The 10 most admired medical device companies in dec 2017

www.insightssuccess.in December 2017

THE

10

Most Admired

Madical Device

Companies 2017

BUSINESS SPOTLIGHT Vocal-Biomarkers: Technology for Analyzing Emo ons

TECH BYTES Sustainable and Inclusive Health Innova ons of 2017

Dr. Sriram Mudambi Managing Director

GC India Dental Spreading Wings to Serve the World with Healthy & Beautiful Smile

Editorial

P

rogress in medical technology has allowed physicians to better diagnose and treat their patients since the beginning of the professional practice of medicine. Medical devices are vital part of modern healthcare, without them practically no diagnosis or treatment is possible. According to the World Health Organization, there are about 1.5 million medical devices available today, ranging from lowcost devices like the thermometer and stethoscope to expensive, highly sophisticated devices like MRI and chemotherapy machines. With the increasing complexity and connectivity of medical devices, the role of medical device software development is becoming more crucial.

Mobile Technology Transcending Medical Devices

Healthcare organizations are embracing the technology and focusing on value-based care. Still, access to healthcare, affordability, and quality are not the same all around the world. There are wellestablished inequalities based on income and geography, and the high costs of healthcare exhibit affordability hurdles for millions of different people.

Large numbers of people do not get the quality care that they need. Mobile technology offers ways to help with these challenges. Through mobile health applications, sensors, medical devices, and remote patient monitoring products, there are avenues through which health care delivery can be improved. Mobile technology empowers devices the capability to connect to computers, tablets, smart phones and other medical devices and exchange information, either in real time or asynchronously. These technology marvels can help lower medical costs by expediting the delivery of care and connecting people to their health care providers. Applications allow both patients and providers to have access to reference materials, lab tests, and medical records using mobile devices.

Mobile technology enabled devices aid in providing access to information, helping to lower costs, facilitating remote care and increasing efďŹ ciencies by connecting patients to their providers virtually anywhere. They are indispensable in extending health care resources around the world.

Sugandha Sharma

Editor-in-Chief Pooja M. Bansal Managing Editor Sugandha Sharma Contributors Nikita Doiphode Shweta Priyadarshini Art & Design Director Amol Kamble Co-designer Shweta Ambilwade Picture Editor Alex Noel Art Editor Savita Pandav Visualiser Rahul Kavanekar Business Development Manager Akansha Garewal Marketing Manager Dhruv Apte Business Development Executive Daneshwar Research Analyst David Circulation Manager Vivek Database Management Sharad Technology Consultant Swapnil Patil sales@insightssuccess.com

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Contents

Cover Story

08

GC India Dental Spreading Wings to Serve the World with Healthy & Beautiful Smile

Interview with insights success

In Conversation

16

Dr. Minnie Bodhanwala: Pioneer in Additive Manufacturing

08 20

Soul Talk with a Pure Soul BMW Group: - Dr. Mahesh Gupta, Chairman of Pioneer in Additive Manufacturing KENT RO SYSTEMS Ltd.

Article

32

24 Tech Bytes

Business Spotlight

Sustainable and Inclusive Health Innovations of 2017

Vocal-Biomarkers: Technology for Analyzing Emotions

28

38

44

GESCO Healthcare

Janitri Innovations

Ortho Care

The Trailblazer of Quality Surgical Instruments & Implants

Refurbishing Viable Technology to Enhance Maternal and Child Healthcare

Proffering Prominent Orthopedic Healthcare Solutions

30

40

Executive Talk

Specialist’s Viewpoint

Computer Technology Transforming Healthcare

From Sales to Advocacy And Change, the journey of ‘an Idea’ In Advertising

36 Expert’s Opinion Healthcare Marketing

46 CXO Standpoint The Much Needed Industry,Home Healthcare Industry

The

10Most Admired

MEDICAL Device

Companies

in 2017

Flourishing Healthcare Sector of India

I

n terms of revenue and employment, Healthcare is one of the largest and vast sectors of India, and the Healthcare Industry comprises the Pharma, Biotech, Hospitals, Clinical Trials, Outsourcing, Medical Equipment, Medical Devices, Health Insurance, and Medical Tourism. The Indian healthcare division is expanding at a brisk pace due to its strengthening coverage, services and rising expenditure by the public as well private players. India’s competing authority lies in its large pool of well-trained medical specialists.

India is also cost-effective compared to its peers in rest of the Asia and Western nations. The cost of surgery in India is around one-tenth of that in the US or Western Europe.

Today, the Indian healthcare market is meriting US$ 100 billion and is expected to grow to US$ 280 billion by 2020 and a Compound Annual Growth Rate aka CAGR of 22.9 %. Healthcare services like hospitals, nursing shelters, diagnostics centers and pharmaceuticals constitute 65% of the total healthcare market.

There is still a significant opportunity for enhancing healthcare considering that healthcare spending as a percentage of Gross Domestic Product (GDP) is rising. Rural India in total accounts for over 70% of the entire country population is set to emerge as a potential demand source.

India is still in need of 600,000 to 700,000 additional beds over the next five to six years, indicative of an investment opportunity of US$ 25-30 billion. The average investment size by private equity funds in healthcare chains has already increased to US$ 20-30 million from US$ 5-15 million, as per PriceWaterhouseCoopers.

The dire need for proficient healthcare device providers has made us look out for “The 10 Most Admired Medical Device Companies in 2017.” On our cover page we have Dr. Sriram Mudambi, the Managing Director of GC India Dental, is pioneering for spreading SMILE to more than 100 countries globally and been recognized by both Dentists and Dental technicians alike as a provider of consistently high-quality dental products that are easy to handle and capable of delivering the highest service standards to their customers.

So, flip through the amazing folios for insights on organizations striving hard to keep-up with the technological disruption in the healthcare industry. Find out more about the trends in the industry through articles on ‘Tech Bytes: Sustainable and Inclusive Health Innovations of 2017’ and ‘Vocal-Biomarkers: Technology for Analyzing Emotions' drafted by our in-house editors for this special issue.

Let’s get started then!

Cover Story

The

10Most Admired

MEDICAL Device

Companies

in 2017

GC India Dental Spreading Wings to Serve the World with Healthy & Beautiful Smile

“

We are Customer Focused -Continuous feedback and learning from the customer is vital to stay ahead of competition and deliver impactful products

“

Dr. Sriram Mudambi Managing Director

Cover Story

N

ew techniques and innovations are changing the world at breathtaking speed. In today’s fast-paced evolving world both marketplace and healthcare industries are continually compelled to develop new and creative ways for human welfare. There can be no medical progress without technical progress, and there is no “Healthy Future” without innovations. Fulfilling all the approaches, GC Group is standing tall along with its industrial contemporaries for over 95 years. The company is pioneered in spreading SMILE to more than 100 countries globally and has been recognized by both Dentists and Dental technicians alike as a provider of consistently highquality dental products that are easy to handle and capable of delivering the highest service standards to their customers.

GC India Dental associates throughout the GC Group, is a research-focused company, committed to the development of significant innovative technologies, ideas, and concepts in the healthcare sector. Furthermore, to benefit from valuable synergies, GC is cooperating with internationally recognized research institutes and universities and makes significant investments in products and process improvements.

The Inception Story There are few organizations which stand the test of time and GC is among them with a century of contribution to the dental industry. It’s a fairy tale of nurturing a dream, struggle, success, and growth. GC was found in Tokyo during the hard time of great depression in 1921 by a young chemist Kiyoshi NAKAO with his two friends ENJO and Tokuemon MIZUNO. The three founders had to deal with several disappointments and bitter setbacks while trying to bring innovation in the dental material. However, it was precisely these difficulties that led to unforeseen changes of direction and turning points that would later be crucial for the long-term success of the company. Now, what started 95 years ago as a small laboratory in Tokyo, Japan, has become a global company that is committed to contributing the people’s oral health around the world. The passionate devotion and strenuous efforts of GC Associates have brought about this successful growth.

The strenuous efforts of GC Associates has resulted a highly valued corporate quality (including products and services), catalyzed by the consistent customer-oriented efforts of all GC associates throughout the GC Group, including R&D, manufacturers, sales, and indirect departments.

From the foundation till today’s journey of NAKAOs there lies a success story of what GC is today as one of the world’s largest and most successful suppliers of dental products.

“With the mind of love and respect, Singing aloud song of labor The working place has life, Those proceeding with GC Colleagues we are all Associates, With the flag of ideal of serving For the development of society, Dental materials made have light.”

Penned by the wise entrepreneur and poet Kiyoshi NAKAO, the GC song says the philosophy and truth behind the GC’s success.

Turning Hurdles into Opportunities GC’s first product, “Standard Cement,” didn’t perform as per expectation in the marketplace.

However, this experience provided a great learning ground for the three founders, who realized the “importance of making products by thinking from the customer’s standpoint” and fostered an “uncompromising commitment to quality.”

Three years later, they created “Crystalline Cement,” which offered excellent quality comparable to imported materials.

