This article has been taken from The Gen Newsletter - Summer 2007. Click here to download the PDF
Sagentia’s Opportunity Discovery and Technology Innovation services have been used to identify new product concepts and help drive a customer focused innovation process at Johnson & Johnson Wound Management (JJWM), a division of Ethicon Inc.
Deep immersion techniques were used to study wound management at the end of a particular surgical procedure. A joint team comprising innovation and development experts from Sagentia and specialists from JJWM was assembled and observed in excess of 100 procedures at 12 hospitals across the US. The team then carried out structured analysis using techniques including the 4Ps methodology, drill down, mind mapping, video and audio recordings. The insights gained were used to develop filter criteria for ranking the 100+ new product concepts, and the most promising were subject to a rigorous technical feasibility study, resulting in a number of prototypes being tested in vivo.
The work was completed in nine months and provided JJWM with a number of novel, technically validated, product concepts. For a subsequent programme of work, we acted as a mentor while the JJWM team carried out an immersion study in a new area. JJWM has now taken the methodologies and experiences gained and built them into a process which they manage and own.
