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GE Presentation
- 1. GE Healthcare Systems GoingForward Team B13 Chris Chen Brian Lee Robyn Moss Matt Stewart
- 2. Introduction Recommendation RisksExecution Summary 2 Agenda • Case Overview • Recommendation – Product Rationale • Assumptions, Challenges, Risks • Execution • Summary
- 3. Introduction Recommendation RisksExecution Summary 3 The Added Value of Healthymagination to GEHS Smart Spending Smart Saving Smart spending - Making smart investments that make a difference lead to research and development in technology innovations, capital financing for growth companies and grants. Smart Saving - Lowering costs, expanding capacity and improving performance enable healthcare providers to care for more people with existing facilities and to extend access to wider populations. 1) Not just new products, but a tool for Marketing • Differentiation from competitors 2) Sustainable advantage in Customer loyalty • Less dependence on individual products 3) Disruptive Innovation • Introducing new standards of quality, access and cost to the healthcare industry
- 4. Introduction Recommendation RisksExecution Summary 4 Healthcare Industry and GEHS Overview Healthcare is a booming industry – $2.5 Trillion sector in US, 16% US GDP (projected to hit 31% by 2035) GEHS and Medical Imaging Technologies – In 2007 GE dominates MRI and CT (40%, 50% of market share respectively) – Ultrasound is the 3rd largest modality of Medical Imaging, a $2 Billion industry • GEHS in close competition with Philips to gain majority market share by 2010 Healthymagination – $6 Billion Initiative launched in 2009 by GEHS as a commitment to quality, access, and cost issues around the global Healthcare industry – Requires a 15% increase in one of the three categories (quality, access, cost) Which Ultrasound products should GEHS introduce? – HepEcho, TEEmax, UltraLipo, and Omega
- 5. Introduction Recommendation RisksExecution Summary 5 Recommendation: HepEcho, Omega, TEEmax Introduce HepEcho and Omega first as they are the best candidates for healthymagination and they are in attractive markets. Introduce TEEmax after further evidence generation. • Annotations •Cost reductions of > 15% •Large hospitals and mid-size clinics •Buyers are more than hepatologists •Japan has Gov’t run healthcare •Current medical needs are not met HepEcho •Access to new markets > 15% •Collaborate with NGO •Partner w/ Indonesian Gov’t •Multi-year warranty plan •Lowering costs Omega PROFITS + HEALTHYMAGINATION TEEmax
- 6. Introduction Recommendation RisksExecution Summary 6 Healthcare Spending to Increase • Increasing healthcare demands of aging Japanese population necessitate dramatic increase in healthcare spending (current spend 7% of GDP in 2009, compared to 16.3% of GDP in US1). • Intense competition likely as companies look to gain share of increased spend HepEcho provides lower cost, high quality imaging for a growing Japanese market Affordable, High-Quality Product • Versatile LOGIQ E9 imaging technology, affordably price for mass appeal • Positioned to meet the needs of hepatologists looking for improved diagnostic results • Lower price point will expand target market to include both large academic hospitals and mid- sized clinics 4.1 5.9 8.9 11.2 11.6 12.8 16.1 19.7 24.1 16 20.6 27 30.1 33.1 37.5 42.3 47.2 52.3 0 10 20 30 40 50 60 National Medical Care Expenditure Medical Care Expenditure for the Elderly Trillion Yen Estimate Growing Healthcare Spend in Japan1 1. Mori, Dr. Takato and Nagano, Dr. Amie. “From Silver to Gold: The Implications of Japan’s ageing population”. GE and Economist Intelligence Unit. HepEcho poised to gain market share as low-priced solution focused on diagnostic and preventative medicine.
