ase Study: Walk 2.0 – Medical/AT Device Distribution Network With Intense Clinician Training Support From The Manufacturer
ase Study: Walk 2.0 – Medical/AT Device Distribution Network With Intense Clinician Training Support From The Manufacturer
Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment
Section: Chapter Questions
Problem 1CE
Related questions
Question
Which product-related factor made them decide their choice of distribution channel? Explain
![Expert Q&A
Done
Case Study:
iWalk 2.0 – Medical/AT Device Distribution Network With Intense
Clinician Training Support From The Manufacturer
People with lower leg non-weight-bearing injuries who wish to
remain ambulatory have long used standard crutches. The use
of standard crutches is predicated on one's ability to use their
arms and hands to support their weight as they navigate around
in their surroundings. The use of standard crutches does not
allow the free use of your hands and arms for other activities. It
was noted that there was a need for a device that allowed one
to remain ambulatory and still have the free use of their arms
and hands.
The iWalk 2.0 was developed as such and is a hands-free
crutch substitute. It is a first-of-its-kind mobility device that
frees a person from the limitations of conventional crutches.
Rather than marketing this new device directly to the consumer,
the company elected to market the device directly to clinicians
who would ordinarily be fitting the target population with
standard crutches.
Common misconceptions from just looking at the iWalk 2.0
range from that it is unstable and you may be injured using it, to
that it will be difficult to learn and use. So how is this addressed
for both the clinician and the consumer? First, the company
provided a highly informative web site to serve as a reference
for the clinicians and consumers. Next, the company personally
teaches each retailer about the device, how to sell it, and how
to fit it. The company provides a webinar and certifies clinicians
(dealers) to become iWalk fitters. The product typically
outperforms consumer expectations,
armed with the knowledge to dispel consumer misconceptions.
The iWalk 2.0 distribution channel is that it is being sold by the
manufacturer directly to trained dealers who in turn sell to the
end-users. There is no promotion strategy other than entering
into new medical device competitions at various trade shows
throughout the nation and winning them. The iWalk 2.0 has also
benefited from publicity on its use by high profile figures such
as Harrison Ford. Mr. Ford uses the iWalk 2.0 due to an injury he
incurred during filming of the new Star Wars movie.
the dealer has to be](/v2/_next/image?url=https%3A%2F%2Fcontent.bartleby.com%2Fqna-images%2Fquestion%2F1b3e61e8-3194-4435-bb27-0492d1b50f8d%2F0c139498-f607-4bc3-bab0-f379c2782cb6%2F17ot42_processed.jpeg&w=3840&q=75)
Transcribed Image Text:Expert Q&A
Done
Case Study:
iWalk 2.0 – Medical/AT Device Distribution Network With Intense
Clinician Training Support From The Manufacturer
People with lower leg non-weight-bearing injuries who wish to
remain ambulatory have long used standard crutches. The use
of standard crutches is predicated on one's ability to use their
arms and hands to support their weight as they navigate around
in their surroundings. The use of standard crutches does not
allow the free use of your hands and arms for other activities. It
was noted that there was a need for a device that allowed one
to remain ambulatory and still have the free use of their arms
and hands.
The iWalk 2.0 was developed as such and is a hands-free
crutch substitute. It is a first-of-its-kind mobility device that
frees a person from the limitations of conventional crutches.
Rather than marketing this new device directly to the consumer,
the company elected to market the device directly to clinicians
who would ordinarily be fitting the target population with
standard crutches.
Common misconceptions from just looking at the iWalk 2.0
range from that it is unstable and you may be injured using it, to
that it will be difficult to learn and use. So how is this addressed
for both the clinician and the consumer? First, the company
provided a highly informative web site to serve as a reference
for the clinicians and consumers. Next, the company personally
teaches each retailer about the device, how to sell it, and how
to fit it. The company provides a webinar and certifies clinicians
(dealers) to become iWalk fitters. The product typically
outperforms consumer expectations,
armed with the knowledge to dispel consumer misconceptions.
The iWalk 2.0 distribution channel is that it is being sold by the
manufacturer directly to trained dealers who in turn sell to the
end-users. There is no promotion strategy other than entering
into new medical device competitions at various trade shows
throughout the nation and winning them. The iWalk 2.0 has also
benefited from publicity on its use by high profile figures such
as Harrison Ford. Mr. Ford uses the iWalk 2.0 due to an injury he
incurred during filming of the new Star Wars movie.
the dealer has to be
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