SnooZeal Award Write Up
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Transcript of SnooZeal Award Write Up
BEST PRACTICES RESEARCH
© Frost & Sullivan 2017 2 “We Accelerate Growth”
Contents
Background and Company Performance ........................................................................ 3
Industry Challenges .............................................................................................. 3
New Product Attributes and Customer Impact .......................................................... 4
Conclusion........................................................................................................... 7
Significance of New Product Innovation ......................................................................... 7
Understanding New Product Innovation ......................................................................... 7
Key Benchmarking Criteria .................................................................................... 8
New Product Attributes ......................................................................................... 8
Customer Impact ................................................................................................. 8
The Intersection between 360-Degree Research and Best Practices Awards ....................... 9
Research Methodology .......................................................................................... 9
Best Practices Recognition: 10 Steps to Researching, Identifying, and Recognizing Best Practices ................................................................................................................. 10
About Frost & Sullivan .............................................................................................. 11
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© Frost & Sullivan 2017 3 “We Accelerate Growth”
Background and Company Performance
Industry Challenges
Sleep Disordered breathing is a category of medical conditions associated with breathing
difficulties during sleep. Sleep apnea is a condition in which breathing is briefly and
repeatedly interrupted during sleep (these interruptions last longer than 10 seconds). This
condition is due to collapse of the airway, most commonly attributed to loss of muscle
tone in the throat during sleep where breathing becomes restricted. Over 100 million
people worldwide are affected by this sleeping disorder, 80% of which are undiagnosed or
untreated during the course of their lifetime (Source: World Health Organization). While
the condition’s prevalence is vaguely defined by leading global health organizations,
sleeping disorders is estimated to affect almost 30% of men and 20% of women
worldwide. The good news is that these disorders can be managed.
Four major treatment options are widely prescribed for this sleeping disorder. Non-
invasive treatment options include the current gold standard of the continuous positive
airway pressure (CPAP), automatic positive airway pressure (APAP), and the use of a
custom-fitted mandibular repositioning device (MRD) prescribed to patients with severe
sleep apnea. Other treatment options prescribed for patients with severe sleep apnea
include invasive surgical procedures that could increase the risk of negative side effects
difficulties in swallowing, bleeding, and respiratory compromise just to name a few.
Lifestyle modifications, exercises, and therapies to lose excess weight have been clinically
demonstrated to alleviate the symptoms of sleep apnea.
Over the past decade, demand for collaborative care and connectivity have driven the
commercial adoption of a range of non-invasive therapeutic options. All non-invasive
treatment options for snoring and sleep apnea, rely on stenting one or more parts of the
breathing passage. Further, all therapies require patients to use them during sleep, adding
to the discomfort of an unnatural device affecting natural breathing patterns. While
physicians widely prescribe commercially available non-invasive therapeutic devices (i.e.
CPAP, MRD), compliance and continued use remain a difficult challenge as up to 50% non-
compliance due to a poor night's sleep or discomfort.
The magnitude of challenges associated with most commercially available therapies for
sleep apnea significantly impact patient compliance, negatively impacting the patient’s
quality of life and sleep in some way or another. Over the last 20 years, this industry has
seen no new therapy options other than improvements in the hardware and software of
the pre-existing treatment options mentioned above. Market demand is huge for
innovative medical therapies for sleep apnea that are clinically proven to be safe and
effective and that exponentially improve patient compliance to these therapies.
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New Product Attributes and Customer Impact
Match to Needs of Sleep Apnea Patients
Most anti-snoring products prescribed to sleep apnea patients require regular use during
sleep, throughout the duration of therapy. Recently, newer implanted technologies have
been introduced involving electrical stimulation of the tongue nerves, thus stimulating the
collapsing muscles during periods of obstruction. Despite large-scale commercial
availability, adoption of these therapies by most physicians and patients has been limited
due the need for surgical implantation and associated complications and side effects in the
form of repeat procedures to replace batteries, periodic modulation of treatment
parameters, and bodily resistance to externally implanted devices.