Partly as a reminder of their initial failure, they designated February 11-- the date of the first product’s launch--as the anniversary of the company. Their dedication towards making quality products has been kept alive through generations of GC men and women, and it continues to drive the company's growth through the philosophy of “SEMUI.” This theory initially comes from the Buddhist concept “Always think and act from the viewpoint of your opponent or partner.” In the broadest sense, it represents a combination of selflessness, pure objectivity, charity and great wisdom. Every working process at GC is based on internalizing and realizing this philosophical concept.

Kiyoshi Nakao instituted this company’s motto based on the teaching of “SEMUI”: “A true product is a product of interdependence, made by ridding oneself of selfish thoughts and thinking from the standpoint of others.” All employees at GC act as members of a big family, where they remove themselves from egocentric thoughts and respect their fellows, or “Nakama.” They also strive to think from the customer’s standpoint and make real products by placing a priority on the value these products provide for customers.

The unity of GC Associates, which they have been maintained over the past 95 years, is one of their great advantages. Under the corporate philosophy of SEMUI, they will make continued efforts towards the realization of Vision 2021 and take a quantum leap forward.

The future is Digital and GC is geared up to bring Digital Dentistry to India Distinctive Strategies & Services Assuring Success GC is known for gifting new concepts, technologies, and platforms to the world. Some of the widely acclaimed gifts to Dental Industry are listed below; ● Fuji II LC which is the India’s highest selling light-cured glass ionomer cement. ● All-round restorative with outstanding invisible aesthetics G aenial range. ● New Fibre reinforced materials EverX. ● Precede-the all-embracing ceramic system for dental technicians for all possible framework materials.

Now with the introduction of Aadva Intra Oral Scanner in India - GC has made digital technology accessible and easy.

The Core Values of GC Group - Customer Focus, Quality excellence and Mutual respect have helped team GC in the journey towards excellence. Doing things from the standpoint of others ultimately helps the individual or groups to live a good life, and GC is striving to achieve that.

A Visionary Leader and an Agent of Change Dr. Sriram Mudambi, Managing Director of GC India Dental, is an amalgamation of sorts who is familiar with five Indian languages. Dr. Sriram was born in Delhi and raised in Hyderabad, graduated in Dentistry from Bangalore. After completing post graduation in Restorative Dentistry from the National University of Singapore, Dr. Sriram was offered to start the Indian Operations for GC. Dr. Sriram is deeply passionate about music and as an audiophile spends most of his free time attempting to produce his music album. Also, some of Dr. Sriram's songs are released on the internet which has been well appreciated. Over the years, he has been interested in management and graduated from the prestigious Indian School of Business with the PGPMAX programme.

“

Providing Best-in-class Tools that will Change the Face of the Healthcare Industry The biggest trend in restorative dentistry is the simplification of restorative techniques. After years of development of products and techniques, GC now has the possibility of creating beautiful restorations with quicker and easier procedures. It has sparked an interest in dental materials that can give the same optimal results of previous techniques, but with easier steps and procedures.

GC Corporation is spreading their wings to serve the world and produces more than 600 different dental products worldwide. Thus, the company covers the entire area of consumable materials, devices and equipment for the dental practice and the dental laboratory.

GC is in the forefront with the digital product portfolio like Aadva IOS, Cerasmart, Proceed ceramic, Optiglaze & Luster Paste and G- CEM LinkForce- the universal luting solution.Their state of the art features include: ● For an all-around restorative with outstanding invisible aesthetics, look no further than the new generation Sculptable Nanohybrid technology of GC Sculpt and the G-ænial range from GC. ● Fiber technologies discover extended possibilities for direct restorations such as direct bridges, splinting and even direct restorations of inlay-size cavities. ● Adhesive techniques are also constantly evolving and improving, empowering them to be highly conservative either by using direct or indirect techniques. ● Another evolution GC brought in glass ionomer restorative is Equia Forte which is applauded and recognized globally for its superior properties and clinical success.

Digital dentistry rapidly takes center stage in modern dental practices especially the development of intra-oral scanning

Cover Story

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devices. The introduction of new composite and hybrid ceramic materials suitable for the fabrication of CAD/CAM restorations has opened the doors towards Digital restorative dentistry.

Setting New Benchmarks in Medical Expertise GC India has a specific focus on launching innovative products and establishing operational efficiencies to achieve customer delight. Patients value the pleasant environment, excellent service, and modern equipment just as highly as the expertise of their dentist. With GC providing a wide range of quality products, it makes the life of a dental practitioner quite easy. GC is a one-stop solution for a dental practitioner focused towards achieving excellence in clinical dentistry.

Our team

can deliver consistent quality across the entire sales cycle from the product, processto experience

“

customer

Gc’s, President, Makoto NAKAO presented five key phrases for its vision 2020: “Human being,” “Innovation of technology,” “Globalization,” “Advanced information society” and “Value-creating management.” These five key phrases were considered to be intertwined to create a new business environment in dentistry.

“We at GC are committed to achieving excellent quality, and this commitment is firmly rooted in all employees working in all departments relating to research, production, sales, marketing, operations, etc. Indeed, this thinking is an important cultural asset of GC. By remaining true to this commitment, GC will continue to play a significant role in society through dental products to make the twenty-first century the Century of Health,” assures Dr. Sriram.

Igniting the Future “Looking ahead to our 100th anniversary in 2021, GC is making continued efforts under vision 2021 to become the number one dental company in the world through further contributing to a healthy, long-living society. We need to be proactive and make sustainable changes and innovations. Moreover, we need to increase our organizational strength and resilience to cope with change. I firmly believe that these efforts are indispensable to GC’s ability to flexibly cope with future changes in the external business environment, to realize our vision to become the world’s number one dental company and to enjoy prosperity in the coming years,” says Dr. Sriram.

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The

10Most Admired

MEDICAL Device

Companies

in 2017

Management

Brief

GC India Dental Pvt. Ltd. gcindiadental.com

Dr. Sriram Mudambi Managing Director

GC Group is pioneering spreading SMILE to more than 100 countries globally and been recognized by both Dentists and Dental technicians alike as a provider of consistently highquality dental products that are easy to handle and capable of delivering the highest service standards to their customers.

Gesco Healthcare Pvt. Ltd. gescoindia.com

Samuel Williams George CEO

GESCO Healthcare is a leading Medical device company which endeavors to alleviate pain for patients across the globe, strives to serve quality surgical instruments and implants.

Janitri Innovations Pvt. Ltd. janitri.in

Arun Agarwal Founder & CEO

Janitri Innovations are inventing simple and easy to use products to prevent mortality and morbidity.

Jimit Medico Surgicals Pvt. Ltd. jimitsurgicals.com

Mitesh Vyas Managing Director

Jimit Medico Surgicals is a Front-line manufacturers and exporters of world class Disposable Surgical Products / Medical Devices based at Ahmedabad, India since 1989.

Miraclus Orthotech Pvt. Ltd. miraclus.com

Pranav Thaker Managing Director

Miraclus Orthotech Pvt. Ltd., the crown manufacturers of Orthopedic Implants is a group of companies with its roots in the market from the last 22 year.

Ortho Care orthocare.in

Rajeev Chhabra, Founder Parth Chhabra Director Manav Chhabra Director

Ortho Care produces an array of quality implants which are affordable and trusted by healthcare professionals and patients across the world.

P. H. Healthcare Pvt. Ltd. phhealthcare.com

Anil Jain Managing Director

P. H. Healthcare Pvt. Ltd. is a venture of P. H. Jain Group, having its vast presence for the past 50 glorious years in various diversified businesses like Construction & Infrastructure development, Chain of Diagnostic Centre’s, Entertainment Centre’s, Mfg. of Plastic Products, Stock Broking & Financial Leasing.

Trivitron Healthcare trivitron.com

Dr. G.S.K. Velu Chairman & MD

Since 1997, the journey of Trivitron Healthcare as a medical technology company providing affordable healthcare solutions weaves a fascinating thread of inspiration to many healthcare providers.

Uteshiya Medicare Pvt. Ltd. uteshiyamedicare.com

Jignesh Uteshiya Director

Uteshiya Medicare is envisaged, Incorporated and established in the year 2013 as strategically diversified company in the field of precision Import Substitute Orthopedic Implants by a wellestablished and well-known Uteshiya Group of Industries.

Vascular Concepts Pvt. Ltd. vascularconcepts.com

Swaminathan Jayaraman CEO

Vascular Concepts, started in 1988 with a noble mission to provide cutting edge medical devices for the treatment of arterial diseases that are affordable for the common man.

Vascular Concepts, started in 1988 with a noble mission to provide cutting edge medical devices for the treatment of arterial diseases that are affordable for the common man.

Company Name

In Conversation

Dr. Minnie Bodhanwala:

A

healthcare industry needs to believe in “we” always more than “me”, which could be accomplished with an energetic work environment and a goal oriented culture, which cannot be carried out individually but done with a united team. And, in all this act, leadership has always been described as the way an individual direct the activities for a group towards a shared goal. And Dr. Minnie Bodhanwala, with all the key aspects of the leadership has been an influential role model for the Wadia Hospital.

In an interview with Insights Success, Dr. Minnie, CEO at Wadia Hospital gave some insightful answers highlighting the philanthropic tradition being forwarded by the hospital and her contributions towards it.

