Augustine Medical Case
AUGUSTINE MEDICAL, INC.
The Bair Hugger Patient Warming System
Winston Rivero
MK 4900
Prof. H. Barksdale
October 16th, 2012
Industry Analysis: • Many competitive technologies are available for the prevention and treatment of postoperative hypothermia. The fall into the two categories: o Surface Warming ▪ Warmed hospital blankets ▪ Water-circulating blankets ▪ Air-circulating blankets and mattresses ▪ Thermal drapes ▪ Infrared heating lamps ▪ Partial warm-water immersion ▪ Increased room temperature o Internal Warming ▪ Heated and humidified air (used with intubated patients) ▪ Warmed intravenous (I.V) fluids ▪ Drug therapy. • Approximately 21 million surgical operations performed in the United States or 84,000 operations per average day. • Approximately 5,500 Hospitals have operating rooms and postoperative recovery rooms in the U.S o 31,365 postoperative hospital beds o 28,514 operating rooms in hospitals.
Company Analysis: • Augustine Medical, Inc. is a firm that develops and markets products for hospital operating rooms and postoperative recovery rooms. • Founded by Dr. Scott Augustine, an anesthesiologist. His personal experiences in the field of medicine have helped Dr. Augustine develop a product that offered all the features that nurses and patients would appreciate the most. • Initial capitalization of $500,000 that will be used to cover fixed costs such as: salaries, leased space, and promotional marketing during its first year of operation. • The Bair Hugger Patient Warming System: o The Bair Hugger Patient Warming system has several advantages over other treatments: ▪ Warm air makes patients feel warm and they stop shivering almost immediately.
The Bair Hugger Patient Warming System
Winston Rivero
MK 4900
Prof. H. Barksdale
October 16th, 2012
Industry Analysis: • Many competitive technologies are available for the prevention and treatment of postoperative hypothermia. The fall into the two categories: o Surface Warming ▪ Warmed hospital blankets ▪ Water-circulating blankets ▪ Air-circulating blankets and mattresses ▪ Thermal drapes ▪ Infrared heating lamps ▪ Partial warm-water immersion ▪ Increased room temperature o Internal Warming ▪ Heated and humidified air (used with intubated patients) ▪ Warmed intravenous (I.V) fluids ▪ Drug therapy. • Approximately 21 million surgical operations performed in the United States or 84,000 operations per average day. • Approximately 5,500 Hospitals have operating rooms and postoperative recovery rooms in the U.S o 31,365 postoperative hospital beds o 28,514 operating rooms in hospitals.
Company Analysis: • Augustine Medical, Inc. is a firm that develops and markets products for hospital operating rooms and postoperative recovery rooms. • Founded by Dr. Scott Augustine, an anesthesiologist. His personal experiences in the field of medicine have helped Dr. Augustine develop a product that offered all the features that nurses and patients would appreciate the most. • Initial capitalization of $500,000 that will be used to cover fixed costs such as: salaries, leased space, and promotional marketing during its first year of operation. • The Bair Hugger Patient Warming System: o The Bair Hugger Patient Warming system has several advantages over other treatments: ▪ Warm air makes patients feel warm and they stop shivering almost immediately.
Cited: • Kerin, Roger A., and Robert A. Peterson. Strategic Marketing Problems: Cases and Comments. Upper Saddle River, NJ: Prentice Hall, 2010. Print. • Farris, Paul. Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, NJ: FT, 2010. Print.