Defining CX and AI in Medtech with Martin Böhm, Ottobock Chief Experience Officer

⇨ The SAPinsider EMEA 2024 Conference in Copenhagen will focus on connecting leaders and experts in the SAP ecosystem, featuring a keynote by Martin Böhm, Chief Experience Officer at Ottobock, on how AI is transforming business and enhancing customer experiences.

⇨ Ottobock is committed to becoming a fully AI-driven organization within three years, leveraging AI to improve product innovation, streamline business operations, and enhance personalized care for individuals with mobility challenges.

⇨ Martin Böhm emphasizes the importance of a customer-centric approach in driving innovation, highlighting that integrated, scalable digital ecosystems are crucial for organizations to adapt and thrive in the rapidly evolving medtech market.

On 12-14 November, over 1000 SAP Insiders will descend upon Copenhagen for the SAPinsider EMEA 2024 Conference, where SAP end users, experts, partners and leaders will enjoy three days of connecting, learning, and collaborating in Denmark’s capital city. To kick off its program, the conference will hold a keynote from Martin Böhm, Chief Experience Officer at Ottobock, showcasing how AI is reshaping the future of business today. The audience will discover the transformative journey of Ottobock, world leader in medical technology and the official partner to the Paralympic Games, where it has provided technical support to athletes since 1988. The medtech company’s commitment to enabling people with mobility challenges aligns with its bold vision to become a fully AI-driven organization within three years. This transformation will be used to expand human-centered experiences, utilizing AI to revolutionize everything from product innovation to business operations.

In the following interview, Martin Böhm speaks with Stephen Wellman and Giacomo Lee in a preview of his keynote, alongside giving insight into the changing nature of customer experience and what it means for tech leaders of any industry.

Giacomo Lee [GL]: Please give us a day to day of your position – and how you have helped shape the human experience for Ottobock?

Martin Böhm [MB]: In my role as Chief Experience Officer at Ottobock, each day is centered around enhancing and reshaping the human experience for our users through strategic leadership across the marketing, digital, IT, and exoskeleton businesses. My day-to-day involves close collaboration with cross-functional teams to drive customer-centric projects, improve digital offerings, and ensure our technology aligns with user needs.

A typical day might include:

• Developing resonant marketing campaigns that highlight the transformative impact of our products.
• Leading digital initiatives like the Ottobock LifeLounge platform, a digital ecosystem that connects users and providers for a more personalized treatment experience.
• Driving IT advancements to ensure we are using data effectively, whether it’s for predictive insights in patient care or improving internal efficiencies.

Coming from a consumer-focused background, I have instilled a mindset of customer centricity, which has been crucial as Ottobock transitions from a B2B model to a full-range provider with direct consumer touchpoints. This shift to focus on the end-user experience has opened up new opportunities for innovation and engagement across the company.

GL: Can you tell us more about Ottobock’s role in the medtech market?

MB: Ottobock is a global leader in medtech, dedicated to human empowerment through advanced prosthetics and pioneering innovations in neuro orthotics. As the market leader in prosthetics, we are the only company offering a comprehensive, 360-degree approach – from planning orthopedic workshops to manufacturing components and providing direct patient care through our own clinics. This integrated model ensures exceptional quality, consistency, and a seamless experience for users, setting Ottobock apart as a unique provider in the medtech industry.

GL: What fulfils you most with your role?

MB: What truly fulfils me in this role is seeing the tangible impact of our work on people’s lives. We’re not just developing products; we’re creating solutions that restore independence, enhance mobility, and improve quality of life. Knowing that our users feel more understood and empowered through our offerings gives me purpose each day. It’s a privilege to shape not only Ottobock’s approach to healthcare solutions but also the experiences that define our users’ daily lives.

GL: What needs does a chief experience officer meet in today’s world – and how can companies benefit through having one?

MB: A Chief Experience Officer (CXO) is essential in today’s world for creating seamless, customer-centered experiences across all touchpoints. By blending expertise in consumer marketing with technical knowledge in IT, digital, and AI, a CXO can drive engagement and loyalty in ways that go beyond traditional marketing.

For instance, at Ottobock, our LifeLounge platform not only supports professionals but also serves as a sales tool, enhancing our interactions with customers. Companies benefit from a CXO by fostering a customer-centric culture and aligning all strategies with customer needs. This approach ensures that digital tools and data insights are used to personalize experiences, build loyalty, and strengthen market position in a world where customers expect personalized, meaningful interactions.