• What are your responsibilities as a dynamic entrepreneur? How would you describe yourself?

Who is the most inspirational leader in your life? Why? Primarily, my responsibilities are

16

Changing the Healthcare Industry in a Healthy Way

focused towards strategizing and achieving the objectives and strive harder towards the vision and mission of the organizations, I also dedicate a lot of time for positive change management and team building across all the departments. I would describe myself as an individual who is striving for impact and focused on results. I always believe in a realistic approach for the everyday challenges I face and that has helped me achieve the most difficult tasks with precision.

I am a strong supporter and promoter of women empowerment and draw inspiration from one such great leader after which our Childrens hospital is named, she is Bai Jerbai Wadia, what inspires me the most about her is her simplicity and her great vision for the society especially the women and children during a time when they were ignored the most, in the early 19th Century. It is simply because of timely vision of women like her we are here today. I draw great inspiration from her and strive hard for long sustained meaningful and impactful work.

• How did you get the opportunity to work for Wadia Hospitals?

What was your mission at the outset?

I got the opportunity to work with Wadia Hospitals in November 2012 when the Hospital was undergoing a major crisis situation, I took this as a challenge and slowly started working towards streamlining the transformation of both the Hospitals.

Other than the operational challenges, the infrastructure of the Hospital being a heritage structure that has been a challenge in terms of stability and expansion of services. Infact, when I took up the challenge, both the Hospitals were operational under one building, as other building of Children Hospital had undergone structural damages in 2007-2008 and was not safe for patients. My initial mission was to get the Childrens Hospital functional and increase the scope of services with improved quality of patient care and ensure safety for all patients. Proudly, I have achieved the |December 2017 |

same and today we have a fully functional Paediatric hospital with 450 Beds.

• What are the hurdles you had to face in the starting phase? Who has been the most influential in your life?

Streamlining the hospital operations in weakened infrastructure with a financial crisis was the biggest hurdle.

It took a great deal of strategic planning and hard work with patience in order to reach the point where we are at today and we are very positive that we will go much ahead in this journey with these Hospitals, not only being amongst the best Hospitals in India but also in the World. Our Chairman Mr. Nusli Wadia and Board member Mr. Ness Wadia have been a great influence in my life. The strong insight of our Chairman’s vision towards the goal and driving us by mentoring new systems and techniques to be adopted in spite of challenges and standing with the team as one during crisis situation has definitely inspired me a lot. With support and strategic guidance I have been able to achieve major transformations for the organizations.

• Tell us about your Hospitals?

What kind of Healthcare services/solutions or products that are offered by your hospitals at par with the current industry standards, also tell us something about your upcoming products or services?

Our Children’s hospital is the first dedicated Paediatric hospital established in the country and the | December 2017 |

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largest as well. Today, the hospital provides more than 30 super specialty services under one roof, we have 3 OTS where complex surgeries like cardiac surgery, neurosurgery etc. are performed. We proudly host the largest NICU in the world with 150 beds. We also have a nodal center for clubfoot disease in Maharashtra and soon will start with our own Cath Lab, MRI centre and a Bone Marrow Transplant unit. We are also looking forward to establish an advanced Cancer treatment unit and Organ Transplant Centre.

Our Maternity Hospital specializes in offering affordable Obstetrics and Gynaecology services to women across all the sections of the society; the hospital also specializes in providing IVF care at a much-subsidized cost and also has a human milk bank to help the children who are not fortunate enough to get it. The maternity hospital would undergo a major transformation soon starting with structural stability being a nine decade old structure.

What sets us apart is the social impact that we create.

• What were some of the biggest lessons you learned that have impacted the way that you work? To what do you attribute your success?

Well, as we all know there are no shortcuts to success, I have always believed in building systems and implementing them to achieve the desired results. Understanding problems and being creative in solving them is something that has impacted the way I work and helped me achieve success in whatever I do. I could only attribute my success to the team I work with and offcourse my family without whose support of the prior and understanding of the latter I won't be as successful as I am today.

• What are some of the qualities which make a person an entrepreneur? Is entrepreneurship something that is in your blood or is it something you can learn?

Ability to accept challenges and take risks, team building and having a realistic approach to things are some of the qualities one needs to have. It is never in the blood, you learn from your experiences and mistakes and master your skill set accordingly to achieve your goals.

• What is one mistake you witness leaders making more frequently than others? What is the behavior or trait that derails most leaders’ careers?

I believe too much aggression especially in young leaders could derail careers. Understanding each team members strength and motivating them to overcome their weaknesses makes a good leader and helps you sustain.

• What can be expected from Wadia Hospital in the upcoming years? What gives you a sense of hope?

What makes you concerned or worried?

Only the best can be expected from Wadia Hospitals, we are going to excel in every front and achieve the maximum for our stakeholders and community at large. Our hope comes from the smile of so many children who are born and treated in our hospitals everyday and we strive for the same smile for the generations to come.

• What are your views on the current trends in the industry? How do you encourage creative thinking and innovation in your organization?

The industry is growing as always, but with increased innovation and improvements in technology in the last few years, I see the industry to be growing faster in the coming years. Also, there has been an increase in perception of health and wellness with mobile and other health gadgets, I do see a lot of scope in the preventive healthcare industry as well. Being supportive to new ideas definitely encourages creative thinking in the organization and this is the only reason we have an open door policy across all the departments where anyone can approach with their problems or ideas.

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|December 2017 |

Interview with Insights Success

Soul Talk with a Pure Soul . According to you what is the current healthcare industry scenario? (Water Purifier Industry) It was the late 90s when KENT RO started its voyage, and there was no such industry existed in India by the name of WATER PURIFIERS. A handful brands were trying their fate in this sector by selling very conventional purifiers through the door to door marketing. Who would have thought that in a couple of years, Indian water purifier industry will become one of the most lucrative sectors for national and international consumer durable brands to peep in and have a pie of over 3500 crore industry.

Q

The journey of Indian water purifier industry started with the genesis of brand Kent RO. A brainchild of an IITian Dr. Mahesh Gupta who left his well-paid job to start making water purifiers in India. If today one is able to have access to RO water purifiers equipped with multiple purification techniques, then that has been made possible only by Dr. Mahesh Gupta who designed RO water purifier with the combination of 3 technologies to make it suitable for treating every type of water irrespective of source.

Q. How big is the scope of purification products in the industry?

The market for water purifiers today has seen a remarkable growth globally amid the acute shortage of clean drinking water that is posing a big challenge to many countries.

Given the increasing awareness and largely untapped market potential, the sector is growing at a CAGR of more than 24 percent. The industry is projected to hit sales of nearly 2.48 million units in the next two years. According to Techsci report, RO water purifier is the largest segment accounting for 42 percent of the market in 2011, while offline water purifiers contributed for about 20 percent of the market. However, by 2017, offline water purifier segment is expected to grow at a very rapid pace and increase its share to about 38 percent of the total market and is a key focus area for water purifier manufacturers, due to the large target customer base it offers, is expected to continue its rapid growth.

Today, as pioneers of the mineral RO Technology, Kent RO has captured 40% market share and has changed the paradigm in a market which was dominated by ultra-violet (UV) systems. The company has set a great distribution network, putting Kent products at all retail outlets like Big Bazar and good white stores across the country and now also easily available on the web. The company is also exporting to Sri Lanka, Nepal and Bangladesh and the Middle East. Company’s export turnover is around Rs 25 crore and will be targeting at Rs 50 crore exports in the next two years.

Kent RO is also working on newer products with health and purification as the base. The firm is looking to grow in segments such as Car Air Purifiers, Air Purifiers, Bed Cleaners, Cold Pressed Juicers, Fruit & Vegetable Purifiers, Gravity Water Purifiers and Water Softeners. Manufacturing of each and every product has been done here, including the R&D, and we hold patents on all products.

Q. Healthy Body Leeds to a Healthy soul, how do you promote that?

Kent is working from day one on a mission Drink Pure, East Pure and Breathe Pure. Hence, each and every product of Kent RO is designed and sold to fulfill these three objectives.

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|December 2017 |

Dr. Mahesh Gupta Chairman KENT RO Systems Ltd.

| December 2017 |

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Q. What do you find the most interesting in this industry? Give few lines about yourself?

Today, the penetration of RO water purifiers is hardly 1.5 per cent of the total households. But, we are hopeful that the demand will rise steeply because of the deteriorating water quality, increasing awareness of health hazards related to impure water and also a good feedback from users of RO purifiers.

One of the major challenges is to educate the consumers about the need for RO purification. Even today, boiling is considered the best method for purifying water, but consumers should understand that boiling does not remove dissolved impurities. RO is essential to remove dissolved impurities. Moreover, the consumer mindset has largely been reactive rather than proactive. People usually look for water purifiers only when they encounter waterborne diseases. It is a challenge to create awareness that it is a must to purify their water using RO purifiers to prevent the onset of waterborne diseases.

