Using the Voice of the Customer to create new medical devices leads to mcuh better products for the customers. I successfully used this methodology in the development of a complex new device (hemodialysis machine) for Baxter Healthcare. This is the presentation from the Management Roundtable Conference in Boston, 2004

1. Deploying the Voice of the Customer Throughout the Product Development Process A Medical Device Success Story Development of a New Hemodialysis Machine A. Kristian Dekom Director Global Marketing Baxter Healthcare

4. USA 11 Interviews 29 Sorts Canada 12 Interviews 27 Sorts Germany 21 Interviews 28 Sorts France 10 Interviews 24 Sorts Italy 25 Sorts UK 25 Sorts Global VOC Research

5. Diagram of Needs Hierarchy Strategic 5 Tactical 25 Detailed 110 Voice of the Customer Wants and Needs were organized into a hierarchical structure Strategic: Overarching set of customer needs used for defining strategic initiatives and for communicating VOC Tactical: Customer-defined categories of need used to focus on tactical initiatives related to product, service, and market planning Detailed: Detailed customer needs (in their own language) that provide definition to the Secondary Attributes

7. Strategic Needs PROVIDE SAFE AND EFFECTIVE TREATMENT DEPENDABLE MACHINES THAT FIT INTO OUR CLINIC QUICK AND EASY TO SET UP, CLEAN, AND OPERATE GOOD, ATTENTIVE COMPANY PATIENT DATA

8. PROVIDE SAFE AND EFFECTIVE TREATMENT No Failures or Emergencies During Treatment – the Patient Is Never in Danger 83 H Enables Caregiver to Efficiently Provide Personal Care to Patients 75 H Machines Provide the Most Efficient Treatment to Each Patient 71 H Alarms That Make Sense and Are Easy to Understand 71 H Able to Test Blood and Monitor the Effectiveness of the Treatment in Real-time 64 M DEPENDABLE MACHINES THAT FIT INTO OUR CLINIC Dependable Machines That Always Work 79 H Machines With a Proven Track Record 77 H Machines Are Easy to Move and Can Be Used Anywhere 48 L Machines Suit My Need Functionally 42 L Importance: Within Needs Structure QUICK AND EASY TO SETUP, CLEAN, AND OPERATE Machines Are Easy to Learn and to Operate – Interface Is Self-explanatory 73 H Both Users and Patients Are Protected From Contamination and Cross-infection 72 H Set-up for Each Patient Is Quick and Simple 65 M Quick, Easy, and Effective Disinfection 64 M Patient Is Comfortable During the Treatment 52 L Preparation of Chemicals for Machines Is Hassle-free 51 L GOOD, ATTENTIVE COMPANY Quick and Competent Service Technicians That Can Fix Problems Any Time Day or Night 70 H Machines Are Easy to Service and Maintain 69 H A Good Company That Provides Adequate Training and Is Interested in What We Have to Say 60 M Company and Reps That Care About Us and Understand Our Situation 59 M Fast Ordering and Delivery Process So We Get the Supplies We Need When We Need Them 58 M Machines Accommodate Wide Selection of High Quality Dialyzers and Tubing, and We Are Not Limited 56 L to a Single Manufacturer Affordable Machines, Equipment, and Maintenance Agreements With Flexible Financing Options 51 L PATIENT DATA Data is in the Format I Want 60 M Patient and Treatment Data is Easy to Enter 55 L Can Easily Access All Data 54 L

10. VOC Deployment in Design

15. Choosing Among Designs

30. Validation

32. Results

35. Key Learnings