fall detection technology verhaert

12.10.2007

Fall Detection Technology Fall Detection Technology

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© MASTERS IN INNOVATION ®

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Fall Detection Technology

Ann Van Mele

ann.vanmele @verhaert.com

www.verhaert.com

VERHAERTINNOVATIONDAY – OCTOBER 12th, 2007

www.mastersininnovation.com

Commercially confidence – This presentation contains ideas and information which are proprietary of VERHAERT, Masters in Innovation*, it is given in confidence. You are authorized to open and view the electronic copy of this document and to print a single copy. Otherwise, the material may not in whole or in part be copied, stored electronically or communicated to third parties without prior agreement of VERHAERT, Masters in Innovation*.

* VERHAERT, Masters in Innovation is a registered trade name of Verhaert Consultancies N.V.

12.10.2007

Fall Detection Technology Fall Detection Technology

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© MASTERS IN INNOVATION ®

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Agenda

• Introduction fall detector– What?– Value?– Market?

• Competition• How can we make a better product?

– Consumer insights– Value canvas (diversify of competition)

• What kind of product– Primary– Secundary– Experience

• How can we bring this product to the market? • Conclusion

12.10.2007

Fall Detection Technology Fall Detection Technology

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© MASTERS IN INNOVATION ®

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Introduction “fall detector”

• What?– Device that measures a fall of the user,

in most cases elderly

– By 2050 the number of elderly (+ 60 year) will exceed the number of youngsters (< 15 year)

Value?

– Risk of fall increases with age – Risk increases more after a first fall

– In most of the falls no physical injury

But in most cases it leads to physiological injury

immobility/social isolation

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© MASTERS IN INNOVATION ®

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Introduction “fall detector”

fairly independent

Dependent

Healthy, independent

• Chronic illness, M.S, Parkinson, palliative, ...

• Feeling of unsafety

• Reduced hearing/visability

• Risk of fall due to

• Osteoporosis

• Balance disturbance

• Riggid muscles,...

• Chronic illness (diabetics, hypertension,…)

• Short “after hospital” care

Medium independant

Elderly segments

Consumer market

Care provider (home care)

Medical care

Market segments

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What’s on the market?

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Added value - a balance

New

ProductUnwanted

effects

New qualities +-

Product innovation is about searching for a positive balance for the buyer / user between advantages and disadvantages.

= Customer Perceived Quality

Disruptive strategy

Sustainable strategy

• Feasibility

• Desireability

• Usability

• Allowability

How can we make a better product?make a strategy and evaluate the result upon these.

consumer insights

value canvas

design strategy

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Connect to consumer insights

System acceptability

• Usefulness

•Cost

•Compatibility

•Reliability

•...

Practical acceptability

Social acceptability

• Utility

•Usability•Easy to learn

•Efficient to use

•Easy to remember

•Few errors

•Subjectively pleasing...Nielsen Acceptability model

Our research outlined:

• Attitude wrt technology: may not see new product as indication of dependency.

• Promotion & marketing: more attention to positive aspects than negative associations (e.g. unsafety, fear,...)

• Esthetic design: reduce the visibility of the product, need to form an harmonious part with the environment or not visible.

• User-empowerment : user always has control over data which is sent out.

• Automatic system: user needs to be confronted as little as possible with the technical aspects of the product.

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Connect to consumer insights

• Description profile PAS- users– Duration:

• Average: 503 days• 40% of PAS users, rent system for max. 1 year

– Frequency:• 50 % of PAS users appeal for assistance 1 to 2 times/month

– Reason for obtaining:• After a first fall of healthy problem• Not preventive• Children start initiative to use a PAS system (1/3 )• PAS system is more and more condition to release form

hospital

– Reason for use• Only 15% for alarm• False alarms 37,5%, calls for different fault reports

– Age• 69,7% of PAS users is older than 80 years old. • 28,3% between 60 & 79 years old • 98% of users is + 60

– Gender• 82% are women, 18% men

• Description profile PAS- users– Dependency of care:

• PAS systems mostly used for light or average care dependant

– Financial situation• Mostly used by financially poorer group

– PAS and renting of other material• PAS users have 4 to 5 times more need for material

mobility (beds, wheelchairs, elevators,...)

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Diversify from the competition

low

high

Primary function fall detection

All-in-one device

Services

perc

eive

d

Size

Street price RVT market

Medium to very dependant users

Tunstall

FoniumVerhaert Value Canvas

eliminateeliminatecreatecreateraiseraise reducereduce

map your competitors!

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A product is a set of levels of functionality

primary functionality is “only” robust fall detection

primary functionality

secundary functionality / creating interaction

preparationhandlingstorage

transportmaintenance

installationdelivery

…

creating an experience

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Primary functionality: detecting of fall

• Development of a reliable technology– Intelligent device

• 2-phases fall detection (not only shock)• Recognition of more than 10 different fall types• User can de-activate the device

– Developed together with research institutes in Antwerp and Brussels

– Development of fall detection took more than 9 man year with extensive validation trials in different institutes.

– Types of fall• Forwards, side wards, backwards, fall from chair,

sliding, fall out the bed, gliding from chair,…

– No alarm in case of: • Stumble without a fall, running, jumping, sitting

down, standing up from the chair, fast lay down,…

Complexity of falls

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Diversify from the competition

low

high

Primary function fall detection

All-in-one device

ServicesFemale Acceptance

Experience & soft look

perc

eive

d

Size Conveniencebody location

Street price RVT market

Medium to very dependant users Consumer

market

Tunstall

Fonium

VerhaertVerhaert Value Canvas

eliminateeliminatecreatecreateraiseraise reducereduce

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Secundary features

• Important secundary features:– De-activation button

• Easy to activate – no need to search button

– Panic button• Easy to activate – no need to search button

– Alarm via SMS– Adjustable lenght to fit personal preference– Discrete wearing, under clothing– Plug & play (programming at POS of 3 “ice”

numbers)– Connectivity with all bluetooth mobiles– Additional features for care providers

(no impact on dimensions, …)• Temperature• Inactivity

primary functionality

secundary functionality / creating interaction

preparationhandlingstorage

transportmaintenance

installationdelivery

…

creating an experience

primary functionality

secundary functionality / creating interaction

preparationhandlingstorage

transportmaintenance

installationdelivery

…

creating an experience

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Fall Detection Technology Fall Detection Technology

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Create a unique product experience

• Massage stones with healing effect– Used different cultures to awake good feeling– Zen principle (balance nature and spirituous rest)

Senio Fall detector comfort for the senior & for the environment with unique design that fits women and men.

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How can we bring this product to the market?• Twofold marketing strategy

– Care providers, RVT, OCMW

– Life style consumer market

• Fall detector with information on mobile of children in

case of fall• Preventive life style monitor for fairly independent users

• In combination with GSM (bluetooth connection)

• Distribution via: telecom providers, pharmacists,…

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Conclusion

• Robust fall detection is the olympic minimum to ent er the segment.

• Product acceptance, however, and the associated ado ption timeline will be driven by the ability of manufactu rers to connect with the user needs.

• Being the second one gives a valuable advantage: le arn from the first ones on the market, and, even more important: do better!

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Fall Detection Technology Fall Detection Technology

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Verhaert New Products & Services nvHogenakkerhoekstraat 219150 Kruibeke

Belgium

Tel +32 (0)3 250 19 00

Fax +32 (0)3 254 10 08

www.verhaert.cominfo@verhaert.com

www.mastersininnovation.com