1. The two Valleys of Death in Technology Commercialization
IEEE Life Sciences Grand Challenges
Singapore
December 2013
Bijan Dorri

2. Outline Product Development Steps Two Valleys of Death
Real Life Examples
Guidelines

3. Step 1 - Technology Development : Retiring Technical Risks
Basic Research
Discovery
Invention
Doing it Once! – Prototype

4. Can Make Many & Has Permission to Market
Step 2- Product Development : Retiring Produciblity & Regulatory Risks
Detail Design
Manufacturing & Supplier Development
Clinical Trials
Regulatory Approvals
Can Make Many & Has Permission to Market

5. Step 3- Commercialization: Retiring Market Risks
Market Validation
Market Creation
Re-imbursement
Profitable Product

6. Technology Development
Two Valleys of Death
Regulatory
Re-imbursement
Patenting
Product
Development
Market
Creation
Technology
Development
Valley of
Death 2
Clinical
Trials
Basic Research
Discovery
Valley of
Death 1
Product
Design
Technology Development
Product Development
Commercialization

7. 5 Real Life Examples 1 2 3 4 5 Breast Tomosynthesis Pocket Ultrasound
64 Slice CT
Cardiac CT
Limb MRI
MR Surgery
2005
2000
1992
2010
1994
New Clinical Utilization of Existing Product
Tech Died in DV1
Going through DV2
Unmet Clinical Need
Immediate Market
No DV1 or 2
Replacing Existing Product
10 Years in DV2
Replacing Existing Product
20 Years in DV2
Changing Clinical Practice
Died in DV2

8. Technology Portfolio Management
New Detector for CT
Pocket Size Ultrasound
Technology Risk
Affordable Accessible ECG
New SW for Clinical Decision
Market Risk

9. Investment Guidelines
Innovation Type
Solves Unmet Clinical Need
Under the hood of existing product
Replaces Existing Product
Changes Clinical Practice
DV1 $ $$
DV2 $ $$
$$$