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Game Changing Product Definition Tactics

A session by Scott Phillips
CEO, StarFish Medical, ViVitro Labs Inc.

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About this talk

Scott Phillips will share transformational discoveries and decisions that affected the outcomes of medical device ventures. While leading product development for over 150 medical devices and as many patents, we’ve seen new product initiatives go well and not so well. This session examines lessons distilled from those experiences. Seven case study stories illustrate how the Pathfinder™ Product Definition process helps explore risks and build strategies for medical device Value Propositions, Value Chains, Regulatory, Clinical, Customer Discovery, and Manufacturability.


• Practical approaches to avoid common product definition mistakes

• Tactics to uncover hidden biases

• Examples to help guide product decisions

• Warning signs to watch for

ABOUT STARFISH MEDICAL: StarFish Medical is Canada’s largest Medical Device Design company offering award-winning design, development, and manufacturing services. Our Pathfinder™ product definition process reduces wasted effort and increases success for medical devices. Prototype and volume production are delivered within an ISO 13485 certified Quality Management System and FDA registered manufacturing facilities in Toronto and Victoria. StarFish Medical leads the NGEN Canadian Emergency Ventilators project as part of Canada’s Plan to Mobilize Industry to Fight COVID-19.

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