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Sample Proposal:
Identifying New Business Development Opportunities In Medical Nutrition (U.S. Focus)
February 24, 2017
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Dear Jim, Per our conversations, Harrison Hayes has incorporated valuable feedback from Company ‘X’ and is pleased to present this proposal, ‘Identifying New Business Development Opportunities In Medical Nutrition’. This proposal is designed to assist Company ‘X’ in exploring and identifying new offerings that will drive growth within Company ‘X’ ‘s U.S. medical nutrition business. We will seek to unlock new business development opportunities via acquisition, partnering, licensing and joint ventures that will redefine medical nutrition and propel Company ‘X’’s growth trajectory in the U.S.
In this proposal, we will review the objectives, scope, qualitative research and ideation methodology of this project. We will also examine additional detail regarding the ideation methodology that Harrison Hayes will utilize to obtain unique insights into identifying disruptive innovation and white space opportunities particular to the medical nutrition businesses. We are highly confident that our ideation methodology and insightful results will exceed your expectations. To complement our work on this project, Harrison Hayes will rely on a dynamic network of KILs (Key Innovation Leaders) who have deep domain expertise and are well respected in their specific disciplines. This assures that our research, ideation and points of view are of the highest value. We welcome your suggestions and comments and are looking forward to a great working relationship. Sincerely, Bill Smith Managing Director Harrison Hayes, LLC
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Extrinsic)Innovation)Networks:)The)Closed)Innovation)Network)of)KILs)!The!Breakthrough!Innovation!and!Ideation!Methodology:!Uncovering!New!business!Development!Opportunities!In!Medical!Nutrition!
Floyd)H.)Chilton)PhD)
Chanda)K.)Sen)PhD)
Rachelle)S.)Doody)MD,)PhD)
Alice)Ammerman)PhD)
Molly)McMahon)MD))
What)do)you)see)as)the)major)research)breakthroughs)and/or)product)and/or)new)business)model)applications)inNluencing)the)development)of)medical)nutrition?)In)what)speciNic)disease)areas?)In)what)speciNic)types)of)healthcare,)medicine,)device)markets?)
Exploratory))Questions)
Harrison)Hayes)SMEs)moderate)and)populate)the)forum)with)questions)based)on)exchanges)between)members)
Participation)is)high)due)to)each)member)gaining)valuable)feedback)from)others)in)the)group.))Spirited)exchanges)are)encouraged)to)drive)deep)understandings.)
Closed)Innovation)forum)creates)a)sense)of)commonality)leading)to)freer)communication)and)sharing)of)ideas)and)concepts)
Fluid,)continuous)discussion)allows)for)deep)insights)not)found)in)focus)groups)or)other)research)methods))
All)30)KILs)will)participate)in)a)closed)innovation)network)forum)moderated)and)populated)by)Harrison)Hayes)SMEs)
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RESEARCH & IDEATION OBJECTIVES The primary objective of this research project is to seek new business development opportunities to drive growth and redefine the medical nutrition ecosystem. This research will also help to provide Company ‘X’ with a stronger, more viable platform for the development of new lines of business with strategic innovation and integration potential. To obtain this data, Harrison Hayes will focus on the assessment in the following areas. The following includes a sample of areas of assessment:
• Disruptive innovation (new) product potential and related ideation development utilizing our technology scouting and proprietary Transforium deal flow database.
• Emerging medical nutrition business models, applications, market opportunities. Evolutionary, Revolutionary and Disruptive landscape analysis.
• Emerging aging medical nutrition business models and identify companies that are interested in acquisition or licensing/partnering opportunities.
• Emerging brain health medical nutrition market opportunities and identify companies that are interested in acquisition or licensing/partnering opportunities.
• Emerging chronic illness and rare disease medical nutrition market opportunities and identify companies that are interested in acquisition or licensing/partnering opportunities.
• Emerging critical care and surgery medical nutrition market opportunities and identify companies that are interested in acquisition or licensing/partnering opportunities.
• Emerging food allergy medical nutrition market opportunities and identify companies that are interested in acquisition or licensing/partnering opportunities.
• Emerging gastro-‐intestinal medical nutrition market opportunities and identify companies that are interested in acquisition or licensing/partnering opportunities.
• Emerging malnutrition medical nutrition market opportunities and identify companies that are interested in acquisition or licensing/partnering opportunities.
