endonav case
EndoNav Case Notes
EndoNav is in an interesting position; they have the technology to truly benefit and revolutionize the market for colonoscopies; however there seems to not be much pull to deviate from the status quo. With its technologies being used in the method they are investors seem weary to join up and actually begin implementing the start up into production and distribution. In their current state EndoNav has some great technology in its flexible scope mechanics however it seems to being used in a way that on paper seems like a great idea however the status quo is resistant of change. The problem is not that the EndoNav solution works and causes less pain on patients, it is that people want to be sedated during the procedure. By eliminating the need for anesthesia it turns into not being a benefit because people who go to a colonoscopy actually want to be sedated more then they want to be free from physical pain after the colonoscopy. EndoNav should take its investment in the technologies and transition them into another field. As some doctors told them in the research phase this technology should be implemented in cardiology or some field other than the colon.
EndoNav should keep its technology however should invest in more research and development to improve the skill of the device and invest in researching areas of different markets and hoe feasible it would be to use EndoNav technology there. Then to help make a culture where the technology does not get stuck in one resistant market they should strive to make EndoNav viable in cardiology or even in mechanics or military use. The company needs to look at a bigger picture rather than only using this technology in one small niche market. By expanding their horizons they can develop their company around their patented device and sell that as a device instead on locking all the research and development invested into only a device for only one operation.
Some benchmarks that the EndoNav team
EndoNav is in an interesting position; they have the technology to truly benefit and revolutionize the market for colonoscopies; however there seems to not be much pull to deviate from the status quo. With its technologies being used in the method they are investors seem weary to join up and actually begin implementing the start up into production and distribution. In their current state EndoNav has some great technology in its flexible scope mechanics however it seems to being used in a way that on paper seems like a great idea however the status quo is resistant of change. The problem is not that the EndoNav solution works and causes less pain on patients, it is that people want to be sedated during the procedure. By eliminating the need for anesthesia it turns into not being a benefit because people who go to a colonoscopy actually want to be sedated more then they want to be free from physical pain after the colonoscopy. EndoNav should take its investment in the technologies and transition them into another field. As some doctors told them in the research phase this technology should be implemented in cardiology or some field other than the colon.
EndoNav should keep its technology however should invest in more research and development to improve the skill of the device and invest in researching areas of different markets and hoe feasible it would be to use EndoNav technology there. Then to help make a culture where the technology does not get stuck in one resistant market they should strive to make EndoNav viable in cardiology or even in mechanics or military use. The company needs to look at a bigger picture rather than only using this technology in one small niche market. By expanding their horizons they can develop their company around their patented device and sell that as a device instead on locking all the research and development invested into only a device for only one operation.
Some benchmarks that the EndoNav team