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The J&J Diabetic Vitality Program Addressing the Growing Problem of Diabetes in China Ray Costantini  Emily Jantz  Jarrett...
A Daunting Problem <ul><li>At least  30 million  diabetics in China </li></ul><ul><li>70-90% are undiagnosed </li></ul><ul...
A Different Perspective <ul><li>Increasing the diagnosis rate by only 10% means that  more than  1 million  additional Chi...
Barriers to Diagnosis <ul><li>Lack of Public Awareness </li></ul><ul><li>Even among health care providers </li></ul><ul><l...
Requires a System of Intervention 2. Screening  3. Diagnosis 4. Education 5. Retention 1. Awareness Vitality  Centers EZ R...
EZ Read Diabetic Screen <ul><li>Simple reagent-based urine diagnostic test  </li></ul><ul><li>High levels of sugar in the ...
EZ Read Diabetic Screen <ul><li>Very low cost - established technology </li></ul><ul><li>Easier than a home pregnancy test...
Distribution <ul><li>Bringing screening to the patient </li></ul><ul><li>Provide EZ Strips in heavily trafficked pedestria...
From Screening to Diagnosis <ul><li>Provide location of local Vitality Center in the event of positive test strip results ...
Diabetic Vitality Centers (Emily) <ul><li>This is a description of the Vitality Centers </li></ul><ul><li>Additional sourc...
Cost Analysis <ul><li>20 million  People tested </li></ul>100 million  Total test strips needed $1 million  Total producti...
Cost Analysis <ul><li>20 million  People tested </li></ul>x 5  Test strips per person 100 million  Total test strips neede...
Cost Analysis <ul><li>Low cost  </li></ul><ul><ul><ul><li>Simplicity of structures </li></ul></ul></ul><ul><ul><ul><li>Low...
Value Proposition <ul><li>Patient and Community </li></ul><ul><li>Earlier diagnosis </li></ul><ul><li>Less complications a...
Value Proposition <ul><li>Health Care Providers </li></ul><ul><li>Increased referrals and larger patient base </li></ul><u...
Competitive Advantage <ul><li>Dramatically larger consumer base for J&J diabetic products </li></ul><ul><li>Increased cons...
Competitive Advantage (Continued) <ul><li>Easily transferable to other developing markets... </li></ul><ul><li>India?   </...
Implementation <ul><li>Number of newly diagnosed diabetics as a percentage of EZ Read kits provided </li></ul><ul><li>Rela...
Implementation Plan Initial Steps Partnering, Technology Acquisition, Design and Production 2008 2009 2010 2011 2012 2013 ...
Implementation Plan First 6 Months Test Strip distribution sites chosen based on Vitality Center locations  2008 2009 2010...
Implementation Plan Second 6 Months Begin staffing and training 1-2 months prior to initial EZ Test Strip distribution 200...
Implementation Plan Year 2 Notes on this phase go here 2008 2009 2010 2011 2012 2013 Evaluation,  Feedback and  Adjustment...
Implementation Plan 2008 2009 2010 2011 2012 2013 Second Phase of Beijing Vitality Centers Expand to Second  Major Chinese...
Implementation Plan <ul><li>Partner with major insulin production company </li></ul><ul><li>Design and production of EZ Te...
