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    Vscan

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    Ronnie Philips
    GE Healthcare has developed a new portable ultrasound device called Vscan that is roughly the size of a smartphone. Vscan gives doctors imaging capabilities at the point-of-care to quickly diagnose issues like gallstones. It is portable and can be easily used in various clinical settings. The device was developed globally and offers image quality comparable to much more expensive devices for a price of $8,000. It received FDA and international regulatory approval.

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    Vscan

    Uploaded by

    Ronnie Philips
    66 views2 pages
    GE Healthcare has developed a new portable ultrasound device called Vscan that is roughly the size of a smartphone. Vscan gives doctors imaging capabilities at the point-of-care to quickly diagnose issues like gallstones. It is portable and can be easily used in various clinical settings. The device was developed globally and offers image quality comparable to much more expensive devices for a price of $8,000. It received FDA and international regulatory approval.

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    GE Healthcare has developed a new portable ultrasound device called Vscan that is roughly the size of a smartphone. Vscan gives doctors imaging capabilities at the point-of-care to quickly diagnose issues like gallstones. It is portable and can be easily used in various clinical settings. The device was developed globally and offers image quality comparable to much more expensive devices for a price of $8,000. It received FDA and international regulatory approval.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    66 views2 pages

    Vscan

    Uploaded by

    Ronnie Philips
    GE Healthcare has developed a new portable ultrasound device called Vscan that is roughly the size of a smartphone. Vscan gives doctors imaging capabilities at the point-of-care to quickly diagnose issues like gallstones. It is portable and can be easily used in various clinical settings. The device was developed globally and offers image quality comparable to much more expensive devices for a price of $8,000. It received FDA and international regulatory approval.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Vscan: GE Healthcare’s Pocket-Sized Imaging Device

    “This could be the stethoscope of the 21st century,” observed GE’s CEO Jeffrey Immelt, as he
    demonstrated the device at a San Francisco technology conference. Roughly the size of a
    smartphone, GE Healthcare’s Vscan device incorporates powerful ultrasound technology to
    provide physicians with imaging capabilities at the point-of-care. “The device may be used by
    primary care doctors to more quickly diagnose ailments such as gallstones, by critical-care
    workers to quickly confirm symptoms such as fluid on the heart, and by cardiologists trying to
    determine how well a heart is pumping.” Vscan is portable and can be easily taken from room to
    room, facilitating its use in many clinical, hospital, emergency medicine, or primary care
    settings.

    The innovative product was developed by GE Healthcare engineers from around the world, led
    by a new product development team in Norway. Vscan represents one of the first innovations to
    issue from a major strategic initiative at GE Healthcare, termed “healthymagination.” Under this
    vision, GE plans to invest $6 billion by 2015 in the development of innovations focused on
    reducing costs, increasing access, and improving the quality and efficiency of health care around
    the world.

    The $8000 Vscan device, which offers image quality equivalent to that of a far more expensive
    midrange ultrasound console also produced by GE, has received approval from the U.S. Food
    and Drug Administration and from regulatory bodies in Canada and Europe.

    Questions:

    1. From a B2B marketing perspective, explain the concept of a disruption innovation and
    the reasons why a company might work to create this type of product or service. What
    are the three key criteria a disruption innovation should meet? (6 marks).

    Disruptive innovation represents a product or service that is not as good as currently


    available alternatives, but disruptive technologies offer other benefits: they are simpler,

    This study source was downloaded by 100000847260214 from CourseHero.com on 03-12-2023 23:51:32 GMT -05:00

    https://www.coursehero.com/file/58688939/Vscandocx/
    more convenient, and less expensive products that appeal to new or less demanding
    customers.

    According to Clayton Christensen's “The Innovator's Dilemma”, disruptive innovation


    should meet two criteria:

    a. Originate in low-end or new-market footholds


    b. Innovation must be disruptive to all the significant competitive firms in the industry

    2. Does the Vscan represent a disruptive innovation? Will it cannibalize sales of GE


    Healthcare's more advanced and much higher priced imaging equipment? (4 marks)

    The Vscan has been categorized as a disruptive innovation by healthcare marketing


    specialists because it disrupts the imaging market and it originated in low-end footholds,
    targeting first care and emergency medicine. However, it will not be disruptive to
    competitive firms in the industry or cannibalize the market because large scale imaging
    machines are still needed in medicine.

    3. What marketing strategies should GE Healthcare follow to speed the adoption of Vscan
    in the United States and around the world? (5 marks)

    GE Healthcare should use digital marketing strategies as well as offline strategies to


    speed the adoption of Vscan. They should build a strong, comprehensive website that
    allows non-experts understand just how easy the product is to use, this must be
    accompanied by simple print and digital promotional materials that can be used on sales
    calls and trade shows. People who receive this material should be able to understand it
    without an explanation from an expert.

    This study source was downloaded by 100000847260214 from CourseHero.com on 03-12-2023 23:51:32 GMT -05:00

    https://www.coursehero.com/file/58688939/Vscandocx/
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