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Healthymagination at Ge

In: Business and Management

Submitted By ericlavoie8
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Healthymagination at GE Healthcare system Étude de cas
MAR 754 – Marketing des innovations
Présenté par
Vincent Lapointe | Eric Lavoie | Martin Larivière
Guillaume Therrien | Alexandre Hurtubise | Frédéric Hurtubise

Agenda
Présentation du mandat
Healthymagination
Le processus NPI (New Product Introduction)
1. Description
2. Critiques
4. Nouveaux produits
5. Période d’échange
1.
2.
3.

Le mandat
1- Est-ce que le NPI est une bonne plateforme pour la croissance de GE et sa clientèle?
2- Quels nouveaux produits GEHS devrait lancer ?
3- Est-ce que tous les produits doivent passer par le processus de sélection Healthymagination ?

Stratégie Healthymagination
GE a une stratégie de sélection de projets basée sur 3 critères qui favorise la santé, la croissance et la viabilité de l’entreprise :
- réduire les coûts / - 15%
- accessibilité / +15%
- améliorer la qualité des soins / + 15%

Le processus NPI - description

Le processus NPI - critiques

Le processus NPI - Recommandations
- Critères de sélection
- Critères financiers : rentabilité, marge et payback
- Viabilité / acceptabilité
- Portefeuille d’innovations
- Implication du CFO, balancement des projets/produits
- Création d’un poste de CINO
- Modèle de Cooper (2001)

Description des produits
HepEcho

TEEmax

UltraLipo

Omega

Besoins clients

Diagnostic des maladies du foie et cancer Imagerie pour les chirurgies du cœur

Éliminer les cellules de gras sans chirurgie

Détecter anomalies tôt
(grossesse)

Prix suggéré

120 000$

Probablement 200 000 $ pour le système de base.

120 000$

3 000$

Technologies

LOGIQ E9 fonctionnalités d’ imagerie 3D/4D
Fusion d’image (CT,
MR, Ultrason)

E4D - Représentation 3D du cœur en mouvement
Fine pointe de la technologie Système par cavitation
Technologie simple

Système d’ultrason

Investissement

36 M$

20 M$

10 M$

6M$

Coût marginal

120 000 / 8x = 15
000$

inconnu

120 000 / 8x = 15 000$

3000 / 2x = 1500 $

Point mort

36M/(120k-15k)= 343 unités inconnu

10M/(120k-15k) = 96 unités

6M / (3000-1500) = 4000 unités Description des marchés
HepEcho

TEEmax

UltraLipo

Omega

Localisation

Japon

Mondial

Brésil et États-Unis

Indonésie

Taille du marché ●


400 M$
700 000 personnes / an diagnostiquées cancer du foie (global)
600 000 décès / an
32 000 décès / an au
Japon
Décès du cancer du foie augmente chaque année au Japon










Compétiteur majeur proposera un nouveau produit similaire bientôt








Concurrenc e ●

plus de 1 000 M$
Potentiel de vente de
1000 unités / an





Live 3D Tee by Philips
Traditionnellement,
équipements TEE




plus de 1 000 M$
2 M d’interventions / an dans le monde 400 k d’interventions / an au Brésil
Près de 400 k d’interventions / an au É.-U.
+6.4% interventions intrusives de
2008 a 2013

Contour1 by Ultrashape
Liposonix by Medicis Tech.



63 M$
2000 obstétriciens en
Indonésie
26 sage-femme par
100 000 habitants

Opportunités et risques
HepEcho

TEEmax

UltraLipo

Omega

Technologies et produits + Réutilisation de la plateforme
E9
+ Il s’agit d’une amélioration a un produit existant

- Démonstration de l’efficacité du produit non évidente
- Incertitude concernant les objectifs de réduire le coût/prix des produits vendus + Il s’agit d’un nouveau produit

+ Technologie simple
+ Technologie attrayante pour le client car non destructive.
- Aucune preuve évidente le l’ avantage et du bénéfice clinique du produit
+ Produit existant

- Technologie doit être validée avec des projets pilotes
- Niveau de qualité désiré difficile à obtenir pour le coût donné
+ Il s’agit d’un produit existant

Marché

- Nouveau compétiteur sur le marché bientôt
+ Marché bien ciblé et existant
+ Produit demandé par le marché
+ Marché du Japon connu de GE

- Compétieur reconnu comme leader incontesté. - Marché très large : mondial
- Il s’agit d’un nouveau marché

- Déja plusieurs concurrents avec diverses technologies.
+ Croissance rapide du marché des technologies non destructives - Il s’agit d’un nouveau marché

- Prix de l’équipement peut être vu comme une barrière pour la sage-femme - Il s’agit d’un nouveau marché

Légale

- Pourrait être difficile d’obtenir l’ approbation FDA aux É.-U.

Classification de l’innovation
Matrice GE

Classification de l’innovation
Matrice Ansoff

Classification de l’innovation

HepEcho

TEEmax

UltraLipo

Réduction des coûts de
15%



Réduction probable de 40%
Coûts très faibles pour GE



La R&D requis empêchera de réduire les coûts



Amélioration de l’accès de
15%



Prime d’assurance pourrait couvrir le prix très bas.



Prévision très faible Learder :
Philipp’s



Amélioration de la qualité de 15%














La meilleure solution du marché précision des biopsies augmentée



La technologie n’a pas fait ses preuves encore





Omega

Coûts très faibles pour GE
Possibilité de réduire la marge



Législation défavorable Assurances ne payent pas
Plusieurs
concurrents



Prix élevé pour les sagesfemmes

Pas d’évidence de l’efficacité du produit Retard sur concurrents •

Niveau de qualité dur a obtenir Preuve de la pertinence de la techno. •



Peu de marge sur le produit
Qualité désirée demande investissement majeur Est-ce que tous les produits doivent passer par le processus de sélection Healthymagination ?





Priorité du comité exécutif
En lien avec la mission de l’entreprise
Positionnement stratégique (Marketing)
6G$ en investissements (R&D sur 6 ans)
○ Meilleurs soins, qualité, coûts

Est-ce que tous les produits doivent passer par le processus de sélection Healthymagination ?
● Avantages
○ Uniformité & standardisation des processus
○ Confiance & qualité
○ Répond à un besoin de la clientèle
● Inconvénients
○ Risque de manquer des opportunités
○ Démarche coûteuse
○ Arbitraire

Est-ce que tous les produits doivent passer par le processus de sélection Healthymagination ?
● Donc, à nos yeux, ce ne sont pas tous les projets qui doivent passer par le processus de sélection... Période d’échange

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