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1 INSERT COMPANY LOGO HERE North North American American Airway SSL Management Certificate Devices Product Product Leadership Leadership Award Award Frost & Sullivan 1 We Accelerate Growth

2 Background and Company Performance Industry Challenges The North American market for non-invasive ventilation and associated airway management devices is primarily a replacement market. Frost & Sullivan notes that this market has a considerably lower growth rate than many others and is highly price sensitive. Across the United States, patients have more often been diagnosed with chronic obstructive pulmonary disease and subsequently registered. The prevalence of chronic illness has increased the demand for respiratory products. End users are clearly seeking devices that ensure high patient comfort and minimal leakage. Also, in the neonatal-ventilation segment, the safety concerns and the reliability of the product are key issues in view of the age of the patients. In this context, Frost & Sullivan feels that an innovative device design or a pioneering technology will enable a manufacturer to supply the end user with value-added features at an affordable price. The pressure to maintain competitive pricing and offer effective solutions is a challenging task for the manufacturer s research and development (R&D) team. The device manufacturers must develop superior and unique device designs to successfully meet the market s needs. Frost & Sullivan points out that an original and novel design will draw end users interest in the product and potentially change the market. End users are also seeking equipment that offer comfort to the patient, is safe, and leaks very little from the mask. As such, physicians are urgently seeking masks that fit a wide range of patients and are user friendly. Visionary Innovation and Product Excellence of Mercury Medical Vision Alignment The American Heart Association estimates that nearly 5.3 million Americans suffer heart failure; more than 6,000 new cases are diagnosed every year. Emergency medical services (EMS) providers, such as Mercury Medical, play a very important role in the management of patients with chronic heart failure (CHF). In recent years, there has been a tremendous transition from traditional pharmacological management to mechanical management using continuous positive airway pressure (CPAP) technology. Established over five decades ago, Mercury Medical has made concerted efforts to treat a full range of patients, including neonates, pediatric, and adult patients with respiratory problems. The company s sophisticated systems allow clinicians to treat many types of patients effectively. Some of the company s achievements include the launch of a sophisticated effectual distribution system, a prompt service system, and innovative and pioneering product lines. Properly understanding the market s need, Frost & Sullivan appreciates the fact that Mercury Medical offers efficient and robust products, including a diverse range of manual ventilators and accessories, ensuring that a wide range of patients is served for different treatment processes. Frost & Sullivan 2 We Accelerate Growth

3 Frost & Sullivan independent analysis indicates that Mercury Medical s Flow-Safe II is the only system with distinct advantages, which has positioned the company far ahead of its other competitors in terms of product innovation for rendering superior CPAP technology in emergency care. This product is excitingly new, truly innovative, and can address the relevant market challenges. As CHF becomes more common, Mercury Medical s Flow-Safe II is becoming the standard of care for treating CHF patients. Process Design New product development and consumer needs have driven Mercury Medical to expand its distribution channels worldwide. The company actively distributes and markets innovative medical devices to more than 70 countries. Aggressively focusing its attention on international customers to expand its distribution and sales channels, the company has made agreements with distributors in North America, Central America, South America, Africa, Europe, Asia, and Oceania. The company is specializing in the airway management market, which by Frost & Sullivan estimates is predicted to reach a compound annual growth rate (CAGR) of 8.5% through Each product or feature revision consideration begins with a market trend analysis and an end-user need assessment to develop and confirm input requirements. Innovation at Mercury Medical is iterative, and the company engages its end users in both the initial and the ongoing product development stages, which has been a key to the company s products impressive acceptance in the market. In addition, the company hosts a client testimonial section, in which customers can share their feedback, experiences, complaints, and best practices and learn about the products from each other in order to promote a culture of patient safety in healthcare institutions. Moreover, the company excels in training its customers effectively; this training will lead to better compliance and outcome. Matched to Needs Mercury Medical aims to satisfy customers by providing high-quality, superior products at competitive prices. The company understands the needs of its customers and fulfills these needs with sensitivity, professionalism, high ethics, and optimal quality in both products and service. Mercury Medical s goal and responsibility is to provide its employees, the community, and its customers with the greatest of quality and competency in all phases of the company s processes. All of the products at Mercury Medical are designed in accordance with policies and actions it needs to meet the standard safety guidelines and ensure accuracy, cleanliness, and timeliness for its customers. The company s core values include responsiveness, courteousness, honesty, resourcefulness, and efficiency. The versatile, reliable Flow-Safe II CPAP system can be used in all patient care applications for paramedical, hospital, emergency medical services (EMS), and post-anesthesia care units (PACU), or recovery rooms. Frost & Sullivan 3 We Accelerate Growth

