Product Refinement to Global Distribution
Sugitools Pty. Ltd is an Australian company that was founded in 2003 by surgeon inventor Dr. Jiwan Steven Singh. He was awarded the prestigious Medical Invention of the Year Award in 2002. After successful product launch in Australia and Asia Surgitools was ready to expand distribution globally. MD3 initiated a clinical market potential assessment and recommended that Surgitools should implement some product modifications to increase the marketability of the product in the U.S. MD3 developed and implemented a global pricing structure as well as refined the product positioning strategy. MD3 immediately put the product into global distribution and Surgitools products are now available in multiple countries. MD3 also created a marketing communication strategy and platform for Surgitools that included development of trade show properties, printed materials and web based multimedia. Using MD3's global development and manufacturing resources we were able to strategically define product line extensions and reduce the cost of manufacturing of the existing product by 25%.
From Concept to Product to Global Distribution
Scalpels and surgical knives are probably the oldest surgical instruments invented and their origins can be traced all the way back to ancient civilizations. Surgeons of all specialties use them everyday yet their designs have changed very little over the centuries.
A thought leading gynecologist invited us into her operating room to show us how a simple innovation could improve the performance of vaginal hysterectomy and enable more surgeons to perform more complex hysterectomies vaginally vs. converting them to abdominal hysterectomies. During the performance of vaginal hysterectomies she typically encounters multiple ergonomic challenges especially during morcellation of fibroids and removal of larger uterine specimens. The flat, straight extended knife handles that she typically uses did not enable her to apply proper cutting force at the appropriate angles to safely and easily morcellate fibroids and larger uteri deep in the vaginal cavity. Furthermore the amount of force she had to exert on the thin handle to cut through tough calcified fibroid tissue caused hand fatigue and over the years repetitive stress injuries.
We worked with her to develop a new knife handle that would provide both improved access and ergonomics. Taking design cues from fine writing instruments and artisan sculpting tools, in concert with our FDA approved instrument manufacturing partner, we developed an ergonomic extended length knife handle. We proceeded to gather clinical feedback with the prototype. We implemented and verified design modifications, validated the design changes clinically and finalized the design. Procedure performance improved dramatically the curved shape and angle of the blade carrier provide for improved visualization and the rounded shape eliminated hand strain. MD3 proceeded to commercialize the design and moved the product into manufacturing. MD3 has moved the product into our global distribution network and the product is now registered and is for sale in multiple countries. Find out more about the product at: www.precisesurgical.com