Eyewear Focus and ObjectivesWilliam Sever

TIDIShield Eyewear Focus

• Volume Opportunity Estimates

• Priority Targets

• Product Review

• Product Development (Wilt)

The Opportunity - Background

• To protect themselves, caregivers regularly wear:– Gowns– Gloves– Face Masks

• Today, the proper use of protective eyewear by caregivers in the hospital is rare

• Why don’t caregivers use eyewear and use it properly?

The Problem - What the Caregivers Say…

• It’s not where I need it

• It takes too long to assemble - I’m in a hurry

• I have my prescription glasses on – they protect

me

• I have reusable glasses on – I use them all day

Eyewear is Not Easily Accessible

• Storage is…• Random• Unorganized• Unsanitary

• Leading to…• Non-compliance• Cross-contamination Risk

Additional Problem – New Learning: Reusable Eyewear Carries Risk!

Clinical Study* Results• Reusable eyewear may carry cross-

contamination risk even after decontamination• 94.9% cultured positive for microbial contamination

post-use• Startling Fact: 75% cultured positive after disinfection!

– (Coagulase Negative Staphylococcus, Gram Positive Cocci, Bacillus, Diptheroids, and Micrococcus)

Single-use, disposable eyewear can reduce cross-contamination between patient cases!

*Eyewear Contamination Levels in the OR, Victor R. Lange, CRC, MSPH

The TIDIShield Solution

• Point-of-Use Access• No Assembly Required• Convenience Drives Staff Compliance• Organized and Neat• Portable Dispensers Can be Placed

Where Needed• Acrylic Wall Holder

– Light enough to adheres with 3M Command™ Strips

TIDI Tower™ Dispenser – with TIDIShield Grab ‘n Go

Assembled Disposable Eyewear

Simply Grab and Go! Gravity design fills the dispenser opening.

Product Review

Product Rationale

• Eyewear is a focus category for TIDI Products– High margins– Market leader

• Eyewear is a growing product category• VOC and market visits found a need for eyewear storage

and point of use availability• Packs and boxes for all other PPE products except eye

protection

Two Approaches:• TIDIShield Grab ‘n Go!– Pre-assembled disposable eyewear– In the easy, point-of-use TIDITower package– With easy-to-mount wall holder

• TIDIShield Flip ‘n and Go!– In easy-to-use dispensers for point-of-use access

The TIDIShield Solution

Product Plans – Rebranding SummaryProduct Line-Up

Old Brand New Brand

Resposables TIDIShield Grab ‘n Go

FlipEase TIDIShield Flip ‘n Go

Product Plans – Rebranding SummaryProduct Line-Up

Old Brand New Brand

Resposables TIDIShield Grab ‘n Go

FlipEase TIDIShield Flip ‘n GoResposables TIDIShield Assemble ‘n Go Combo Pack

(Shields and Frames)

Resposables Lenses TIDIShield Assemble ‘n Go Replacement Shields

Resposables Frames TIDIShield Assemble ‘n Go Replacement Frames

• Nurses “love” it!

– Comfortable

– Convenient - just “Grab ‘n Go”!

– Love the colors

• Only exception: One male staff wants to get rid of the pink color

Anecdotal Feedback - Users

What Happens if We Solve This Issue?

The Prize is Huge!

The Prize is Huge!

• A few facts and thoughts…

• If a caregiver covers their nose and mouth, shouldn’t they cover their eyes as well?

• If they do cover their eyes, shouldn’t they do it in way that doesn’t increase the risk of infection?

1 2

3 4

5 6

Least = 1; Most = 6

New Guns

Band Aids

6 Million

2.3 Billion

16 Million

450 Million

634 Million

550 Million

New Cars

Condoms Big Macs

Face Masks

The Prize is Huge!

• If there was 1 disposable eye shield worn for every 4 face masks in hospitals at $1.215 per eye shield, then the category at the manufacturer level would be $193 Million!

• Currently, distributor level sales of eye shields to hospitals are $8 Million.

• Only 4% of the potential

• So, let’s use this 1:4 Eye Shield : Face Mask ratio

The Prize is Huge!

Disposable Eyewear

TodayFace Masks

8 Million 640 Million

1 : 11 : 4

The Prize is Huge!

Disposable Eyewear Future

Disposable Eyewear

Today

Face Masks

8 Million160 Million

640 Million

X $1.215/Eye Shield

$190 Million!

The Prize is Huge!

• We estimated the sales potential at hospitals using the 1 Eye Shield : 4 Face Mask ratio– We used number of beds as an approximator of

hospital size– We then spread the $190 million of potential sales

across all US hospitals– For a few systems, we added the single hospital sales

together– This works out to 172 Eye Shields per bed each year

TIDI Eyewear Usage Potential (1 Eye Shield: 4 face masks)

City State Beds Eye Shield/ bed/ day

Annual Units TIDI $/Unit Annual $ Sales

LA County - USC Medical Center Los Angeles CA 650 0.472 111,963 $ 1.215 $ 136,034

LA County - Harbor - UCLA Medical Center Torrance CA 389 0.472 67,005 $ 1.215 $ 81,411

Olive View-UCLA Medical Center Sylmar CA 377 0.472 64,938 $ 1.215 $ 78,900

LA County Central Jail Hospital Los Angeles CA 190 0.472 32,728 $ 1.215 $ 39,764

Rancho Los Amigos National Rehabilitation CenterDowney CA 207 0.472 35,656 $ 1.215 $ 43,322

TOTAL LA COUNTY 1,813 312,289 $ 379,431

The Prize is Huge!

The annual sales potential for 3 systems:

• For Sentara, the potential is $580K– 13 hospitals; $45K per hospital

• For LA County, the potential is $380K– 5 hospitals; $76K per hospital

• For Advocate, the potential is $690K– 11 hospitals; $63K per hospital

How big could your prize be*?

• For Sentara, $580K x 15% = $87K

• For LA County, $380K x 15% = $57K

• For Advocate, $690K x 15% = $104K

• For you, that’s over $ 31/ bed/ year!

* Based on 15% Tower sales commission rate

Priority Targets

Who Are We Targeting? Priority Caregiver Targets – 5 Groups

• “Beachhead” departments– Operating Room– Labor & Delivery– Emergency Room

• “Hospital-Wide” Departments– Occupational Health– Infection Control

Who Are We Targeting? Priority Hospital Systems

• Sentara – Virginia ($580K)• LA County ($380K)• Advocate – Chicago ($690K)

• New York Health & Hospital ($973K)• Baptist (Tenet) – San Antonio ($469K)• SAMMC -San Antonio ($88K)• Robert Wood Johnson – New Jersey ($252K)• University Health System – San Antonio

($79K)• Walter Reed – DC ($57K)

• One New York hospital volume– 15 Operating Rooms– 7 Scrub Sinks– Placed 2 towers at each sink

• Historically, staff all wore mask with shield• Results after 1 month:– TIDIShield had around a 60% “Share of Face”

• The OR staff was using more TIDIShield eyewear than mask with shield

– Materials management stated they were ordering 8x more than they projected

Anecdotal Feedback - Volume

Product DevelopmentBrian Wilt