4 Reliability and Quality The company s portable and affordable products are recognized and used around the world in hospitals and EMS environments. The management team at Mercury Medical, which includes healthcare, manufacturing, and marketing professionals, is dedicated solely to delivering high-quality, high-technology airway management products for use in emergency and critical-care situations. Some of the products include a Flow-Safe II CPAP System using 50% less oxygen, and Flow-Safe II EZ CPAP System with Integrated Nebulizer for use in emergency care; Flow-Safe CPAP System with higher FiO2; air-q sp (Self- Pressurizing) Masked Laryngeal Airways Disposable; and Neo-Tee Infant T-Piece Resuscitator for infants. Respecting regulatory compliance, every product at Mercury Medical is marked for European Conformity (CE) and cleared for market use by the US Food and Drug administration (FDA). Product/Service Value The company developed Flow-Safe II, a disposable CPAP system featuring an integrated nebulizer with 50% less oxygen consumption, a built-in manometer, and an advanced mask design. In addition, it can be used with standard flow meters. The system provides many distinctive advantages over other disposable CPAP systems in safety, ease of use, reliability, efficiency, and comfort. The mask for use in Flow-Safe II comes in different styles for different patients. The Deluxe Mask with Straight Rotating Port, for instance, creates a low pressure seal specifically designed soft cushions. This Deluxe CPAP mask is ideal for EMS environments. The Deluxe Mask with the 90 Swivel Port & Anti-Asphyxia Valve is well suited for hospital use. The Intermediate Cushion Mask with Fabric Headstrap is an affordable option. The lightweight elastic head gear, which is easy to remove, is ideal in emergency situations. Frost & Sullivan notes that these efforts collectively augment Mercury Medical s brand value and serve to expand its customer base across North America. Positioning Flow-Safe II s unique features have allowed the company to meet unmet customer needs. These features protect clinicians from potentially infectious materials and allow for the delivery of commonly inhaled medication and in-line measurement of carbon dioxide (CO2) with increased efficacy. One can achieve various pressures by connecting the Flow-Safe II CPAP System to a flow meter and adjusting flow rates up and down. A filter may also be placed between the mask and the CPAP device to protect personnel from infectious patients. The built-in manometer in the Flow-Safe II device is quite handy for determining the amount of pressure delivered to a patient. The CPAP in the pre-hospital setting is a noninvasive option for treating patients suffering respiratory distress. As a therapeutic modality, CPAP will result in fewer patients being intubated and improve a patient s chance of survival. Frost & Sullivan 4 We Accelerate Growth

5 The company has strategically positioned its sales offices to cater effectively to the market needs with the applicable products. In North America, the sale of a product is hindered by a lack of end-user awareness. To tackle this problem and enhance the visibility of its product, Mercury Medical often takes part in trade fairs and exhibitions. Understanding the importance of customer support in the North American airway management device market, the company lays special emphasis on after-sales services. Mercury Medical has partnerships with other vendors in North America to render after-sales service for large volumes of products, thus reaching out to the end users on time and saving both time and cost. With strong emphasis on product quality and services associated with it, Mercury Medical is able to meet and satisfy the customer requirements in the market segment for masks. Conclusion Through its strong commitment to improving patient care by offering technologically superior product lines for non-invasive ventilation and CPAP masks, Mercury Medical has recorded exceptional growth, achieving its market position by satisfying end users needs. In addition, Mercury Medical has exceptional product lines, consisting of high-quality products, which have successfully catered to and fulfilled its customers requirements. Incorporating technology-based solutions to its existing product portfolio has helped the company make the patient much more comfortable. These factors together make Mercury Medical the worthy recipient of the 2014 Frost & Sullivan Product Leadership Award. Frost & Sullivan 5 We Accelerate Growth

6 Significance of Product Leadership Ultimately, growth in any organization depends upon continually introducing new products to the market, and commercializing those products to the greatest extent possible. For these dual goals to occur, a company must be best-in-class in three key areas: understanding demand, nurturing the brand, differentiating from the competition. Frost & Sullivan 6 We Accelerate Growth

7 Understanding Product Leadership Demand forecasting, branding, and differentiation all play a critical role in finding growth opportunities for your product line. This three-fold focus, however, must be complemented by an equally rigorous focus on pursuing those opportunities to a best-in-class standard. Customer communications, customer feedback, pricing, and competitor actions must all be managed and monitored for ongoing success. If an organization can successfully achieve dual excellence in product line and in implementation, increased market share will inevitably follow over time. Frost & Sullivan 7 We Accelerate Growth