• Emerging obesity medical nutrition market opportunities and identify companies that are interested in acquisition or licensing/partnering opportunities.
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• Emerging pediatric medical nutrition market opportunities and identify companies that are interested in acquisition or licensing/partnering opportunities.
• Emerging immuno-‐oncology medical nutrition market opportunities and identify companies that are interested in acquisition or licensing/partnering opportunities.
• Potential mergers/acquisition; partnerships; collaborations; alliances, including an adjacent market (and proximity mapping) analysis
• Divergent and convergent white space and business model opportunities within rare and ultra rare disease therapies.
• Issues and challenges (e.g. regulatory, competitive, market entry) surrounding the medical nutrition marketplace and how these may impact our findings.
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BACKGROUND Recently, the United States has seen a shrinking gap between food and medicine. There appears to be a growing trend at the intersection between food and life science companies, yet it has not been definitely determined where the market may lead. The role of nutrition is entering a new stage of discovery and innovation – not just in addressing nutritional gaps but with potentially direct therapeutic impacts – that is changing the management of health and forging an increasingly integral role in the management of health across the human life cycle. Company ‘X’ has a comprehensive range of products that help correct or improve nutritional status that are important – and in some cases – clinically proven to be a vital part of recovery or health management. Now, new opportunities are emerging based upon scientific advances (omics) being made about both the nature of disease and the potential of nutritionally related innovations to directly impact them in a clinically proven way, with a known mode of action. This creates the potential to bring forward innovations with a more direct and clinically proven therapeutic impact. Nutrition is of central importance to the treatment of various diseases and health conditions, just as malnourishment is largely responsible for their prevalence. In recent decades, great emphasis has been placed on the importance of nutrition and a healthy diet, especially in hospital settings, since malnutrition is a widely presented problem and an appropriate dietary plan can shorten the treatment period and hence the duration of a patient’s hospitalization.1 Clinical Nutrition for Medical Conditions
Medical Nutrition A new era of personalized healthy eating to prevent or even treat disease is on the horizon, say nutrition science researchers, who see this as a key part of the global effort to combat chronic preventable diseases that can be related to diet, such as cardiovascular illness, Type 2 diabetes and some cancers. These types of noncommunicable diseases are the top cause of death worldwide,
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according to the World Health Organization (WHO), killing 38 million people annually. To develop more individualized, targeted dietary guidelines and therapeutic nutrition options, researchers are working to understand the crucial interactions between food and the human body.2 Rare Diseases Food scientists and nutrition researchers around the United States are catching on to this medical nutrition trend, especially in rare diseases. Jeffrey Blumberg is a Tufts University nutrition scientist who says dietary guidance targeted to your precise genetic makeup is the wave of the future. Mark Heiman is the Chief scientific officer of MicroBiome Therapeutics, which is developing health-‐boosting nutritional therapies that increase the variety of gut microorganisms. Microbiome therapeutics have the potential to address the underlying causes of many types of diseases by restoring the gut microbiota to a healthy state. This healthy state can be disrupted by different health conditions such as trauma or even drugs.2 Dr. Dean Ornish, Creator of a renowned program for reversing cardiac disease, believes dietary changes will continue to be key to a healthy heart. Steven Schwartz, Ohio State University food scientist, is working on functional food products to help prevent cancer and other illnesses. Robert Zeigler, Director general of the International Rice Research Institute, is coordinating the Golden Rice project designed to raise vitamin A levels in developing nations. Immuno-‐oncology Malnutrition is a frequent problem in cancer patients, which leads to prolonged hospitalization, a higher degree of treatment-‐related toxicity, reduced response to cancer treatment, impaired quality of life and a worse overall prognosis. The attitude towards this issue varies considerably and many malnourished patients receive inadequate nutritional support. Evidence from the literature suggests that nutritional screening should be performed using validated tools (the Nutritional Risk Screening 2002 [NRS 2002], the Malnutrition Universal Screening Tool [MUST], the Malnutrition Screening Tool [MST] and the Mini Nutritional Assessment [MNA]), both at diagnosis and at regular time points during the course of disease according to tumor type, stage and treatment. Nutritional intervention should be actively managed and targeted