“Design thinking” has been making waves in the Japanese business world over the past five years. A prime example of a company that embraces and implements design thinking to drive technological innovation is B dot Medical, a manufacturer of proton therapy systems based in Tokyo.
Bringing Proton Therapy to the World
Takuji Furukawa, the founder of B dot Medical Inc., majored in physics at Chiba University before joining the National Institute of Radiological Sciences. Following a series of successful projects involving the introduction of heavy ion therapy systems throughout Japan, he established B dot Medical Inc. in 2017, together with his six colleagues.
The primary objective of B dot Medical is to promote the widespread adoption of proton therapy, a cancer treatment known for its fewer side effects and gentle impact on the body. The company is currently working on development of a super-compact system. The existing proton therapy systems are massive facilities standing approximately 12 meters tall, equivalent to a three-story building. Constructing a facility of this scale requires matching land availability, and therefore, at present, only about 100 facilities worldwide of which 19 in Japan can provide proton therapy.
Furukawa, who holds a Ph.D. in physics, expresses his vision, stating, “I want to make proton therapy, a treatment that combines the essence of physics and medicine, beneficial for the people in the world. Once proton therapy becomes widespread, it should become the norm for cancer patients to receive advanced treatment with an excellent quality of life, enabling them to continue their daily life.”
To address the challenge posed by the system size, Furukawa set the goal of reducing it to fit within existing radiotherapy hospital structures. He successfully achieved a reduction in height to one third. This development approach epitomizes the essence of design-led management, which places significant emphasis on user experience before technological constraints in product development.
*Approval from regulatory authorities in each country is required for clinical use outside of Japan.
The Impact of Design on Business Management
Regarding the importance of design, Furukawa explains, “Design should be approached with the assumption that there are people who will see and use the product. As I pursued the ease of adoption for our customers in proton therapy systems, it naturally led me to prioritize miniaturization.”
Furthermore, Furukawa highlights the role of designers, noting, “When I was engaged in a major manufacturer’s heavy ion therapy project, I observed that exceptional designers go beyond mere aesthetics and delve into the impact they wish to create for users. That design way of thinking should be more widely employed in corporate activities.”
Furukawa considers design a crucial element in company management. Currently, around 60 employees work at B dot Medical, and within the Corporate Planning Office, three designers are tasked not only with product design but also with story making in business planning and brand building.
Furukawa also emphasizes the significant returns on investment in design. By incorporating design as a key element from the planning stage, its value can multiply several times in the future. Pursuing the user’s perspective also aids in determining the direction of technological development. Consequently, Furukawa believes that investing in design is highly worthwhile. The design-focused business style in B dot Medical enhances the value of the company and enriches the experiential value for medical professionals and patients.
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