Product innovations in endoscopy technology: Persona Workshop

In the past, the surgeon determined which product to buy

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A leading medical technology provider requested support in developing innovative and disruptive ideas for a medium-term “innovation roadmap”. The first step was to analyse the stakeholders in this product area by means of a Persona Workshop. This revealed that in the past, product design had been one-sidedly focused on pure application and had neglected other stakeholders, such as staff in the sterilisation department, assistants or hospital purchasing. As a result of this increased understanding of the customer, a large number of innovative ideas were subsequently generated not only for product improvements and new products, but also new types of business models.