The Genesis of the Brand Dr. Mahesh Gupta, - An IIT-Kanpur graduate from a Class of 1975 — who was happy working for the Indian Oil, this is nothing short of a dream today. Having gained sufficient expertise during his 10-year stint IOL, Dr. Gupta quit in the mid-1980s to turn his passion into an enterprise. His parents were livid at such an ‘adventurous’ move. But he had ideas and confidence even though he didn’t have money.

In 1998, when his teenage children, fell prey to jaundice, Dr. Gupta was forced to look for a water purifier to install at his south Delhi home. He set out to search the market. The stuff available in the market left him unimpressed. Market leading purifiers then and even now, mainly work on Ultra Violet principle. Essentially, in these water purifiers, water goes through UV Light which attacks the bacteria and kills them, giving customers bacteria free water. As a concerned parent, Dr. Gupta was very well aware that this was not enough. With greater industrial activity groundwater had become contaminated with impurities that dissolve in water such arsenic, rust, pesticides and fluorides. Take salt or sugar for example, once dissolved into the water you can’t see them. The UV Light method can’t rid the water of such dissolved substances. He wanted to make a purifier that removes all these.

So, Dr. Gupta decided to noodle on the technology and flesh out his own ideas. It helped that he was by then running SS Engendering, a petroleum products company, his first entrepreneurial venture after leaving his job from Indian Oil. After several trials and six months of hard work, he zeroed in on a technology-reverse osmosis (RO)-which promised the results he wanted, and the first KENT purifier was born in March 1999. Recognizing its potential, and in order to promote a healthy and happy life for other families, he decided to market this invention.

So, from there, he started his expeditions from a small garage where he used to design these purifiers with his own patented technology. And that’s how Kent RO came into being. Kent RO now is a rupee 800 crore company, which has grown immensely.

Q. What is the next trend in the purification industry?

The concern over air pollution is in the forefront. Air pollution is reaching alarming levels in India and air quality plunging to the ‘severe’ category. Air pollution in the country is at hazardous levels, breaching safety limits and prompting severe health concerns among the residents, particularly pregnant women, young children, the elderly and people with respiratory conditions and heart diseases. Some immediate preventive steps which are taken by Delhites are opting for an air purifier for home, and Car air purifiers while on the go. The popularity of air purifiers is growing steadily. So, this is the next trend in the industry.

Q. What is your next step towards a pure life?

After Pure Water, Kent RO is upbeat for Clean Air. We have come up with a whole new range of HEPA Based Air Purifiers. Air pollution is a major environmental health problem affecting the developing and the developed countries alike. Consumers are affected by pollution in the air, and we would like people to get relief from this.

So we are providing a solution. We are hopeful that this demand will increase in the near future. As this kind of technology would not just help people with asthma and other respiratory illnesses but will contribute to reducing the rate of respiratory diseases in the capital city.

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|December 2017 |

Tech Bytes

SUSTAINABLE& INCLUSIVE Health Innovations of

F

2017

rom clinical decision support

software and ďŹ tness trackers to

mobile applications, innovative

digital technologies have the power to transform healthcare in many ways such as empowering consumers to make more and better decisions every day about their own health, monitor and manage chronic health conditions. It has also enabled better and more efďŹ cient clinical practice and decision making through decision support software and technologies.

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|December 2017 |

A Smart Bracelet that Combats Sleep Apnoea A common but serious sleep disorder where the breathing is briefly interrupted is when the person is asleep it is sleep apnoea. If the person is suffering from sleep apnoea, he is probably not aware of short breathing pauses that occur hundreds of times in a night, jolting him out of his natural sleep rhythm. All the person knows is that he doesn’t feel as energetic, mentally sharp, or productive during the day as he should do.

The Motio HW bracelet collects the biometric data such as heart rate, respiratory rate and oxygen saturation and sends it to an app on your smartphone. Then, its smart algorithms process the data to assess your sleeping profile. When it detects a variation in this established pattern, it lets the user know immediately, potentially saving the user from dying in your sleep.

Thermometers being a Thing of Past The hassle of checking someone’s temperature might soon be a thing of the past. TempTraq is the first wireless continuous temperature monitor in the form of a soft, comfortable, disposable patch. It can significantly improve the way temperature is measured in the clinical environment and provide clinicians a quicker, easier, and more effective way to measure temperature. The clinical benefits that TempTraq provides is earlier fever detection remote, patient monitoring infection control.

When a parent or any other authorized person is within Bluetooth range (about 40 feet) of the person wearing the patch, temperatures are continuously sent to the mobile device. When the person is beyond the Bluetooth range, authorized people can access the data via the cloud, and then view the same data on the app as if they were in the same room as the patient.

Strap to monitor Heart’s Health Worn as a chest strap, QardioCore effortlessly records continuous ECG, heart rate, heart rate variability, temperature, respiratory rate and activity data. Free of wires and patches, QardioCore gives you maximum comfort and medical accuracy. This wireless Bluetooth ECG monitor is splash and rain-resistant, perfect for everyday use.

It allows users to proactively look after their heart health. The cardiovascular health is the biggest health challenge in the developed world, and with QardioCore it is easier, better and more cost-effective for everyone.

This app should only be used in conjunction with professional medical advice, diagnosis, or treatment, and not as a substitute, or a replacement for it. The device is not intended for pediatric use.

| December 2017 |

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Fitness Tracking isn’t only About Counting Steps PAI is Personal Activity Intelligence application introduced by MIO Slice. PAI’s revolutionary algorithm is designed in such a way that it can sense personal heart rate, giving the user a simple number that shows how much activity you need to live a longer, healthier life. The only product that supports PAI in the watch unit, as well as the application, is the Mio Slice. It has a built-in heart rate tracker, and the idea is to aim for a PAI score of 100 which is simple to understand and removes the frustrating obsession with steps that don't always work for everyone and replaces it with an actual everyday target to effectively boost health and fitness.

Visual Interpreter for the Blind It is wearable smart glasses with an embedded video camera paired with a smartphone, a portable Wi-Fi hotspot, and a network of live certified agents who assist the user remotely in real-time.

The trained agents who guide their customers see the world through the smart glass worn by the customer and describe the view. They respond to requests for information from the user, working at a specially-designed dashboard that efficiently connects to information via the video camera, GPS, and other sources of data. The result is an augmented reality experience in which users can access helpful information in a friendly, efficient manner to improve their mobility and independence.

Was That a Contraction?

A smart pregnancy tracker- Bloomlife automatically detects, times, and tracks your contractions to deliver peace of mind and help you easily communicate with the care team. As its 100% passive which means it doesn’t send energy into the body, Bloomlife is safe for continuous use day or night. It records and sees contraction patterns, frequency, and duration. It is small, lightweight, and comfortable, sticks to the belly, no straps or belts. The technology has potential to sense early labor in high-risk mothers since it can detect contractions that the woman sometimes can’t even feel.

Sleep Easily Induced 2breathe is a smart device that helps the user sleep better by reducing the pre-sleep tension, the main cause for falling asleep and mid-night wake ups issues. Neural sympathetic activity is reduced relaxing your mind & body towards sleep. 2breathe enables anyone to perform highly effective, mesmerizing breathing exercises without prior training or conscious effort using patented device-guided breathing tones technology.

2breathe transforms your breathing into sleep-inducing tones.

These tones, which are composed in real time, gradually guide the user to prolonged exhalation and slow breathing.

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|December 2017 |

Rings to be Smarter A waterproof and resistant ring wrapped in titanium shell is a smarter wearable device to track fitness and sleep. There’s no need to be tethered to phone if the user wants to work out. Motiv Ring has two days of onboard memory storage without syncing. It detects the heart rate from user’s finger. As fingers tend to have less hair and rarer tattoos than the wrists, this device gets the advantage to wrist-based devices in collecting quality heart rate data. This device syncs with the user phone periodically in the background with minimal impact on both users phone and the ring's battery.

Skin Analyzer A portable skin care device, S-Skin comes with a biodegradable microneedle patch to identify and prevent skin problems. The condition of skin like the redness, hydration, and melanin of the skin is saved in the accompanying application using LED lights. The device utilizes the power of micro and nanotechnology, and it uses it to provide the user with high-quality, accurate, and effective personalized skincare. The biodegradable patch has two different patches- eye patches and spot patches. Both patches work to repair issues such as wrinkles, firming, lifting, and troubles. The S-Skin also verifies users skin type and management habits based upon the range of information that it collects.

The patches and LED light are designed to clear away issues such as fine lines, wrinkles, age spots, dark spots.

Hearable Health Tracker Bodytrak is a hearable solution that combines traditional audio functionality with biometric monitoring utilizes real-time data and analytics and machine-learning to automate health and safety performance. For example, for firefighters, they are able to provide real-time monitoring of heat injury (or heat stress), levels of fatigue for long distance drivers that not only look at for body positions but also provide real-time biometrics and communication channels to understand key issues and provide appropriate assistance. It has sensors which help the user record every information regarding their health. This smart device has a battery of 100 mAh and also has voice prompts that notify the user of significant progress being made during the workout.

| December 2017 |

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The

10Most Admired

MEDICAL Device

Companies

in 2017

GESCO Healthcare The Trailblazer of Quality Surgical Instruments & Implants Samuel Williams George CEO

T

he medical devices industry has evolved significantly over the last six decades with the market, expected to grow more than 10% year on year. The market, which was initially dominated by large western players, now consists of several Indian companies.