Conversely, compared to commercially available anti-snoring therapies that are widely
prescribed as viable treatment options for sleep apnea patients, SnooZeal’s anti-snoring
product reverses the over relaxation of the tongue muscles, thereby relieving snoring
within a time span of less than six weeks. SnooZeal redefines most commercially
prescribed therapies for sleep apnea by offering the only product in the European market
available for use as a therapy during waking hours. Further, with recent CE-marking
approval, SnooZeal is available over-the-counter (OTC) as a clinically safe and effective
alternative for treating sleep apnea. The product is going through the FDA process and will
soon be available in the US as well.
Reliable Therapy for Snoring and Sleep Apnea
As an OTC medical device, SnooZeal is one of the most accessible anti-snoring products
available in the market. Ease of access for this anti-snoring therapy is significantly
enhanced by its simple yet clinically accepted principle of electrically stimulating the
tongue muscles, offering adequate training to over-relaxed muscles. Sleep apnea therapy
using SnooZeal involves wearing a mouthpiece twice a day, with each session spanning a
minimum duration of 20 minutes. The entire therapy duration spans over a period of 6
weeks, which has been clinically demonstrated to be an effective window for treating
various stages of sleep apnea.
In addition, the device is designed to accommodate the treatment needs of patients
suffering from various degrees of sleep disordered breathingby optimizing treatment
parameters. Most therapeutic devices prescribed for snoring necessitate use during sleep,
whereas SnooZeal is designed to be used when the patient is awake. Thus, SnooZeal
offers more convenience to patients as well as a high level of adherence to the therapy.
SnooZeal anti-snoring therapy helps patients consciously correct their symptoms, which is
clinically demonstrated to be more effective that therapies that are delivered when
unconscious. SnooZeal is the only therapeutic option to date aimed at reversing the cause
of this condition, rather than simply "splinting" the condition.
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© Frost & Sullivan 2017 5 “We Accelerate Growth”
Features an Innovative Design
One of SnooZeal’s most innovative features is its simple design, which is clinically
demonstrated to be safe and effective in treating various stages of sleep apnea. SnooZeal
has 3 components: a wearable mouthpiece designed in the form of a glove that fits onto
the tongue, a rechargeable control unit attached to the mouthpiece through a mini-USB
connection, and a remote control unit and a smartphone app to manage various treatment
parameters that are ideal for patients.
During product development, SnooZeal's team worked with various dentists and
maxillofacial surgeons in designing the mouthpiece that is flexible enough to cover and fit
various tongue sizes adequately. The company evaluated 132 sleep apnea patients,
spanning various ages and diverse ethnographies, to design an ideal mouthpiece that best
fits sleep apnea patients.
Compared to anti-snoring products in the market, SnooZeal's simple design, ease of
therapeutic use, enhanced mobile connectivity, and better collaboration with care
providers during the therapy contribute to the product’s innovative design.
Enhances Value of Care Offered to Patients
A major challenge facing the European market for OSA therapies include lack of
adequately qualified and experienced care providers (e.g., pulmonologists and
otolaryngologists) who can diagnose the disease in a timely manner. Other factors include
poor compliance to CPAP therapies and side effects of surgical therapies that often that
can often slip in their efficacy with the pass of time..
Designed to address both sleep apnea and snoring, SnooZeal is positioned to demonstrate
superior value of care to patients. Moreover, the OTC price at which SnooZeal is offered to
patients makes the product the only one in the European market that provides more
clinical safety and effectiveness at a reasonable cost.
Positive Experience throughout the Product’s Lifecycle
Unlike most commercial medical devices available in the European market for treating
sleep apnea and snoring disorders, SnooZeal is designed to prevent the root causes of
these disorders. Most anti-snoring therapies are designed for continuous use during sleep,
which adds discomfort and effect on normal sleep architecture. On the other hand,
SnooZeal can be used at the patient's convenience during waking hours, improving quality
of life. Compared to current prescription-based sleep apnea products, SnooZeal is
available as an OTC product across various medical supply channels, adding more ease of
access to the therapy.
