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CDM Final Presentation

The Road to Innovation
by

Patrick Bucaria

on 19 January 2014

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Transcript of CDM Final Presentation

Where will we be active?
Electrical signals generated by forearm
Bluetooth
"CNN's: 10 Startups to Watch" in 2013
http://www.digitaltrends.com/computing/myo-armband/
What is it?
Business Strategy for MYO
Arenas:
Differentiators
Economic Logic
Limited Mobility Patients
Senior citizens
Diabetics
Rheumatoid Arthritics
Hospital sanitation
Staging
First to market
Customized apps
Competitors: XBox Kinect and Leap Motion
Unrestricted
Licensing fees
http://trialx.com/curetalk/wp-content/blogs.dir/7/files/2011/05/diseases/Limited_Mobility-3.gif
http://www.jessicashealthblog.com/proactive-health-care/pancreas-device-for-pregnant-diabetics-underway/
http://www.gentili.net/Hand/psoriasis.htm
http://www.dividendmantra.com/2013/01/reconsidering-abbott-labs-abt-and.html
Software development kit
Clients
http://www.bayer.com
http://www.ohsu.edu/blogs/researchnews/2013/03/25/novo-nordisk-diabetes-and-obesity-award-applications-due-may-1/
http://www.qmed.com/mpmn/medtechpulse/being-first-market-all-its-cracked-be
Leap Motion
XBox Kinect
MYO
Connected with PC
Range: limited
Measure and precisely detects impulses of finger
Cost: $80
Have to wear MYO
Flexibility of environment and mobility
Uses Bluetooth Technology
Able to communicate with complementary devices
Measures electrical impulses being sent from the brain
Cost: $149
Estimated as a $500-million dollar market
Connected with the TV
Range: limited
Uses antennas to detect electrical impulses
Cost: $149
Staging
Differentiators
- Bundling model
- Highly branded product
- Promotional tie-in
http://si.wsj.net/public/resources/images/MK-CD365_PILL_S_DV_20130520183345.jpg
Project Scope
http://www.thecdmgroup.com/cms/data/8/agency-ny.jpg
CDM NY Company Overview
http://www.clinedavis.com/images/CDMNY_logo.gif
Economic Logic
Vehicles
Arenas
Pharmaceutical Clients
High-cost Specialty Drugs
Male and Female Patients Over the Age of 50
Easy Wins
Acquisition - not viable
Exclusivity Agreement - unlikely
Partnership - best bet
http://lauraalamery.com/wp-content/uploads/2013/03/co-wholesaling.gif
http://www.clinedavis.com/clients.html
Improving Lives
and the Bottom Line
Consumer Reports. "Evaluating Prescription Drugs Used to Treat Alzheimer's Disease." Consumer Reports, 2012. Web. 13 July 2013.
http://static.tumblr.com/oguxh1d/2Chm9fhk5/adheretech_logo.jpg
The Solution
Smart Pill Bottle
wired.com/images_blogs/business/2013/03/Office_Bottle_Final_Crop.jpg
Medication Adherence Statistics
Approximately $750 billion wasted in healthcare funds
$100 - $289 billion accounts for medication non-adherence
http://www.medicationnonadherence.com/wp-content/uploads/2012/01/Medication-Adherence1.png
Technology Description
Vehicles
Economic Logic
Arenas
Differentiators
Staging
Hambrick and Fredrickson's Elements of Strategy
Product Categories
Market Segments
Geographic Areas
Core Technologies
Value-creation Stages
How will we get there?
Internal Development
Joint Ventures
Licensing/Franchising
Acquisitions
What is the speed and sequence of moves needed to get there?
Speed of Expansion
Sequence of Initiatives
How will we win in the marketplace?
Image
Customization
Price
Styling
Product reliability
How will we obtain our returns?
How to generate revenue?
New Business Models
Shift in Paradigm
Staging
Bundling model
Highly branded product
Promotional tie-in

