being superior to otherwise products it should affordable for the tidy sum in Canada keeping in mind that in truth few people rely on medical insurances and pay from their throw pocket.. Emphasis would be on improving the reliability of the thingamabob, and withal incorporating digital circui find out or sensors to monitor the position of the device after it has been implanted on to the patient.The company would also like to pay for any revision surgeries for the patients if required. We would also manufacture associated devices/instrumentation required for surgical procedures. Short condition Product In the second year of business the spinal anesthesia Dynamics would elbow grease to pursue development of a cervical (upper back) artificial disc found on the previous soma but much smaller in size. Lon g Term Product Plan would be to improve the lumbar artificial disc and come up with better device material, in order to make it more durable and wear resistant.We would also try to incorporate digital circuitry in order to monitor the position of the device post surgically. DESIGN PROTOTYPE The figure would be similar to the actual Charite disc by Depuy Spine . A polymer sliding core at the middle with ii cobalt chrome end plate would be the basic construct design. KEY FEATURES & BENEFITS The strategic product benefit of prize disc would be its being minimally invasive, ability to alleviate chafe and capability to reestablish normal range of motion. The main benefit would be that the device would be manufactured in Canada, and thus would be graduation of its kind.spinal anaesthesia Dynamics would also file for patent protection . It would be economically outlayd, in order to make it more affordable for the masses in Canada. PRICING PLANS The current market price for an artif icial disc implant is approximately 5000USD-10,000USD. The aim of Spinal Dynamics is to minimize the bell of the implant, by manufacturing the implant in Canada at half of the existing price. The price per device would be approximately 1000USD. COMPETITIVE ASSESSMENT Companies Differentiators Medtronic De-puy Synthes Spine.Core capability brand name Huge range of products Backed by Johnson&Johnson constituted brand name Technology/Innovation passing innovative Highly innovative Specialized in spinal areas Unique distribution NO NO NO PART C OPERATIONS LOCATION & FACILITIES Spinal Dynamics would be renting a 1500 sq feet area for our office aloofness in Toronto, Canada. The space would be divided into 10 cubicles, with two cabins for the presidents and the older scientist. 15 Dell Inspiron Desktops would be bought and housed in each cubicle and cabins.An yearly license from Abaqus and CATIA would be purchased, which could be renewed from time to time. unconnected from these a high speed internet connection, an office LAN would be required. A back up system would be put in address to secure the info files every week. External hard disks and other data storage devices would be bought for this purpose Also a Plotter and two HP Laser printer would be bought. On a match level a small office place would be hired in U. S at Toledo, Ohio from where few team members would be working.This convention would be dealing with exam and development of experimental protocol for the device. twain the groups would be communicating via emails , phone calls etc. This model would enable Spinal dynamics to save some cost on procuring expensive equipments for interrogation , and also they can work with non-homogeneous universities in and around Toledo. Apart from this there would be direct communication with experts like Dr Vijay Goel and Lisa Ferrara who all hold out to the Advisory committee and currently reside in U. S. R&D PlansSpinal Dynamics will produce artificia l disc implants with the strategic product benefits of being minimally invasive, will alleviate pain and would restore normal range of motion. Spinal Dynamics unique product design is base upon extensive market research. Though some twist engineering imaginations would be applied to the pre-existing products in the market, the idea would be to incorporate the best features from all of them.CATIA CAD software in synchronicity with ABAQUS an FEA tool would be used for design development. After the design concept is fully developed a prototype will be manufactured.The design team will comprise of 5 team members who will be proficient in CAD/FEA area, this team will be headed by The R&D head Dr Ahmad Faizan. 1) All initial manufacturing work would be done by S&S manufacturing a 3rd company prototype manufacturing company. 2) The designs functionality would be tested by various experiments, namely using MTS simulator and other biomechanical-cadaveric studies. The protocols would be d eveloped accordingly and clear by the management. The testing could be done at various universities at a much cheaper cost than buying costly equipments initially.3) Clinical trials would be undertaken through hospitals under the guidance of physicians and patients who would be willing to participate in this trial. Legal aspects would be taken care of, in case the design does not work. The patients suitability to the trial would be selected based on the physicians decision. 4) After the first four stages a pilot manufacturing would be undertaken, and 100 devices would be produced. 5) The devices testing results would be submitted for FDA and other approvals and accordingly vigorous testing would be undertaken if the admit be.6) After formal approval we would plan to set up a state of art manufacturing shop floor, where the devices would be manufactured and sterile packed. title Description Start Date Finish Date Remarks Priority/ succession Facility development Construction June 2008 Oct 2008 Very important/ First anteriority Product development Design & prototype June 2009 Should be started as shortly as the facility is set up Testing Clinical Trial-short term and long term September 2010 Approvals Obtaining approvals October 2010 pilot program Test Initial Pilot test November 2010 Production Full fledged production.