Heine MarSteve Allen

Pulak Choudhury

Assignment #1Technology Innovation Management

August 11, 2008

Early Breast Cancer Detectionusing

The (tactile) tBra

The tBra

MarTouch Inc. Simply wear it!

8/10/08 Slide 2

Product Opportunity

Breast Self-Exam (BSE) is the first line of defense in the fight against breast cancer

FDA or Health Canada can not establish performance standards on BSE

Breast cancer screening guidelines are available

Conducted questionnaire to gain insight of the customer’s job

Difficult to translate the written guidelines into actual practice of Breast Self-Exam(BSE)

Lack of regular BSE due to busy schedules

Unsure whether they are performing guidelines properly

Women need a device to help them perform BSE to enhance early breast cancer detection

The tBra

The job the customer needs done

8/10/08 Slide 3

Product Opportunity The tBra

The gap between competitors’ offeringsToday’s Manual Breast Self-Exam tBra’s Digital Breast Self-Examversus

Consistent, Accurate Exams

Result-reproducible and repeatable

Integrate into electronic medical record

Ease of it: Simply wear it!

Breast care consultants available on-line

Inconsistent, Inaccurate Exams

Non result-reproducible andrepeatable

Need to remember the guidelines

Challenge in interpreting results

The choice isYOURS

8/10/08 Slide 4

Product Opportunity The tBra

Positioning Map

TechnologyLow High

Low

High

Style

MarTouch’sSystem tBra

usable,detectable,wearable

Pressure Map

VersaTekSystem’s F-

Scan

useful

desirable

8/10/08 Slide 5

Product Opportunity The tBra

Product Use Scenario Monthly, the tBra system notifies subscriber (woman) of a scheduled scan via email orSMS

The woman puts on the tBra, lies down and activates scan

The tBra performs tactile and thermal scans of breast tissue (5 mins)

The tBra system analyses the scan data and advises the woman when the scan is completeso she may remove the tBra and carry on with her normal routine

If an anomaly is detected, a report is sent to MarTouch clinical expert for review

If the MarTouch clinician confirms the diagnosis, the subscriber is contacted and:

Advised to see her doctor

Offered counseling

Offered personalized cancer treatment information

8/10/08 Slide 6

Value Opportunity The tBra

Who buys? Primary stakeholders (Customers) are women

Lifetime incidence of breast cancer : 11% Others:

Health practitioners/ Insurers: Higher fidelity of tBra vs BSE results in earlier detection:

Cancer treatments less invasive/costly Reduced false positives

Cancer researchers: Collaborate on development of detection algorithms Conduct clinical evaluations of tBra efficacy

Contract Manufacturers build tBra and Basestations

8/10/08 Slide 7

Value Opportunity The tBra

What do they buy? The solution bundles the following services:

Monthly subscription service

Reminders of when a scan is scheduled

Professional medical assessment of scan data

Counseling services

Cancer treatment advice personalized to subscriber circumstances

tBra device

PC based analysis and communications software included

Optional Basestation

For customers without compatible PC or internet access resources

Important for deployments in developing world

8/10/08 Slide 8

Value Opportunity The tBra

Why should they buy from you?

Prior to release to market, a large scale clinical evaluation will be conducted by CancerSociety to demonstrate that tBra is a more effective early cancer detection tool than BSE

Statistical analysis of epidemiological results for large population of women from clinicalevaluation vs tBra historical data will ensure MarTouch cancer detection algorithmscontinually improve to remain best in market and

Fully integrated solution

High degree of expertise in digital wireless sensor systems

Access to leading-edge cancer researchers

MarTouch owns Intellectual Property patents for home-based tactile/thermal co-analysis ofbreast-tissue

8/10/08 Slide 9

The tBraConclusion

Identified a product opportunity of the tBra

Realized a value opportunity of the tBra

Consulted with potential end-users, Canadian Cancer Society and the Ottawa Hospitals

Received early feedback from some stakeholders

Not intended to replace traditional clinical assessment

Intend to provide a pace of mind to women knowing that their breast tissues are monitoringregularly

Ready to form an open innovation with potential suppliers and manufacturers

8/10/08 Slide 10

The tBraReferences[1] Canadian Cancer Society, “Breast Cancer,” [Online document], 2008 [cited 2008 Feb 15] Available: http://www.cancer.ca/ccs/internet/standard/0,3182,3543_10175_273057_langId-en,00.html

[2] Cancer Care Ontario, “Breast Cancer,” [Online document], 2007 [cited 2008 Jan 23] Available:http://www.cancercare.on.ca/index_statisticsBreast.htm

[3] K. L. Moore, and A. F. Dalley, Clinically Oriented Anatomy. Baltimore, MD: Lippincott Williams & Wilkins, 2006.

[4] American Cancer Society, “Detailed Guide: Breast Cancer,” [Online document], 2007 Sept 13 [cited 2008 Feb 22] Available:http://www.cancer.org/docroot/CRI/content/CRI_2_4_3X_Can_breast_cancer_be_found_early_5.asp?rnav=cri

[5] D. F. Roses. Breast Cancer. Philadelphia: Churchill Livingstone/Elsevier, 2005.

[6] G. Bonadonna, G. N. Hortobagyi, and P. Valagussa. Textbook of breast cancer: a clinical guide to therapy. New York, NY:Taylor and Francis, 2006.

