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VIDAR Systems Corp. : Bresslergroup VIDAR Systems Corporation (Herndon, VA) is a leading provider of x-ray film digitizers and large-format document scanning solutions for the medical picture archiving communications systems (PACS), teleradiology, scientific, engineering, and mapping markets. Their eleven-year relationship with product design firm Bresslergroup (Philadelphia, PA) has led to a continuous stream of innovative new scanning solutions for health care professionals around the world. VIDAR's new SIERRA x-ray film digitizer is the company's current response to market demand for smaller, less costly, high performance digitizers. History of Innovative Solutions VIDAR first started working with 30-year old product design and development firm Bresslergroup to help enhance the exterior appearance of a large document scanner for the engineering market in late 1989. Later, in 1991 Bresslergroup became involved with VIDAR's medical group in developing the VXR 12 -- a scanner that digitizes X-ray films to produce digital images. That product won a prestigious Gold IDEA Award for Industrial Design because it had a smaller footprint due to a vertical orientation versus a horizontal design that major competitors were marketing at the time. Prior to introduction of the VXR-12, VIDAR had no history serving the medical imaging market. So there was no baggage to carry, just a desire to design and develop a successful solution. The design team began the exploration with user research to identify opportunities for true differentiation. The resulting VXR-12 basically turned the existing design paradigm on its end - moving away from the horizontal configuration to a more efficient vertical format - "more efficient" in that the new design eliminated many costly electromechanical film handling components, took up roughly 40 percent less counter space, greatly reduced the potential of scratching the original films and cost less than competitive units. Almost immediately, customers grasped the functional advantages of the VXR-12. And when they learned that the price was considerably lower than competitive units, sales took off. Production is currently running at twice the original projections, VIDAR is the global market leader and pre-tax profit margins are in the double digits. Brian M. Beardslee, VIDAR's Director Medical Business and general manager of the company's medical products notes, "Bresslergroup had proven themselves before I arrived at VIDAR and we continued to use them for the Diagnostic PRO and SIERRA programs because we work very well together. When we looked at developing the new SIERRA products, we solicited the Bresslergroup's expertise because we wanted to extend the existing product line, add features and functionality and update their appearance to look like 2000 versus early 1990s models." Listening to the Market Beardslee says that image quality, reliability, time to market, low cost, ease of use, lean manufacturing, siting flexibility, and appearances are factors driving new product development. In today's healthcare environment, there are needs for smaller, less expensive, more lightweight, and easy to use equipment. "Health care practitioners are forced to do more with less," notes Beardslee. "We ask ourselves the same questions that doctors, nurses, and technicians ask, "Does the product provide what we need to care for patients' 'Is it reliable?' 'Does the cost fit our budget?' "Will it fit in an already cramped clinic, hospital, lab, or office?'" VIDAR uses several mechanisms to understand its markets and customers' needs. Beardslee says, "we look to customers and consultants to help define products. We also rely on clinical studies. We reuse designs and manufacturing techniques that have proven reliable. The company conducts competitive benchmarking and consistently focuses on high-value, reasonable priced products." Beardslee and his team also rely on market surveys, competitive benchmarking customer focus groups, industry experts, market trends, and customer requests for new features to help define requirements. Peter Bressler, FIDSA, Bresslergroup founder and principal, says, "When we worked on the VXR-12 project in the early 90's, we addressed a combination of human factors issues, use in the environment issues, and cost. As a result, everyone is emulating what VIDAR is doing. So, the challenge during the new SIERRA development program was making the device easier to use and easier to mount, smaller, less expensive, and more attractive." Healthcare facilities are loaded with large and expensive equipment and justifying expenditures and allocating space are big issues - particularly in radiology departments. The new SIERRA is one-third the weight of the next lightest competitive unit and approximately one/fifth the overall volume. It is also the first digitizer available for under $10,000 (US). Beardslee adds, "SIERRA is more user friendly as a result of the redesign. Users can hang it on a wall or mount it on a stand. So it gives them flexibility that didn't exist before with the desktop models. Since it's smaller and lighter, it doesn't come in a big wooden crate. And, it doesn't take several people to unpack it and move it. One person can do it all." The low cost enables the placement of more units throughout a healthcare facility where quick access to high-quality electronic images will enhance patient care, such as the intensive care unit, coronary care unit, and emergency department, as well as at teaching hospitals and alternate care settings. Low unit cost also allows access to medical specialists for developing countries who are less able to afford the higher cost alternative. Design and Engineering Partnership VIDAR's vice-president of engineering Ed Bindon says that, "The standard among all manufacturers is 'faster-better-cheaper.' At VIDAR, engineering is responsible for initiating solutions to answer those requirements. We provide answers that are cost of goods driven. Engineering blocks out the basic architecture - how VIDAR is going to physically produce a product and at what cost. We determine how much we can afford for painting, as well as plastic, sheet metal, optical, and drive components in order to achieve product performance needs. We determine production methods such as stampings, extrusions, or molded parts. Then, we block out the basic function of the design and work out the optical systems and motor drives. Then, we initiate the help of Bresslergroup and consider them in-house resources for the duration of the product development process." From the onset of a project, VIDAR relies on Bresslergroup for a range of critical input that impacts the design of any particular product. "We give Bresslergroup a heads up that we are starting a new project," says Bindon. "We tell them to start thinking about issues such as consumer base, cost structure, product appearance and color, human interaction, and other key factors. Some of the medical products have characteristics such as left justification for film feeding. We ask Bresslergroup to implement subtle design features that can help equipment operators, such as x-ray technologists, to quickly and easily understand and use the product. A simple arrow or other signage may be all that is needed. In addition, Bresslergroup provides valuable information in terms of today's medical settings and shrinking space limitations. Busy emergency rooms or cramped doctors' offices have little room to accommodate bulky pieces of equipment. Bresslergroup helps us consider the wide range of issues that we face in the design of each new product. "After we determine that VIDAR can build a new product according to its cost estimates, Bresslergroup defines its impression of product style based on their knowledge of the medical and commercial scanning environments. They provide us with rough sketches of shapes and we discuss if VIDAR can design and build the actual parts that fit within the structure. Bresslergroup is sensitive to our customers' need for quality products that consistently work well under a variety of operating conditions," adds Bindon. The sales and marketing groups typically focus on product appearance and aesthetics while the engineering group hones in on structural and product mechanical issues. Once a project has buy-in from all groups, Bresslergroup may provide another more detailed, 3D presentation that is typically a good ten-foot view of the product. From that point, VIDAR takes over in terms of engineering. However, Bresslergroup is treated very much as in-house resources throughout the process. The whole process generally takes one year from idea to shipping product. And now that the new SIERRA unit is on the market the development cycle continues with enhancements to existing products or initial concept development work on new initiatives. Author: Laura Carrabine |