GL: What are the challenges in defining experience across platforms such as social, e-commerce and more?

MB: Each platform serves different user needs and expectations, so maintaining a consistent brand experience while tailoring interactions to each channel is complex.

On social media users expect quick, engaging, and interactive content, while e-commerce requires a seamless, secure, and efficient shopping journey. Balancing these expectations with a cohesive brand voice is essential but challenging. Additionally, integrating data from various platforms to gain a holistic view of the customer journey is difficult but crucial for a unified experience.

Stephen Wellman [SW]: You have a presentation coming up at SAPinsider EMEA 2024. Can you tell us a little bit about the narrative you’re going to share with our attendees in Copenhagen?

MB: At SAPinsider EMEA 2024 in Copenhagen, I’ll be sharing Ottobock’s transformative journey toward becoming a fully AI-driven organization within the next few years. Our commitment to empowering people with mobility challenges drives this bold vision, using AI to reshape everything from product innovation to business operations, always with the end-user experience in mind.

I’ll dive into our approach in three key areas:

1. Customer-Centric Care: Through AI-driven insights, Ottobock can now anticipate and address user needs more effectively, improving experiences for individuals with disabilities and enhancing their journey toward greater independence. AI allows us to personalize support in real-time, making each interaction more impactful.

2. Innovation in Products & Services: Ottobock is leveraging AI to refine prosthetic technology, enhancing comfort, mobility, and customization. This approach accelerates access to essential medical devices, transforming the quality of life for users worldwide.

3. Streamlined Business Processes: AI is also reshaping our supply chain and customer service, making Ottobock more responsive and efficient while keeping user care at the center. By optimizing operations, we can deliver faster, more impactful solutions to those who rely on us.

SW: How can AI and digital transformation have a positive impact even when a product is so personal? 

 MB: AI and digital transformation offer significant benefits because orthopedic products are so personal and tailored. Traditionally, creating a custom prosthesis required plaster casts – a time-consuming, messy, and less comfortable process. Now, advanced scanning technology allows us to digitally capture the residual limb, offering a faster, cleaner, and more comfortable alternative for users.

AI can further enhance this process by assisting in the complex task of digitally modifying the scan to fit each user’s unique anatomy. With AI’s precision and efficiency, this customization becomes more accessible, allowing clinicians to focus on fine-tuning and optimizing fit. In some cases, the final prosthesis can even be 3D printed, streamlining production while maintaining the high level of personalization our users expect.

Ultimately, AI enables us to maintain the deeply personal nature of our products while making the process faster, more efficient, and comfortable for users, improving their overall experience.

GL: What key messages do you hope our audience of CIOs and CTOs take away from your upcoming keynote?

MB: I hope to leave CIOs and CTOs with three core messages:

1. AI and Digital Transformation as Strategic Enablers: Embracing AI and digital transformation can unlock powerful opportunities for personalized, human-centered experiences. By putting the user at the heart of these advancements, technology becomes a tool not just for efficiency, but for enhancing lives.

2. Customer-Centricity is Key to Innovation: Shifting from a product-focused to a customer-centered approach fuels innovation. At Ottobock, AI-driven insights are helping us anticipate and meet individual needs, creating more meaningful and responsive experiences. This shift has not only strengthened user satisfaction but also accelerated our innovation process.

3. Integrated, Scalable Digital Ecosystems Drive Agility: Building a connected, data-driven ecosystem is essential for long-term adaptability and scalability. I’ll share how Ottobock’s journey to an AI-enabled organization has streamlined our operations and strengthened our ability to meet future challenges in a fast-evolving medtech market.

Ultimately, I want to inspire CIOs and CTOs to view technology as a transformative force for impact and growth, especially when it serves a clear and purposeful mission.

GL: Finally, do you have any experience, past or present, regarding SAP?

MB: Yes, I do have. At Ottobock, we use SAP solutions across various functions, including supply chain management, customer service, and data integration, to drive efficiency and support our digital transformation. SAP is one of the core pillars of our ‘Digital Core 2.0’ strategy, helping us streamline processes and enhance the overall user experience. It is central to our goal of becoming a fully AI-driven organization, enabling us to leverage data for more personalized services and optimized operations.

Earlier in my career, I ran an innovation case at Beiersdorf, where I was one of the first to implement SAP HANA in the field of marketing. This implementation allowed us to harness real-time data insights to improve marketing strategies and customer engagement.

 

Register here for SAPinsider EMEA 2024, taking place in Copenhagen, Denmark this 12-14 November.