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Breath Hold™: Reliable System for Hospital Biopsies

A user-friendly, stand-alone system for breath-hold monitoring in hospitals conducting biopsies of lung, liver, kidney, and adrenal glands. The device offers instant visual feedback to control respiratory motion and improve biopsy accuracy. Ideal for interventional radiologists and radiology staff. Learn how to engage hospitals, conduct demos, and secure orders effectively.

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Breath Hold™: Reliable System for Hospital Biopsies

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  1. A user-friendly, stand alone system for sensitive and reliable breath-hold monitoring

  2. Sales Process

  3. Who is the Target Customer? Customer: Hospitals performing Interventional Procedures such as biopsies of the lung, liver, kidney, adrenal glands. Current Application: CT fluoroscopy guided biopsies of lung or upper abdomen. Problem: Respiratory motion introduces variation. Solution: Breath Hold™ device with instant visual feedback gives control required for improved results. Who to call: Interventional Radiologists, Director of Radiology Manager, Radiology Technologist, Radiology Nurse, Interventional Radiology Nurse.

  4. Instant Respiratory Motion Feedback • Current Uses • • Lung biopsy • • Liver biopsy • • Kidney biopsy • • Adrenal gland biopsy • Lung Fiducial Placement

  5. Setting Expectations – Initial Call to the Hospital • Creating Interest with the Radiology Manager, Tech or Physician • Give them a brief summary of the device • Open-ended Question: Ex. We continue to hear from other hospitals that respiratory motion is a major issue. How has it been an issue at your facility? Any Examples? • Get an idea of their monthly biopsy count, lung fiducial placements • Confirm interest, and get a meeting in place.

  6. Setting Expectations – Initial Meeting • Ask for a lung biopsy at the initial meeting • The performing physician needs to be a decision maker, and ask for multiple physicians to be present for the initial demo. • One procedure or up to one day of usage; device will not be dropped • Understand the process! Ex. If the procedure goes well what is the next step? How can we move this forward? • Control the process! Ask the right questions so there are no surprises for you or the dealer on procedure day.

  7. The Perfect Demo • Go through the components of the Breath Hold • Share your experiences from other hospitals – Lower complication rates, benefits of the device in getting more tissue, better angles, etc. • Turn the stage over to the physician as quick as possible. • Lead them by asking about the difficulty PATIENTS have in breathing correctly, and how that affects them. • Drill deeper! Get specific examples from the physicians on past examples of complications, how that affects them and the hospital, etc. • Start forming a ROI in your mind from the value cues physicians are giving you.

  8. The Perfect Procedure • Get to know the patient! Explain the device and the process • Get to know the hospital staff. Go through the process, and make sure they see how simple it is. • Place the belt on the patient in advance. Is it in the right place and secure? Go through a few trial breathing exercises. • Quick review with the physician(s) • Turn off automated voice commands for the CT • Observe and be ready to assist at any time! Listen for value cues!

  9. The Physician Close • Get the thoughts of the physicians and techs – Listen closely! • Will they champion the device for you? That means they can prove our device provides value, and will tell that story internally. • The GOAL is to have the physician(s) TELL YOU WHY the Breath Hold will DRIVE REVENUE or REDUCE EXPENSES for the hospital!! • How do you do that? • What value cues did they mention? • Take those cues and start mentally translating them into open-ended questions to gain value. Ex. Could you add 1 patient per month with our device?

  10. The Physician Close Continued • Do you have enough value to sell the device to administration? Don’t leave without it. • Ask the physician for help in understanding the capital purchasing process. • Ask them for a purchasing contact. Would they be willing to come along? • Confirm that the physician will be your champion!

  11. Administration Close • New Mindset = How can the Breath Hold create revenue or minimize expenses for the hospital? THAT is what administration is concerned with. • Explain where the physician sees value (ie. more cases, less complications, etc.) • Try to put that value in $ format, OR ask purchasing to quantify that for you. • End with a rough breakeven for the hospital. Could this be paid off in 6 months? 1 year? Get them to see it, and agree.

  12. Getting the Order • Make sure you understand the capital purchase process! • Lay out the steps in the process. Have we cleared them all? • Have all decision makers signed off on the order? • When does their fiscal year end? When is our order slotted?

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