Matt Jones's List: Marketing Strategy

• Advanced Mobility Systems Corporation
• Ambutech (Division of Melet Plastics Inc.)
• Anderson's House of Orthopedic Appliance
• Applied Biomechanics

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• Canadian Medical Device Industry

    

  The medical device industry consists of firms that produce a wide range of products used for diagnosis and treatment of ailments, and which include the following: medical, surgical and dental equipment (including electromedical equipment and related software), furniture, supplies and consumables, orthopaedic appliances, prosthetics and diagnostic kits, reagents, and equipment. Firms that are active only in distribution are not included in this profile.

    
• In the period 2004-2005, the medical device manufacturing and development industry consisted of 1101 facilities, comprising approximately 998 firms. (An additional 685 facilities, operated by 602 firms, solely engaged in distribution are not included in the following analysis.) Medical device manufacturing and development facilities were generally small in size as more than half (57 percent) had fewer than 25 employees and 37 percent had from 25–49 employees. Of the remaining facilities, only 45 (4 percent) were of medium size (50–150 employees), and less than 1 percent was large (greater than 150 employees)¹.
• • Approximately 90 percent of the medical device facilities were Canadian owned, unchanged from 2000². Foreign-owned facilities tended to be larger as 21 percent had 50 or more employees, compared to just 4 percent of domestically-owned facilities.
   
  • Medical device-related employment in 2004-2005 rose to approximately 26 000, compared to employment of 22 000 in 2000.
   
  • The industry was distributed across Canada, although concentrated in Ontario and Quebec where 42 percent and 32 percent, respectively, of all facilities were located. 22 percent of facilities were located the West and 4 percent in the Atlantic.
   
  • Average facility employment was small at 23 employees. Average facility employment was largest in Quebec (27) and Ontario (25) and below average in the West (16) and Atlantic Canada (11).
     

  Distribution of Canadian Medical Device Facilities by Size

  Number of Employees	Number of Facilities
  1-24	634
  25-49	408
  50-150	45
  >150	8
  Not Classified	6

• ndustry Revenues Depend Significantly on Exports

    
  • In 2007, the size of the Canadian Medical Devices market was valued at $7.1 Billion. The Canadian Medical Devices Market increased at a compound annual growth rate (CAGR) of 5.8 percent from 2000 to 2007³.
    
  • Canada’s exports of medical devices increased at a compound annual growth rate (CAGR) of 6.3 percent from 2000-2008 as exports increased from $1.6 billion in 2000 to $2.6 billion in 2008. During the same period, import growth was also strong although lower at a CAGR of 4.7 percent. Despite the higher CAGR of exports compared to imports, the significantly higher level of imports resulted in the medical device trade deficit having increased slightly from $1.8 billion in 2000 to $2.3 billion in 2008.
• The United States remains overwhelmingly the primary market for Canadian medical device exports and the destination for approximately 71 percent of all medical device exports in 2008. However, there is an increasing diversification of destination markets for Canadian medical devices. In 2008, the other leading export markets for Canada were Germany, a destination for 3.4 percent of Canadian medical device exports, the United Kingdom (3.3 percent) and Japan (2.1 percent).
• Since 2000, there has also been a shift in the source of Canada’s medical device imports. Although the United States still accounted for over half of all imports in 2008 at 50.7 percent, the share is down from 68 percent in 2000. Both Germany and China have almost doubled their share of the Canadian market with CAGRs of sales of 15.1percent and 16.6 percent respectively. Higher average growth rates were also posted for imports from Ireland (18.7 percent), Mexico (17 percent) and Switzerland (11.8 percent), although their shares of total imports remain at less than 3 percent.
• Canada’s trade in medical device products is categorized using the Harmonized System (HS). The accompanying tables list the top ten exports (using the 8-digit classification) and the top ten imports (using the 10-digit classification) according to Canadian dollar value and share of total dollar value.
• ppliances, which are worn or carried or implanted in the body 0.1493.1%
• • The manufacturing of medical devices involves the application of diverse biomedical and engineering disciplines. The Canadian medical device industry benefits from the strengths of associated Canadian industries including biotechnology, advanced materials, microelectronics, telecommunications, and software and informatics.
   
  • In addition, the industry is able to draw on world-class innovative research being conducted in Canadian universities, research institutes and hospitals. Nearly 10 percent of Canadian medical device firms are spin-offs of universities, other firms or laboratories⁴.
    