GESCO Healthcare is a 55-years-old leading Medical Device Manufacturing Company which endeavors to alleviate pain for patients across the globe.

The company focuses on the Manufacturing of High-quality Neuro, Orthopaedic and Spinal implants and a vast array of high-quality Surgical instruments. GESCO having accreditations such as Indian FDA, ISO 13485, 9001, CE marking, US FDA, WHO-GMP is a testament to the quality of products that the company offers. GESCO recently launched a new Division to manufacture Natural Remedies.

About the Rousing Journey of this Successful Enterprise After Independence, the Indian Surgical instruments Industry was in a very primitive stage. Most of the surgical instruments were imported and therefore were expensive.

Mr.Theodore George had manufacturing experience in surgical instruments, and he saw plenty of potentials as there were a huge demand from surgeons to supply quality surgical instruments at reasonable prices. In order to serve customers with affordable, high-quality surgical

28

instruments, Mr. Theodore George founded GESCO in the year 1962.

In the year 1985, Mr. Samuel Williams George, the current CEO and the eldest son of Mr. Theodore George joined the business as a young engineer. In the early 90s, Samuel George saw a gap in the market for good quality Spinal implants at affordable prices as European and American giants dominated this market. Inspite of the heavy competition that they face in the market, their rich R&D experience, cutting-edge machinery, inherent focus on quality and innovation helps them to differentiate themselves from their competition. Now, GESCO’s expertise leading in manufacturing on high-quality surgical instruments supplemented the production of high-quality Spinal implants at affordable prices. Today, GESCO is the largest Spinal implants manufacturer in the country.

Providing Best-in-class Tools that will Change the Face of the Healthcare Industry Mr. George’s vision, when he founded GESCO, was to create a company that produces the highest quality of innovative medical devices, an ethos that runs throughout the company. GESCO has one of the most advanced medical device manufacturing facilities in the country.

Their entire facility, including the machining shop floors, is

|December 2017 |

‘‘

Our ability to build strong relationships with our customers and serve them through a constant supply of quality and innovative

‘‘

products differentiate us from the market

AHU controlled and air-conditioned. Certain processes take place in class 100 and class 10,000 rooms and therefore have stringent environmental controls. The qualities of the products are maintained by employing rigorous quality checks at several stages, and the sterility is validated with the help of an exhaustive microbiology laboratory.

There are several patented products that GESCO has innovated and manufactured. The company has collaborated with some of the biggest names in the Neurosurgical and Orthopaedic specialties from across the globe. Products such as GAAS, a Spinal product, and Halifax Nail, an Orthopaedic Products are highly acclaimed innovations of GESCO accepted by the industry.

“We believe in investing in the best equipment the world has to offer. We have highly advanced capital machinery from Switzerland, Germany, Japan and USA. With the help of our exhaustive Quality Management System and infrastructure, we can handle any stringent regulatory requirements from around the world. We have had recent successful audits for the US FDA, ISO 13485 and CE just to name a few,” assured Samuel Williams.

Our Secret Sauce for Success is a Very Strong Team, says Samuel Williams George “A growing team should have the hunger for continuous learning to understand the market trends and the ability to work as a team. This will help us deliver the most value to our customers. The team should have qualified Bio-Medical Engineers with experience who can take from concept to product,” says Samuel Williams. GESCO has over 350 employees, and has marketing offices in 15 cities, an | December 2017 |

exhaustive dealer network in the country and also has its presence in over 30 countries.

The CEO, Mr. Samuel George’s vision is to diversify further thereby adding, even more, value to all stakeholders.

New divisions in niche markets such as Natural Remedies and Biologics are a testament to his vision.

The Smart Solution Provider for a Smart Planet “We always keep the value of our customers. Each customer is unique to us and makes strong bonds with each of them. Hence we manufacture unique products for specific customers. We always consider our customer database as precious, and we strive hard continuously to satisfy their needs. We have customers who are in business relation with us for more than 30 years. We always keep customer satisfaction, customer desired manufacturing and being customer-centric as our key elements and we also strongly believe that this leads us to the success,” assures Samuel Williams.

GESCO’s Continuous Medical Education (CME) about their existing and new products in regular frequency enables them to update their existing customers and build a new customer base.

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Executive Talk

Computer Technology Transforming Healthcare About the Author With more than 10 years of cumulative experience in surgical navigation system R&D, clinical and marketing & sales, Arpit Paliwal is the challenge loving Founder of HRS Navigation, who has done executive program in sales & marketing from IIM Calcutta.

He was managing the navigation business for all India as part of the Stryker (Fortune 500), where they were already developing the navigation system back in 2007. It was during his tenure that he came across various hospitals for computer assisted surgeries & realized the need for simple, affordable navigation solution.

Arpit has also been awarded with the Annual Product Performance Award for navigation and for bringing around the navigation business in India.

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|December 2017 |

C

omputer Assisted Surgery aims to improve patient care by the utilization of computer based technologies during the procedure; to amplify the benefits; to encourage interdisciplinary collaboration between engineers and physicians in developing new concepts and applications. The scope of Computer Assisted Surgery encompasses all major fields within surgery, as well as biomedical imaging and instrumentation, and digital technology employed as a supplement to imaging in diagnosis, therapeutics, and surgery.

Surgical Precision Surgery is a distressing experience at best. Medical robotics and CAS (Computer Assisted Surgery) helps alleviate the problem. They have been used in a wide variety of fields from head and neck to urologic surgery. They provide greater reach and flexibility, smaller incisions made with more precision which is enough to access the targeted anatomy. This results in more accurate pre-operative planning, reduction of operating time, avoiding damage to healthy tissues, exact alignment of surgical instruments with anatomy and faster patient recovery. It’s an established fact about the benefit of these technologies & ever increasing uses support the fact.

Revolution In recent years there has been a definite shift to the use of minimally-invasive techniques, performed by steering surgical tools through small incisions in the patient’s skin in order to minimize blood loss and soft tissue damage, and consequently, reduce postoperative pain and recovery time.

There are CAS technologies which work on CT/MRI images of patient to guide in real time. These are used mostly in Brain, ENT & Spine surgeries. Some CAS technologies which uses ultrasound are being used in soft tissue biopsies for liver, lungs & breasts. Also there are technologies which are image-less. These are used in Knee, Hip implants surgeries.

These technologies made the complex surgeries safer & less pain full. Now for e.g. in brain surgeries surgeons can plan the surgery on computer generated 3D model of the patient by marking areas of interest & danger areas. During surgery system then guides the surgeon to reach area of interest & alerting the surgeon if he is operating near any danger region. It gives confidence to the surgeon on more aggressive on the tumor & still gentle to any critical part of | December 2017 |

the brain following the shortest and safest path. Medical robots are also getting developed to perform various part of brain surgery to take the brain surgery to next dimension.

Similarly in the spine surgery the misplacement of spine screw is quite common. Misplaced screw can cause permanent damage to nervous system. With the help of CAS rate of misplacement has been significantly reduced make it safer for the patients. Various standard reviews have bespoken the superiority of CAS technique compared to others for pedicle screw placement. Accuracy rates of around 95% are commonly reported with CAS which is quite high when compared to free-hand techniques. Also it helps to reduce the harmful X-ray radiation dosage for operating team and the patient.

Robotic surgeries are growing at very rapid rate. Robots are performing surgeries which require dexterity which can't be achieved by human hand. They have tiny wristed instruments which can bend and rotate more than the human hands providing greater reach through smaller incision.

Augment Reality The recent emerging role and integration of virtual reality (VR) and augmented reality (AR) in healthcare is transforming this data rich field and justify consideration for future applications to enhance the surgical experience.

For e.g. a new technology which augments X-ray vision on the real patient anatomy to help surgeon plan and execute the operation effectively. It’s like a superman viewing through the skin of patient.

Growing Market The world-wide robotic surgery & CAS market is expected to reach USD 20.8 billion by 2024 as per a market research, report. The ubiquity of chronic disorders around the globe is on a rise. These diseases hence need surgery for the treatment solution. CAS & Robotic surgeries for these cases provides minimally invasive approach, fewer complications, faster recovery, lower pain and blood loss, thereby propelling the demand over the forecast period.

Computer assisted technologies are rising & becoming standard of care. Lot of innovations are happening. Future looks promising once these technologies reaches to masses & make everyone benefitted from them.

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Business Spotlight

VOCAL-BIOMARKERS

Technology for Analyzing Emotions

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|December 2017 |

I

n the individuals with the major depressive disorder, a neurophysiological change that emphasizes the actions, feelings, and thoughts associated with bodily events such as the firing of nerve cells in the brain or the release of hormones often alter motor control. Thus, this affects the mechanisms of controlling speech production and facial expression.

These fluctuations are related to psychomotor retardation, a condition marked by slowed neuromotor output that is behaviorally manifested as altered coordination and timing across multiple motor-based properties.

