060632-160923_HOP_Prof Ed Training_REP_Global_CA

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.