for each patient; it should comprise personalized dietary counseling and/or artificial nutrition according to spontaneous food intake, tolerance and effectiveness. Nutritional support may be integrated into palliative care programs. “Alternative hypocaloric anti-‐cancer diets” (e.g. macrobiotic or vegan diets) should not be recommended as they may worsen nutritional status.3 Medical Nutrition covers specific dietary needs of patients suffering from illnesses or specific disease states including Inborn Errors of Metabolism, Paediatric Care & food allergy, Acute Care (including critically ill, swallowing disorders and cancer), as well as Metabolic and Obesity care. Our Medical Nutrition products are recommended by healthcare professional and used in hospitals, nursing homes, and in home care. Aging The United States is a quickly aging nation, which will only stimulate the growth of the nutraceutical market. Currently, roughly 12.7% of the American population is over the age of 65, and this percentage is expected to increase to over 19% by the year 2030 as the Baby Boomer population reaches retirement age.4 As people age, the human body undergoes several changes, many of which can be addressed through the use of nutraceuticals. A range of nutrition-‐based technology platforms are being developed, aiming to bring forward clinically proven innovations, specifically in the areas of brain and gastrointestinal health. In brain
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health and Alzheimer’s disease for example, further clinical trials are underway of a product that helps the brain to process glucose needed for effective brain function. Medical Nutrition Conditions
Diseases in Which Clinical Nutrition may be indicated
Company ‘X’ is focused on advancing nutritional therapy to change the course of health – for people, patients and our partners in healthcare. They are seeking whitespace opportunities to drive growth and redefine medical nutrition offerings in the United States. There is a compelling opportunity to create a space “where nutrition becomes therapy.” By offering innovative, medical nutritional products, Company ‘X’ can enable consumers to manage their day-‐to-‐day individual health needs through nutrition.
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References 1. Clinical Nutrition in Practice. Katsilambros N, Dimosthenopoulos C, Kontogianni M, et al.
Athens University School of Medicine, Laiko University Hospital. Blackwell Publishing Ltd. West Sussex, United Kingdom; 2010.
2. Current Series: Nutrition Innovation. Food Future2050. Accessed at http://futurefood2050.com/interviews/nutrition-‐innovation/ on February 13, 2017.
3. Caccialanza R, Pedrazzoli P, Cereda E, et al. Nutritional Support in Cancer Patients: A Position Paper from the Italian Society of Medical Oncology (AIOM) and the Italian Society of Artificial Nutrition and Metabolism (SINPE). J Cancer. 2016;7(2):131-‐5.
4. Is Healthcare Recession Proof? An Analysis of the Status of the Healthcare Industry in Some Developed Nations. Frost and Sullivan. 14 June 2010.
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PROJECT SCOPE Harrison Hayes will assist Company ‘X’ in seeking whitespace opportunities
to drive growth and redefine medical nutrition offerings in the United States. The scope of this project is domestic.
METHODOLOGY Primary Research The Key Innovation Leader (KIL) questionnaire will be developed through a
collaborative effort with Company ‘X’ in order to ensure that the focus of this project is being addressed. The questionnaire is to be used as a platform for exploration and discussion. All interviews will be conducted directly by Harrison Hayes’s Principals and Research Team who have the autonomy to probe deeper and maneuver through unique issues that arise during discussion with the KILs – what we refer to as improvisational interviewing. Our Research Team is able to select the most appropriate questions to ask each KIL due to our extensive knowledge and involvement with the project’s goals. These interviews are conducted individually, which allows us to focus directly on the expertise that each KIL possesses. Improvisational interviewing yields valuable qualitative interview data unlike structured interview surveys. Instead of merely moving from question to question, our Research Team is able to adapt based on KILs’ response to questions, thus obtaining additional insight. To complement our primary, qualitative Key Innovation Leader (KIL) research we will concurrently perform secondary research from syndicated, internal, and public sources. We believe secondary research will provide us with useful data regarding the challenges and direction of new medical and health-‐related businesses over the next 10-‐15 years. Our Secondary Research Methodology and its role in the project’s outcome is discussed further detail below. Harrison Hayes believes that through the effective marrying of primary KIL insight and secondary research – along with our partnership with the Company ‘X’ project team – we can obtain exceptional insight into the potential for expansion outside the United States. Our research module begins by concurrently identifying and recruiting a customized panel of KILs (Table 2-‐Key Innovation Leaders) and developing a project specific KIL study guide/questionnaire. Note: The KILs ultimately, are our co-‐creators in the ideation process.
