MEDICAL DEVICES

Speaking the same language as the NHS to make the right connection

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The power of partnership


The market for medical device manufacturers is changing rapidly, but innovation is only relevant if it can be delivered in a safe, effective and usable way. This is best done in collaboration with health systems and health providers to combine technical capabilities with expertise in patient care.

Because BFG Healthcare Marketing works with organisations from across healthcare we can often see opportunities that can greatly benefit your business via business collaboration with other organisations. We are therefore able to help you see new market segments, advance innovation and highlight ways that will improve patient care.

Some of the specialist services we offer:

Product branding and name generation

Launching a new product to the professional or consumer healthcare market requires market insight and experience. Having created and helped launch over one hundred medical device brands BFG Healthcare Marketing has the required insight and experience. With a specialist in-house name generation team responsible for creating many of the best known and successful brands in healthcare and an expert regulatory compliance team we can make sure your medical device brand stands out from the crowd.

Packaging
design

Ever changing packaging regulations along with how retail pharmacies stock a product and how distribution logistics affect costs means experience in designing and producing packaging is vital. Our design team work closely with pharmacy retailers to make sure they know exactly what sells. Consumer testing before launch can also make the difference between sales success and failure and our specialist focus groups offer important feedback helping to create the design brief.

Website design and development

Whether your medical device is aimed at the medical professional or consumer BFG is able to work with you to create interactive websites that generate real sales. With highly experienced in-house designers and programmers we are able to deliver the most sophisticated transactional websites.

Professional and consumer sales support

When making purchase decisions NHS managers are understandably risk averse and look for cost savings, safety, experience and credibility from potential suppliers. BFG can help you demonstrate these benefits and attributes in succinct case study and benefit realisation documents.If your product is aimed at the consumer market rigours evaluation is just as apparent. Having the right product presentation will help encourage retailers and distributors to stock your product and BFG has considerable experience in producing presentations that demonstrate the product in the best possible light.

Cross market diversification

Sometimes healthcare devices designed originally for the professional market have potential in the consumer market. Our considerable experience and retail contacts allow us to fast track ideas to test the market and demonstrate the potential in a new market segment. The two markets are very different and the brand and product positioning has to be just right. BFG’s in-depth branding expertise will make sure you have the correct market positioning.

B2B and retailer launch strategies

Mobile technology and home testing are changing the way the public want to manage their health and care. The consumer market is a complex arena and the best way to reach product and brand awareness quickly and cost effectively is often via B2B partnerships with those already there. BFG has considerable experience in identifying and approaching those organisations that can offer leverage to your product/brand. Our experience in writing and advising on partnership agreement strategies can also help you avoid the many pitfalls along the away.

GE Healthcare

MUSE Cardiology Information System

Faster and easier processes at every point of care

The MUSE Cardiology Information System from GE Healthcare is designed to streamline cardiology workflow for clinicians, administrators, and IT managers —leading to faster and easier processes at every point of care.

BFG Healthcare Marketing worked closely with GE to evaluate new markets in primary care screening such as GP practice and even pharmacy screening. The result is a unique solution specially created for GE Healthcare for the pharmacy environment, offering worried consumers an elective, comprehensive and affordable stroke assessment for the first time.

The MUSE system seamlessly integrates data from diagnostic cardiology devices, HIS and EMR hospital systems.

Rapid review of clinical data with remote and mobile access to the MUSE system allows physicians to connect anywhere, anytime to view Resting & Stress ECGs, and Holter tests. Making it possible to look at the feasibility of developing a state-of-the-art solution for stroke assessment screening outside the usual secondary care environment.

Project Details

  • Client

    GE Healthcare

  • Projects commissioned

    • Sales & Marketing product strategy
    • Product brand management
    • Product diversification /consumer market
    • Market segmentation analysis and price analysis
    • Consumer retail screening strategy

Huntleigh Diagnostics

‘ABIlity’, fully automatic testing with results in 3 minutes

A world-first in PAD screening

BFG Healthcare Marketing approached Huntleigh Diagnostics - recognised as a world leader in the development and manufacture of hand-held Dopplers for vascular assessment - with a concept to bring peripheral arterial disease (PAD) screening to pharmacies.

Every year, around 110,000 people have a stroke in England and it is the third largest cause of death, after heart disease and cancer. The brain injuries caused by strokes are a major cause of adult disability in the UK.

BFG Healthcare Marketing in partnership with a leading high-street pharmacy chain helped introduce pharmacy screening services almost ten years ago with diabetes screening and knew that if a stroke assessment could be developed with one or more simple health tests lives could be saved.

BFG 's research found that the conventional method of testing required the patient to rest for 15 minutes before a measurement could be taken – clearly impractical in a busy pharmacy. The pharmacist also needed to carry out a complicated Ankle Bracial Index (ABI) calculation to evaluate risk level.

Armed with BFG's research findings and experience of screening in the pharmacy environment, Huntleigh was able to create a fully automatic testing system called ‘ABIlity’, specifically designed for PAD screening and assessment in all areas of primary care.

