Customer Discovery 120+ Interviews
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Customer Discovery 120+ Interviews Summer 2020 CONFIDENTIAL Use of material without permission strictly prohibited. Table of Contents 1. Key Needs Part 1 2. Competitor Analysis 3. Hubly Analysis Click to go to 4. Purchasing Pathway each section Part 2 5. Marketing Strategy 6. Hubly Marketing 7. Appendix Customer Discovery Part 1 Overview Using “Three Why’s” we analyzed competitors and Hubly’s technology with key surgeon needs to create a value proposition Why buy anything? Why buy Hubly? Why buy now? Understanding the priorities and Using the six key needs and We ideated marketing leverage needs of surgeons helped inform background research we analyzed points that address unmet needs with us on ways to answer why they Hubly and its competitors on how current drills that would motivate buy new drills well they address surgeon needs surgeons to “buy now” Part 1 Overview | Key Needs | Competitors | Hubly Key Needs Key Needs Interviews We employed the following methodology to identify surgeon preferences and, ultimately, our key needs for drills Buying Process • How much of a say do surgeons have in buying drills? • How often are new drills bought? Hospital Physicians (62) Residents (15) Administrators (14) • How do surgeons get information on new Click to edit Master subtitle style drills? Current Drills • What drills have you used? • What qualities do you look for in drills? • What specific qualities do you look for in single use drills? Technological Features • What new technologies are needed? • Would you like plunge prevention and finer control? • How important is catheter guidance • technology? Key Needs Overview Research and interviews have elucidated six key needs surgeons have when considering surgical drills Ergonomics Pricing Longevity Technology Features Temperature Control Compatibility Part 1 Overview | Key Needs | Competitors | Hubly Ergonomics Hubly can differentiate themselves by addressing the following surgeon-focused, ergonomic considerations 1,2,3,4,5 Specific Features Qualities Characteristics Lighter Design Foot pedal Surgeons prefer lighter and more Flexibility Foot pedals still have a lot of undesirable Surgeons prefer drills that have more sensitive drills, which factor into a qualities, including ‘clunkiness’ prominent ergonomic concern: flexibility in terms of direction stress on hands. “With Anspach, the foot pedal is too It is difficult to perform acute angles with small, making it hard to get into really thick Drills feel big and bulky due to the size of drills skulls. Seems ridiculous but it’s true! the handpiece In the Stryker 6/7 drills, the drill bit Lightweight drills also have lighter attachment prevents the drill hand from ‘I have noticed a difference across different touches that translate to more sensitivity going left to right manufacturers in terms of the number of Larger drills create more stress and durotomies based on the drills/foot plates” Reliability strain on the hands, especially among Reliability was stated as a highly orthopedic surgeons -Neurosurgeon, Emory desirable feature across majority of Noise Control interviews Cordless Drills have issues with frequent stopping Although not a priority, surgeons and starting, especially with burr hole Surgeons prefer cordless drills, although prefer drills that are less noisy procedures. battery life remains a concern Although sound is used to indicate Cordless-ness translates to greater mobility “The success of the procedure is mostly breaching the bone in some drills, lots of Large cords look more like hoses and can be predicated on reliable but not exceptional wiggle and chatter is irritating. hazards for tripping drill performance” -Neurosurgeon, UW Part 1 Overview | Key Needs | Competitors | Hubly Longevity Surgeons prefer durable, easily reparable, and electric or pneumatic drills as they tend to last longer 6,7,8,9,10,11 Electric or Pneumatic Powered Drill Longevity Battery-powered drills are the least preferred. Since drills are relatively expensive, neurosurgeons “There is fluctuation of the strength that battery-powered prefer more durable drills to maximize value per drills provide whereas electric drills are the most smooth cost. and consistent.” – Neurosurgeon, UMich. However, "the portable battery instead of cord was big improvement.” Besides the drill itself, “Battery life matters a lot – Orthosurgeon, UW since most drills are already cordless” – Orthosurgeon, UW; “If battery doesn’t work or fit the Neurosurgeons prefer electric drills for detail and surgery will take longer”. – Orthosurgeon, Vanderbilt pneumatic for power. “Pneumatic have more torque and are louder and chatter more, electric are gentler on hands and quieter and better for finer operations--most places