Clinical safety and efficiency are critical to the wide-scale adoption of therapies for chronic
lifestyle disorders. SnooZeal is one of the companies in the European healthcare market
that has garnered a high level of commitment in demonstrating clinical success of its new
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product. The company has conducted rigorous trials in identifying absolute stimulation
parameters, achieving clinical effectiveness. Designed by well-qualified and reputed
physicians, SnooZeal is an innovative product that offers better clinical outcomes within a
reasonable time span and elevates patients’ positive experience every time they use the
product.
Positive View of the Brand
SnooZeal has demonstrated phenomenal success in extending the benefits of an
innovative and clinically effective therapy in Europe for patients suffering from snoring and
sleep apnea. Within a year of its inception, SnooZeal managed to receive commercial
approval from the European healthcare authorities to offer its product OTC across more
reliable care facilities. Because of the product’s OTC status, the company continues to
pioneer market innovation by offering its products through other retail and online
channels, building a clear competitive advantage in terms of early market access.
In addition to garnering significant commitment from globally reputed investors, SnooZeal
continues to build strong ties with strategic partners in the European healthcare market.
Another critical factor for SnooZeal as an early market success is its team of clinical
professionals that include senior researchers and globally reputed practitioners in the field
of otolaryngology, head/neck surgery, sleep medicine, reconstructive prosthetics, and
medical engineering. As an ISO 13485-certified organization, SnooZeal retains its status
to commit to the medical community's quality requirements from medical device
manufacturers. SnooZeal's commitment to the clinical success of its therapy is evident as
the company continues with the pre-market launch across influential teaching hospitals
worldwide, such as the University College Hospital in London and Harvard Medical School.
With the recent CE-approval to distribute its innovative therapy within the EU and the high
level of commitment from its strategic partners, SnooZeal aims to offer its products
(across both retail and online channels) in the United Kingdom, Germany, Switzerland,
France, and other major EU economies in the near future. Considering its current growth
plans, SnooZeal is best positioned to net revenues upwards of £50 million by 2018
(Source: Frost & Sullivan), mostly within the EU alone, offering an exponential increase in
annualized yield in investment returns. At a total addressable market opportunity of £18
billion, the market potential for a clinically proven product such as SnooZeal is
significantly higher than most other products in the market today.
Considering its product value and market potential, SnooZeal is positioned to be a
valuable competitor in the European market for sleep apnea therapies. With plans to
expand its market across emerging economies such as Russia, Mexico, India, China,
Canada, and Brazil, SnooZeal's net value could cross most innovative medical device
companies in the European market, building exponentially on its local brand equity in the
near future.
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Conclusion
Frost & Sullivan sees SnooZeal as an extremely innovative product that intelligently
addresses the root causes of sleep apnea by training the muscles of the tongue through a
clinically proven concept of continuous transmucosal electrical stimulation therapy.
Designed to be used during waking hours and with its demonstrated clinical value,
SnooZeal is positioned as a unique and innovative therapy for sleep apnea patients in the
European market. Because of its strong overall performance, SnooZeal is recognized with
Frost & Sullivan’s 2017 New Product Innovation Award.
Significance of New Product Innovation
Ultimately, growth in any organization depends upon continually introducing new products
to the market, and successfully commercializing those products. For these dual goals to
occur, a company must be best-in-class in three key areas: understanding demand,
nurturing the brand, and differentiating from the competition.
Understanding New Product Innovation
Innovation is about finding a productive outlet for creativity—for consistently translating
ideas into high quality products that have a profound impact on the customer.
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Key Benchmarking Criteria
For the New Product Innovation Award, Frost & Sullivan analysts independently evaluated
two key factors— New Product Attributes and Customer Impact—according to the criteria
identified below.