http://si.wsj.net/public/resources/images/MK-CD365_PILL_S_DV_20130520183345.jpg
Differentiators
MYO Armband
2015
Electrical signals generated by forearm
Bluetooth
"CNN's: 10 Startups to Watch" in 2013
http://www.digitaltrends.com/computing/myo-armband/
What is it?
Business Strategy for MYO
Arenas
Vehicles
Differentiators
Economic Logic
Limited Mobility Patients
Senior citizens
Diabetics
Rheumatoid Arthritics
Hospital sanitation/eco-friendliness
Staging
First to market
Customized apps
Competitors: XBox Kinect and Leap Motion
Licensing fees
Increased brand recognition
http://trialx.com/curetalk/wp-content/blogs.dir/7/files/2011/05/diseases/Limited_Mobility-3.gif
http://www.jessicashealthblog.com/proactive-health-care/pancreas-device-for-pregnant-diabetics-underway/
http://www.gentili.net/Hand/psoriasis.htm
http://www.dividendmantra.com/2013/01/reconsidering-abbott-labs-abt-and.html
Software development kit
Clients
http://www.bayer.com
http://www.ohsu.edu/blogs/researchnews/2013/03/25/novo-nordisk-diabetes-and-obesity-award-applications-due-may-1/
http://www.qmed.com/mpmn/medtechpulse/being-first-market-all-its-cracked-be
Leap Motion
XBox Kinect
MYO
Compatible with: PC
Range: limited
What it does: measures and precisely detects impulses of finger
Cost: $80
Compatible with: many devices, many environments
Range: very large
What it does: measures electrical impulses being sent from the brain
Cost: $149
Compatible with: TV
Range: limited
What it does: uses antennas to detect electrical impulses
Cost: $149
Vehicles
Research Process
Inverted Christmas Tree Overview
Fishing for Information
Identify Narrowing Criteria
Consumer Trends in the Healthcare Industry
The technology must, directly or indirectly, improve patient welfare, help physicians in their practice of medicine, increase the efficiency of the healthcare system, and/or hold meaning/value to CDM NY’s clients.

The innovation must provide a benefit to CDM NY in a monetary metric.

The solution must be implementable in five years or less so as to align with CDM NY’s mission to be the Most Innovative Company by 2015.

The technology should align with a researched trend in the healthcare industry.

The trend in the healthcare industry must be reasonably solvable by CDM NY (i.e. it must be feasible for CDM NY to create impact on this trend).

large amount of wastes
chronic disease epidemic
quality and affordability of care
focus on technology
readmission rates
personalized health information
Big Data analytics
MyHealth
MC10 Biostamp
Scanadu
MYO armband
Innovative Technology Trends
AdhereTech
Haptic Technology
RFID
Converging to
a Solution
Where will we be active?
Economic Logic
Mobile app sales for drug recommedations
Big Data analytics
App sale and service fee
Hospital leasing increases number of people using the applications
Leverages brands of CDM NY's clients
Personal Health IT
Market for personal diagnostics growing at 40% annually
Self-service Diagnostic Technology
chronic disease prevention
wasteful spending
re-admission rates
Business Strategy for Scanadu
Staging
Vehicles
Arenas
Differentiators
Three-tiered application:

1. System for Medical
Recommendations
2. Daily Electronic Health
Record and Big Data
Analytics
3. Hospital Leasing
Program
1. Collaborative relationship/
partnership with Scanadu
2. IBM business partner through IBM
PartnerWorld
Content and Predictive Analysis for Healthcare
3. Partnerships with major hospital
chains
Competitors in the Healthcare Communications Industry
Conclusion
Decision Matrix
Bringing an already existing product to a new healthcare market
Promote another company's healthcare product to penetrate the market
Help create a new device in conjunction with a company
http://mobihealthnews.com/19448/abi-30m-wearable-sensors-shipped-in-2012/
http://www.datacentricit.com/blog/bid/93450/Top-10-Strategic-Technology-Trends-for-2013
ViSi Mobile
Scanadu
http://www.datacentricit.com/blog/bid/93450/Top-10-Strategic-Technology-Trends-for-2013
Monitors core vital signs through electrodes (heart rate, ECG, respiration rate, temperature)
Contantly recieve updates on vitals
Convenient
Body temperature, heart rate, pulse oximetry, echocardiogram (ECG) waves, heart rate variability, pulse wave transit time, and stress levels
http://www.scanadu.com/
What Does it all Mean?
The Funnel Method
STOP
Broad, encompassing base that immediately tapers into a stem/solution
Paradigm Shift (CDM Ventures)
GSW
PDI, Inc.
“Your Source For Digital Engagement"

Hamilton Communications
"What technologies should CDM NY invest in creating, and/or which companies should we partner with to create new technologies and why?"
INNOVATE
COMMUNICATE
DEVELOP
Positives
Negatives
Not constantly updated on vitals
Display Worn on wrist
Cumbersome
iQ Unit
Why Scanadu?
The innovation lab of GSW
http://www.hamiltongrp.com/
http://www.pdi-inc.com/digital_strategy
http://www.whatsyourdigitaliq.com/live-from-digital-pharma-west/
Full transcript