Conclusion
Question and Answer
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Addressing Diabetes in China

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Presentation of a strategic approach to the growing problem of diabetes screening, diagnosis and care in China

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Addressing Diabetes in China

  1. 1. The J&J Diabetic Vitality Program Addressing the Growing Problem of Diabetes in China Ray Costantini Emily Jantz Jarrett Payne Beth Roser Drew Smith TEAM CERES INNOVATION
  2. 2. A Daunting Problem <ul><li>At least 30 million diabetics in China </li></ul><ul><li>70-90% are undiagnosed </li></ul><ul><li>At least 21-27 million undiagnosed Chinese diabetics - likely many more </li></ul>
  3. 3. A Different Perspective <ul><li>Increasing the diagnosis rate by only 10% means that more than 1 million additional Chinese diabetics will have the opportunity to be treated </li></ul>These Challenges Provide Opportunity Chinese character for both “Adversity” & “Opportunity”
  4. 4. Barriers to Diagnosis <ul><li>Lack of Public Awareness </li></ul><ul><li>Even among health care providers </li></ul><ul><li>Volume </li></ul><ul><li>5-7% prevalence </li></ul><ul><ul><ul><li>Diagnosis of 1M requires screening 20M </li></ul></ul></ul><ul><ul><ul><li>Time consuming and impractical </li></ul></ul></ul><ul><ul><ul><li>Expensive </li></ul></ul></ul>
  5. 5. Requires a System of Intervention 2. Screening 3. Diagnosis 4. Education 5. Retention 1. Awareness Vitality Centers EZ Read Test Strips
  6. 6. EZ Read Diabetic Screen <ul><li>Simple reagent-based urine diagnostic test </li></ul><ul><li>High levels of sugar in the blood lead to sugar in the urine </li></ul><ul><li>Performed at home (FOBT model) </li></ul><ul><li>Principle used in the past to monitor treatment effect </li></ul>What is it? Similar device designed to test for urine protein
  7. 7. EZ Read Diabetic Screen <ul><li>Very low cost - established technology </li></ul><ul><li>Easier than a home pregnancy test </li></ul><ul><li>Completely non-invasive </li></ul><ul><li>Highly limited non-diabetic positives </li></ul><ul><li>Bypasses lack of awareness - brings screening to the patient </li></ul>Benefits
  8. 8. Distribution <ul><li>Bringing screening to the patient </li></ul><ul><li>Provide EZ Strips in heavily trafficked pedestrian areas </li></ul><ul><li>Verbal instructions and education </li></ul><ul><li>Printed instruction & disease information </li></ul><ul><li>Provide free J&J branded products - bandages, pens, etc. </li></ul>
  9. 9. From Screening to Diagnosis <ul><li>Provide location of local Vitality Center in the event of positive test strip results </li></ul><ul><li>Additional incentives offered at Vitality Centers </li></ul><ul><ul><li>Positive EZ Test Strip results </li></ul></ul><ul><ul><li>Diagnosed with diabetes </li></ul></ul><ul><ul><ul><li>Glucometer test strips? </li></ul></ul></ul><ul><ul><ul><li>“ Razor and blades” model? </li></ul></ul></ul><ul><ul><ul><li>Diabetic product “coupon books”? </li></ul></ul></ul>Follow-up at Vitality Centers
  10. 10. Diabetic Vitality Centers (Emily) <ul><li>This is a description of the Vitality Centers </li></ul><ul><li>Additional source of undiagnosed patients via word-of-mouth </li></ul><ul><li>Potential function as Co-op center </li></ul><ul><li>This describes how the patients would be referred to health care providers for follow-up </li></ul>
  11. 11. Cost Analysis <ul><li>20 million People tested </li></ul>100 million Total test strips needed $1 million Total production costs $1 Cost per new diagnosis Test Strips x 5 Test strips per person x $0.01 Cost per test strip ÷ 1M Number new diagnoses
  12. 12. Cost Analysis <ul><li>20 million People tested </li></ul>x 5 Test strips per person 100 million Total test strips needed x $0.05 Cost per test strip $5 million Total production costs ÷ 1M Number new diagnoses $5 Cost per new diagnosis Test Strips
  13. 13. Cost Analysis <ul><li>Low cost </li></ul><ul><ul><ul><li>Simplicity of structures </li></ul></ul></ul><ul><ul><ul><li>Low cost staffing </li></ul></ul></ul><ul><li>Self-sustaining through retail function </li></ul><ul><li>Cost sharing through partnering </li></ul>Vitality Centers