ABIlity calculates ABIs easily and accurately in just three minutes without the need to rest the patient or in the case of the pharmacy the retail customer. Results are automatically calculated, interpreted and printed out, enabling PAD screening to be offered in pharmacies for the first time.

The flexibility and ease of use also allows the system to be used conveniently in others community settings or in the patient’s own home.

Project Details

  • Client

    Huntleigh Diagnostics

  • Projects commissioned

    • Marketing strategy
    • Name Generation
    • Consumer retail screening strategy
    • Regulatory compliance
    • Product diversification /consumer market
    • Market and consumer research
    • Product development
    • Sales support

Toshiba Medical Systems

Viamo, portable ultrasound

Faster and easier processes at every point of care

With over 200,000 employees and 700 subsidiaries around the globe Toshiba is not only one of the world’s leading ¬manufacturers of electronic devices and components it is also one of the leaders in healthcare technology with expertise covering Tomography, Ultrasound, Imaging, MRI and Radiography.

BFG Healthcare Marketing worked closely with Toshiba to evaluate new markets for the company’s extensive range of ultrasound products. With high image quality found in premium class systems but with the compact mobility that allows the system to be used in a range of locations other than examination rooms the Viamo portable system was an obvious choice.

Lightweight and compact the Viamo system is perfect for screening services such as testing for Abdominal Aortic Aneurysm and can be used in clinics, GP surgeries, pharmacy consultation rooms and mobile screening roadshows.

BFG created a special screening concept for Abdominal Aortic Aneurysm so that commercial high street pharmacies and healthcare screening organisations could see the potential of this valuable service and understand how this service could be implemented. BFG’s work included the creation of a detailed business plan and financial model that demonstrated the return on investment for the pharmacies and screening companies. BFG also worked with Toshiba to implement the Viamo system and plan how pharmacy staff could be trained to work with sonographers.

Project Details

  • Client

    Toshiba Medical Systems

  • Projects commissioned

    • Sales & marketing product strategy
    • Product brand management
    • Product diversification /consumer market
    • Market segmentation analysis and price analysis
    • Consumer retail screening strategy

Philips Respironics

REMstar, continuous positive airway pressure (CPAP)

NICE approval for CPAP as a treatment option for obstructive sleep apnoea

The National Institute for Health and Care Excellence (NICE) is the independent organisation that provides guidance on the use of medicines, treatments and procedures within the NHS.

When presenting documentation and technology information for appraisal by NICE it is vital that it is communicated in the best possible light. This is where BFG Healthcare Marketing can make a major difference.

When Philips Respironics, the manufacturer of the REMstar series of continuous positive airway pressure (CPAP) machines, needed NICE approval for CPAP as a treatment option for obstructive sleep apnoea/hypopnoea syndrome (OSAHS), BFG Healthcare Marketing wrote a 200-page appraisal submission for them that delivered the outcome they were looking for.

A good submission document must outline the benefits of the treatment in a way that will allow the Appraisal Committee to best understand the clinical effectiveness. Specific clinical trial data to support the submission and evidence of its cost effectiveness must all be provided in a way that is detailed yet easy to understand.

Our work for Philips Respironics ensured the product was presented in the best light and it was successful in gaining NICE approval for use in the NHS.

Project Details

  • Client

    Philips Respironics

  • Projects commissioned

    • Sales & marketing product strategy
    • Product brand management
    • Product diversification /consumer market
    • Market segmentation analysis and price analysis
    • Consumer retail screening strategy
    • Consumer advertising

Oxford Medical Diagnostics

Portable breath analysis technology

Technology is now changing the consumer dieting market

BFG is working with OMD to evaluate the many commercial opportunities open to the company’s portable breath analysis technology in the consumer dieting and fitness markets.

The National Institute for Health and Care Excellence (NICE) estimates that 26.1% of adults in England are obese and 62.8% are overweight or obese. With figures even higher for the United States (72.5 million Americans are categorised as obese) it is no surprise that The World Health Organisation (WHO) has cited obesity as the biggest challenge currently facing healthcare.

Several methods can be used to measure body fat content, but none are able to accurately access the impact of diet and subsequent changes in metabolism on a daily basis. This is about to change with the launch of a new handheld breath analyser created by OMD.

OMD has developed proprietary technology for the non-invasive diagnostic measurement of volatile organic compounds (VOCs) in breath.The company’s Cavity Enhanced Absorption Spectroscopy (CEAS) technology has been developed into an accurate, low-cost, portable and non-invasive breath analysis device that can accurately tell the user immediately how much fat they are burning while dieting and exercising. Being able to accurately monitor the amount of body fat they are burning keeps dieters motivated and losing weight in a safe and controlled way.

Project Details

  • Client

    Oxford Medical Diagnostics

  • Projects commissioned

    • Brand creation
    • Identity design
    • Design for Print
    • Packaging
    • Regulatory compliance
    • Consumer PR & Marketing strategy