Vocal-biomarkers is a technique that enables machines to understand human emotions by analyzing, recording and detecting raw voice intonations as people speak.

Biomarkers in the voice of a person have been linked to disorders such as depression, coronary artery disease, and anxiety.

By decoding the human vocal intonations into their underlying emotions in real-time, this technology enables the applications and solutions, voice-powered devices to interact at the emotional level, just as humans do. This platform is designed to generate unprecedented persistent and passive health awareness to enable and enhance holistic patient management. It measures the features of speech but does not require the contents of the speech, therefore protecting privacy.

Vocal biomarkers are tools that use voice-input to give a clear insight into a person’s health conditions. It allows non-invasive, effective and fast diagnosis unlike blood tests, MRI/CTscans, to detect serious conditions.

Various aspects of a person’s voice

| December 2017 |

can help analyze the mental and physical well-being of the person.

This tool has tremendous potential to turnaround diagnostic-procedures in terms of speed, accuracy and costeffectiveness. Moreover, the voicebased diagnosis does not expose patients to radiations and therefore are safe in all other perspectives.

Self-diagnosis is an app away The emergence of vocal-test applications on smartphones or other voice-enabled devices as a low-cost screening option helps to identify people with heart diseases and other disorders. These user-friendly applications will enhance the possibility of self-diagnosis and help patients and their kin to know potential health risks in advance.

To understand the dimensions of emotions in human communications, i.e., people’s moods, attitudes, and emotional characteristics – also known as personalities this technology allows devices and applications to understand not just what we type, click, say, or touch, but what we mean and how we feel.

Speech as a Biomarker A neurological disorder leaves a fingerprint in voice and speech production. Speech signal analysis can deliver clinical information that can be used to foresee certain diseases, provide information about the neurological position of specific diseases, and assess to disease progression or the effectiveness of treatment regimens. The most common method to assess the motor speech characteristics associated with neurological disease diagnosis is the auditory perceptual method. This

involves a professional hearing and analyzing the motor speech changes associated with neurological disorders processes for clinical assessment, judgments, and decisions regarding the functional change. There is a need for a fully automated assessment system that can organize, process, collect, and analyze speech from individuals with concussions and deliver meaningful insights about the effects on speech production.

Once an audio recording has been processed, the next step is to extract various acoustic features that will form the basis of the health diagnostics tool. Speech can be characterized by a variety of different features and these features can be determined for various linguistic elements such as phonemes, vowels, words, or even entire sentences.

Time measurements such as average and standard deviation of the duration of a linguistic entity, duration of pauses, etc., can be measured. To measures how quickly an individual can accurately produce a series of rapid, alternating sounds assessment, tool like Diadochokinetic rate comes in action. It is an assessment tool for assessing oral motor skills.

If the individual is experiencing speech or language problems, speechlanguage pathologists may measure DDK rate by asking to repeat certain sounds during a timed test. The results can help the pathologists to evaluate the severity of speech or language problems, diagnose the underlying cause, and prescribe apt treatment.

Efficiency and Accuracy The examination of the motor speech system can provide information about

33

the integrity of the neurological system. The more complex the words; higher is the likelihood of errors and variations in speaking of those words. At the same time, the selected words and phrases while speaking have been chosen, because they require the involvement of different parts of the mouth, tongue, and soft palate in the back of the throat as they contain two or more different syllables.

The accuracy of speech analysis (recognition, word onset detection, vocal feature extraction, etc.) degrades severely when speech is recorded in adverse acoustical environments. While building a speech-based diagnostic tool, the basic concern is the inability to extract the desired vocal features, signiďŹ cant errors in the vocal features, and inaccuracies in the detection of the boundaries of words and phonemes.

Many other types of data such as, speech collection, processing, and analysis pose various unique challenges that require careful design choices and evaluations to ensure that data collection will provide recordings of the highest quality possible. While speech has received an increasing amount of attention analyzes, remain to be done to validate its potential as biomarker and assessment tool. The focus in prior work has been on demonstrating the relationships between neurodevelopmental and neurodegenerative conditions and various vocal features.

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|December 2017 |

Expert’s Opinion

HEALTHCARE

Marketing T

he online space has become the blood line for health information. The ascension of digital tools and technologies has a transient impact across daily life and business globally including healthcare too. The Godspeed growth in use of the net, mobile apps, and social media channel as well as the exponential uptake of personal use of computing, smart phones and tablets by all healthcare stakeholders – including, healthcare experts, patients and financers is well documented.

Considering the pace with which the volume of marketing has grown, its way difficult to measure of how much impact these phenomenon are having on the delivery and outputs of medical interventions, hence requires a strategic roadmap to track down the influence.

Inbound Marketing is the answer This new strata of marketing includesdeveloping marketing strategies, 360degree online advertisement, adwords, search engine optimization email marketing and social media marketing.

A high-level view of key business indicators facilitates faster and more

36

accurate feedbacks and review puts all of that at your fingertips.

Now day’s people are more info-savvy and in regards to the marketer needs to curate share-able content that has wide reach, sparking debate among healthcare communities, providers, payers, patients and manufacturers.

Moreover, it needs fully engaging content across communications channels to maximize message reach, with services like: public affairs, highlevel conclaves with key persons, multimedia portal, print and digital strategy/reports, campaigns, partnerships, and internal communications.

The Educated Patient No doubt that the role of social media in healthcare and its influence on patient engagement is taking the limelight, powered by mobile technology, patient demand and growing influence of the digital depended generation. How ready the healthcare sector is for these concerned and digitally demanding patients will be a subject of conversation and assessment.

Hospitals and other medical association are an important online stakeholder, with a more better resourced and commercial approach towards social media. For example, any Clinic Center for Social Media could be a leading portal and advocate of social media in healthcare with a presence on channels like YouTube, Facebook, Twitter, LinkedIn and numerous blogs sites. Investing in these channels the group is not only benefiting patients while growing its brand but also giving better understanding to its stakeholders about its all over capabilities. Patients of toady want to get engaged and be taken seriously when they approached. One grey area of patient dissatisfaction is a lack of any sort of acknowledgement when they share any sort of experience or their demands with a healthcare outfit. A well-managed social media presence not only gives a forum for patient engagement, but also enhances online-sourcing ideas and feedback to stimulate conversation around new tactics or changes within the organization.

Healthcare Marketing: More Important than Ever Digital marketing, a mainstay in other industries for years, is now becoming more prevalent in healthcare, but still lags behind the digital marketing strategies and uses of tools like other industries. A well executed marketing plan will also assure your clients that it is their well being that give the utmost priority. Healthcare marketing is not just about health but also your reputation and goodwill which cannot be built overnight and needs a lot of patience. There are a lot of tangible, intangible benefits which a patient gets

|December 2017 |

from a professional and these plans are what will actually help you retain your clients. So everyone needs an effective and strategic digital marketing plan which should helps patients know the perks of being associated with your brand. This will help you to nurture your healthy relationship with your stakeholders-existing and new.

About the Author Sudip Das has set an example for being a successful digital marketer, being consistent with his efforts and able to connect with the users. It was in 2013, when he comes up with his own startup name Wikreate Communication, under which he develops different business model related to health, media and visual marketing.

Sudip Das Founder of Wikreate

| December 2017 |

37

The

10Most Admired

MEDICAL Device

Companies

in 2017

Janitri Innovations Refurbishing Viable Technology to Enhance Maternal and Child Healthcare

Arun Agarwal Founder & CEO

E

very year, an estimated 1 million intra-partum stillbirths, 904,000 intra-partum-related neonatal deaths, and around 536,000 maternal deaths occur globally. During intra-partum period, fetal heart rate (FHR) monitoring with uterine contraction is really important to know the status of the fetus. Existing device cardiotocography (CTG) for continuous labor monitoring of FHR and uterine contraction displays both the parameters in a graphical format. In current practice, gynecologists analyze the pattern of fetal heart rate & uterine contraction on a printed CTG graph to recognize fetus distress. Based on that, doctors take an early decision to prevent any mortality or morbidity.

Current challenge with CTG device is that it is highly expensive, non-portable, and requires a skilled technician to operate and interpret the graphs. Moreover, in India, more than 70% deliveries occur in a low resources healthcare settings with the lack of labor monitoring devices and skilled health workers.

Janitri Innovations are working with a vision to see a world where no mother or newborn dies during pregnancy/delivery/post-delivery. To achieve this, they are

38

innovating simple and easy to use products to prevent mortality and morbidity.

Their revolutionary product KEYAR is an affordable, easy to use, wearable and portable labor monitoring device for continuous monitoring of fetal heart rate and uterine contraction during intra-partum period for low resources healthcare settings. The device monitors both the parameters, analyzes the pattern and further gives color coded results and sound alerts if the fetus is in distress. The device also displays fetal heart rate and uterine contraction in a simple format which is easily interpreted by a low skilled health worker. KEYAR continuously transmits the data to another product called DAKSH, which is an intelligent intra-partum monitoring mobile application. This product connects the gynecologist/doctor with the maternity ward in real-time, thus enabling them to view the data remotely on their mobile application.

