SPNC/MSC 22015 Case Study
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Spectranetics partnered with Medical Simulation Corporation (MSC) to develop medical simulations of its laser atherectomy devices to treat peripheral artery disease. MSC created realistic simulations that provided physicians an immersive experience using the Spectranetics technology. Through targeted simulation training events with nearly 800 physicians over 6 months, Spectranetics significantly increased physician adoption and sales volume, with revenue increasing from $65,000 to $500,000 per year in one hospital. The successful partnership demonstrated how medical simulations can accelerate commercialization of new medical technologies by improving physician training and confidence.
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SPNC/MSC 22015 Case Study
- 1. MSC PARTNER: SPECTRANETICS ©2015 Medical Simulation Corporation // WWW.MEDSIMULATION.COM SPECTRANETICS BELIEVES THAT TRAINING MAKES THE DIFFERENCE and achieves big results that prove it. Spectranetics is a leading medical device company dedicated to helping patients return to the activities they love. Since 1984, Spectranetics has launched innovative, life-saving technologies that physicians use to treat restenosis - the re-narrowing of a blood vessel that was once treated to clear a blockage. In 1997, Spectranetics also received FDA clearance for use of a laser sheath to remove pacemaker and cardiovascular implantable electronic device (CIED) leads. Based in Colorado, Spectranetics is The global leader in lead management, which is the safe and responsible extraction of cardiac implantable device (CIED) leads due to infection, damage, or manufacturer advisory. A major innovator in the treatment of Coronary Artery Disease (CAD), providing solutions such as scoring balloon technology and laser atherectomy. A trusted partner that helps physicians treat the complex clinical challenges of Peripheral Artery Disease, including critical limb ischemia, chronic total occlusions (CTO), and in-stent restenosis (ISR). CHALLENGE: Accelerate Commercialization of New Technology Perpipheral Artery Disease (PAD) is a huge problem, impacting 200 million people globally. In just the European Union (EU) and U.S., 25 million sufferers experience the debilitating effects of PAD, including amputation. Of these, 1.5 million patients receive treatment each year. In 2014, Spectranetics introduced the only FDA-approved atherectomy device to treat ISR. This minimally invasive endovascular surgery technique combines a laser guide catheter with an excimer laser atherectomy catheter. This approach has proven more efficacious than angioplasty, which relies on a balloon catheter. Today, the Turbo-Tandem™ and Turbo-Elite™ devices, when used in combination with percutaneous transluminal angioplasty (PTA), increase the likelihood of procedure success and greatly decrease the rate of negative outcomes, such as bailout stenting. educated almost 800 physicians completed 78 training events in 6 months 7X increase in sales volume
- 3. ©2015 Medical Simulation Corporation // WWW.MEDSIMULATION.COM CHALLENGE: continued... The EXCITE prospective randomized controlled clinical trial was particularly compelling. It proved that use of Turbo-Tandem, in conjunction with PTA, was highly effective in the treatment of Class II (typically 19 cm long and diffuse) and Class III (occluded, often by 30% or more) ISR lesions. But it wasn’t enough to turbo-charge a new product line. A catalyst was needed. A key step to increasing adoption, particularly in high-volume settings, is increasing the confidence and competence of a physician in the application of a sophisticated medical device. And since physicians - especially interventional cardiologists - have zero spare time, it’s important to effect this change at their convenience - wherever, whenever. SOLUTION: Custom Medical Simulation from MSC Spectranetics had enlisted MSC previously to build the first lead management simulator in the world. Based on this success, MSC was the obvious choice to create unique simulation cases for the Turbo-Tandem™ laser atherectomy system, Turbo-Elite™ laser catheters, and AngioSculpt® balloon catheters. MSC designed simulations that replicated the look and feel of the Spectranetics technology used to treat femoropopliteal in-stent restenosis (“Fem-Pop ISR”). The clinically-accurate training cases “went above and beyond expectations in every way, shape, and form,” according to Jason Gwilliam, Senior Manager, Physician Education and Training. The MSC simulations include stunning 3-D animation and tactile haptics, but the “wow” factor stems from an immersive experience that’s on par with virtual reality. Physicians don’t watch the simulation; they become an integral part of the simulation. The incomparable experience reveals the brilliance of the Turbo-Tandem and Turbo-Elite technologies. Physicians are able to gain experience without touching a patient or a cadaver, usually in one hour SPECTRANETICS: Annual Sales Rate
- 4. “MSC can take a drawing or just a vision and, within a matter of weeks and in real-time, deliver exactly what you want. Their engineers who develop the software, anatomy, and graphics – what they do is pure magic. Their entire team just does a superb job of ensuring that physicians are experiencing as close to real-world as possible.” Jason Gwilliam, Senior Manager Physician Education and Training, Spectranetics RESULTS: An astounding increase in business The Vascular Intervention (VI) team at Spectranetics uses the MSC simulations strategically, targeting specific hospitals to build awareness of the ISR indication and the relevance of their EXCITE clinical study data. The VI team built a physician-education juggernaut that executed 78 unique simulation events from September 2014 to February 2015. Spectranetics has trained nearly 800 doctors in less than six months. The impact has been revelatory. The simulation program has been the magic that enables Spectranetics to gain a foothold - and then some - in many hospital accounts. In one instance, the revenue pace surged from $65,000/year to $500,000/year in just six weeks. “This is what GOOD looks like,” quipped Jason. In addition to focused training events, Spectranetics also strategically deploys MSC’s Compass A.T. simulation technology to deliver dynamic demos at conferences. This attention-getting strategy has nearly doubled booth traffic. CAN IT WORK FOR YOU? Yes. To grow your medical device business, your sales team needs the most persuasive tools available. Terrific clinical results are a tremendous advantage, but there’s something better. An immersive multi-sensory experience that completely engages a physician with your innovation. You won’t just educate doctors. You’ll win their business. To learn more about partnering with MSC, please visit us at www.medsimulation.com or call us at 1.888.889.5882. ©2015 Medical Simulation Corporation // WWW.MEDSIMULATION.COM