Product managers must read! IVD Product Lifecycle Management (PLM)

Release time:

2023-09-18

With the rapid development of IVD industry in the past 40 years, many excellent products have appeared on the market, but IVD products are very different from drugs, because drugs often have a long patent time limit and rarely change themselves. However, the filing process of IVD Class I and Class II is still very fast, at least for now. This is a test of the innovation of the enterprise.

With the increasingly fierce competition of medical devices, domestic IVD enterprises are also facing more complex market competition, and for manufacturers, a new science and technology can quickly become a hot market, but it can not be quickly transformed into safe, effective and cost-appropriate IVD products.

Dealers hope that manufacturers can continue to come up with new products and new technologies to stimulate the market and obtain profits. And manufacturers in the development to a certain volume, began to process, began to learn to manage or capitalize, for products and technology dedication is a little weakened after all.

Different departments use different management software to improve work efficiency, such as ERP system, OA office software, RDM project management software, etc. Today, I 'd like to introduce you to a concept-product lifecycle management (PLM), and of course there are management software specifically for this piece. But today only the Amway concept.

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Product Lifecycle Management (PLM)

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PLM is a unified management of the whole process of product planning, design and development, manufacturing, after-sales service and scrapping. In order to shorten the product development cycle, improve production efficiency, timely best-selling products on the market management concept.

The reason I prefer the PLM formulation is that he can change our thinking from simply improving business efficiency, managing the entire life cycle of the product, and systematically improving the efficiency of the entire company.

The entire process of a product from the "cradle" to the "grave" is essentially a market-driven process, from product concept to R & D and testing, to manufacturing, then entering the market, starting to use, and finally to being replaced by new products. Each stage involves product specifications, performance, profit and cost.

When enterprises improve their management and operation level, they usually use information technology to upgrade SCM and CRM of supply chain management. However, most domestic enterprises are generally in the mode of "golden single product". The management of product life cycle is done by the whole company, but information is not circulated.

The more typical is that the experimental data and real performance indicators of product development are in the development department. The clinical data of the product is in the clinical department or registration department. Only the sales department knows the change of sales volume. The problem of customer feedback is pressed on the technical department.

On the surface, each department performs its own duties and operates in an orderly manner. This is the state that leaders want to see. I often like to mention the concept of "product manager" for two reasons. One reason is that product managers know everything, but they are all entry-level, because they have to communicate with each other to create sparks. One reason is that product managers do not understand anything, because there is no professionalism in functional departments. In the past, leaders often said that professional people should be allowed to do professional things. There is nothing wrong with this in itself, but who will communicate with people of different majors?

Only through communication and communication can problems be found and common progress can be made. Should there be a platform or environment that describes a collaborative environment that supports users in managing, tracking, and controlling all product-related data throughout the product lifecycle. Of course, the core information is to be desensitized.

This requires enterprises to establish an information infrastructure framework to support

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Role of PLM

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PLM and Product Development

Both large and small medical device manufacturers face considerable pressure to continuously improve the safety and effectiveness of their products. At the same time, the huge development costs also make many companies feel worried, especially the products do not meet the standards or the losses caused by the development process.

For enterprises, in the long run, the development of a product is a multi-department collaborative process. Through product life cycle management, all departments share information at all stages of product development, and find problems early through information sharing. Instead of designing and developing, it is directly lost to production.

Through the management of the product life cycle, we turn product development into a proactive process that facilitates the sharing and exchange of data across products and processes. Instead of storing information in their own departments. This will make any modification or optimization difficult.

PLM and Marketing

Products from the market to exit the market is generally divided into import (entry) period, growth, maturity, decline (decline) period four stages.

Introduction period

Features:The product sales volume is small, the promotion cost is high, the manufacturing cost is relatively high, and the profit is very low.

Strategy:Improve product familiarity, quickly lay channels, and do a good job of academic guidance.

growth period

Features:Familiar with products, rapid growth in sales

Strategy:Improve product quality, find subdivision areas, pay attention to market promotion, establish brand

mature period

Features:Sales of products slowed, peaked, and competing products continued to appear.

Strategy:Discover new uses of products, focus on academics; product specifications, price adjustments

recession period

Features:The market is constantly being eroded by new technology products, with sales falling sharply and profits falling.

Strategy:Maintain or reduce investment until the product is out of the market, or focus on key customers to reduce operating costs.

PLM and After Sales Service

At least my current feeling is that most IVD companies only pay attention to the design and manufacturing process of products, and despise the use process of products. There are also huge profit opportunities in the use of medical devices.

For example, with the support of information technology, some IVD manufacturers can provide users with a variety of value-added services that create more economic value through these services, sometimes even exceeding the profits from product sales. The opportunities here are enormous.

PLM can provide maximum data support and decision guidance for after-sales service of medical device products through powerful specification management functions and combined with customer relationship management system functions, and can also provide customers with the best quality solutions.