Stefan Vilsmeier: BrainLAB

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  • Topic: Surgery, Stereotactic surgery, Neurosurgery
  • Pages : 5 (2011 words )
  • Download(s) : 1291
  • Published : June 15, 2008
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BrainLAB was born when Stefan Vilsmeier, once a German schoolboy living in Munich, realized there had to be a better way to integrate the visualization and mapping capabilities of software and the actual physical act of surgery. Stefan Vilsmeier, reaching the University of Vienna, was not satisfied with the programs for neurosurgery procedures then in use and began work on what was to be the first mouse-controlled and menu-driven software for surgical planning and navigation. BrainLAB solutions to the outdated technique of 2-D visualization produced by CT and MRI equipment, is to allow The image-guided systems (IGS) expansion from a single system to operating suites to digitally integrated hospitals covering all subspecialties from neurosurgery, orthopedics, and spine & trauma. BrainLAB would become the innovator in image-guided surgery and stereotactic radiosurgery. The IGS provided highly accurate real-time information used for navigation during surgical procedures. This utility is meant to serve as a computer terminal for physicians to more effectively access and interpret diagnostic scans and other digital medical information for better informed decisions. BrainLAB’s initial goals were to cure cancer with this software, develop, manufacturer, and markets software-driven medical technology that enables procedures that are more precise, less invasive, and therefore less expensive than traditional treatments. In my critical analysis of the case I will implement the market and industry attractiveness of BrainLAB’s IGS systems and answer these key questions through the body of my critical analysis, such as: Should BrainLAB and Medtronic combine business so that it would benefit from BranLAB’s number one position in Europe/Asia and Medtronic’s number one position in the U.S.? How might the two competing product lines be managed? Whether or not to sell BrainLAB to Medtronic, due to a proposed patent infringement from Medtronic? Through my analysis, I am hopeful that I will answer these questions. Firstly, we must ask ourselves is there market attractiveness for BrainLAB? Well what is a market? A market consists of a group of current or potential, customers having the willingness and the ability to buy products, goods, or services to satisfy a particular class of wants or needs. Thus, markets consist of buyers, consisting of people or organization and their needs, not the product itself. One such market we will be discussing is there a demand from a surgeon for any applications of this provided sort that is needed for a provider of software for minimally invasive therapies as well as for cancer treatment? New surgical technology that offers the promise of improved patient care is attractive. Intrigued, and with an intuitive certainty, surgeons are well known for their early adoptions of new treatment technologies, because of their high complexity of any given treating conditions. But, is that enough to convince other surgeons, because it’s not about the revolutionary product, it’s about serving customers and their needs. It’s about providing differentiated benefits that are so compelling that the customers abandon their allegiance to former providers and give business to you. Not just any customers, target customers. Furthermore, I will delve more deeply in the market attractiveness through the macro-level and micro-level. Following this further on the macro-level of the market, the market size and the number of customers in the market for such a product were the 20,000 neurosurgeons at over 3,000 neurosurgery centers worldwide. The aggregate money spent by these customers on the BrainLAB’s products were approaching 15 million euros is its year due to the end in September 1998, with the net income after taxes in the neighborhood of 200,000 euros. But, these numbers comes from the Europe and Asia markets, since BrainLAB was the market leader in that region. Though Stefan Vilsmeier dream prize was to penetrate the...
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