Beta 1

Title Bk medical in robotic assisted surgery
Author Vargas, Carina Hoffmann (Copenhagen University College of Engineering, IHK)
Supervisor Raagaard, Søren (Copenhagen University College of Engineering, IHK)
Institution Ingeniørhøjskolen i København, IHK, DK-2750 Ballerup, Denmark
Thesis level Bachelor thesis
Education Diplomingeniør, Eksport
Education Bachelor of Engineering
Publication date 2013-06
Abstract The subject of this thesis is diagnostic ultrasound. Diagnostic ultrasound is used in hospitals and clinics around the world to diagnose various conditions. One of the major applications of diagnostic ultrasound is its use in diagnosing cancer in, e.g., the liver, the kidney, the rectum, or maybe the vagina. The reason why ultrasound is widely used is that it can see far into the organ and distinguish very fine differences in tissue and even moving objects such as blood in veins etc., as it is a real-time imaging modality. This is where it differs from, e.g., CT scans or X-rays. Bk medical produces diagnostic ultrasound systems.

Robotic assisted surgery is a new type of surgery, which has grown explosively in the last ten years. It is a type of surgery that allows for high precision, that leaves the patient with very small scars, and that lets patients recover faster. The surgery is performed with the use of a robot that moves the surgical instruments inside the patient. The robot is controlled and manipulated by a surgeon specialized in this. The robot does therefore not act without orders from the surgeon.
This thesis focuses on the use of ultrasound during robotic assisted surgery and how it could improve patient outcome, benefit surgeons, and the possibilities that lie herein for bk medical. With an ageing population and a society where the best technologies available are sought after by patients and medical specialists, the future possibilities could be very good for medical devices, including the surgical robot systems and the use of ultrasound within surgery.

This thesis looks at why ultrasound could be useful during robotic assisted surgery. Literature, bk medical employees, and surgeons are sources consulted to uncover this. This is done to see where bk medical, based on benefits to patients and surgeons, could grow their business and, further, how they could market these benefits and their products. To be ahead in the ultrasound market for robotic assisted surgery, bk medical needs to be aware of new trends within current and future surgical robot systems. Therefore an analysis of surgical robot systems is conducted to recommend a system for possible future collaboration. This is done to gain an advantage over competitors in the market for ultrasound within robotic assisted surgery. The competitors, the industry, and bk medical’s position herein will be analyzed as well, to determine the future focus of the competitive strategy. Finally, to understand what the monetized value of the recommendations could be, a business case with a five-year timespan for the American market is conducted.

The findings and recommendations in this thesis are:
For bk medical to grow through market penetration of the current urologic surgery market and, further, through market expansion to the gynecologic and general surgery markets. These growth strategies should firstly be focused on the geographical markets where robotic assisted surgery is implemented the most and where bk medical has subsidiaries, such as the U.S., Germany, Sweden, the UK, and Italy.
This could be done through acts of marketing, such as product demonstrations at trade fairs, increasing knowledge about benefits through targeted brochures and pamphlets, and a knowledge database on the company webpage together with web banners on relevant webpages. Training of surgeons and good after-sales and customer service are crucial factors as well.
The current surgical robotic system from Intuitive Surgical Inc. and the new surgical robotic system Telelap Alf-x from Sofar S.p.A. were selected as the best future match for bk medical with regards to a collaboration.
The competitive strategy should focus on the use of bk medical’s strengths to obtain collaboration with the surgical robotic systems manufacturer and to create further competitive advantages collaboration with medical specialists might uncover latent needs of the surgeons.
The business case found that bk medical could profit 26.8 million USD on the American market alone over five years, from exploiting the potentials of the growth strategy.
Pages 96
External partner Ledere og medarbejdere i private virksomheder
External partner Borgere (elever, patienter, kunder etc.)
Admin Creation date: 2013-05-21    Update date: 2013-10-11    Source: ihk    ID: ihk-14534197    Original MXD