060632-160923_HOP_Prof Ed Training_REP_Global_CA
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The Hemostasis Optimization Program
from Ethicon
is a great solution
for our surgeons and hospitals.
This systematic approach to bleeding
is what our customers
need in today's marketplace.
Hello, my name is Susanne DiMeo,
Senior Manager for the Global Strategic
Marketing Bio Surgery team.
Today, we're going to talk about
the Hemostasis Optimization Program,
why it was created,
what the research behind it tells us,
and how this information
can be leveraged
with key decision makers
within our accounts
to help drive the full Ethicon
adjunctive hemostat portfolio.
Let's get started.
The Hemostasis Optimization Program
is a framework we've developed
to help healthcare professionals
identify the most appropriate
adjunctive hemostat solution
to treat a given bleeding site
and situation.
These recommendations
are critical to supporting
the optimal use of adjunctive hemostats.
To create the framework,
Ethicon conducted a study to understand
the current bleeding management market.
This study is the product
of exceptionally rigorous,
statistically grounded analytics
applied to a substantial set
of behavior-based quantitative
primary research data.
The study objective
was to better understand
selection of optimal adjunctive
hemostasis products
and specifically determine
which solutions surgeons use
for specific bleeding management
by sight, specialty, and procedure,
understand why surgeons
are choosing the products they do,
identify key driving benefits and needs,
and determine which products
are more interchangeable
and substitutable
based on perceived delivery
of desired benefits.
The study data included
11 surgical specialties,
76 procedure types,
1,182 patient occasions,
and 7,864 bleeding occasions.
Product choice and behavior data
at surgical sites
and multiple patient, physician,
and surgical setting demographics
and characteristics were all collected.
The study design integrated behaviors,
benefits, and attitudes.
Behavior variables included
product, patient,
procedures, and surgeon.
Benefit drivers included
product specific benefits sought,
and surgical goals,
and desired outcomes.
Attitudinal drivers included
surgical/medical practice attitudes
and general attitudes
about bleeding management.
Analysis included the integration
of product, patient, procedure,
and surgeon variables
with related benefit
and attitudinal drivers
namely what, where, when, why, and who.
Advanced analytics were used
including CHAID, CART,
Correspondence Analysis,
Cluster and Factor Analysis,
and behavioral testing
of interaction and substitutability.
What we learned is that
this is a confusing marketplace.
It's not well-organized.
And with 70 adjunctive
hemostasis products available,
surgeons don't have
a high degree of awareness
of differences in the products,
and more importantly,
differences in hemostatic benefits.
However, we also learned
that the clinical site and situation
are key drivers
in the product selection process.
Surgeons consider the clinical site
and situation first
when choosing a bleeding solution
to address a bleeding situation.
Clinical site is defined
as the direct anatomical site
and critical surrounding structures
the surgeon is working on,
such as the pelvic sidewall
or the vaginal cuff.
Clinical situation is defined
by a number of things,
tissue topography,
what the surface is like,
such as smooth, rough, jagged, or raw,
the type of access.
Is it direct or indirect, meaning,
is it a challenge to see
or access the source of bleeding,
whether the bleeding concern
is more intra-op or post-op.
For example,
is re-bleeding a concern here.
Bleeding intensity.
Is it oozing
or is it more brisk and significant.
There were several key takeaways
from the study.
First, opportunity exists
to bring clarity to the market
to improve efficiency
with product selection
and effectiveness.
Second, site and situation
should inform product selection.
And third, common groupings
of bleeding situations
can help better organize the market,
which is why Ethicon
used the results of this study
to help identify these groups.
The Hemostasis Optimization Program
is a framework designed to improve
adjunctive hemostat utilization
by helping healthcare professionals
in selecting
the optimal hemostat solution
based on the bleeding site
and situation.
The adjunctive hemostasis market
is comprised of around 70 products
that all stop bleeding in different ways
and at different rates.
Yet there is little awareness
of the key differences among them.
This confusion can lead to
suboptimal product selection
and utilization.
This problem needs to be addressed
because the demand for more effective
adjunctive hemostasis products
is growing.
Patients are becoming more complex
due to our aging population
with growing comorbidities
and an increased use of anticoagulants.
And in those cases,
primary methods of achieving hemostasis
may not be sufficient.
Suboptimal product utilization
can work against the hospital's goals
of achieving the greatest value.
Inadvertently,
using an expensive complex product
to address a minor bleeding situation
could impact costs
and resources associated.
On the other hand,
using a product that is incapable
of handling a more challenging
bleeding situation
could impact overall hospital resources,
effective inefficient outcomes,
and costs
as well as the patient experience.
By using the Hemostasis
Optimization Program,
healthcare professionals now have a tool
to help select the appropriate solution
to treat a specific situation
which will help support
the hospital's overall goals.
Surgical bleeding can lead
to considerable resource use,
which increases surgical
and hospital costs
and decreases
patient experience of care.
Optimal use
of adjunctive hemostasis products
can help reduce or avoid
some of these added costs
to generate more value
for hospitals and healthcare systems.
The Hemostasis Optimization Program
describes five bleeding situations
and the optimal product categories
and Ethicon product recommendations
to treat each of the five bleeding
situations where applicable.
Continuous oozing, difficult to access,
problematic, potential re-bleeding risk,
and high-pressure vessel bleeding.
Continuous oozing is the most prevalent.
Most surgeons describe it
as frustrating or a nuisance,
not necessarily
because of the severity of the bleeding
but because it slows them down.
And it can become time-consuming,
keeping them from moving
to the next step in the procedure.
Difficult to access bleeding
requires surgeons
to locate and access bleeding
in tight or irregular spaces
which could create a risk
of causing more harm than good.
Problematic bleeding can be intense
or resistant to primary methods or both.
It is critical in these cases to know
which product to use
to help make the approach
to this kind of bleeding more routine.
Potential re-bleeding is bleeding
that may be addressed intraoperatively
but could later develop
into more serious complications,
especially in high-risk patients.
And last but certainly not least,
high-pressure vessel bleeding
has the potential
to be truly catastrophic.
For each of these,
there is a category of products
best suited for treatment.
The products for continuous oozing
and difficult to access bleeding
have similar modes of action.
ORCs and flowable gelatins
serve as a scaffold
and can expedite clot formation,
working with the body's
own hemostatic cascade.
A flowable gelatin is helpful
in tight, irregular spaces
where you can't see
or access the bleeding source,
because it can flow
into the nooks and crannies
within the body
to reach the bleeding source.
The next two products are also related.
Both the fibrin patch and fibrin sealant
contain fibrinogen and thrombin
and mimic the final step
of the hemostatic cascade
by helping to create a clot
independent of the patient's
coagulation profile.
This is useful in situations
where time is of the essence
or when the patient is coagulopathic
and needs support
for his or her own coagulation process.
A vascular sealant
is a surgical adhesive
that secures suture lines
and provides a mechanical seal.
This program is about
more than selling a product.
You have the opportunity
to bring a truly valuable solution
to our customers and their patients.
To generate interest and buy in,
you need to tap into your
surgeons' emotion of how they feel
when they experience
each of those five bleeding situations.
Elevate your conversations
to bring home the full value
of the Hemostasis Optimization Program.
Because this program
is so much more than a chart,
it's so much more than a product,
there's nothing else like it.
Thank you for listening
and good luck as you spread the message
about Ethicon's unmatched
Hemostasis Optimization Program.