fall detection technology verhaert
DESCRIPTION
Productising technology; a case study presented by Verhaert on Innovation Day 07TRANSCRIPT
12.10.2007
Fall Detection Technology Fall Detection Technology
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© MASTERS IN INNOVATION ®
CONFIDENTIAL
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
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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
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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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© MASTERS IN INNOVATION ®
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What’s on the market?
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© MASTERS IN INNOVATION ®
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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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© MASTERS IN INNOVATION ®
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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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© MASTERS IN INNOVATION ®
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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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© MASTERS IN INNOVATION ®
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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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© MASTERS IN INNOVATION ®
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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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© MASTERS IN INNOVATION ®
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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
12.10.2007
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© MASTERS IN INNOVATION ®
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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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© MASTERS IN INNOVATION ®
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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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© MASTERS IN INNOVATION ®
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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!
12.10.2007
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© MASTERS IN INNOVATION ®
CONFIDENTIAL
Verhaert New Products & Services nvHogenakkerhoekstraat 219150 Kruibeke
Belgium
Tel +32 (0)3 250 19 00
Fax +32 (0)3 254 10 08
www.mastersininnovation.com