  • Medical Devices 
    • Telecommunications
     
    • Advanced Materials
     
    • Microelectronics
     
    • Biotechnology
     
    • Software and Informatics
     
    
• • Total annual costs to establish and operate a medical device manufacturing facility in Canada are the lowest in the G7. Canada holds a 0.3 percent cost advantage over the United States in medical device manufacturing.⁵
    
• he Canadian Scientific Research and Experimental Development (SR&ED) Tax Incentive Program, administered by the Canada Revenue Agency, encourages Canadian businesses of all sizes, and in all sectors to conduct R&D in Canada. It is the largest single source of federal government support for industrial R&D. It provides claimants cash refunds and/or tax credits for their expenditures on eligible R&D work done in Canada.
• When combined with the provincial R&D tax support, the Canadian tax treatment of R&D ranks first as the most favourable among the G7 Nations.
• • Canada’s regulatory process for medical devices emphasizes harmonization and reciprocity. Canada has a risk-based system of regulation in keeping with international trends.
    
  • All medical devices in Canada are subject to the Food and Drugs Act and its regulations. The Act permits Canadian manufacturers to export product in accordance with the receiving country's laws, irrespective of domestic approval status. This export provision has prompted some foreign-owned companies to establish export manufacturing from a Canadian base.
• • Companies in Canada’s medical device industry are supported by a number of national and regional associations, including:
   
  • Alberta Health Industry Alliance
   
  • Life Science Association of Manitoba
   
  • LifeSciences British Columbia
   
  • MEDEC, the national industry association
   
  • Nova Scotia's life sciences association BioNova
   
  • Ontario’s Trillium Medical Technology Association
   
  • Ottawa’s OCRI Life Sciences
• Several federally–unded research programs and councils support health-related research in Canada: the Canadian Institutes for Health Research (CIHR); Networks of Centres of Excellence; National Research Council (NRC); and the Natural Sciences and Engineering Research Council (NSERC).
• ectoral initiatives to facilitate technology commercialization include efforts by organizations such as the Health Technology Exchange (HTX), Westlink Innovation Network Ltd., and NRC’s Centre for Commercialization of Biomedical Technology.

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• An Overview of the Quality System Requirements for the Sale of Medical Devices in Canada     

    

     Health Canada, under the authority of the Food and Drugs Act, regulates the sale of medical devices and drugs in Canada. On July 1, 1998, new Medical Devices Regulations ("the Regulations") came into force, replacing Regulations which had been in effect since 1975. These regulations are amended from time to time to reflect new policies or minor housekeeping changes. A consolidated version can be viewed on the following website

• Profile: Adaptive Engineering Inc.

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  A Calgary-based company that started out in the 1970s making tricycles for adults has made a reputation for itself with a portable wheelchair lift that can be used almost anywhere.

   

  Adaptive Engineering specializes in designing and manufacturing products that are easy to use, reliable and affordable. Major customers such as the American passenger rail giant AMTRAK and United Airlines have been using Adaptive Engineering's wheelchair lifts for many years.

• Health Canada regulates the safety, effectiveness, and quality of medical devices sold in Canada. This is achieved through a combination of a pre-market review prior to licensing, and post-market surveillance of adverse events after sale. Canada's
• Medical Devices Regulations

• classifies medical devices into four groups, with the lowest-risk devices in Class I and the highest-risk devices in Class IV. Many assistive devices are Class I medical devices, which are not subject to licensing. Post-market surveillance applies to all medical devices after sale, both licensed and unlicensed.

   

  Health Canada also helps protect the Canadian public by researching, assessing, and managing health risks and safety hazards associated with consumer products.

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• There are many types of wheelchairs and scooters (motorized
    wheelchairs) available. The points below should be considered
    a simple overview of things to consider when deciding whether
    or not a wheelchair or a scooter is right for you.

   

  Consider

   
   
  • Do you want a manual or electric wheelchair?
   
  • Will you use it outdoors, indoors, or both?
   
  • Will you transport it in a car? a van? (i.e. does it need to be collapsible and/or lightweight?)
   
  • Will your wheelchair be pushed by someone else?
   
  • Do you need a sport or high performance wheelchair?
   
  • Can you control the wheelchair yourself or, for instance, will you need computerized steering?
   
  • Will you need assistance standing?
   
  • Where you will store it?

• Bed Transfer, Turning and Lifting Activities:

   
   
  • a transfer board;
   
  • a turning disc;
   
  • glide sheets or glide cushions;
   
  • a lifting pole, available in many models for beds, chairs and bathtubs;
   
  • a mobile hoist, available in either hydraulic/manual-operated or electric operated models (note: lifting by a hoist always needs an assistant);
   
  • a standing hoist;
   
  • a footstool or lowering the bed; or
   
  • a portable lifting cushion.

