MedTech

The MedTech memory lapse in product development

They say you never forget how to ride a bike – but sadly it seems the same can’t be said for product development. For research and development departments at medical technology SMEs in particular, long lifecycles and marketing cycles represent a real challenge. After years of intensive focus on iterative improvements, workers suddenly have to make the switch to developing a completely new generation of devices – ideally based on the latest technology and geared to the future needs of customers and users.

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For many companies, switching between these two very different ways of working – product maintenance and product development – generates lots of short term inefficiencies, as well as stress and frustration for employees. 

The solution? Agile product development can help you find the right way of working during both product maintenance and new product development phases, and help you keep essential skills up to date within the team.

Challenges for MedTech companies

What makes medical technology different from throwaway consumer products? Developing a new product with innovative features or technology can take years. These projects require substantial investment, with the result that the products tend to remain on the market for a long time. 

Lots of medical technology companies are SMEs – in Germany, for example, it’s over 90%. For these companies, financing and realising major development projects is a big challenge. As a result, many focus on developing just a single product line, while using lifecycle management to keep other products on the market. Once it’s been developed, it’s not uncommon for a product line to remain on the market for 15 years or more. Over this period, development teams will be optimising and enhancing it, adding selected new features, and managing discontinued components.

One consequence of this, and this is something I come across often, is that teams get stuck in a product maintenance mindset and forget how to develop new products from scratch. That’s because product maintenance and new product development are in many ways fundamentally different.

Product maintenance – stability and specialisation

When you’re maintaining a product for many years, the objective is to optimise your existing products and to just keep them running. That means minor corrections, updates, and functional enhancements, such as incorporating new technologies, adapting to changing regulatory requirements, and replacing discontinued components. The R&D team’s ways of working and skill set mould themselves to this stable, familiar technical environment. The team mostly works in short cycles of manageable complexity. 

It’s natural that day-to-day working patterns become optimised to this way of working. Over the years, employees build up an excellent understanding of the product and the technology involved. They know all the details intimately, can deal rapidly with any requests, and can make technically accurate suggestions. But this high degree of specialisation comes at a price.

Two examples from my personal experience:

  • When software maintenance becomes technical debt

    I once dealt with a company that, more than 10 years earlier, had created some analytical software, which it had made available to customers as an add-on for its diagnostic device. The software was alive, but barely – it was very much on life support. The team had mainly been adding and releasing language support and batch parameters. The tools used to code the software had never been updated, neither had the libraries.

    In addition, the team’s working practices were not in keeping with current standards. The software had missed out entirely on software engineering best practices such as continuous integration, UI & integration testing, automated unit testing, and a mature versioning system like GIT. This was likely both the cause and consequence of the high level of staff turnover in the department, with young, highly skilled professionals coming and going regularly.

  • When rigid processes replace product vision

    Another company had a line of clinical monitoring equipment which it had been selling and developing for more than ten years. It had been replacing discontinued components and regularly adding software extensions, accessories, and sensors in order to meet tender specifications.

    The work packages had tended to be fairly limited in scope. They were executed using meticulously defined work processes, that used mandatory process specifications to manage dependencies between departments, optimising work for individual workers in the R&D department.

    The problem here was that it was not clear what the overall plan was, and this had led to logjams in addressing the interface and integration. Every time there was a key deadline looming, every single developer, plus allied departments such as purchasing and regulatory affairs, got press-ganged into working day and night to get the product release out the door.

New product development – more unknowns, more collaboration

New product development, on the other hand, is a totally different beast. At the risk of stating the obvious, the object here is to develop a completely new product. It might be based on existing products, but either way it’s going to include completely innovative functionality and technologies. This is a much broader undertaking, running from brainstorming, concept development, and technical design, through to licensing and product launch.

Dealing with vague requirements, technical and methodological uncertainty, and changes to the constraints imposed on the product are everyday occurrences. The team needs to coordinate more and needs to formulate medium term plans without losing sight of its long-term goals. It has to work with other departments where there are no formal procedures for doing so. Precisely the sorts of things, in other words, that agile product development is so good at.

The challenges that need to be overcome during new product development are very different from the challenges during product maintenance. Teams that have worked together on the latter for many years have to relearn this style of development – to succeed they require a completely different mindset. They need to be willing to take risks, to accept that mistakes will be made, and they need to be continuously weighing up the balance between deadlines, quality, and scope.

