Best Buy Express kiosks at airports demonstrate the importance of adapting to customer needs — or surgeons' needs — in different environments, according to medical device commercialization executive Boon Z. Quah.
Three takeaways from Mr. Quah:
1. A customer purchasing items from a Best Buy airport kiosk rather than the brick-and-mortar store is similar to a surgeon operating at an ASC rather than a hospital.
2. Surgeons employed by major institutions will perform most of their procedures there, but as these institutions buy or build ASCs, surgeons' cases may shift to that setting. Therefore, implant providers must determine whether they'll strategically invest in expensive, reusable instrument kits.
3. To thrive as surgeons change settings, implant providers must map out the customer journey and what is most valuable to ASC decision-makers.