• Biking:

   
   
  • an adult tricycle;
   
  • a tandem bike, which can be used by people with visual impairments or disabilities;
   
  • a hand-driven bike, if you have little or no force in the legs; or
   
  • attaching a small help-engine to the bike.
   
   

  Driving:

   
   
  • a vehicle fitted for your wheelchair;
   
  • a personal assistant to do the driving;
   
  • having a vehicle adapted for your use with specialized hand controls for driving; or
   
  • alternative transport if you can no longer drive.

• Climbing Staircases:

   
   
  • railings;
   
  • a wheelchair specially constructed to climb stairs;
   
  • a stair lift; or
   
  • an elevator.

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• Spending per person is expected to be highest in Alberta and Manitoba, at C$5,730 and C$5,555, respectively, and lowest in Quebec (C$4,653) and British Columbia (C$5,093). Provincial and territorial government healthcare expenditures will account for just over 64% of total healthcare expenditures in Canada in 2008. Provincial and territorial government spending per person ranges from lows of C$3,006 in Quebec, C$3,270 in Ontario and C$3,300 in Prince Edward Island to highs of C$3,962 in Newfoundland and Labrador and C$3,817 in Alberta.
• Healthcare spending is the highest for infants and seniors. In 2006, the latest year available for age-specific data, per capita healthcare spending by provincial and territorial governments was highest for infants younger than 1 (C$7,891) and people aged 65 and older (C$9,967).
• mong seniors, there was also great variation. For those aged 65-69, the average per capita spending was C$5,369 in 2006. For those aged 85-89, per person spending reached an average of C$21,209. CIHI's figures show that Canadians age 65 and older accounted for an estimated 44% of total provincial and territorial government healthcare spending in 2006, a proportion that has not changed significantly since 1998, when national data broken down by age group first became available.
• s of 1 July, 2007, Canada had an estimated 4.4 million seniors, more than 100,000 more than on 1 July, 2006. One out of every seven Canadians was a senior when the census was taken in 2006, and 50 years ago, that proportion was about one in 14. According to the 2006 census, the number of Canadians over age 65 increased 11.5% in the previous five years. However, between 1 July, 2007, and 1 July, 2008, nearly 300,000 people turned 65 in Canada, the highest annual level on record. By 2026, one Canadian in five will have reached age 65. This number should increase for another 20 years, when people born during the peak of the baby boom generation reach retirement age. At that time, more than half a million people will turn 65 each year.
• Advances in various fields of medicine, coupled with a newfound appreciation for personal fitness, have been influencing Canadians to become a stronger and healthier society. Naturally, longer life expectancy means more years spent in retirement. In addition, due to the demographic effect of the baby boom, the next generation of retirees will, over the next 25 years, become disproportionate to the working population.
• It is not only the time spent in retirement that is being reshaped, but the nature of that time. The baby boomers are the same generation that culturally standardised higher education, health and fitness awareness, dual-income households and later-life parenthood. This healthier and highly ambitious generation is less inclined to accept that extended retirement must be synonymous with slowing down. They want to use their opportunities and physical well-being to engage with society on meaningful levels, both personally and professionally. A recent study by Sun Life in the United States shows that most pre-retired boomers expect to be very active in their early retirement. After punching a clock for four decades, they are ready to live a little. Anticipated Retirement Lifestyles shows the range of activities boomers are planning, with the clear implication that flexibility will be needed in their investment regime. Here in Canada, the trend is similar with 80% of Canadians saying they plan to spend some of their retirement savings on travel. While activities do wind down in middle and late retirement, that does not necessarily mean they will be spending less. Many will be major consumers of healthcare in their twilight years. In the meantime, health costs are escalating rapidly for reasons that are well known to this audience. Government and employers are trying to manage these costs, and are shifting increasing responsibility to individuals
• To reduce the burden on future generations, the federal and provincial governments introduced 'steady state' financing as part of the 1997 reform agreement. This approach requires that contribution rates be set no lower than the lowest rate expected to ensure the long-term financial stability of the plan without recourse to further rate increases. At the time of the reforms, this was determined to be 9.9%. Therefore, under steady state financing, the contribution rate was scheduled to increase incrementally, from 5.6% in 1996 to 9.9% in 2003, and to remain at this level thereafter. According to the Chief Actuary of Canada, steady-state financing will generate a level of contributions that exceeds the benefits paid until 2022. Funds not immediately required to pay benefits will be transferred to the CPP Investment Board for investment. Plan assets will accumulate rapidly over this period and over time will help pay the growing costs that are expected as more and more baby boomers begin to collect their retirement pensions. In 2022 and thereafter, when most of the baby boomers will have retired and benefits paid begin to exceed contributions, investment revenues from the CPP accumulated assets will provide the funds necessary to make up the difference. However, contributions will remain the main source of funding for benefits
• A conservative projection, based on study survey respondents, would see retail sales for the sector grow to C$2.75 billion or more by 2010. NHPs include vitamins, minerals, herbal remedies, traditional and homeopathic medicines, traditional Chinese medicines, probiotics, and other products including amino acids and essential fatty acids. A study conducted by Complementary and Alternative Medicine in Canada, Trends in Use and Public Attitudes, 1997-2006, discovered that 54% of Canadians used alternative medicine in 2005-2006. This compares to 50% of Canadians in 1996-1997.
• In 2005-2006 there were more than 17.6 million people spending their own money, in addition to their taxes (which mainly go toward conventional modes of healthcare), on complementary and alternative medicine.
• As of 1 July, 2007, Canada had an estimated 4.4 million seniors, over 100,000 more than on 1 July, 2006. One out of every seven Canadians was a senior when the census was taken in 2006. By contrast, 50 years ago, that proportion was about one in 14. According to the 2006 census, the number of Canadians aged 65 and over increased 11.5% in the previous five years. However, between 1 July, 2007 and 1 July, 2008, nearly 300,000 people turned 65 in Canada, the highest annual level on record. By 2026, one Canadian in five will have reached age 65. This number should increase for another 20 years, when people born during the peak of the baby boom generation reach retirement age. At that time, more than half a million people will turn 65 each year. Regionally, Canada's population is older east of Ontario whereas Alberta had the lowest median age among the provinces as well as the lowest proportion of seniors.