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METHODOLOGY
Table 1: Examples of Key Innovation Leaders (KILs)
• Clinical Dietitians, Nutritionists, and Pharmacists
• Practitioners and specialists in:
o Aging
o Brain Health
o Chronic Illness/Rare Diseases
o Critical Care Surgery
o Food Allergy
o Gastroenterology
o Malnutrition
o Obesity
o Pediatrics
• Food Formulation Scientists
• Product Innovation Heads at companies such as PepsiCo, Kellogg’s, General Mills, GNC, etc.
• Regulatory Experts
• Medical, Nutrition, Technology and Healthcare Futurists; Innovation; Trends
• Life/Health Sciences Venture Capital Investors
• Academic researchers in Medical Nutrition
• Academic researchers in Aging
• Academic researchers in Brain Health
• Academic researchers in Chronic Illness/Rare Diseases
• Academic researchers in Critical Care Surgery
• Academic researchers in Food Allergy
• Academic researchers in Gastroenterology
• Academic researchers in Malnutrition
• Academic researchers in Obesity
• Academic researchers in Pediatrics
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• Table 2: Examples of Potential Key Innovation Leaders
Person's Name Title/Expertise
Ann T. Riggs MD, CMD
Associate Professor of Medicine, Director, Division of Long Term Care Donald W. Reynolds Department of Geriatrics, University of Arkansas for Medical Sciences. In addition to her work at UAMS, Riggs is a consultant for the Arkansas Foundation for Medical Care. She also serves on several national committees for the American Medical Directors Association, a professional organization for the advancement of nursing home medicine. Riggs' interest lies in improving care at the end of life, frailty and nursing home medicine.
Chandan K. Sen, PhD
Department of Surgery & Molecular & Cellular Biochemistry; focuses on reactive oxygen species & anti-‐oxidant nutrients with emphasis on tissue injury and repair; Executive Director of OSU Comprehensive Wound Ctr. His research program is housed in the Davis Heart and Lung Research Institute where he serves as a Deputy Director and the Director of the Regenerative Medicine Program. Dr. Sen's current research on tissue injury and repair is split into three programs: stroke, post-‐infarction myocardial remodeling and cutaneous wound healing. He is a PI of several projects including multiple clinical trials. His research has been continuously extramurally funded by prestigious agencies such as five different institutes of the National Institutes of Health, US Department of Defense, US Department of Veteran Affairs and the industry.
E. Paul Cherniack MD
Division of Geriatrics and Gerontology University of Miami School of Medicine and the Miami VA Medical Center. E. Paul Cherniack completed a study assessing the effects of supplementation of vitamin D on calciotropic hormones and safety in the same subject population in this proposal that was recently published in the Journal of the American Geriatrics Society. He is currently a co-‐investigator on a project to determine the effects supplementation of vitamin D on the physical performance of the elderly.
Floyd H. "Ski" Chilton, Ph.
Wake Forest University Health Sciences (WFUHS). Research by Chilton, professor of physiology and pharmacology at Wake Forest University School of Medicine, focuses on the role that diet or medical foods play in human disease. Chilton, director of the Center for Botanical Lipids at Wake Forest Baptist Medical Center, is widely recognized for his work on the role of fatty acid metabolism in human diseases, plus the role that inflammation plays in so many diseases such as cardiac, diabetes, arthritis. Based on his own and others' research, Chilton is a major proponent of the addition of fiber to the diet, balancing the omega fats and increasing specific families of polyphenols.
Frank M Sacks Department of Nutrition, Harvard School of Public Health Gregory Primus Orthopedic Surgeon at Chicago Center for Sports Medicine
Ivy M. Alexander, PhD, C-‐ANP
Associate Professor at the Yale University School of Nursing and Director of the Adult, Family, Gerontological and Women's Health Primary Care Specialty. She is also a practicing clinician in the internal medicine department of the Yale University Health Services. Dr. Alexander received her Bachelor of Science in Nursing degree from the Pennsylvania State University
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José R. Fernández
Department of Nutrition Sciences and Clinical Nutrition Research Center, University of Alabama at Birmingham. Dr. Fernández main research interest is the identification of genes that contribute to racial differences in obesity and diabetes. He uses the genetic admixture approach as a tool to decompose the genetic, social and cultural components underlying racial and ethnic differences. He is also interested on the application of methods for QTL mapping, the use of linear statistical models to (a) identify genes in the population (b) identify gene-‐gene interactions and (c) identify the interaction of genes and environment, and the use of statistical approaches to improve the identification of genes in the population.
