The Levacor Heart Pump

Case Study 1:
The Levacor Heart Pump

Product Management, Innovation & Commercialization
Songbo Qiao

Based on the description in this case, discuss the new products process apparently underway at World Heart, in comparison to that outlined in this chapter. How is it similar or different? The launch phase is, of course, still well into the future at the time the case occurs. What are the problem areas the company might face at the time of launch? At the time of the case, what are the uncertainties that still exist? What could the company do now to manage these uncertainties?

Based on the description of this case, the new products process of Word Heart is similar to the outlined in this chapter. Recent 20 years, the medical consumers is increasing; a group of people wants to live a longer, wonderful live instead of simple one. The factor is that people who got heart disease before, after doing the operation, do not able to live like a normal life. Therefore, those patients are eager to live a independent and freedom life. According to this situation, World Heart select a high potential opportunity- develop implantable heart pumps that assist the patient’s own heart, rather than mechanical devices that actually replace the heart and begin customer involvement.
World Heart evaluates new products concepts on technical, marketing, and financial criteria. Following, one of the most promising mechanical devices is selected- Levacor. However, the trials in Europe are feasibility only a few months, in United States Levacor is not capable obtaining approval. At that time the most exceptional feature of Levacor is magnetic levitation. World Heart specifies the full development process and its deliverables. Together with an engineering firm, Launch Point Technologies, they developed a small, proprietary magnetic levitation system that could serve to pump blood from the heart throughout the rest of the body.

Problem: When World Heart launches this...