using brand to drive growth & innovation...15 ge healthcare - medassets 2/4/12 target clinical...
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Using Brand to Drive Growth & Innovation Mark A. Phillips Chief Marketing Officer GE Healthcare Systems July 18, 2012
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Healthymagination Video
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“I find out what the world needs, then I proceed to invent it.” - Thomas Edison
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A tradition of innovation 1909 Ductile tungsten 1913 Medical X-ray 1927 First television broadcast reception 1932 Langmuir Nobel Prize in chemistry 1938 Invisible/glareless glass 1942 First US jet engine 1953 LEXANTM polycarbonate 1955 Man-made diamonds 1962 Semi-conductor laser 1973 Giaever Nobel Prize in physics 1984 Magnetic resonance imaging 1994 GE90® composite fan blade 1999 Digital X-ray 2004 Lightspeed VCT 2009 Wide Bore 1.5T MR System 2010 Energy SmartR LED
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Global Research HQ Niskayuna, NY
John F. Welch Technology Center Bangalore, India
China Technology Center Shanghai, China
Global Research - Europe Munich, Germany
Brazil Technology Center coming soon
AMSTC Ann Arbor, MI
3,000 scientists & technologists strong in 5 global research facilities
$600MM in R&D
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GE Healthcare
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GE Healthcare
$17 billion global business unit of GE
53,000 employees worldwide
$1 billion+/year investment in R&D
Leadership franchises in: • Diagnostic & Clinical Equipment • Information Technology & Services • Molecular Medicine
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Medical Diagnostics Healthcare Systems
Life Sciences Performance Solutions
Healthcare IT
Surgery
Broad solutions for healthcare
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Healthcare Systems
Clinical Systems Imaging Guidance
Advancing every phase of patient care, from diagnostic imaging to routine testing to life-critical care.
Computed Tomography Magnetic Resonance Imaging X-ray Molecular Imaging Ultrasound
Maternal Infant Care Respiratory & Sleep Life Support Solutions Home Health
Surgery Interventional
Broad and deep portfolio addressing customer and patient needs
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Market Environment
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GE Healthcare Q2 Business Overview
Page 11
Market environment
2015 vs. 2005
30% Growth in >65yrs population
48% EM pop. urbanized (+12%)
2.5B In global middle class (+72%)
66% Global deaths due to chronic disease (+10%)
Demographics driving demand growth
Hea
lth s
pend
CAG
R (2
011-
15)
GDP/capita CAGR (2011-15)
1B pop. $5.2T spend 39 countries HC investment slows; shift in demand profile
5B pop. $1.2T spend 178 countries Investing in HC infrastructure build out
Multi-speed world
Bi-modal demand…need to play in premium and value
n Market favoring local content u Domestic player expanding outside of local market
Mkts. highly regulated; limited protectionism but high competition
% ‘11 Segment
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12 This is GE Healthcare 2011
Need for a fundamental change…
1 in 8 people 65 & older has Alzheimer’s3
1 person dies from CVD every 33 seconds2
Heart Disease 1 in 3 people will
get cancer1
Cancer Brain Disorders
Aging population � People with multiple diseases Treatment costs � Productivity loss
1Cancer Research UK 2American Heart Association 3Alzheimer’s Association
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Reduce the cost
Increase access
Improve quality
Technology for Healthier Lives
Healthymagination GE’s business strategy to address global healthcare needs
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GE Healthcare Q2 Business Overview
Page 14
Launching 71 NPIs in 2012
NPI pipeline delivers $2.1B sales
($ in billions)
50
11 12
# NPIs +42%
11 12
Orders
$2.0 $2.3
+14%
2011 Launches 2012 Launches CT … Optima 660, VEO
MR … 3.0T, 1.5T WB w/ GEM, Extremity
DGS … Mobile, FlashPad, CESM
U/S … LOGIQ e, Vivid E9, Voluson S6/S8
CT … Optima 540, HD Freedom
MI … Eagle, Optima 640
DGS … Agila, Capella, Optima
U/S … LOGIQ S8, Voluson E6/E8
71
11 12
Sales
$1.6 $2.1
