Baylor Business Selling Outside 2020 Seller Scenario

Overview This BBSO builds upon Baylor ProSales’ focus on complex value selling environments. In such environments, sellers must understand the buying criteria for the various parties involved in the decision-making process (i.e., the entire buying center). You need to help the organization make a good purchase decision by helping your primary contact with the change management process that complex purchases require. You work for the 3M company, a Fortune 500 organization that operates out of the greater Minneapolis-St. Paul area of Minnesota. 3M Company is a multinational conglomerate comprised of four business areas: Safety & Industrial, Transportation & Electronics, Health Care, and Consumer. With 90,000 employees worldwide and offering more than 50,000 products, 3M makes up one of the thirty Dow Jones Industrial Average Components. In addition to household brands such as Post-it®, Scotch®, and Nexcare™, 3M specializes in a variety of medical products and supplies. Your Role and Opportunity As a Medical Solutions Division sales representative for 3M, you are tasked with targeting and selling to a variety of acute care clients in your territory. Your product portfolio includes wound care products, I.V. securement dressings, medical tapes, and assessment devices, such as stethoscopes. You have an appointment with Addison Smith who wants to discuss your single-patient stethoscopes. Addison’s facility has been using a private-label single-patient stethoscope. You met Addison before and discussed 3M’s Tegaderm™ CHG Chlorhexidine Gluconate (CHG) I.V. Securement Dressing because Addison’s facility was dealing with a rising infection rate. After converting to your securement dressing, Addison’s facility saw a decline in the facility’s bloodstream infection rate and is coming to you to see if 3M has a solution for their patients on isolation precautions. Background Information on Hospital Infections • Hospital patients with a weakened immune system (immunocompromised) are at risk for

contracting infections o Immunocompromised patients can be in the Oncology (cancer) unit, Burn unit, Newborn

Intensive Care Unit (NICU) and others o Immunocompromised patients may be placed in isolation to reduce the risk of infection

• Top infections of concern are: Methicillin-Resistant Staphylococcus Aureus (MRSA), Tuberculosis (TB), and Clostridium difficile (C.diff is the most deadly)

• Clinicians working in isolation environments treat some of the sickest, most vulnerable patients and must have access to high quality patient assessment tools

Stethoscope Assessment Devices • Clinicians assessing patients with a stethoscope are looking for certain sounds such as heartbeats,

breaths, and stomach sounds • 3 types of stethoscopes: (1) single-use, (2) single-patient, & (3) personal (stays with clinician) • Patients who are in isolation due to an infection need single-use stethoscopes

o Clinicians report that current disposable stethoscopes (single-use stethoscopes) produce inadequate acoustics, lack durability and are uncomfortable

• Leading healthcare organizations recommend single-patient stethoscopes be used for patients in isolation to help prevent transmission of infectious diseases o A single-patient stethoscope, used for the duration of a single patient’s hospital stay, stays

in the patient’s room indefinitely and is never used on another patient o Typical (non 3M) single-patient stethoscopes have very hard ear tips which can hinder the

clinician’s use of the stethoscope due to discomfort • Product limitations may complicate accurate patient assessments and hinder isolation precaution

compliance, leading to personal stethoscopes being used in isolation care settings and increasing the potential risk of cross-contamination

Business Issues Surrounding Infections • When clinicians decide to NOT use the single-patient stethoscope, they put the lives of other

patients at risk by possibly spreading infection and put the hospital at risk to incur costs of treating the infections they spread o Insurance does not cover the costs of infections acquired in the hospital

• If clinicians use personal stethoscopes, they should clean them after use on each patient • Over 75% of clinicians do NOT clean their stethoscope between patients, which results in an

85% contamination rate of personal stethoscopes o Contaminates can be those top infections of concern: MRSA, C.diff and TB

• Cost of treating an infection like MRSA, C.diff, or Staph can be up to $12,000 per patient • Infections can increase a hospital’s death rate caused by infection and increase the probability of

outbreak on an entire hospital unit

Recommended Infection Prevention Practices • The Centers for Disease Control and Prevention (CDC) recommends using single-patient

stethoscopes with patients as a precaution against infection transmission • The Society for Healthcare Epidemiology of America and the Infectious Diseases Society of

America both recommend the use of single-patient stethoscopes with patients known to be infected with MRSA or C.diff

• Despite these respected organizations recommending the use of single-patient stethoscopes, if clinicians refuse to use the hospital’s current stethoscopes due to poor quality, a hospital’s Infection Prevention specialist (IP) must make a change even it means spending a bit more money

3M™ Single-Patient Stethoscope 3M combined two areas of its expertise—advanced acoustic engineering and infection prevention—to produce the new 3M™ Single-Patient Stethoscope that delivers excellent acoustic performance and a comfortable design. • Designed for reliable performance and comfort so clinicians can hear with confidence without

potentially compromising patient safety • Product based on decades of 3M experience in acoustic engineering and infection prevention • Provides three essential elements that allow clinicians to accurately assess their patients while

enabling compliance with isolation precautions: o High-quality acoustics Dependable acoustics enable clinicians to hear both heart and lung sounds effectively,

ensuring key sounds aren’t missed Pressure-sensitive diaphragm also allows clinicians to emphasize either low-

or high-frequency sounds by adjusting the pressure applied Soft ear tips seal out distracting noise and make listening easier

o Comfortable and easy-to-use Comfortable headset, angled ear tubes and soft, flexible ear tips were

designed for an optimal acoustic seal to help maintain acoustic sensitivity and minimize ambient noise for accurate auscultation

Easy-grip chest piece is easy to hold and maneuver for multiple hand positions

Flexible tubing allows smooth chest piece movement and placement. o Precaution compliance and infection control Reduces potential for cross-contamination by eliminating the need to use personal

stethoscopes on patients in isolation environments Improves compliance with standard isolation guidelines and recommendations

• Used safely in a MRI environment • Adult and Pediatric sizes Nuts and Bolts of the Costs • Addison’s current single-use stethoscope is a private-label stethoscope which costs $3.00 each • 3M single-patient stethoscope costs $4.00 each

REMINDER: You never speak poorly of a competitor’s product but you are aware of the challenges presented by existing products. Good luck!