Joseph J Carlson
Department of Food Science and Human Nutrition Michigan State University. Since October 2005, Joe has served as the Director of the Sports and Cardiovascular Nutrition, which includes the Spartan Nutrition and Performance Program (SNAPP). He is jointly appointed with MSU's Dept. of Food Science and Human Nutrition. He received his degrees from MSU including a BS in Nutrition/ Dietetics (85), Masters (88) and PhD (97) in Exercise Physiology with a cognate in Nutrition. He is a Certified Specialist in Sports Dietetics (CSSD) with the American Dietetic Association.
Rachelle S. Doody, M.D., Ph.D.
Effie Marie Cain Chair in Alzheimer's Disease Research and Professor of Neurology in the Department of Neurology at Baylor College of Medicine. Current research interests include studies to understand and model the progression of Alzheimer's Disease, studies of clinical heterogeneity, and research and development of new medications to treat Alzheimer's Disease. Dr. Doody has served on the Texas Council on Alzheimer's Disease and Related Disorders, the Board of Directors for the Houston and Southeast Texas Chapter of the Alzheimer's Association and is listed in Best Doctors in America.
Shawkat Dhanani, MD, MPH
Director, Geriatric Evaluation & Management Unit, Geriatric Research, Education & Clinical Center, VA Greater Los Angeles Healthcare System. Associate Clinical Professor, Division of Geriatric Medicine, UCLA School of Medicine
Wilbert S. Aronow MD, FACP, FACC, FAHA, FACCPAGSF, FGSA
Clinical Professor of Medicine and Chief, Cardiology Clinic. Wilbert S Aronow MD is Clinical Professor of Medicine; Director Cardiology Clinic; and Senior Associate Program Director and Research Mentor for the Residency and Fellowship Programs Department of Medicine Westchester Medical Center/New York Medical College He received his MD from Harvard Medical School. He received the Distinguished Service Award from the Society of Geriatric Cardiology in 2003 the Joseph T Freeman Award from the Gerontological Society of America New York Medical College Adjunct Professor of Geriatrics and Adult Development Mount Sinai School of Medicine.
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Alice Ammerman, PhD
School Nutrition Policy, Dept. of Nutrition, Schools of Public Health and Medicine, UNC Chapel Hill. Dr. Ammerman is interested in design and testing of innovative clinical and community-‐based nutrition and physical activity intervention approaches for chronic disease risk reduction in primarily low income and minority populations. Dr. Ammerman has strong research and practice collaborations across the state addressing childhood obesity and was appointed by the Lieutenant Governor to serve on the Childhood Obesity Study Committee, charged with recommending legislative action around childhood obesity. She is also PI of the Center of Excellence for Training and Research Translation, charged with identification, translation, and dissemination of evidence-‐based interventions for obesity and cardiovascular disease control and prevention. More recent research interests focus on school nutrition policy associated with childhood obesity, sustainable agriculture as it relates to improved nutrition, and social entrepreneurship as a sustainable approach to addressing public health concerns.
Colin Wilborn, PhD, CSCS, FISSN
Exercise and Sport Nutrition Laboratory, Baylor University. Colin is currently an Associate Professor of Physical Therapy, Dean of the Graduate School and Research, & Director of the Human Performance Lab at the University of Mary Hardin-‐Baylor. Colin has published over 200 peer reviewed articles, abstracts, and book chapters on the effects of sport supplements and exercise on body composition, metabolism, and performance. Colin’s professional and personal interests are the effects resistance training and sport nutrition on health, body composition, and performance.
Nilesh M. Mehta, MD
Boston Children’s Hospital, Critical Care Nutrition Boston, Mass. Dr. Mehta has a keen interest in optimal nutrition therapy and its impact on outcomes in critically ill children. His scholarly pursuits have focused on describing the metabolic response to stress, energy and protein metabolism, changes in body composition and strategies to optimize nutrient intake in children with critical illness, injury and following surgery.
M. Molly McMahon, MD
Mayo Clinic, Division of Endocrinology Rochester, Minn. Dr. McMahon is the medical director of adult nutrition support services at the Mayo Clinic and the President Elect of the American Society for Parenteral and Enteral Nutrition.