• Advances in various fields of medicine, coupled with a newfound appreciation for personal fitness have been propelling Canadians to become a stronger and healthier society. Naturally, longer life expectancy means more years spent in retirement. Moreover, due to the demographic effect of the baby boom, the next generation of retirees will, over the next 25 years, become disproportionate to the working population.

   

  It is not only the time spent in retirement that is being reshaped, but the nature of that time. The baby boomers are the same generation that culturally standardised higher education, health a
• nd fitness awareness, dual-income households and later-life parenthood. This healthier and highly ambitious generation is less inclined to accept that their extended retirement period must be synonymous with slowing down. They want to use their opportunities and physical well-being to engage with society on meaningful levels, both personally and professionally. A recent study by Sun Life in the United States showed that most pre-retired boomers expect to be very active in their early retirement. After punching a clock for four decades, they are ready to live a little. The chart, Anticipated Retirement Lifestyles, shows the range of activities boomers are planning, with the clear implication that flexibility will be needed in their investment regime. Here in Canada, the trend is similar with 80% of Canadians saying they plan to spend some of their retirement savings on travel. The chart illustrates that activities do wind down in middle and late retirement. However, that does not necessarily mean they will be spending less. Many of us will be major consumers of healthcare in our twilight years. In the meantime, health costs are escalating rapidly for reasons that are well-known to this audience. The government and employers are trying to manage these costs, and are increasingly shifting responsibility to individuals.

• Analysts predict the major demographic shift that is coming, and it promises to shake up almost every aspect of Canadian society. Along with the labour market, the ageing boomer population will have an impact on the country's healthcare system, retirement homes and pension plans, said Statistics Canada. 'Society has always adjusted itself' to the boomers, said Bill Gleberzon of CARP, Canada's association for the 50-plus. 'When they were born, [society] went out and built more schools, more stadiums; they did all kinds of things to accommodate the fact that there was this large group of young people', Gleberzon said.

   

  Seniors are a growing category of the population who, due to their increasing numbers and wealth accumulation, are likely to be able to exercise growing power in the marketplace. We are likely, therefore, to see the emergence of new products and services tailored just for them. Elderly families are generally much better off than they used to be.

• Today's seniors are more likely to be living on their own and may be less able to count on daily family support. They have to make many complex and potentially unfamiliar financial and purchasing decisions on their own. As a group that is already very susceptible to fraud and unscrupulous marketing ploys, seniors may also be a very vulnerable consumer group in the future. In addition, many services they increasingly rely on either because of failing health or the lack of family support (e.g., market-purchased medical services) can be expensive.