[7] American Cancer Society, “How to Perform a Breast Self-Exam,” [Online document], 2007 Mar 29 [cited 2008 Mar 13]Available: http://www.cancer.org/docroot/CRI/content/CRI_2_6x_How_to_perform_a_breast_self_exam_5.asp

[8] National Cancer Institute, “Breast Cancer Screening,” [Online document], 2008 Mar 17 [cited 2008 Mar 13] Available:http://www.meb.uni-bonn.de/cancer.gov/CDR0000257995.html

[9] Imaginis, “Breast Cancer Screening/Prevention,” [Online document], 2007 Nov 8 [cited 2008 Mar 12] Available:http://www.imaginis.com/breasthealth/earlydetection_print.asp

8/10/08 Slide 11

The tBraReferences[10] D. Saslow, J. Hannan, J. Osuch, M. H. Alciati, C. Baines, M. Barton, J. K. Bobo, C. Coleman, M. Dolan, G. Gaumer, D.Kopans, S. Kutner, D. S. Lane, H. Lawson, H. Meissner, C. Moorman, H. Pennypacker, P. Pierce, E. Sciandra, R. Smith, and R.Coates, “Clinical Breast Examination: Practical Recommendations for Optimizing Performance and Reporting,” A CancerJournal for Clinicians, vol. 54, pp. 327-344, 2004.

[11] P. S. Wellman, E. P. Dalton, D. Krag, K. A. Kern, R. D. Howe, “Tactile Imaging of Breast Masses,” Archives of Surgery, vol.136, no. 2, pp. 204-208, Feb 2001.

[12] E. D. Pisano, C. Gatsonis, E. Hendrick. M. Yaffe, J. K. Baum, S. Acharyya, E. F. Conant, L. L. Fajardo, L. Bassett, C.D’Orsi, R. Jong, M. Rebner, “Diagnostic Performance of Digital versus Film Mammography for Breast-Cancer Screening,” TheNew England Journal of Medicine, vol. 355, no. 17, pp. 1773-1784, Oct 27 2005.

[13] T. J. Kearney, S. Airapetian, A. Sarvazyan. Tactile breast imaging to increase the sensitivity of breast examination. Journalof Clinical Oncology, vol. 22, no. 14S, pp. 1037, July 15 2004.

[14] M. Hosseini, S. Najarian, S. Motaghinasab and J. Magahi. Detection of tumours using a computational tactile sensingapproach. The International Journal of Medical Robotics and Computer Assisted Surgery, vol. 2, pp. 333-340, 2006.

[15] Y. Wang, C. Nguyen, R. Srikanchana, Z. Geng and M. T. Freedman. “Tactile Mapping of Palpable Abnormalities for BreastCancer Diagnosis,” in Proceedings of the 1999 IEEE International Conference on Robotics and Automation (Detroit, Michigan,US, May 1999, pp. 1305-1309)

[16] R. Khodambashi, S. Najarian, A. T. Golpaygani, A. Keshtgar and S. Torabi, “A Tactile Sensor for Detection of Skin SurfaceMorphology and its Application in Telemedicine Systems,” American Journal of Applied Sciences, vol. 5, no. 6, pp. 633-638,2008.

[17] F. Castelli, “An Integrated Tactile-Thermal Robot Sensor with Capacitive Tactile Array,” IEEE Transactions on IndustryApplications, vol. 38, no. 1, pp. 85-90, January/February 2002.

8/10/08 Slide 12

The tBraReferences[18] M. H. Lee, “Tactile Sensing: New Directions, New Challenges,” The International Journal of Robotics Research, vol. 19, no.7, pp. 636-643, July 2000.

[19] T. Matsumura, R. Shinomura, T. Mitake, H. Kanda, M. Yamakawa, and T. Shiina, “Estimation of Pressure-distributionEffects upon Elasticity Imaging,” IEEE Ultrasonics Symposium, pp. 1759-1762, 2005.

[20] D. T. V. Pawluk, J. S. Son, P. S. Wellman, W. J. Peine and R. D. Howe, “A Distributed Pressure Sensor For BiomechanicalMeasurements,” Submitted to The Journal of Biomechanical Engineering, September 1996.

[21] R. D. Howe, W. J. Peine, D. A. Kontarinis and J. S. Son, “Remote Palpation Technology for Surgical Applications,” IEEEEngineering in Medicine and Biology Magazine, vol. 14, no. 3, pp. 318-323, 1995.

[22] M. Hafez, “Tactile Interfaces: Technologies, Applications and Challenges,” Journal of the Visual Computer, vol. 23, no. 4,pp. 267-272, Mar 2007.

[23] J. Pasquero and V. Hayward, “STReSS: A Practical Tactile Display System with One Millimeter Spatial Resolution and700Hz Refresh Rate,” in Proc. of Eurohaptics (Dublin, Ireland, July 2003, pp. 94-110)

[24] J. P. S. Koay, “Quantitative Analysis of Infrared Images for Early Breast Cancer Detection,” M.A.Sc. thesis, CarletonUniversity, Ottawa, ON, Canada, 2004.

[25] M. Frize, C. Herry, N. Scales, “Processing Thermal Images to detect Breast Cancer and assess Pain,” in Proc. of the 4th

Annual IEEE Conf on Information Technology Applications in Biomedicine (UK, 2003, pp.234-237)

[26] J. Koay, C. Herry, M. Frize, “Analysis of breast thermography with an artificial neural network,” IEEE Engineering inMedicine and Biology, vol. 2. pp. 1159-1162, 2004.

[27] G. Bindu, A, Lonappan, V. Thomas, C. K. Aanandan, and K. T. Mathew, “Active Microwave Imaging for Breast CancerDetection,” Progress in Electromagnetics Research, PIER 58, pp. 149-169, 2006.

[28] M. Costin, O. Baltag, C. Stefanescu, A. Ciobanu, and S. Bejinariu, “Microwave Medical Imaging in a Non-Invasive BreastCancer Diagnosis System,” 7th WSEAS International Conference on Applied Computer Science, Venice, Italy, Nov 21-23, 2007.