Agile product development

In my experience, agile product development is a highly effective solution that addresses many of the day-to-day problems arising during new product development: 

  1. Consistent application of agile methodologies improves collaboration and communication within the team.
  2. Agile methodologies make it easier to visualise project progress and log jams within the team.
  3. They also facilitate more deliberate project management, enabling plans to be adjusted and work to be prioritised depending on business value and risk exposure.

The characteristics of agile product development

  • Communication and collaboration between disciplines

    It’s not just electronic engineering, software development, and mechanical engineering that have to work seamlessly together, though this alone creates more than enough communication problems and coordination workload. You also need input from specialists from the requirements engineering, quality management, regulatory affairs, purchasing, manufacturing, and clinical research departments, to name but a few.

    It’s really important that your disciplines and departments don’t fall prey to a silo mentality. Setting up interdisciplinary teams and giving them both accountability for and authority to create sub-functions is a good approach, though it often constitutes a break with established organisational structures.

  • Two approaches to agile product development

    One team: 

    It’s the leadership’s job to ensure that all participants regard themselves as owning the project. For leaders at all levels, in addition to setting out clear goals and a clear vision, it’s important that you also communicate your commitment: 

    • Business and R&D managers to the overall project.
    • Product managers to the technical benefit the first version of the product will deliver.
    • Project managers and architects to the pending development phases and solutions.
    • Team leads to dishing out tasks and responsibilities to sub-teams.

    One project: 

    A further key element for getting the team to buy in to ownership of a development project is clarity in assigning individual team members to the team. People filling core roles should predominantly be assigned solely to this one project. If only 50% to 60% of your time is allocated to the project, your sense of ownership will be half-hearted at best.

    There will always be other, even more important things to do and reasons why you can’t work on the project as agreed. These people then end up being little more than spectators. (See also the fable of the chicken and the pig, beloved of Scrum trainers.)

  • Firming up priorities and quality requirements

    The phases in new product development vary widely in their level of maturity and therefore also in their objectives. In the early stages, it’s all about concepts and feasibility – the focus is much more on fundamental analysis. Later, the focus moves to extremely detailed investigations in specific areas and design spikes. Then there’s another phase of implementing a wide range of functions, before the work finally moves on to getting the product to a point where it’s ready for large scale manufacture.

    It’s really important that you keep everyone in the team motivated to achieve these different goals at all times. This ensures that everyone is pulling in the same direction and knows where they’re going. It’s also important that the direction, for example in terms of supplier qualification vs. rapid prototyping, re-use of old libraries vs. new software frameworks, etc., is clear to everyone at all times. This requires more than just mentioning it once, or documenting it in the development process. For developers, the key thing day-to-day is clear guidance on what you’re trying to achieve and how you’re trying to achieve it, and continuous communication.

  • Planning and transparency

    In my projects, this is an area where agile methods have really shown themselves to be super effective. Frameworks like SAFe® enable proper coordination between multiple teams, even in large projects, and enable continuous visibility of progress, results, and obstacles. Also indispensable are structured project management, mitigating project risks, continuous technical integration, using planning tools, and above all discipline.

  • A sense of urgency

    For many of the people involved in them, development projects spanning several years are just too long a time span. The project goals and finished product are just too far off, too intangible. In view of this, many businesses take the tried and tested approach of splitting large development projects into a number of smaller 6-12 month phases, each with tangible interim results.

    For example, the first phase might involve establishing the technical feasibility of the project, with the goal for this phase defined as building a laboratory prototype. This is then followed by a second step which culminates in the production of a functional prototype featuring all of the main functions. This continues right through to the finished product. The route to each of these goals is also sprinkled with interim goals (sprints and product increments), to which the whole project team has to intermittently contribute deliverables. This helps the team to stay motivated and focused, and to continue to work actively together and take rapid decisions.

The art of new beginnings

At Zühlke, large development projects are our bread and butter. As a client manager, I see every day how easily our teams dive into unfamiliar projects over and over again. Innumerable project initiations have shown us that we know how to set up new projects successfully and have taught us to trust in our methods, processes, and knowledge. So when client-side teams or teams at other providers struggle with precisely these challenges, I can’t help but notice.

In my view, agile product development principles would be of huge help to these teams. We see the success of these methods every day. Client teams can benefit from this experience by working with our project teams in joint teams with the client’s developers, or through specific coaching measures.

Choosing to get on board with agile product development pays particular dividends for companies aiming to systematically re-enable innovation. It is, however, up to the R&D management team or even the board to find the right time to make this change and embark on this journey together.