Question 3: Read the case study and answer the questions (15 marks)

Case IWalk 2.0 Medical/AT Device Distribution Network With Intense Clinician Training Support From The Manufacturer

Fig. 3: iWalk 2.0 Hands Free CrutchPeople with lower leg non- weight-bearing injuries who wish to remain ambulatory have long used standard crutches. The use of standard crutches is predicated on ones ability to use their arms and hands to support their weight as they navigate around in their surroundings. The use of standard crutches does not allow the free use of your hands and arms for other activities. It was noted that there was a need for a device that allowed one to remain ambulatory and still have the free use of their arms and hands.

The iWalk 2.0 was developed as such a device and is a hands-free crutch substitute (iWalk- Free, n.d.). It is a first of its kind mobility device that frees a person from the limitations of conventional crutches. Rather than marketing this new device directly to the consumer, the company elected to market the device directly to clinicians who would ordinarily be fitting the target population with standard crutches.

Common misconceptions from just looking at the iWalk 2.0 range from that it is unstable and you may be injured using it, to that it will be difficult to learn and use. So how is this addressed for both the clinician and the consumer? First, the company provided a highly informative web site to serve as a reference for the clinicians and consumers. Next, the company personally teaches each retailer about the device, how to sell it, and how to fit it. The company provides a webinar and certifies clinicians (dealers) to become iWalk fitters. The product typically outperforms consumer expectations, so the dealer has to be armed with the knowledge to disarm consumer misconceptions.

The iWalk 2.0 distribution channel is that of being sold by the manufacturer directly to trained dealers who in turn sell the consumer on the product. There is no promotion strategy other than entering into new medical device competitions at various trade shows throughout the nation and winning them. The iWalk 2.0 has also benefited from publicity on its use by high profile figures such as Harrison Ford. Mr. Ford uses the iWalk 2.0 due to an injury he incurred during filming of the new Star Wars movie.

Questions: Find/identify:

1. DC system
2. DC format
3. DC intermediaries (functional/commercial)
4. Companys DC businessmodel
5. Factors affecting the DC operations performance.
6. Challengesfacing the companys distribution systems.
7. An interface betweenDC and a marketing strategy
8. 6Rs, if any.
9. DC functions
10. DC intensity