Innovation used to mean offering a better gizmo.
Now it means how well can we proactively transition
from a product-centric approach to a broader solu-tion-offering for our customers and patients. How
do we show that we truly understand the challenges
they are facing and that we are responding to them?
Hospitals are creating new strategic partnerships, and
so are we.
As an example, at BD we created a team called Signature Solutions™. This dedicated team works together
with our hospital partners to bring solutions that
expand far beyond product offerings. For example,
among the programs we offer is one specifically designed to help hospitals minimize needle stick injuries. The program includes the evaluation of current
clinical practices based on regulatory and published
industry best practices, actionable recommendations,
and ultimately a collaborative plan to sustain the
“gains” the hospital has made in this area. We work
collaboratively with health system leaders to customize our programs to align and impact their highest
clinical priorities.
Consumer products companies discovered long ago
that it wasn’t just about the laundry detergent or the
cut of the jeans. It’s about understanding and fitting
into the customer’s lifestyle and desires, and in our
case being a partner in solving broader healthcare
challenges. We’re catching up in our own realm. And
that’s the true innovation. •
Bob Roda is a
senior commercial
executive
with extensive
experience in
delivering business
growth and profit
in the medical tech
and diagnostics
industries. He currently serves as
VP and General Manager, Medical
Surgical Systems at Becton Dickinson,
where he is responsible for the global
infusion therapy business. Prior to
BD, Bob had leadership positions in
sales and marketing at Johnson &
Johnson Medical Inc., Ethicon, Inc. and
Ortho-Clinical Diagnostics. While at
J&J, Bob also served as the Executive
Sponsor of the Commercial Leadership
Development Program and Chair of the
VP Marketing Council for all of MD&D.
bob_roda@bd.com
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