PART B: valorisation plan
SECTION I: The product
|1a||The innovation potential of this product is related to:
|Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify why this potential product constitutes an innovation offer|
The innovation potential of this product is related to the increasing need of a tool that help oncologists in taking clinical decisions.
So it is a radical new product coming from the users needs and can answer to both technology-driven and market-driven innovation.
CRO invented this software thanks to technology development on one hand and in order to meet the oncologists’ needs of an easy-to-use tool for the calculation of the amount of radiation to use on the other.
|1b||What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
|Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify what new this potential product constitutes in accordance to the existing market status.|
Compared with a free software available on line, miCRO is an high-quality software because:
|1c||What is the Unique Sales Proposition of the potential product?|
|Note: What makes your product unique in marketing terms? This helps your prospects to understand why they should buy from you rather than other existing product options.|
A developed and tested software for the equivalent dose calculation for radiation oncology, easy-to use and to update, and based on the clinical experience of the National Cancer Institute of Aviano.
SECTION 2: The Market
|2a||What is the target market for the product?
Please describe the characteristics of your target market.
|Note: Define the market range, the size of the target market (if possible) in terms of maximum product units|
The target market of miCRO is global. miCRO could be used by every Institute of Oncology, Clinical Center and Hospital with a Radiation Oncology Unit.
Considering only Italy, there are 33 excellence hospitals for chemotherapy and other medical therapies, but there are more than 150 hospitals with an oncology unit.
The dose calculation in radiation oncology is very important. Many factors are considered by radiation oncologists when selecting a dose, including whether the patient is receiving chemotherapy, patient comorbidities, whether radiation therapy is being administered before or after surgery, and the degree of success of surgery.
Delivery parameters of a prescribed dose are determined during treatment planning. Treatment planning is generally performed on dedicated computers. Depending on the radiation delivery method, several angles or sources may be used to sum to the total necessary dose. The planner will try to design a plan that delivers a uniform prescription dose to the tumor and minimizes dose to surrounding healthy tissues.
|2b||How the product is characterized from the following options? Number of companies producing similar products in the field.
• Base – applied by all companies in the industry
• Leading – applied by a single or limited number of competitive companies
• Key –at a development stage, but has already proven its potential
The product can be characterized as leading because it exists only another free on-line specialized treatment planning software for the calculation of the dose in radiation oncology.
The free on-line software doesn’t work in a good way because doesn’t permit the automatic selection of radiobiological parameters and doesn’t consider problems connected to treatment interruptions and downtimes.
Moreover there are software modules in treatment planning software developed by producers like Siemens, Varian, …
|2c||What type of market demand will be satisfied?
• Existing demand – the market is already developed
• hidden (latent) demand – the market has yet to be developed
The product satisfies an existing demand of accuracy and time saving for radiation oncologists and medical physicists in taking clinical decisions.
The implementation of new technology requires a precise and accurate dose calculation algorithm which can generate reliable dose distributions and dose-volume information for treatment planning calculation and evaluation.
|2d||What is the current stage of the product’s market life cycle?
• Implementation, implementation in production (leading to a radically new product offers)
• Growth (rapid spread within the industry or outside it)
• maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution)
|Note: At this point we refer to the life cycle of the market related to the product. I.e. a product based on a new technology area (e.g. solar energy cars) is considered to be in the first phase of the life cycle when e.g. a typical TV set is in the maturity phase|
The current stage of the product’s market life cycle is Growth.
Software can’t be considered a new product, even if a software like miCRO doesn’t exist in the market because of its particular features.
|2e||Strategic partnerships (existing or potential).|
|There have not been strategic partnership for the development of miCRO. The software has been totally developed within CRO.
CRO should think about the opportunity to create a partnership with companies that produce cancer treatment infrastructures, like Varian, Siemens, …. These machines in some cases have a treatment planning software inside.
SECTION 3: The Competition
|3a||What is the competition within your target market?|
|Note: Refer to other companies producing the same product|
|There is only one free on-line software similar to miCRO and there are also software modules within the treatment planning software existing on the market.
Diamond Dose Management software provides the ability to manage and document all the independent calculations performed in a Quality Assurance program for Radiation Oncology including,
When coupled with an appropriate film and/or ion chamber system measurement system, the Diamond™ software provides a complete solution for Radiation Oncology Quality Assurance including IMRT Quality Assurance.
MOSAIQ is a dedicated oncology information system (OIS) that streamlines the entire medical oncology or radiation oncology workflow from the first diagnosis and staging, through planning, treatment and long-term follow-up. At the heart of MOSAIQ is the image-enabled electronic medical record (EMR) by which healthcare professionals communicate information about their patients through the entire spectrum of cancer care.
MOSAIQ EMR solutions include:
The flexible suite of treatment planning software tools will easily integrate into an open oncology information system.
|3b||What competitive advantages will the introduction of the new product ensue?
• lower prices based on lower production costs
• product differentiation (uniqueness of the product proposal)
|The competitive advantage that the introduction of the new product will ensue is the product differentiation.
The competitive advantage over the competitors indeed is the combination of the innovative features of the software.
|3c||Potential products relate to the following price range:
• High price range
• Average price range
• Low price range
The potential price policy is average price.
|3d||Potential products will be marketed:
• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services)
• To markets operating on the principle of free negotiation between agents on the market
The product will been marketed to free markets.
SECTION 4: Indicators
|Estimated cost of the new products||100|
|Expected market volume (potential / maximum number of users)||1500/150.000|
|Expected sales volume||550 in the first 5 years|
|Expected market share of the company (proportion between sales and total company sales in the relevant market)||10%|
KEYWORDS QUANTITATIVE ASSESSMENT (0-5).
Please encircle as appropriate.
|Size of future market demand||1||2||3||4X||5|
|Competitive positioning of the product||1||2||3||4X||5|