An Inspiring Leader Arun Agarwal, Founder and CEO of Janitri Innovations, is native to a small town in India, since his childhood he witnessed many of his family members and neighbors suffer from health problem like diabetes, malaria, |December 2017 |

‘‘

We are working with a vision to see a world where no mother or newborn dies during pregnancy/

‘‘

delivery/post-delivery

jaundice, pneumonia and many more. During his undergraduate study, he realized that technology can solve most of the healthcare related problems and that motivated him to pursue a post-graduation in biomedical engineering.

After completing his PG, he started visiting villages in India to explore health related problems. While talking to community, pregnant women, mothers, midwives and doctors, Arun was able to connect the dots with his childhood memories. He realized that maternal & child health is a huge problem in India and many deaths can be prevented by simple affordable innovations. Further, Arun visited more than 200 healthcare settings across India to explore problems related to maternal & child healthcare and decided to work on the problems through Janitri Innovations.

“The biggest challenge is getting the right people in the team,” says Arun. The team includes people from electronics, product design, public health, mechanical, software and biomedical expertise. The combination of the skills in the current team is good enough for the product design and pilot product production. Janitri Innovations ensures to provide quality product, on ground training, refresher training and quality maintenance. This helps them to establish a long-term relation with the customers.

A Constantly Evolving Journey “For any organization, team matters. We are a social healthcare startup and we look for a candidate who is passionate for his/her expert area and social sector,” says Arun. At Janitari Innovations, they follow the process of “do early, fail early” and innovate on daily basis for their product development, pilot, and internal process etc. They try to test the product or feature in the hospital (urban and rural) in real time to get the feedback of the relevant stake

Future Roadmap Janitri Innovations currently collaborates with state health department, hospitals, PPP mode healthcare organizations & foundations across India for problem identification, validation and product pilot. Their team spends a good amount of time in the field to understand the grass root level requirement which help them in better product design and pilot study. They aim at utilizing the same methodology for future products.

| December 2017 |

holders (nurses, doctors, patient). Based on the feedback, they take quick decision on modification or inclusion or removal of any technology component. They also keep an eye on their competitors across the globe and the market requirements.

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Specialist’s Viewpoint

From

Sales to Advocacy And Change, the journey of

‘an Idea’ In Advertising

E

ver wondered what is the single thing that transformed once upon a time corporate and serious business of advertising into creative, clever and crazy advertising industry during the late 1950s of Mad Men era? From hard sell and repetitive advertising to witty, artistic and sophisticated ad campaigns, it was the introduction of an ‘Idea’ into advertising that glamourized the likes of Doyles, Bernbachs and Ogilvys to re-engineer a creative breed of advertising professionals who pledged by the idea as their primary source of fame and fortune. It was the‘idea’that became eponymous with creative advertising culture. Both agencies and clients swore by the ‘idea’ to upscale their sales graph. The tradition still continues strong in its fifth decade albeit with a difference. Ideas that have been selling ketchups and automobiles are now increasingly selling knowledge and advocacy in their latest avatar. From big corporations like Vodafone who did a campaign to address domestic violence in Turkey, Unilever’s deodorant brand, Lynx who raised awareness about male suicides in London to ITC’s Savlon that promoted hand washing through chalk sticks in India, every brand is exploiting the power of ‘idea’ to sound sustainable and resonate with their consumers’ conscience.

When ‘idea’ took reins over advertising business during Mad Men era, it practiced narcissism, competition outsmarting and wit with vengeance. In last few years, the

40

‘idea’ however became more nonchalant and started designing subtle but strong communications targeting brands’ commitment towards innovation, sustainability, and enhanced engagement. The leading beer brand Heineken since 1970s has been proclaiming itself with wholesome vanity as world’s number one beer brand. The same brand in its 2016 campaign urges its target users to ‘dance more, drink slow’ advocating responsible drinking. A beer brand advocating less consumption of its product is unprecedented and a bold move. The same year, Heineken also launched a campaign Brewtroleum where it created bio-fuel from the beer waste to power cars in New Zealand which had won Grand Prix- Outdoor in Cannes. Another shocking campaign came from REI, a major retailer in the US who shut its store on one of the busiest shopping days of the year, telling people instead to get out and enjoy nature, at the cost of its business!

What is inspiring and channelizing the course of the ‘idea’ from profit to philanthropy centric that is making brands go more humble, honest, humanitarian and eco-conscious?

1.Persuasion is passé, Empathy is in: There has been a paradigm shift in audience’s emotional, social and intellectual quotient which has increased exponentially with exposure to media, knowledge, processes, and

|December 2017 |

About Author Nirali Vaidya is the Creative Director at Muse Advertising, creative agency behind many social innovations like portable dispenser for condoms in Madhya Pradesh for Population Services International to combat the hesitation encounter at POP; interactive and on ground engagement programmes for imbibing sanitation within rural slums population for Government of Bihar; initiating developing 7 senses cinema viewing experience for visually challenged population, mobilizing constructive communication for Kashmir youth just to name a few. With more than a decade of experience in advertising as a copywriter and later as a creative director, she has been writing on consumerism, branding, social behaviour, digital revolution, content curation, entertainment and contemporary affairs. As a freelance writer, she writes on politics, spirituality, environment and entertainment. She serves as guest faculty to many renowned media and management institutes.

| December 2017 |

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e

ntertainment. Today, if a brand tries to claim its supremacy with perfect creative finesse, it will still sound like hard-sell to this new breed of an over-fed target audience.

Brands are now using the ‘idea’ to penetrate within the conscience of their target audience and do things that they always wish for with the help of their products/services.

Ariel’s ‘Share the Load’ campaign urging men to share the load of household chores especially that of laundry with their wives is an example of brands intruding in the lives of its target audience albeit benevolently.

2. More Media at no to less cost: Advocacy and social good act as catalysts to attract media to review the ad campaigns that appear more as acts of benefaction rather than promotional content. Moreover, advocacy and social good being universal in their appeal have the more organic reach and appeal to larger audience breaking the barriers of nationality, race, religion, and ethnicity. This gives a competitive edge to the brand in the scenario where every brand is boasting about the social media fan lineage running into millions. The campaign to stop the sale of acid in retail counter by non-profit, Make Love Not Scars featuring acid attack survivor Reshma garnered huge PR across media like The New York Times, The Wall Street Journal, BBC World, Mashable, Mirror, The Huffington Post at no cost and personalities like Amitabh Bachchan, Ashton Kutcher, Sherly Sandberg and Sachin Tendulkar too shared their support for the campaign, making it an award campaign.

3. Sustainable Policy: Some marketers are restructuring their businesses to accommodate sustainable business practices and are making investments in research and development of new technologies that can help them achieve their sustainable goals. Unilever, for instance, has committed to half its environmental footprints by 2030. P&G plans to replace 25% of petroleum-based products with sustainable ones by 2020. Branding sustainability also helps marketers to target consumers, investors, vendors and employees at one go in a single communication campaign.

5. Ease of Execution with Technology: Technology and data have given power to the ‘idea’ whereby they not only help in the adequate execution of the idea but also help in measuring the effectiveness of the campaign in real time.

This has encouraged agencies and brands to dream big, invent without fear and set as challenging goals as possible and experiment upon their hypothesis. Never before brands and agencies were so confident about putting into practice everything that they ever dreamed of without the fear of sounding impractical and unrealistic.

Toyota has launched i-Road, an ultra-compact electric vehicle which helps to resolve parking issues in congested cities of Japan by utilizing small and unused spaces with networking parking and charging spot stations. This project would have been unthinkable a decade back in absence of tech-driven infrastructure that works in unison with the advertising agencies.

As the evolution of ‘idea’ took from being a piece of communication to transforming into products, experiences and engagements, advertising businesses that were earlier lauded for their creativity now have to be multi-faceted with innovation, technology, research and empathy. We can expect Flipkart as a part of its festive sale campaign to introduce invisible packaging that replaces cardboard cartons loaded with plastic bubbles with certain sonic wave's technology that secures the products without causing any damage. This can save the country from the generation of tonnes of plastic waste as well as from deforestation which otherwise forms an inevitable part of the delivery process. Or can we expect a fertilizer brand to develop high yielding solution that brings back the fertility of the barren soil that can solve the problem of food crisis and waste lands. While the earlier Mad Men saw advertising going glam and aristocratic, this age of idea revolution is making advertising mad with innovation and social consciousness.

4. Awards: Cannes advertising festival, the most soughtafter festival amongst the advertising fraternity branded as ‘field-trip to future’ for agencies, start-ups and marketers has been generously awarding campaigns that are packaged with social good and those that promise to address environmental, psychological, health and lifestyle issues. The festival has also introduced new award category-, Glass Lions: the Lion for Change to challenge gender biases. In a bid to stay ahead and bag awards at prestigious awards festivals, brands are making use of ideas that force their way to the jury's shortlist.

