MARKETING

1. MARKETING Case Studies in Engineering Management Tamara Brown April 18, 2007

2. ENGINEERING MANAGEMENT • Solving a problem well • Solving the right problem

3. TODAY’S DISCUSSION • Choice of Topic: Automated External Defibrillators • Approach • Major Findings • Impact of Study • Practical Lessons

4. TODAY’S DISCUSSIONMARKETING ISSUES The same attention to detail and thorough approach applied to engineering “problems” give engineers an ideal mindset to investigate marketing issues.

5. THE “PRACTICAL PROBLEM”

6. AUTOMATED EXTERNAL DEFIBRILLATORS • News/ press coverage indicates a rapidly growing market • Interest of new medical group • Past career involvement with semi-automatic defibrillators • Good fit with need for learning opportunity/ independent study project

7. Who is audience? What information am I trying to convey? What will people do/ learn as a result of this study? Various managers at my company Informing… Conveying an overall view of the market Recipients will have better understanding of the market and will be able to decide if there is any opportunity for commercialization. APPROACH

8. ORIGINAL PLAN Market Study: Automatic External Defibrillators 1. History and Evolution of/ Need for Cardiac Defibrillators 2. State of Market Today 3. Kinds of Cardiac Defibrillators (Overview of Three Main Types) - Differentiation, Users, Major Manufacturer, Examples 4. Focus on Automatic External Defibrillators - Manufacturers and Product Offering 5. Focus on Automatic External Defibrillators - U. S. Cost Information and Purchasing Patterns 6. Technology Assessment/ Product Differences Among Selected Suppliers/ Types 7. Emerging Opportunities for Automatic External Defibrillators - Market Trends/ Where Market is going, New Technology Developments or Potential Needs - Impacts (Legal, societal), Enablers and Potential Impact/Requirements 8. Key Resources (ex. Industry Associations, etc.) 9. Summary

9. MARKET STUDYAutomated External Defibrillators

10. History of Defibrillation • Initial efforts in dogs in 1899 by J. L. Prevost and F. Batelli (France) • First U.S. work by Con Ed and Johns Hopkins in 1920s • Case Western Reserve University in 1930s and 1940s • First open heart defibrillation: 1947 • First non-invasive defibrillation: 1955 • Later efforts: portability, lower energy

11. Need for Cardiac Defibrillation • Heart-related disease is the leading cause of mortality in the United States. • Sudden cardiac arrest causes 250,000 deaths annually • due to change in heart’s electrical system • most common cause is ventricular fibrillation (VF) • treatable by cardiac defibrillation

12. DefibrillationSingle greatest “determinant of survival”

13. Types of Defibrillators • Implantable (Internal) • External • Hospital • Portable • Automated External Defibrillators

14. Automated External Defibrillators • Growing rapidly • Three major manufacturers • Medtronic • Philips • Cardiac Sciences

15. Key Characteristics of Currently Marketed AEDs

16. Use of AEDs • 30 % of Ambulances in US • 15 % of Emergency Fire Units • 2 % of Police Vehicles • Training is relatively simple and inexpensive.

17. Community Access to Emergency Devices Act Cardiac Arrest Survival Act Aviation Medical Assistance Act Occupational Safety and Health Administration American Heart Association (AHA), American College of Emergency Physicians Enablers

18. Future Direction • Medical Use • Commercial Use • Home Use • Public Access Defibrillation *

19. Public Access Defibrillation • Rapidly growing segment • Several studies in major airports (Midway and O’Hare) • Effectiveness of minimally trained users based on sixth graders

20. Patent Review CATEGORYNUMBER OF PATENTS User-Directed Prompts 1 Battery Related 3 Charging Mechanism 4 Casing for Device and /or Components 4 Defibrillation Mechanism or Timing 4 Energy Reduction/ Energy Control 5 Training/ Self-Test/ Simulator 6 Algorithm/ Rhythm/ Monitoring 7 Alarm/ Response System/ Data Transfer 8 Lead / Electrodes 9

21. Future Developments • Ease of Use: Public use demands the need for even simpler operation. • Lightweight/ Easy to Carry: Most AEDs weigh under ten pounds, in the range of three to seven pounds. Miniaturization continues to be an important focus for these products. • Improved Recognition of VF rhythm: AEDs will almost always – 90%-- shock in instances of VF and will rarely, if ever, deliver a shock in non-VF cases. Improved detection of rhythms can only help to improve safety as needed for widespread public and home use.

22. BACK TO THE “PRACTICAL PROBLEM”

23. SUMMARY OF MARKETING STUDY • Automated external defibrillators are a fast growing segment of the medical device market. • Revenue from AEDs is expected to grow from $489 million in 2001 to $1 billion in 2012. This growth is partly based on the expansion of public access defibrillation. • The escalation may also offer an opportunity for complimentary emergency products which may provide significant revenue.

24. USE OF MARKETING STUDY • Automated external defibrillators are a fast growing segment of the medical device market. • Revenue from AEDs is expected to grow from $489 million in 2001 to $1 billion in 2012. This growth is partly based on the expansion of public access defibrillation. • The escalation may also offer an opportunity for complimentary emergency products which may provide significant revenue. Possible new directions, new engineering problems to solve… Possible growth for the company

25. MAJOR “TAKE-AWAYS” • The final product may not be exactly the same as the original plan….. OK! • Proper management of rapidly changing data is key. • Process for approaching marketing study: (Does this process sound familiar from Dr. Barnes’ lectures?) The same as other endeavors; apply the same techniques.

26. Thank you!