8 Key Benchmarking Criteria For the Product Leadership Award, Frost & Sullivan analysts independently evaluated the total client experience and strategy implementation excellence according to the criteria detailed below. Implementation Excellence Criterion 1: Vision Alignment Criterion 2: Process Design Criterion 3: Operational Efficiency Criterion 4: Technological Sophistication Criterion 5: Company Culture Product Excellence Criterion 1: Match to Needs Criterion 2: Reliability and Quality Criterion 3: Product/Service Value Criterion 4: Positioning Criterion 5: Design The Intersection between 360-Degree Research and Best Practices Awards Research Methodology 360-DEGREE RESEARCH: SEEING ORDER IN Frost & Sullivan s 360-degree research THE CHAOS methodology represents the analytical rigor of our research process. It offers a 360-degree-view of industry challenges, trends, and issues by integrating all 7 of Frost & Sullivan's research methodologies. Too often, companies make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. The integration of these research disciplines into the 360-degree research methodology provides an evaluation platform for benchmarking industry players and for identifying those performing at bestin-class levels. Frost & Sullivan 8 We Accelerate Growth

9 Decision Support Scorecard and Matrix To support its evaluation of best practices across multiple business performance categories, Frost & Sullivan employs a customized Decision Support Scorecard and Matrix. This analytical tool compares companies performance relative to each other. It features criteria unique to each award category and ranks importance by assigning weights to each criterion. The relative weighting reflects current market conditions and illustrates the associated importance of each criterion according to Frost & Sullivan. This tool allows our research and consulting teams to objectively analyze performance, according to each criterion, and to assign ratings on that basis. The tool follows a 10-point scale that allows for nuances in performance evaluation; ratings guidelines are illustrated below. Best Practice Award Analysis for Mercury Medical Decision Support Scorecard: Visionary Innovation The Decision Support Scorecard illustrates the relative importance of each criterion and the ratings for each company under evaluation for the Product Leadership Award. The research team confirms the veracity of the model by ensuring that small changes to the ratings for a specific criterion do not lead to a significant change in the overall relative rankings of the companies. Finally, to remain unbiased and to protect the interests of all organizations reviewed, we have chosen to refer to the other key players in as Company 2 and Company 3. Frost & Sullivan 9 We Accelerate Growth

10 DECISION SUPPORT SCORECARD FOR PRODUCT LEADERSHIP AWARD (ILLUSTRATIVE): IMPLEMENTATION EXCELLENCE Measurement of 1 10 (1 = poor; 10 = excellent) Award Criteria Implementation Excellence Vision Alignment Process Design Operational Efficiency Technological Sophistication Company Culture Weighted Rating Relative Weight (%) 20% 20% 20% 20% 20% 100% Mercury Medical Company Company Criterion 1: Vision Alignment Requirement: The executive team is aligned on the organization s mission and vision Criterion 2: Process Design Requirement: Processes support the efficient and consistent implementation of tactics designed to implement the strategy Criterion 3: Operational Efficiency Requirement: Staff performs assigned tactics seamlessly, quickly, and to a high quality standard Criterion 4: Technological Sophistication Requirements: Systems enable companywide transparency, communication, and efficiency Criterion 5: Company Culture Requirement: The executive team sets the standard for commitment to customers, quality, and staff, which translates directly into front-line performance excellence Frost & Sullivan 10 We Accelerate Growth

11 Decision Support Scorecard: Product Excellence DECISION SUPPORT SCORECARD FOR PRODUCT LEADERSHIP AWARD (ILLUSTRATIVE): PRODUCT EXCELLENCE Measurement of 1 10 (1 = poor; 10 = excellent) Award Criteria Product Excellence Match to Needs Reliability and Quality Product/Service Value Positioning Design Weighted Rating Relative Weight (%) 20% 20% 20% 20% 20% 100% Mercury Medical Company Company Criterion 1: Match to Needs Requirement: Customer needs directly influence and inspire a product s design and positioning Criterion 2: Reliability and Quality Requirement: The product consistently meets or exceeds customer expectations for performance and length of service Criterion 3: Product/Service Value Requirement: Products or services offer the best value for the price, compared to similar offerings in the market Criterion 4: Positioning Requirement: The product or service delivers a unique, unmet need that competitors cannot easily replicate or replace Criterion 5: Design Requirement: The product s visual presentation makes it easy to use, and makes customers happy to use it Frost & Sullivan 11 We Accelerate Growth

12 About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best in class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages almost 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from 31 offices on six continents. To join our Growth Partnership, please visit Frost & Sullivan 12 We Accelerate Growth

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