Marketing Plan DECEMBER 10, 2014 MKT 571 The Product ROBO OP Surgeons Console Patient Side Cart Contains FlexWrist Imaging and Control Center Executive Summary DTSF Headquartered in Dallas, Texas Start-up company formed by surgeons and engineers Product is ROBO OP a robotic system used for minimally invasive surgery Minimally invasive surgery makes operations easier, faster, less scarring and shorter recovery time Market Leader is Intuitives da Vinci robotic system Main customer concerns Too expensive and is unreliable Poor customer service (maintenance and service) DTSF have designed improvements to the control system, the imaging/vision system and flexibility (FlexWrist) ROBO OP is a quality/reliability improvement DTSF forecast growth to 1% of market in Y3, 3% in Y6 & 8% in Y11 Situation Analysis Robotic Surgery in existence for many years but full …
There have been many developments in the applications and uses for robotic surgery. Some of these developments have made history in the medical field. Though there have been many developments, robotic surgery is a newer technology that has promise in the medical industry and is still developing. There are many companies in the world that are working on developing new technologies and machines that can help in the medical field. There are many medical facilities that are using robotics every day. There are some procedures that are done today solely with robotics. These methods have become common practices. We will look at the history and development of robotic…
Our target population includes all surgical patients undergoing prolonged surgeries and the post operative patients. Surgical patients are particularly at high risk. Patients undergoing surgical procedures who are immobile for long periods are unable to change positions are at greater risks than patients who are mobile.…
Does every hospital need to have a surgical robot for appropriate procedures? Does it benefit the supplier to limit the number of surgical robots sold in order to maximize utilization per robot? Why or why not?…
The United States is the land of opportunity and competition, so in order for robotics in healthcare to succeed it must make sense financially. Robot-assisted surgery is sometimes considered to be the most expensive form of surgery due to the cost of the robotic system, but that is not true when the indirect costs of robot-assisted surgery are also considered. Landeen et al. studied the cost effectiveness of the four methods of hysterectomy, and they concluded robot-assisted hysterectomy was the least expensive approach when the cost of the robotic system was excluded and disposable equipment was kept below $1,496 per case (197, 208). In addition, the indirect financial effect of lower morbidity, shorter hospital stay, and fewer post-operation…
One might think of surgery as simple as going to the hospital and receiving a complex operation that saves ones life or improves their quality of life. What most people do not realize is the hardships that those people go through unless they had surgery performed on them themselves, and same thing for the surgeons it is not easy for them as well, even though they are professional and highly trained.…
To a certain extent this statement may be correct: even if it is theoretically possible for an A.I. (defined as “a machine with code that includes the ability to learn” (Oxford)) to eventually undergo the necessary studies to learn the medical profession, intuition based on instinct and experience can’t be replicated. So full automatization may be impossible to implement on medical professions, but that hasn’t stopped doctors and surgeons that sometimes rely on machines to perform better. This concept, to enhance human action with machines, may be defined as a “hybrid automatization” and is already used in many countries at medical operations. It is not unthinkable to predict that machines may eventually undertake routinary procedures on their own, and “robot nurses, or at least assistant robot nurses, may have a place in the future” (Scutti, 2015). Also, many of the newly released wearable technology has the potential to monitor some of the user’s vitals such as heart rate. This may be a glimpse to a future in which doctors will have a 24/7 databank on the user (recollected by their watch) to rely on for their…
change from human to robot-like health care workers has come in the face of a…
In today’s time of demand and supply of healthcare needs, organizations must discover or improve services that can meet the needs of patients’ whole at the same time generating revenue as well as achieving high standards for quality of care. One way organizations have done this is by investing in robotic systems to carry out a range of surgeries. In the following presentation I will discuss the topics of: Investing in the MAKO RIO Robotic System, The Utilization of the RIO Robotic System, Stakeholders of an Orthopedic Surgery, Impact to the Stakeholders, Internal and External Factors that Impact the Purchasing of the MAKO RIO Robotic System, Reaction of the Patients About the RIO Robotic System, and the Impact to the Orthopedic Center’s Competitiveness.…
In today’s society the market for new inventions is based primarily on the demand for the product verses the cost to produce and uses the product. Robotic surgical equipment is costly to purchase, plus the cost of cross training the surgeons on the machine. This is one of the reasons robotics have been slow to enter the medical field and once created slow to be utilized over the current standard medical procedures. The most well-known surgical medical robots are Da Vinci and Zeus. Less well known are the catheter based robots; Sensei X systems, Magellan systems, and NIOBE magnetic navigation systems.…
Since technology is taking off so fast, this type of robotic surgery will be around and continue…
Surgery today is something whose history and presence we take for granted. It is sterile, highly regulated, and only performed by trained, experienced professionals. However, before and during the Middle Ages, surgeries were quite gruesome and almost always led to death, due in large part to our lack of knowledge of how the human body functioned. It was during the Renaissance period (1400s to 1700s) that many European scholars (Michael Servetus, Andrea Cesalpino, Andreas Vesalius, William Harvey, Ambroise Paré, etc.) realized that medical care needed to change. They started to study the human body and soon began to understand previously incomprehensible physiology that they also may have had incorrect beliefs about. One of the biggest discoveries…
There is a line across the desktop in the middle. In most primary schools, when a pair of deskmates is a boy and a girl, they will carve such a line, as inviolable as the 38th Parallel, to divide the territory. There is an invisible line in the high school refectory. Boys and girls seat themselves in two parts of the room. The line is a tacit agreement on which concurred by them. There are quite a few lines, perceptible or imperceptible, that reflect the differences between male and female in nearly all aspects of life, no matter how old they are. Language is another field that proves the existence of sexual lines. It`s so easy to notice the line between men and women when it comes to the use of language, and such kind of sex difference seems to be a reasonable choice.…
This movie provides a considerable sense of just how tough and treacherous it is to ride one of these majestic horses in a race. Jockeys are occasionally friends, every now and then they are mortal competitors, and every so often they yell at each other while racing. From time to time this will work, but every so often it is a unlikely to occur, just like the time that Red said "goodbye" to his comrade as Seabiscuit moves into his winning…
Nike is a giant multinational company that is engaged in the development, design, distribution related to professional footwear, sport accessories, equipment and services. In 1979, Nike officially introduce its Air Cushioning Technology which many Nike Air including Air Max (1987), Zoom Air (1995), Tuned Air (1998) and Air-Sole shoes use nowadays. Nike Air shoes came out very successfully thanks to their realistic characteristics such as lightweight, cushioning, versatile and durable and great supports from the reputation of Nike’s brand (Nike Canada 2007). In addition, Nike also gets positive reaction from media and public in Vietnam due to high-quality products. Furthermore, Nike Air shoes to which Nike applied the exclusive Air technology are different from any competitors in market since.…