New Product Attributes
Criterion 1: Match to Needs
Requirement: Customer needs directly influence and inspire the product’s design and
positioning
Criterion 2: Reliability
Requirement: The product consistently meets or exceeds customer expectations for
consistent performance during its entire life cycle
Criterion 3: Quality
Requirement: Product offers best-in-class quality, with a full complement of features and
functionality
Criterion 4: Positioning
Requirement: The product serves a unique, unmet need that competitors cannot easily
replicate
Criterion 5: Design
Requirement: The product features an innovative design, enhancing both visual appeal
and ease of use
Customer Impact
Criterion 1: Price/Performance Value
Requirement: Products or services offer the best value for the price, compared to similar
offerings in the market
Criterion 2: Customer Purchase Experience
Requirement: Customers feel like they are buying the most optimal solution that
addresses both their unique needs and their unique constraints
Criterion 3: Customer Ownership Experience
Requirement: Customers are proud to own the company’s product or service, and have a
positive experience throughout the life of the product or service
Criterion 4: Customer Service Experience
Requirement: Customer service is accessible, fast, stress-free, and of high quality
Criterion 5: Brand Equity
Requirement: Customers have a positive view of the brand and exhibit high brand loyalty
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© Frost & Sullivan 2017 9 “We Accelerate Growth”
The Intersection between 360-Degree Research and Best
Practices Awards
Research Methodology
Frost & Sullivan’s 360-degree research
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 best-in-class levels.
360-DEGREE RESEARCH: SEEING ORDER IN
THE CHAOS
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© Frost & Sullivan 2017 10 “We Accelerate Growth”
Best Practices Recognition: 10 Steps to Researching,
Identifying, and Recognizing Best Practices
Frost & Sullivan Awards follow a 10-step process to evaluate Award candidates and assess
their fit with select best practice criteria. The reputation and integrity of the Awards are
based on close adherence to this process.
STEP OBJECTIVE KEY ACTIVITIES OUTPUT
1 Monitor, target, and screen
Identify award recipient candidates from around the globe
• Conduct in-depth industry research
• Identify emerging sectors • Scan multiple geographies
Pipeline of candidates who potentially meet all best-practice criteria
2 Perform 360-degree research
Perform comprehensive, 360-degree research on all candidates in the pipeline
• Interview thought leaders and industry practitioners
• Assess candidates’ fit with best-practice criteria
• Rank all candidates
Matrix positioning all candidates’ performance relative to one another
3
Invite thought leadership in best practices
Perform in-depth examination of all candidates
• Confirm best-practice criteria • Examine eligibility of all candidates
• Identify any information gaps
Detailed profiles of all ranked candidates
4
Initiate research director review
Conduct an unbiased evaluation of all candidate profiles
• Brainstorm ranking options • Invite multiple perspectives on candidates’ performance
• Update candidate profiles
Final prioritization of all eligible candidates and companion best-practice positioning paper
5
Assemble panel of industry experts
Present findings to an expert panel of industry thought leaders
• Share findings • Strengthen cases for candidate eligibility
• Prioritize candidates
Refined list of prioritized award candidates
6
Conduct global industry review
Build consensus on award candidates’ eligibility
• Hold global team meeting to review all candidates
• Pressure-test fit with criteria • Confirm inclusion of all eligible candidates
Final list of eligible award candidates, representing success stories worldwide
7 Perform quality check
Develop official award consideration materials
• Perform final performance benchmarking activities
• Write nominations • Perform quality review
High-quality, accurate, and creative presentation of nominees’ successes
8
Reconnect with panel of industry experts
Finalize the selection of the best-practice award recipient
• Review analysis with panel • Build consensus • Select winner
Decision on which company performs best against all best-practice criteria
9 Communicate recognition
Inform award recipient of award recognition
• Present award to the CEO • Inspire the organization for continued success
• Celebrate the recipient’s performance
Announcement of award and plan for how recipient can use the award to enhance the brand
10 Take strategic action
Upon licensing, company may share award news with stakeholders and customers
• Coordinate media outreach • Design a marketing plan • Assess award’s role in future strategic planning
Widespread awareness of recipient’s award status among investors, media personnel, and employees
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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 over 50 years of experience in
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http://www.frost.com.