+26%
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Target Clinical & Economic Value
Precise method prioritizes customer focus
• 15% healthymagination target
Increase Investments in Evidence
Accelerate customer adoption rates
• From 7-to-4 year max share penetration
Increased addressable market segments
• Sustained double digit profit growth
Focus R&D Investments
Global
Key to successful innovation
Operationalizing healthymagination Innovation Strategies
Performed 50+ Economic Peer Reviewed Journals/Year
Maternal Infant Care Giraffe Shuttle
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Customer & Market-focused R&D
Growth Playbook (Strategic Plan)
WWTP (Worldwide
Technology Plan)
Evidence Gen / Econ Quant
• Higher Tech Risk • X-Portfolio Bets GRC
• Collaborating with Customers to Uncover / Extract Clinical Value
ATD • Mid-level Tech Risks • Fast Prototyping & Prove-
out
Research
• Application & Commercialization of Proven Technology
NPIs
Business Processes
Technology Resources & Processes Address Broad Spectrum of Opportunity & Risk
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Product portfolio management
• Single data source for Op Mechs, S2, GPB
• Financial inputs: Revenue, CM, Spend
• Strategic inputs: Value prop, Market/Tech Risks
Capture 106 parameters
Select/Analyze > 250 NPI projects
Execute • Reporting & monitoring for data driven decisions
• Historical baselines for post mortem analysis
• Increased fiscal and timeline transparency
• Standardize evaluation
• Prioritize investments: Risk adjusted expected value
• Enable “What-if?” scenario planning
Expand use of existing product portfolio management tool
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Our Healthymagination Technologies
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Reducing Cost
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Vscan* – Pocket-sized ultrasound
A leader in pocket-sized ultrasound
Description • Pocket-sized, hand held ultrasound
Benefits
• Variety of clinical applications
• Immediate visualization
• Up to 1 hour continuous scanning capability
• Simplified presets for Abdominal, Cardiac and OB
GE Difference • Currently the only device this size with these features at this price point
* Trademark of the General Electric Company
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Vscan in Indonesia
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Improving Quality
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CT
GE leading in radiation dose reduction
GE reduced radiation dose by >95% (mSV)
23
ASiR Veo MRI
4 <1 0.05 0
CT 1999
Chest X-Ray
1 mSV = • 4 months background radiation • 10 trans Atlantic flights • Smoking 5 packs of cigarettes
GE leads in development of CT reconstruction software to lower dose
Traditional Reconstruction
ASiR Reconstruction
Veo Reconstruction
Discovery CT 750 HD
• Auto exp. 2D&3D
• Artifact reduction
• Dose reporting
• Snapshot cardiac
• Dose check
• Pediatric protocols
• Gated cardiac
• Volume shuttle
• ASiR
• Veo
• X-Ray filtration
• X-Ray source coll.
• Low noise data acq.
• High res detector pitch
• Tracking collimator
• Dynamic beam size
• Detector eff. 98%
• Multiple kV selections
HW Solutions
SW Solutions
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Increasing Access
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MAC i *- Affordable, Accessible ECG
Economical & reliable ECG to enable access without sacrificing quality
Description
• Economical 1 channel resting ECG device
• Targeted at rural emerging markets
Benefits
• Easy to learn, easy to use, one touch operation
• Proven & validated ECG analysis with interpretation
• Ultra portable, weighs less than 1.2kg
• Battery life to record up to 200 ECGs
GE Difference
• Same high quality ECG analysis as high end devices
* Mac i is not cleared by the U.S. FDA and not available for sale in the United States nor all commercial markets.
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DISRUPTIVE INNOVATION
MARKETING DNA
MARKETING
RIGOR DRIVEN INNOVATION
Harvard case study of HCS NPI process
2009
2010
2011
Our Journey
Operationalizing with value creation
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Q&A Q&A
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Our purpose… a reminder
Technology for Healthier Lives