- 7. Introduction Recommendation RisksExecution Summary 7 HepEcho: Meeting the Changing Needs of the Japanese Market Meeting Changing Customer Needs Requires Innovation • Rapidly aging Japanese population influencing market needs – Focus on tools aimed at diagnosis, prevention, treating chronic illnesses • Japan exploring opportunities for new avenues of healthcare delivery – Emphasis on home-based care for elderly will make mobility and versatility of tools more important1 1. Ministry of Health, Labour and Welfare of Japan. 2011 Annual Report. http://www.mhlw.go.jp/english/org/pamphlet/dl/pamphlet-about_mhlw.pdf#page=14 Highlight innovative benefits of Healthymagination platform Work with Japanese government to identify opportunities to innovate and educate healthcare industry of products Develop promotions to get HepEcho in test markets Targeted Marketing
- 8. Introduction Recommendation RisksExecution Summary 8 Omega: Fulfilling needs in Emerging markets Omega addresses the issue of midwives lacking proper equipment to detect and understand pregnancy risks • Price-sensitive target market (Indonesia) For midwives in Indonesia, price is the most important factor At around $3,000, Omega is affordable and economically justifiable • Omega addresses scarcity of OB/GYNs in Indonesia, especially in rural areas Compared with hospitals & OB/GYNs, midwives are considerably more accessible and affordable Increases Access Increases Quality New Market
- 9. Introduction Recommendation RisksExecution Summary 9 Omega: Solutions for Barriers to Value Creation and Delivery Barriers to Value Creation and Delivery How will Omega be distributed, especially in rural areas? Who will train midwives and spread product awareness? Proposed Solutions: 1) Collaborate with local NGOs (i.e. ICM, GMC) Product distribution through established supply channels Midwife education and training Spreading of product awareness 2) Partner with the Indonesian Government Government subsidies increase affordability Government endorsement adds credibility and increases awareness 3) Provide a multi-year warranty Alleviates midwives’ concerns regarding economic feasibility Instills confidence in product quality & reliability 4) Lower the price Increases Omega’s demand and unit sales Improves Omega’s economic feasibility
- 10. Introduction Recommendation RisksExecution Summary 10 New Markets + New Strategy = Risk Low Low High High ProbabilityofOccurrence Impact of Risk Omega HepEcho Barriers to Entry Competition Buyer Power Distribution Barriers to Entry Competition Distribution Buyer Power
- 11. Introduction Recommendation RisksExecution Summary 11 Execution: Focus on NPI’s 3 Steps to Success Test Market M1 M2 M3 Supply Chain Coordination Cost & Schedule HEPECHO: Established supply chains, GE HealthCare Hino Factory OMEGA: Less established & highly fragmented, Indo 15000+ islands will need to utilize Korean manufacturing facilities HEPECHO • Shinjuju, Tokyo • Pop 312, 418 • Most Hospitals per 1000 population HEPECHO: $36M OMEGA: $6M OMEGA • Jakarta’s rural areas • Developed infrastructure • 35% of births are unassisted Hit Scale 18 months Beta Phase 6-18 months Est Chains 3-6 months
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- 13. 13 Appendix • SWOT Analysis •Healthymagination Details • Medical Imaging Analysis • Japanese Healthcare Market • Indonesia Midwifery • TeeMax • UltraLipo
- 14. 14 Healthymagination: Success thusfar • 43 Innovations have been validated to improve cost, quality and access by 15% • 234 million lives affected • Over 60+ countries COST • Decrease treatment time Quality • New technologies Access • Medical equipment to developing markets
- 15. 15 Medical Imaging Analysis:Ultrasound Imaging • $25.3 Global Billion market & growing • Competition – GE 30% – Philips 27% – Other 43% OPPORTUNITY Japan + Rest of Asia = 28% Global Market Asia = 60% of worlds population 2004 2005 2006 2007 2012 CAGR% 1332.0 1423.2 1520 1625.2 2273 6.9 Ultrasound Projections
- 16. 16 Indonesia: It isGetting Better WhoWhere Infant Mortality
- 17. 17 Japan’s Healthcare Industry UniqueSocial Healthcare Benefits1 • Lowest healthcare costs yet healthiest population • Pay insurance premiums in relation to their income, insurance companies don’t compete for services Facts2 • Life Expectancy – 83 yrs, • Health care spending – 8% GDP • Doctors per 1000 -- 21 http://www.equityhealthj.com/content/8/1/5 1-http://prescriptions.blogs.nytimes.com/2009/08/25/health-care-abroad-japan/ 2 http://www.who.int/countries/usa/en/
- 18. 18 TEEmax and theHealthymagination Initiative We propose to delay the introduction of TEEmax until more evidence of value creation can be established • TEEmax is a product that current research tells us is much harder to reach the 15% improvement • The scope of this product is limited and it’s impact on global health issues is far less relevant • Currently Philips has a similar product on the market, Live 3D TEE, which will be hard to overtake in market share without a strong marketing push, that association with Healthymagination would provide TEEmax is an attractive investment • The product fulfills a direct need currently catered to by only one supplier, Philips • The product is an add on to existing machines for which we already have buyers and distribution established • E4D Technology is multifunctional to apply to different objectives • Market segments for cardiac ultrasound is growing as instances of heart disease increase around the world
- 19. 19 UltraLipo: Opportunity OutsideNPI and Healthymagination Potential New Product for Non-Healthymagination platform • Non-traditional use for ultrasound, cosmetic application with few clinical benefits Does not meet the Strategic Filter for NPI • “Solve a clinically relevant problem, with a demonstrable improvement in imaging quality that the clinician would recognize, where there are a wide range of applications for the product”