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|December 2017 |

The

10Most Admired

MEDICAL Device

Companies

in 2017

Ortho Care Proffering Prominent Orthopedic Healthcare Solutions Rajeev Chhabra, Founder Parth Chhabra, Manav Chhabra, Director

M

obility is a rudimentary need for humans. Loss of mobility can either be caused by accidents or ageing. Although accidents can be prevented, old age cannot be. Degenerative and inflammatory diseases of bones and joints are some of the most common orthopedic problems. Resolving these problems requires surgery, which in turn, requires orthopedic devices to be implanted inside the body to replace or support the damaged entity.

Ortho Care, founded in 1994, is a leading company which manufactures, exports and supplies orthopedic products. It is a US FDA 510K and CE certified company with manufacturing practices and facilities conforming to the ISO 13485 guidelines. Ortho Care produces an array of quality implants which are affordable and are trusted by healthcare professionals and patients across the world.

Ortho Care is constantly introducing innovations and focusing on the quality mission to make the life of a patient better. Ortho Care stands for quality, competitiveness and accuracy.

Rajeev Chhabra, Founder of Ortho Care, took up the business in trading and manufacturing of Medical Equipment and Instruments in 1985. After the inception of Ortho Care, he was dedicated to Orthopedic Implants and

44

Instruments. Rajeev is the first president of Orthopedic Implants Manufacturers’Association in India and also closely works with CDSCO, NPPA and the Ministry of Pharmaceuticals for the betterment of Orthopedic Industry in India.

Keeping You Strong… Keeping You Healthy… Bone Care for a lifetime…

This has been Ortho Care’s belief since its inception in 1994. It began as a small Indian enterprise, and today is a force to reckon within the Orthopedic Industry in the Indian & Global horizon. This philosophy is imbibed in all the services and solutions it offers and also forms the basis of every product it produces.

Ortho Care’s first and foremost priority is patient safety and accurate manufacturing of implants so that the surgeons do not face any problem during surgery.

Ortho Care has developed several highly acclaimed products. Their most admired product is the Locking Plates which are regularly being used by many orthopedic surgeons in India with accuracy and great results. Ortho Care implants are widely accepted by leading hospitals and surgeons all over the world.

|December 2017 |

‘‘

We manufacture top notch products for orthopedics by focusing on patient safety and relief as the top priority, so no problems are

‘‘

faces during surgery

Ortho Care produces a comprehensive range of products in orthopedic segments such as trauma, joints, spinal implants and instruments. Bone screws, bone plates, interlocking nails, hip prosthetics, external fixators, spinal implants, and power systems are some of the implants Ortho Care provides.

Spinal Implants

Locking Plates

Apart from this, general instruments; from Drill Bits to Plate Benders and bone cutting Instruments Small & Large fragment Instrument sets, are offered by Ortho Care.

Instruments for hip prosthetics, Spine implant Instruments, and Duksh Interlocking nails & instruments are also delivered.

Cranial Maxillofacial Surgery often involves manipulation of bone, though it is not tissue-specific, it deals with bone, skin, nerve, muscle, teeth, and another related anatomy.

Ortho Care provides Cranial Maxillofacial Systems which makes this complex procedure relatively efficient to perform. Ortho Care also provides Modular Hand Implants Systems and Sterilization Boxes which makes surgery proficient.

Vision, Mission, and Values Ortho Care believes that maintaining their values have helped them carve a niche image in the industry and build a long-term sustainable relationship with their partners.

Unparalleled growth and an obsession to take the company to the forefront of the Orthopedic Industry in India with a huge presence across the globe is Ortho Care’s vision

| December 2017 |

Bone Plates towards the future.

To create an innovative and sustainable medium for the development of high-impact, safe and affordable orthopedic implants for the masses and especially for the developing countries were the main motive behind the inception of Ortho Care.

Ortho Care strongly believes in striving to achieve the highest quality standards that are the hallmark of excellence. It trusts that all their efforts and resources shall be channelized towards meeting and exceeding customer expectations. Furthermore, they aim to have consistent achievement of set business and realize opportunities for accelerating growth.

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CXO Standpont

The Much Needed Industry,

Home Healthcare Industry

I

ndia has been a witness to magnificent reforms especially in the healthcare sector. Known as the sunshine segment in the arcade, it is one of the major players that drive employment and the process of revenue generation in India. Novelty and advancement in any fragment is generally for: ● ●

Cost reduction Fulfilling the need of the hour

With outlays touching sky high, lack of pertinent in-hospital mandates and nonexistent comfort, Indian healthcare industry demanded a renaissance desperately. The startups began to put their utmost dedication and creative minds to work in a way that the country embraced modern technological improvements in a way to benefit the masses.

This led to the pioneer of home health care services and was embraced with open arms worldwide. Commencement of this upheaval evacuated the crisis that otherwise lingered around. From having no proper facilities to treat even the basic medical conditions, India is now one of the largest platforms serving to customer-eccentric home health care services.

One such salient contributor to the health and welfare diligence is Healers at Home. The birth of Healers at Home was on a practical foundation.

During my corporate days, the back pain had sucked my exuberance and hassling for appointments with physiotherapists and orthopedics added to the agony. A vague thought plagued through my head: What if there was an aid that could reach out to me at my expediency and accessibility rather than otherwise? The best and the right outcome of any unusual thing bears fruit only when it is tried and tested and that’s how the idea of Healers at Home came around. The pilot project for Healers at Home started on 21st June, 2014 and my dedicated team is still striving hard to fit the bills of countless individuals.

Well, doing justice to the emerging trends is not a piece of cake. Catering to home health care services does bring a chain of crisis making it difficult for to meet the rising

46

demands with quality and qualified workforce. Being a staunch follower of the rule that the best is yet to come, my panel prevalently works in and out to sustain the ever-growing requisites with unswerving and budding talent. The workforce is picked from A-grade and premium colleges who are certified, trained and experienced in their niche of obligation thus allowing more than 200000 verified customers till date to trust us and our set of knacks. Another conundrum that health care industry is stuck with is the demographics of the country. The urban area is accessible both remotely and otherwise but when it comes to rural areas, medical backing is a challenge. Trying to build a medically inclusive country, we are delivering Physiotherapy, Yoga, Mother and Child Care, Corporate yoga, Nursing care, Attendant Care and Elder Care in at home and offices for areas in and around Delhi, Noida, Greater Noida, Faridabad, Ghaziabad, and Gurugram.

Healers at Home was launched with a basic motive; true healing and happiness without having to make efforts for it.

We live in a digitally advanced nation and handiness demands to be the modern necessity. I mean just give it a levelheaded thought, who would prefer moving about on days when you really want to get comfy under your favorite sheets? The answer to any possible question that involves healthcare is always preferred at home.

Home healthcare industry is an impeccable combination of expediency and technological encroachment. It is now possible to avail tedious medical procedures like vaccinations, dialysis, urinary catheterization and even post medical care at half the cost and double the convenience as compared to the hospital. My ultimate goal vests in letting the patient be the ultimate decider of his comfort without hampering his time, routine and the life of any person related to them. Though difficult, this home based healthcare setup will be a game changer in the near future is what I have faith in! I do not want to just fulfill the medical aspect with our home health care services but both my team and I are striving to merge innovation, technology, and customer satisfaction is a way that home health care outcomes are enormous to benefit every individual in indigence. |December 2017 |

Kshitij Garg Founder

bout

Author

Kshitij Garg is Founder at Healers at Home. Kshitij has done his bachelors from IIT Kanpur. Post that, he was awarded the Young India Fellowship by Ashoka University in collaboration with University of Pennsylvania.

He has more than 5 years of experience during which he ran 3 startups and did Product Management at 9.9 Media. At 9.9 Media, he led various products like Digit.in (India’s one of the most visited tech website). He has also worked with the Office of Member of Parliament - Mr. Naveen Jindal in the past.

He envisions Healers at Home providing home heathcare services and wellness services to everyone around the world in a single click. The Healers at Home Core Team comprises of IIT Kanpur graduates and Healthcare Professionals who have a diverse combined experience of over 35 years in the field of Healthcare, Marketing, Microfinance and Technology.

They currently provide 5 services at home: Physiotherapy, Yoga, Nursing, Attendant Care and Mother & Child Care. Their investors include industry pioneers like: 1) Mr. Daljit Singh President, Fortis Healthcare 2) Mr. BVR Mohan Reddy - Padam Shri Awardee 3) Dr. Pramath Raj Sinha - Founder, ISB & Ashoka University.

Kshitij practices Yoga & Meditation on a daily basis and implements his learnings from Yoga to Healers at Home. The learnings and team efforts have helped the startup grow 10X in terms of traction and revenue in the year 2016 and they have done more than 200,000 Home Visits so far. | December 2017 |

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Proximal

Proximal Distal

Option - I

Option Option--I II

510K CLEARED

Option - II

510K CLEARED

Distal

Spinal Implants Locking Plates Bone Screws

Spinal Implants Locking Plates Bone Screws

Maxillofacial Hip Prosthesis

Nailing

+919810038246 ORTHOCAREINDIA 3/10, Kirti Nagar Industrial Area, New Delhi-110015(INDIA) Phone : +91-11-41424511 | 41424522 | 45092044 Fax : +91-11-47510708 E-mail : rajeev@orthocare.in, orthocareindia2009@gmail.com

Hip Prosthesis