Charlene W. Compher, PhD, RD, CNSC, LDN, FADA, FASPEN
University of PA School of Nursing, Nutrition Science Philadelphia, Pa. Dr. Compher’s clinical work has been the inspiration for her research, including several clinical trials that contributed to the 2012 FDA approval of teduglutide, the first targeted therapy for short bowel syndrome to reduce intravenous nutrition for these patients. More recently, Dr. Compher and colleagues compared the effectiveness of exclusive enteral nutrition feeding, partial enteral nutrition, and biological therapy on Crohn’s disease in children. They found that exclusive enteral nutrition and biological therapy had similar effectiveness. Another study of critically ill patients found that higher protein intake was associated with improved survival and faster discharge.
Stacy Brethauer, MD, FASMBS
Dr. Brethauer is a Staff Physician in the Section of Laparoscopic and Bariatric Surgery at Cleveland Clinic. He is the Director of Bariatric Surgery at Fairview Hospital and Associate Program Director for the Advanced Laparoscopic and Bariatric Surgery Fellowship program. He currently serves on the ASMBS Executive Council as President-‐elect. He is involved in a variety of national committees and task forces focusing on quality and accreditation in bariatric surgery.
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Deborah Bade Horn, DO, MPH, MFOMA
Dr. Horn is the medical director of the Center for Obesity Medicine and Metabolic Performance and is a clinical assistant professor at the University of Texas Medical School. She is board certified in family and general preventive medicine and is a Diplomate of the American Board of Obesity Medicine. In 2011, Dr. Horn earned the Obesity Medicine Association’s (OMA) Bariatrician of the Year award. She currently serves as the OMA president. She regularly presents in a variety of educational formats and venues about physical activity, obesity, and weight-‐related comorbidities.
Wendy Scinta, MD, MS
Dr. Wendy Scinta is a nationally recognized expert on adult and childhood obesity treatment, and current president-‐elect of OMA. She is a clinical assistant professor of family medicine at SUNY Upstate, a Diplomat of the American Board of Family Physicians, and a Diplomate of the American Board of Obesity Medicine. Her recent awards include receiving Obesity Medicine Clinician of the Year (OMA-‐2012), Physician of the Year (NY Business Journal-‐2013), and America’s Top Doctors (CRCA-‐2014). Dr. Scinta’s BOUNCE childhood obesity program has been researched and implemented internationally.
Ethan Lazarus, MD
Dr. Ethan Lazarus is a Diplomate of the American Board of Obesity Medicine, is board certified by the American Board of Family Medicine, and serves as the Obesity Medicine Association’s delegate for the American Medical Association (AMA). He has been practicing obesity medicine since 2004. His practice focuses on a multi-‐modal collaborative approach to helping patients achieve and maintain a healthy weight. He believes in evidence-‐based medicine and is committed to developing technology that will allow obesity medicine practices to track their interventions and outcomes in a meaningful way to prove that treatments are safe, effective, and economical.
Eric C. Westman, MD, MHS, MFOMA
Dr. Eric Westman received his MD from the University of Wisconsin/Madison, completed an internal medicine residency and chief residency at the University of Kentucky/Lexington, and completed a general internal medicine fellowship at Duke University, which included a master’s degree in clinical research. At Duke since 1990, he is director of the Duke Lifestyle Medicine Clinic, has carried out clinical research and clinical care regarding lifestyle treatments for obesity and diabetes, and has more than 90 peer-‐reviewed publications. He is currently the chairman of the board of the Obesity Medicine Association and a fellow of the Obesity Medicine Association and The Obesity Society.
Krishna Doniparthi, MD, FAARM, FOMA
Dr. Krishna Doniparthi is a diplomate of the American Board of Obesity Medicine and is board-‐certified in family medicine and functional medicine (Fellow). He did his residency in family medicine at the University of Alabama, where he was chief resident. Before residency, he published research on pediatric anaplastic thyroid cancer at USUHS in Bethesda, Maryland. Besides obesity medicine, his functional medicine focus is on lipid membrane therapy for neurological conditions, autoimmune, gut microbiome balance, genetic metabolism, and nutrigenomics.
Gordon Jenson, PhD, MD
The University of Vermont College of Medicine has announced the appointment of Gordon L. Jensen, M.D., Ph.D., as senior associate dean for research. Jensen will also serve as professor of medicine and professor of nutrition and food sciences in the College of Agriculture and Life Sciences. Active in research collaborations and mentorship, he has investigated geriatric nutrition concerns, obesity and function in older persons, and nutrition and inflammation, and has served as co-‐director of the Penn State Childhood Obesity Prevention Training Program and co-‐director of the Clinical and Translational Science Institute KL2 Training Program.
