Medtronic’s Deep Brain Stimulation – Turning A Revolutionary Therapy Into “Standard Of Care” Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

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IMD-3-1668 © 2006
Deschamps, Jean-Philippe; Barnett Berg, Michèle

Its brand-new deep brain stimulation treatments while utilizing comparable innovation and production practices as the heart gadgets had various difficulties as they relied on a smaller sized population of medical specialists for recommendations and the therapy was still thought about cutting edge as the conditions it got rid of were generally relieved with drug medication. In addition to these obstacles; within Medtronic a stress existed in between discovering brand-new applications for the deep brain stimulation therapy and growing its existing usages and applications.

The case checks out how Medtronic utilizes company procedures that have actually been effective in the past to construct market share and brand name as well as produce brand-new activities to fulfill the markets altering expectations and conditions and take this brand-new therapy to a standard of care. Knowing goal: Medtronic developed a really effective pacemaker company and desired to establish the exact same market share and standard of care with its deep brain stimulation therapy. Medtronic had substantial obstacles to eliminate prior to being able to do so.

Subjects: Innovation; Marketing; Research and Development; Medical device; Deep brain stimulation; Standard of Care
Settings: Tolechenaz; Switzerland and Medtronic worldwide locations; Medical device; $10 billion and 33;000 employees (as of fiscal year 2005); 2006