- 20. 20 SWOT analysis for4 proposed products HepEcho SWOT Strengths: Fulfills a direct need that currently is insufficiently met, Japanese healthcare system is government run so ability to find large bulk buyers and institutionalized systems is high, based on core technology that GE is already a leader in Weaknesses: costly project and a high retail sales point, eliminates smaller independent firms from buying so shrinks your buyer pool, a lot of hospitals each serving small size populations, so only a few locations will want to buy based on proximity to other locations who don’t have one, this is a specialized tool geared at hepatologists only Opportunities: Current ultrasound options are insufficient for proper liver cancer detection, 85% mortality rate for detected liver cancer world wide, Japan alone accounts for 5.3% of deaths from liver cancer, over $400 million market for hepatologists who use ultrasounds already, Threats: Introducing a new product takes education and time to accept into general practice, competitor expected to release a similar imaging system as direct competition, TEEmax SWOT Strengths: Product is an addition to an existing product currently owned by many hospitals and firms, there is a clear need and a current market for such a machine, Weaknesses: Limited scope of use of product (surgeons performing replacement of mitral valve procedures), Costly project requiring 20Million to start. Opportunities: cardiac ultrasound is growing to a billion dollar segment, pioneering E4D technology can cross over to new product developments Threats: Philips is already in the game with the Live 3D TEE, clinical team is unsure if TEEmax can reach healthymaginations growth goal of 15%, UltraLipo SWOT Strengths: Outside of typical healthcare segment, entering a new market, non invasive, based on existing companies it is profitable and highly desired, not treated in a medical setting but a spa like setting, the alternative to UltraLipo is invasive medical surgery which is high risk and much more expensive. Typically an out of pocket procedure, relatively simple technology Weaknesses: Does not stay within the realm of Healthcare, does not promote the GE mission of providing better healthcare to more people, lack of a clinically relevant benefit, Opportunities: Industry is just beginning globally and has yet to be approved by the US government (still early movers in US), Target market is weight loss patients which is a large market globally, Brazil is the highest numbers of liposuction procedures, estimated global market of over 1 billion, noninvasive lipo-surgeries are expected to grow by 17.9% in the next half decade, Threats: Existing Israeli company already created the market for ultrasound use in this capacity, No manufacturers have yet to receive FDA approval in the US Omega SWOT Strengths: Capitalizing on a market, Indonesia, that needs better service and equipment for pre-natal care, low cost requirements of 6 million, easy to use and affordable $3000, Weaknesses: most OBGYN’s are located in central cities, not in rural areas, so a lot of the patients that need the extra medical attention aren’t going to have access regardless of product, Midwives don’t have as high enough incomes to afford an ultra sound machine, Product has a “novelty” value, Opportunities: Outlet through Midwives is accessible, new emerging market with an incredibly large population, first mover advantages, Threats: Distribution may be much harder trying to reach individual midwives than large hospitals and firms, access a single woman can have to the machine is limited if it is targeted towards midwives rather than institutions,
- 21. 21 Market Figures (HepEcho& Omega) • HepEcho: Potential Worldwide Market : 700,000 annual diagnoses for liver cancer Japan: 32,000 deaths annually attributable to liver cancer o Current Market estimated at $400 million o 8,794 hospitals in 2008 o 8.5% of GDP spent on healthcare in 2008; less than 9.6% of GDP on average across OECD countries in 2009 • Omega: Indonesia: 230 Million people o Estimated 4,140,000 births per year (18 per 1,000 people) o Estimated 59,800 midwives (26 per 100,000 people) o Conservative Estimate of Sales (1 of 4 midwives purchase) – 14,950 units sold o Aggressive Estimate of Sales (2 of 4 midwives purchase) – 29,900 units sold o 59.3 birth defects per 1000 people; est. 245,502 birth defects per year (March of Dimes study) o Estimated midwife price per birth – $45 (2008) o Initial Investment: $6 Million dollars o Projected unit price: 3,000*
- 22. 22 Sources • http://www.bloomberg.com/apps/news?pid=newsarchive&sid=aIzv9oPDe_.4 • Fujimura,Naoko. “Japan’s Elderly Population Rises to Record, Government Says”. Bloomberg News. September 17, 2007.
Editor's Notes
- #5 Healthcare figures from Page 2 of the Case study, paragraph 3 GEHS and Medical info from Case Study, Exhibit 5 and Exhibit 6 of the appendix Healthymagination – Case study, page 5, paragraph 2 and 3
- #7 Positioning: HepEcho would provide higher quality imaging for a growing Japanese market. Based on the LOGIQ E9 technology, HepEcho represents the top of the line tool for general imaging. Priced at $120,000, this product is more affordable than the typical LOGIQ E9 technology selling for $200,000. The reasonable pricing of a top tier product would make this versatile tool desirable to both large academic hospitals and mid-size clinics alike. While the tool is positioned to be a solution for more effective imaging for diagnosing liver cancer, as a general imaging tool, hospitals and clinics will be attracted to the versatility of the solution to providing
- #10 ICM – International Confederation of Midwives – a NGO consisting of several midwife associations that spans across 98 countries and includes 250,000 midwives. The ICM works with WHO, UNFPA, UNICEF and other organizations to achieve the common goals in the care of mothers and children. (http://www.internationalmidwives.org/Whoweare/tabid/1087/Default.aspx) GMC – Global Midwifery Council – an international organization of midwives that strives to provide safe and respectful midwifery care during childbirth. The GMC focuses on strengthening midwifery education on an international scale. (http://globalmidwiferycouncil.org/about.html)
- #19 Aside from the affiliation with Healthymagination, there shouldn’t be anything holding GEHS back from greenlighting TEEmax
- #22 March of Dimes Report http://www.marchofdimes.com/downloads/birth_defects_report-pf.pdf (*) - We propose to lower price in recommendations