Product Development: From Concept to Market

: Plastic surgery has origins that date back to 3,000 BC and although some devices and techniques have withstood the test of time, the field has made much advancement through the use of modern day technology and innovation. The combination of the two has led to an array of advanced products we use in our offices and operating rooms on a daily basis. These products may be used by the surgeon or the patient, may be small scale, or sold en masse. The surgeon stands in a position of power, able to guide the progress of the field as a whole, through new product development. Ideas for advancement are just that-a thought-until put in the hands of an end user. This paper discusses the steps that may aid you in doing so: idea generation, design feasibility, testing and prototyping, pricing, distribution channels, marketing and sales, and seeking enablers.