   

  Rapid technological change that is characteristic of today's marketplace produces a number of challenges for senior consumers. While many new products and technologies are responding to seniors' needs such as new and more sophisticated assistive devices that can facilitate independent living, a lack of familiarity with and reluctance to use new technologies (for example, electronic banking or new self-service facilities in retail outlets) significantly reduce seniors' ability to benefit from many of these new technologies to the same extent as the general population.

   
• According to Canadian Food Trends to 2020, a report commissioned by Agriculture and Agri-Food Canada, this demographic shift will raise Canada's 65-plus population to 6.5 million, creating many changes, opportunities and challenges for the Canadian agriculture and agri-food industry. The growth in Canada's senior population will be driven primarily by the ageing of two generations: men and women born during the Great Depression and World War II and baby boomers born between 1946 and 1964 Canadians born during the '30s and '40s who are still able to live on their own in 2020 will have special lifestyle and nutritional needs which will be served by the creation of new and innovative food products. Some food items and trends that will emerge to serve this group include single-portion snacks and meals, nutrient-dense foods, easy-to-open packages, large print labels and semi-prepared foods. However, to truly appeal to these price-sensitive consumers, all products must be affordable. While baby boomers will appreciate the convenience and nutritional benefits of the above items, they are more adventurous in their tastes and thus desire a greater variety of high-quality food items and experiences. Many have the incomes to support the purchase of these products.

• Ageing consumers are increasingly concerned about health issues such as osteoporosis, high blood pressure, diabetes, digestive problems, cancer prevention and Alzheimer's Disease. Consumer interest in preventing and managing such diseases and issues through dietary measures presents significant growth opportunities for food producers, manufacturers, and retailers.

   

  Value for money is also an important consideration in the food purchasing decisions of ageing Canadians. Although retirees' financial situations are improving over time, senior citizens still typically have less disposable income than members of other age groups do. Between 1996 and 2026, the life expectancies of both men and women are expected to increase significantly, from 75 years to 80 for men and from 81 to 84 for women. This means that today's boomers will spend more years in retirement, and must therefore make their retirement savings last longer.

   

  It is not just food products that will evolve over time to better serve ageing Canadians. Retailers will also adapt the shopping experiences offered at their stores to provide seniors with superior levels of service. For example, small neighbourhood grocery stores and home-delivery services are expected to grow in popularity over time because they meet the needs of seniors with limited mobility. To retain ageing customers, superstore-sized grocery stores will need to incorporate wider aisles, brighter lighting, seating areas to rest or socialise, mobility-sensitive carts and easy-to-reach products into the design of their retail locations as well as more handicapped spaces in parking lots.

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• The survey results confirm that the disability rate in Canada increases steadily with age. Among children aged 0 to 14, 3.7% reported a disability, with this rate rising to nearly 11.5% among adults aged 15 to 64 and to 43.4% among persons aged 65 and over. In fact, more than half (56.3%) of persons aged 75 and over reported having an activity limitation.

• The Osteoporosis Society of Canada states that one in four (25%) women and one in eight men over the age of 50 has osteoporosis

• ccording to new data from the Canadian Community Health Survey (CCHS), one in seven or 4.1 million Canadians aged 12 and older suffered an activity-limiting injury in 2009.
• About 35% of these injuries occurred while taking part in sports or physical exercise, the most common type of injury-causing activity.

• Just over 4.1 million Canadians aged 12 and over, or about 15% of this population, suffered an injury severe enough to limit their usual activities in 2009. This was up from 3.4 million, or 13%, in 2001.

   

  Of those injuries, 55% received medical attention within 48 hours in 2009, down from 64% in 2001.

   

  The most common cause of injury reported by Canadians was falls. In 2009, nearly 1.7 million people, or 41% of those who reported an injury, stated they were injured in a fall. This was more common among women (46%) than men (36%).

   

  Taking part in sports or physical exercise was the most frequent type of activity (at the time the injury occurred) for both males (41%) and females (28%). Walking (19%) was the second most common injury-related activity for females, followed by household chores (13%). For males, the next most common activities were working (17%) and doing household chores (15%).

   

  In 2009, adolescents aged 12 to 19 had the highest injury rate of all age groups covered by the survey at 26%. The injury rate for adolescent girls rose from 18% in 2001 to 23% in 2009, while the rate increased for adolescent boys from 27% to 29% during the same time period.

   

  In 2009, the majority of adolescent boys (70%) and adolescent girls (59%) were injured while participating in sports or physical exercise.

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