To save you downloading 96 pages here is case study 1
Case Study 1 The challenges in marketing innovative medical technologies
Background
As part of its Artificial Intelligence Neural Network Programme, DTI funded
original research into analysing ECG which was carried out at Brunel
University. This became the subject of a Technology Transfer Agreement with
a new company, founded to develop the research and bring it into widespread
medical use.
Product development
The technology was incorporated successfully in a medical device. This was
CE-marked under the EU regulatory system and also meets the requirements of
the US Food and Drug Administration.
Clinical validation was carried out at St Georges Hospital, London, with
the assistance of a grant from the British Heart Foundation. Wide area
performance and clinical governance trials were successfully carried out in
Berkshire and Lancashire, and published in the British Journal of
Cardiology. These included a cost-benefit assessment, described below. User
trials have recently been carried out in India.
Benefits of the new device
Based on the results of the Berkshire trials and using published figures
from the Personal Social Services Research Unit, the University of Kent, the
company demonstrated that the device was cost-effective, offering the
following benefits:
reduction in referrals from primary care of 60%
100% increase in identification of patients at high risk
80% reduction in the cost of diagnosis per patient
investing approximately £30 million could result in savings of £72 million
annually
The company also identified the following benefits for the NHS and patients:
more effective diagnosis at primary care
significant improvements in patient care and patient quality of life
a reduction in the demand for scarce cardiac resources
shorter waiting times as a result of reducing unnecessary referrals
In addition, the innovation meets the requirements of:
the National Service Frameworks for improved cardiac diagnostics
the NHS Cardiac Collaboratives
the new initiative to improve effectiveness in primary care the first
point of contact for most patients
Challenges
the company is relatively unknown with no track record or reputation
the technology is innovative and causes a major disruption to current
practices
GPs/practice nurses are required to acquire new skills, and training is
required
the new approach needs cardiologist buy-in to changes in procedures
the product is innovative it has no competition and is single-sourced
making competitive tendering difficult
savings are made in secondary care, but the purchase is made at primary
care, and the NHS budgeting system effectively hinders adoption
Current position
The company has over 300 devices in use in primary care to date,
representing only about 1% of all GPs.
>The Case Study 1 is incredible because it suggests that there's an
>important innovative device that is being under-utilized in the diagnosis
>of CHD, then gives no further clues as to how to find out more.
>Anyone know what this is referring to or are we all meant to know already?
>Julian
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