481: Lessons learned developing medical products – with Ron Richard

Product management insights from medical innovations Today we are talking about product management and innovation of medical products.  Throughout my career, I’ve often found the best insights for improving my product work by learning from other industries, so even if you are not involved in medical products, you’ll be able to apply the practices you are about to hear. You’ll learn where insights for new or improved products come from and the pitfalls to avoid in getting products launched. We are learning with Ron Richard, a seasoned expert specializing in medical devices, medical diagnostics, and the life sciences. He has over 35 years of experience in the Medical Industry, has launched over 40 products, and has 17 patents under his belt. He is also the author of the book Someday is TODAY, which describes how to move from idea to launched product. Summary of some concepts discussed for product managers [2:17] How did you get your start in developing medical products? I started through my experience as a respiratory therapist. I worked in intensive care where patients are often on a ventilator and intubated. It’s frustrating to try to communicate with patients because they can’t talk. The first product I invented was a communication board that has simple phrases on it that a patient can point to. I didn’t have any idea how to develop a product, but I saw a problem and came up with a solution. I’m also a paramedic, and I worked on an ambulance. Back in the day, when you pick someone up and put them on oxygen, the oxygen cylinder goes right between their legs on the gurney as they’re transported to the ambulance. It was not very comfortable or safe. I bought some PVC tubing and straps and made my own oxygen cylinder holder. That got sold to the company that makes gurneys, and it’s still in use today. [5:38] What skills are involved in discovering insights that lead to products? Be open-minded. Be attentive to what’s going on in your surroundings. Live in the moment. When I’m dealing with critical issues with patients, I could get distracted, but I’ve had the ability to stay in the moment and not only take care of the patient but also work with the clinical team and observe what products they’re using. [7:01] What role do patients play in getting insights for new products? The first step is to come up with a platform or base idea. The next step is to interview patients and talk in general terms through a PowerPoint or show them a prototype and get their feedback. Many years ago, when people started using CPAP, which is a way to keep your airway open through a mask attached to a machine by a hose, the masks were very clunky and hard to put on. You had to really tighten them up, and it would make a crease on your nose and a red welt around your face. I saw those problems right away with patients. Through my experience at ResMed, we developed some of the most world-class, very comfortable masks you could ever imagine. That really advanced the whole field of sleep apnea, because if the mask is not comfortable, the patient isn’t going to wear it. [9:54] How do you make prototypes? I’ve used all kinds of different materials: foam, cardboard, plastics. Now 3D printers are fantastic. You can make all different sizes and shapes of things as long as you’ve got a decent CAD drawing. My book is focused on medical stuff, but I’m working on a project now using the same framework in my book to develop a new rain gauge. We’re using 3D-printing rapid prototyping. [11:16] How does your innovation process apply to many different fields? Early in my product development career, I attended a week-long workshop called the House of Quality that was put on by Ford and Toyota. I noticed the Ford and Toyota engineers had different approaches to developi...