  14. 14. Value Proposition <ul><li>Patient and Community </li></ul><ul><li>Earlier diagnosis </li></ul><ul><li>Less complications and disabilities </li></ul><ul><li>Better medical outcomes </li></ul><ul><li>Resources </li></ul><ul><li>Improved productivity among controlled diabetics </li></ul>&quot;We are responsible to the communities in which we live and work and to the world community as well.&quot; - Johnson & Johnson Credo
  15. 15. Value Proposition <ul><li>Health Care Providers </li></ul><ul><li>Increased referrals and larger patient base </li></ul><ul><li>More able to effect change </li></ul><ul><li>Less time spent on patient education means more time available for treatment </li></ul>&quot;We believe our first responsibility is to the doctors, nurses and patients...” - Johnson & Johnson Credo
  16. 16. Competitive Advantage <ul><li>Dramatically larger consumer base for J&J diabetic products </li></ul><ul><li>Increased consumer brand recognition </li></ul><ul><li>First mover advantage into undiagnosed population </li></ul><ul><li>Strengthened healthcare provider and government relations </li></ul><ul><li>Easily transferable to other developing markets... </li></ul>&quot;Business must make a sound profit. We must experiment with new ideas. Research must be carried on, innovative programs developed… New equipment must be purchased, new facilities provided, and new products launched.&quot; - Johnson & Johnson Credo
  17. 17. Competitive Advantage (Continued) <ul><li>Easily transferable to other developing markets... </li></ul><ul><li>India? </li></ul>Estimated 22 million undiagnosed diabetics...
  18. 18. Implementation <ul><li>Number of newly diagnosed diabetics as a percentage of EZ Read kits provided </li></ul><ul><li>Relative utilization of various Vitality Center locations </li></ul><ul><li>Rate of diabetic complications among newly diagnosed diabetics </li></ul><ul><li>Number of successful physician referrals </li></ul><ul><li>Number of diabetic supplies sold </li></ul><ul><li>Change in Market Share, Sales & Profits </li></ul>Metrics of Success
  19. 19. Implementation Plan Initial Steps Partnering, Technology Acquisition, Design and Production 2008 2009 2010 2011 2012 2013 Vitality Center Partnering EZ Test Strip Design & Production
  20. 20. Implementation Plan First 6 Months Test Strip distribution sites chosen based on Vitality Center locations 2008 2009 2010 2011 2012 2013 Beijing Vitality Center Site Selections EZ Test Strip Distribution Site Selection
  21. 21. Implementation Plan Second 6 Months Begin staffing and training 1-2 months prior to initial EZ Test Strip distribution 2008 2009 2010 2011 2012 2013 Initial Vitality Center Completion EZ Test Strip Distribution Staffing & Training
  22. 22. Implementation Plan Year 2 Notes on this phase go here 2008 2009 2010 2011 2012 2013 Evaluation, Feedback and Adjustment First 6 Months of Operations
  23. 23. Implementation Plan 2008 2009 2010 2011 2012 2013 Second Phase of Beijing Vitality Centers Expand to Second Major Chinese Metropolitan Area Years 3 through 5 Continued Feedback, Expansion and Refinement throughout China Evaluation of India Sites?
  24. 24. Implementation Plan <ul><li>Partner with major insulin production company </li></ul><ul><li>Design and production of EZ Test Strips </li></ul><ul><li>Site Selection of initial Beijing Vitality Centers </li></ul><ul><li>Initial EZ Test Strip distribution site selection </li></ul><ul><li>Vitality Center staffing and training </li></ul><ul><li>Design and completion of initial Vitality Centers </li></ul><ul><li>Initial distribution of EZ test strips </li></ul><ul><li>Evaluation of Success Matrices with feedback and adjustment </li></ul><ul><li>Second phase Vitality Centers and EZ Test Strip distribution </li></ul><ul><li>Evaluation for India Vitality Center and EZ Test Strip Distribution sites </li></ul>Schedule (I’ve left this in as a reference only)
  25. 25. Conclusion
  26. 26. Question and Answer

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