February 6-8, 2018Anaheim Convention CenterAnaheim, CA

Use the scheduling tool below to browse all the available sessions, speakers and topics at this year's event. Find the content and sessions to fit all of your educational needs and ensure you get the most out of your time at the show.

Design for Demand Process Overview: Managing Reality to Create Demand & Deliver Innovative Products

Speaker:
  • John Crombie (Vice President of R&D, Centaur Sports Medical)
Location: 210B
Pass Type: Conference (Paid) - Get your pass now!
Conference Track: MD&M: Product Development Best Practices
Recording: TBD

Typical new product development relies on a Marketing function to identify customer needs and desired value, and on R&D to interpret that into a physical product or service that meets clinical requirements. Then Sales creates the demand for these products and sells them. But imagine if the entire Product Development team was tasked with generating customer demand!

Then the purpose of R&D would be to create customer awareness, interest, and value prior to product availability. The “sales pitch” that is created right before launch is now an input that defines the core value of what R&D produces. Priority would be placed on managing all elements that would make the product impossible to be ignored. Demand generation would drive all development activities. This process results in metrics and activities that measures the success by product demand prior to commercialization. This results in Design for Demand (D4D) Product Development.

In this workshop, you will learn to integrate value and demand into to the overall development process, not just your sales and marketing functions. You will leave with practical new tools and techniques for critical thinking, problem solving, and translating ideas into the reality of prolific desirable products.

Witness a performance of how to distinguish Innovation from plain old everyday ideation!

Workshop Agenda Schedule

9:15 – 9:30
Design for Demand Process Overview: Managing Reality to Create Demand and Deliver Innovative Products
John Crombie, Vice President of R&D, Centaur Sports Medical

9:30 – 10:00
Design for Demand: The Wearable Artificial Kidney Story
Jonathan Himmelfarb, MD, Director, Kidney Research Institute

10:00 – 10:15
Refreshment Break

10:15 – 11:15
Design for Demand: Making “Magic” can Guide your Innovation
John Crombie, Vice President of R&D, Centaur Sports Medical

11:15 – 11:45

Design for Demand: “Magic” Creation Workshop
John Crombie, Vice President of R&D, Centaur Sports Medical

11:45 – 1:15
Networking Lunch

1:15 – 1:45
Design for Demand: The Creation of NovaDerm® Skin Substitute
The session will focus on the history and story of the Regenicin NovaDerm® product, which was developed as a direct result of Mr. McCoy's childhood burn experience. He parlayed that traumatic event into a product that helps burn victims of all types, using closed herd pathogen free Xenograft/Xenotransplant animal sourced materials. The product's path through the regulatory approvals process was more challenging than most, but it has succeeded. Come hear the personal journey from childhood challenges to adult IPO success, to safely and effectively treat catastrophic burn victims.
Randall McCoy, Chief Executive Officer and Chairman, Regenicin


1:45 – 2:30
Design for Demand: Uncovering Design Controls Artifacts
A revealing look at some critical and overlooked gems in the FDA guidance documents. You will be surprised to find that you are most certainly not in compliance with this document, and that accounts for most of your struggles with innovation.
John Crombie, Vice President of R&D, Centaur Sports Medical

2:30 – 3:00
Design for Demand: Using Patents to Promote Innovation
Practical advice to assist Product Development professionals to better utilize IP experts.
Etan Chatlynne, Patent Attorney

3:00 – 3:15
Refreshment Break

3:15 – 4:00
Design for Demand: Fill Your Toolbox with D4D Skills
John Crombie, Vice President of R&D, Centaur Sports Medical

4:00 – 4:45
Shedding Light on Your Shadow Customers

Ashlea Mittelstaedt, Vice President, Marketing, Autonomic Technologies

4:45 – 5:30
Panel Discussion: Unconventional Product Development
Cross-functional business leaders share their disruptive yet effective experiences.
Moderator: John Crombie, Vice President of R&D, Centaur Sports Medical
Panelists:
Dave Saunders, Chief Technology Officer, Galen Robotics
Randall McCoy, Chief Executive Officer and Chairman, Regenicin
Ashlea Mittelstaedt, Vice President, Marketing, Autonomic Technologies