Development and Implementation of New Business Area “Informatics”

Building on an Installed Base with Blue Ocean Strategy®
  • Claus-Peter Reisinger
Part of the FOM-Edition book series (FOMEDITION)


The medical device industry is highly regulated, which is often seen as a major hurdle for Blue Ocean® ideas. Many potential new product attributes would require a complete new regulatory approval process, which would take a significant amount of time and money. This case study shows, how we overcame this challenge and created a new product category that helps to analyze the daily workflow in the radiology department and automate many previously manual processes.


  1. Bayer Vital GmbH. (2017). Homepage. Accessed 6. Sept. 2017.

Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019

Authors and Affiliations

  1. 1.Bayer AGBerlinGermany

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