use electric.” – Neurosurgeon, UW Easily Reparable Neurosurgeons prefer drills that can be easily fixed or troubleshooted by OR staff Multiple Uses since “many things could go wrong during surgery”. – Neurosurgeon, Columbia Neurosurgeons prefer surgical drills that can be used multiple times to reduce cost. When surgeons consider purchasing new drills, they value a maintenance service Drills should be easily sterilized by OR staff contract with the manufacturer. between procedures. Part 1 Overview | Key Needs | Competitors | Hubly Compatibility To address a major pain point for surgeons, Hubly can utilize drill bit compatibility and efficient assembly 12,13,14 Circular Drill Bits Numerous Drill Bit Sizes Drill kits should be equipped with Drill kits should be equipped with bits circular drill bits that are compatible of varying sizes. Through both with the respective drill. Surgeons interviews and expansive research, interviewed said they expect said A variety of drill bits are oftentimes too short. Hospitals compatibility based on competitors bits and quick look for companies to be open to releasing new bits resized and and hope to nullify the issue of assembly can be unraveling drill bits designed for novel technology a major differentiator for Additional Features Ease of Assembly Hubly As the hospital staff tend to assemble As in Phasor’s drill, a rotating drill drills, an identified pain point is that stopper can control the amount of they often have trouble putting drill bit exposed to the surface prior together drills for more specialized to operating. The stopper allows for operations. As surgeons may have to precise sizing of the bit before step in, the OR workstream is slowed penetration and can be placed against down overtime. the scalp to help prevent plunging Part 1 Overview | Key Needs | Competitors | Hubly Temperature Control Temperature control can decrease the rate of complications and improve a surgeon’s comfort level. 15,16,17,18,19 *NS = Neurosurgeon Minimizing Heat Generation Overheating neural structures can result in complications such as thermal necrosis. The high speeds that neurosurgical drills reach generate This is an issue of massive amounts of heat, making neurosurgeons more susceptible to safety too… I’ve injuring a patient. This is especially true for junior residents. seen people burn the bone, burn the Heat Dispersion dura. The excessive temperatures that neurosurgical drills reach detriments a -NS, Columbia neurosurgeons’ control, as the drill can overheat the user’s hands. Through We’ve worked with better heat dispersion, surgeons can avoid errors such as slipping. The engineering here for a maintenance of the ball bearing in a drill plays a large role in heat dispersion. while to make drills with better temperature Ease of Irrigation We typically dispersion. Neurosurgeons constantly ventilate or irrigate over the drill to combat irrigate over the -NS, UMich overheating. There are no means of determining the right amount of drill, which can irrigation fluid that prevents overheating and doesn’t inconvenience get messy at neurosurgeons during procedures. There are a few drills that attempt to times. address this issue through simultaneous irrigation and suction. -NS, Emory It would be great to have the ability to tell Temperature Detection the temperature, Neurosurgeons can’t objectively measure how hot the drill will get, which inhibits particularly when you’re them from accurately determining how much they need to irrigate during drilling. drilling near a Surgeons cannot monitor and quantify the drill temperature during procedures, n nerve or vessel. preventing them from ascertaining how close they are to causing injuries. -NS, UMich Part 1 Overview | Key Needs | Competitors | Hubly Technological Features Hubly can address surgeons’ concerns by including features that decrease complication and increase efficiency 20,21,22,23,24 Guidance Some surgeons believe adequate catheter If you’re good at drilling you’re never Really helpful with guidance exists and is not an important part of going to plunge. It just trainees because it the procedural landscape. error-proofs it but it can help them prevent mistakes. Others state that it’s always an issue with would be better if you master it. bedside procedures which are “blind.” Consider targeting junior residents who - Neurosurgeon, UCSF - Neurosurgeon, UW commonly need more assistance with guidance Plunge Prevention Desired to prevent thermal nerve trauma which has been seen to cause Catheter guidance Would like better necrosis fibrosis, degeneration, and already exists, not very electrode guidance common/important osteoclastic involvement. to help prevent part of overall skiving Some current perforator drills have a procedure landscape craniotomy limited clutch mechanism to