Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • September 2014
  • Case
  • HBS Case Collection

FormPrint Ortho500

By: Frank V. Cespedes and Alisa Zalosh
  • Format:Print
  • | Language:English
  • | Pages:15
ShareBar

Abstract

The Senior Vice President of FormPrint's Medical Products business unit is considering issues raised by the upcoming introduction of a new 3D printing system, the Ortho500, which could print custom exoskeletal orthopedic splints, braces, and casts that conformed to a patient's body. The potential market extended beyond large urban hospitals (the Ortho's existing market) to high-volume outpatient offices in the U.S., with a long-term goal of expanding internationally. The product represents an important new market opportunity for FormPrint's Orthopedic business unit, but requires a new approach to marketing and sales. The immediate issue is whether the product should be sold by FormPrint's existing orthopedic sales force or by independent sales representatives. Other issues include the role of the Ortho500 in the company's global marketing strategy and the need for better marketing-sales coordination in a changing healthcare marketplace. If the Ortho500 failed to meet sales targets, bonus compensation would be reduced and the department could face layoffs. The case focuses on a core marketing decision—direct vs. indirect channels of distribution—and raises important issues in strategy development and implementation. The FormPrint case is ideal for use in courses on marketing strategy, marketing organization, B2B marketing, or new product development.

Keywords

B2B Marketing; Technological Innovation; Market Entry and Exit; Marketing Strategy; Distribution Channels; Product Development; Medical Devices and Supplies Industry

Citation

Cespedes, Frank V., and Alisa Zalosh. "FormPrint Ortho500." Harvard Business School Brief Case 915-535, September 2014.
  • Educators
  • Purchase

About The Author

Frank V. Cespedes

Entrepreneurial Management
→More Publications

Related Work

    • September 2014
    • Faculty Research

    FormPrint Ortho500 (Brief Case)

    By: Frank V. Cespedes and Alisa Zalosh
Related Work
  • FormPrint Ortho500 (Brief Case) By: Frank V. Cespedes and Alisa Zalosh
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College