Business Studies
Augustine Medical Inc.; the Bair Hugger Case Study
Augustine Medical Inc., have developed the Bair Hugger patient warming system. Designed to be used in post operative situations prevent or treat post-operative hyperthermia, the product offers a number of advantages over the existing systems. However, introducing a new product into the medical markets can be a challenge, as there are constraints which may hinder market entry and the gaining of market share.
There are already a number of products on the market which are designed to perform the same task, preventing or treating post-operative hypothermia. Many of these are tried and tested, and trusted by the hospitals. Some of the cheaper options include use of blankets which are warmed by the staff to be placed on the patient, water circulating blankets, thermal drapes and the use of infrared heating lamps. As these are established they may be seen as providing competition. In order for the Bair Hugger to be purchased a hospitals must see the potential benefit over their existing approaches. This is a problem faced by all new products on the market where there is existing competition satisfying the same need, even if it is in a different way.
In the hospital market there are the additional barriers, there is a conservative approach to the purchase of new equipment, as the case states, no one wants to buy a "pig in a poke." Cost controls and financial management is also a significant influence on the purchase of new equipment, with any items over $1,500 often requiring a formal review decision making process. Furthermore, one of the most common existing assessment strategies has a very low perceived cost, the laundering of blankets is at $.13 per pound, is absorbed into the hospital overhead rather than being itemized as a separate cost. These are all issues which may constrain the sale of the Bair Hugger. The research with the doctors and nurses may have indicated that the process of the Bair Hugger may have advantages over the existing processes, but there is a significant reluctance to make investments in new technology.
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