1. Arash Astanehasl, Akash Shivashankara, Samuel Wollner
MedDevDirect: Lean LaunchPad Day 5
Customers interviewed today: 10
Total customers interviewed: 44

2. What We Thought Day 1 and Day 2
Medical Device
Company
Sales Rep Hospital
Cut inefficiency in medical device
procurement process by replacing
sales rep with online platform

3. KP KA VP CR
SC
CS
CS RS
- Healthcare
providers
- Build/maint
ain
relationshi
ps with
providers
(KP)
- Develop
platform
- Lower
procureme
nt costs
for
healthcare
providers
- Lower
sales
overhead
costs for
med dev
companies
- Co-create
initially
- Move to
self serve
- One
segment
for med
dev
companies
- Tiered
pricing
based on
volume
- Initially
sales force
- Move to
direct web
sales
- IT infrastructure
- Sales and support staff
- Flat subscription fee for listing
products on platform
- Commission on sales
KR
- Financial to
fund sales
force and
development
Day 1 Canvas

4. Day 2 Canvas
KP KA VP CR
SC
CS
CS RS
Build/maintain
relationships with
providers (KP)
Develop platform
Co-create initially
Move to self serve
w/ customer
service support
Initially sales force
Move to direct
web sales
IT infrastructure
Sales and customer service support staff
KR
Financial to fund
sales force and
platform
development
Primary Customer:
CFO,VP/Director of
Procurement
Sub customer:
Physicians, Clinical
Staff
Primary Customer: VP
of Sales/Marketing
Sub Customer:
Product Manager,
Sales Reps, Clinical
Specialists
One segment for med dev
companies
Tiered pricing based on
volume
Flat subscription fee
for listing products
on platform
Commission on sales
Free
Lower procurement
costs for healthcare
providers
Increased pricing
transparency &
quality data (i.e.
reviews)
Lower sales
overhead for med
dev companies
Medical Device CompaniesHealthcare Providers
Specific service
line at academic
medical center
(e.g. cardiac,
neurosurgery).
Healthcare providers
Flagship med
dev company
neuro group
(Integra)

5. Actual Landscape
Patient
Cardiologist Sales Rep
Nurse
Manager
Payer
Director of Strategic Sourcing (Hospital)
Director of Sales (Group Purchasing Org)
Director of Sales (Medical Device Company)
Influence Revenue

6. Day 3 Canvas
KP KA VP CR
SC
CS
CS RS
Build/maintain
relationships with
providers (KP)
Develop platform
Co-create initially
Move to self serve
w/ customer
service support
Initially sales force
Move to direct
web sales
IT infrastructure
Sales and customer service support staff
KR
Financial to fund
sales force and
platform
development
Nurse manager
Primary Customer:
CFO,VP/Director of
Procurement
Sub customer:
Physicians, Clinical
Staff
Med dev sales rep
Primary Customer: VP
of Sales/Marketing
Sub Customer:
Product Manager,
Sales Reps, Clinical
Specialists
Flat subscription fee
for listing products
on platform
Commission on sales
Free
Easy access to
service for
commodity med devs
Lower procurement
costs for healthcare
providers
Increased pricing
transparency &
quality data (i.e.
reviews)
Allow sales reps to
focus on high end
products
Lower sales
overhead for med
dev companies
Medical Device CompaniesHealthcare Providers
Specific service
line at academic
medical center
(e.g. cardiac,
neurosurgery).
Flagship med
dev company
neuro group
(Integra)

7. Day 4 and 5 Canvas
KP KA VP CR
SC
CS
CS RS
Build/maintain
relationships with
providers (KP)
Develop platform
Co-create initially
Personal
assistance
Sales force
IT infrastructure
Sales and customer service support staff
KR
Financial to fund
sales force and
platform
development
Primary customer:
CMO, Head Nurse
Sub customer: Nurse
manager
Primary customer: VP
of sales
Sub customer: Med
dev sales rep
Flat subscription fee
for listing products
on platform
Free
Easy access to
service for
commodity med devs
Allow sales reps to
focus on high end
products
Lower sales
overhead for med
dev companies
Medical Device Companies Healthcare Providers
Specific service
line at academic
medical center
Flagship med
dev company
cardio group
Support terminal for
cardiac leads, stents,
defibulators
No Deletions from Yesterday

8. Patient
Cardiologist Sales Rep
Nurse
Manager
Payer
Director of Strategic Sourcing (Hospital)
Director of Sales (Group Purchasing Org)
Director of Sales (Medical Device Company)
MedDev
Direct
Influence Revenue
Support
Terminal

9. Next Steps
• Return to Customer Discovery now that we
understand the full procurement process
• Focus on higher level stakeholders at both
hospitals and med dev companies
• Do research on needs of hospitals outside of
NYC