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Susan Finn, PhD, RD, FAND
Susan Finn, CEO of the global consultancy Finn/Parks & Associates, is a recognized leader and a respected communicator in the food, nutrition and health arena. As a top-‐level advisor to professional societies, educational institutions and industry, Dr. Finn evaluates, interprets and brings context to nutrition research and its implications. Dr. Finn is uniquely skilled at building dynamic partnerships based on Mutually rewarding goals. Over the past several years, she has Focused on the common ground shared by the quest for global food security, the impact of innovation and technology, and the role of nutrition security in building strong societies. Speaker of the House John Boehner recently appointed Dr. Finn to the National Commission on Hunger, which will assess the hunger crisis in this Country and recommend how government along with private and Public partners can respond.
Louise Merriman, MS, RD, CDN
Director, Clinical Nutrition, New York Presbyterian Hospital. Author of "At-‐risk and Malnourished Patients: When Does Underfeeding in the Hospital Become Unethical?"
Karen W. Albaugh, PT, DPT, MPH, CWS
Neumann University Kenneth Square, PA. Dr. Karen Albaugh is a PA-‐licensed Physical Therapist and a board Certified Wound Specialist through the American Academy of Wound Management. In addition to teaching at Neumann University, she actively practices as a Clinical Specialist at Optimum Physical Therapy Associates in West Chester, PA. She is involved with the APTA on various levels, having served as Program Chair and as a consultant for the development of curriculum guidelines and wound care-‐coding initiatives.
Michael Fullmer, RD, CSP, LDN, CNSC Division of Hematology/Oncology Nemours/Alfred I. duPont Hospital for Children.
Shara Rose Bialo, MD Division of Pediatric Endocrinology Nemours/Alfred I. duPont Hospital for Children.
John Bohnsack, MD
Pediatric Rheumatology and Immunology Primary Children's Medical Center University of Utah Hospitals and Clinics/Shriners Hospital Department of Pediatrics University of Utah School of Medicine. Dr. Bohnsack’s clinical interests include the evaluation and treatment of rheumatic disorders, autoimmune and auto inflammatory diseases (including recurrent fever syndromes) and primary immune deficiency disorders of childhood and adolescence. His administrative role in the Department includes oversight of the revenue cycle, Pediatric contracting, implementation of clinical information systems, and redesign of the ambulatory clinics to improve patient and physician satisfaction.
Allison Brinkley, RD, CNSC, LD/N Specialty Dietitian Arnold Palmer Hospital for Children Outpatient Pulmonology Cystic Fibrosis Clinic.
Wendelin A. Burdo-‐Hartman, MD
Developmental Pediatrician Gerber Endowed Chair DeVos Children's Hospital Clinical Associate Professor, Pediatrics Michigan State University Wendelin A. Burdo-‐Hartman, MD is a member of the Section of Developmental and Behavioral Pediatrics at Nationwide Children’s Hospital and an Assistant Professor of Pediatrics at The Ohio State University College of Medicine. She also serves as the Medical Director of the Nationwide Children's Hospital Interdisciplinary Feeding Clinic. Her primary clinical, research and educational activities include neurodevelopmental disabilities and diseases of prematurity.
Christopher C. Chang, MD, PhD Clinical Professor of Medicine in division of Rheumatology, Allergy and Clinical Immunology at UC Davis.
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Stephanie A. Chopko, PhD Clinical Psychologist Division of Pediatric Behavioral Health Department of Pediatrics Nemours/Alfred I. duPont Hospital for Children.
Mitchell B. Cohen, MD
Pediatric Gastroenterology Professor of Pediatrics Associate Professor of Internal Medicine Director of the Program for Research and Education in Intestinal Disorders Cincinnati Children's Hospital. Mitchell Cohen, MD, a national leader in pediatric medicine and an internationally renowned specialist in children’s digestive disorders, is chair of the UAB Department of Pediatrics in the University of Alabama School of Medicine and physician-‐in-‐chief of Children’s of Alabama.
Jaclyn Costantino, RD, LDN
Pediatric Clinical Dietitian Nemours/Alfred I. duPont Hospital for Children. Jaclyn completed the Sodexo Dietetic Internship in the Philadelphia area with an emphasis in pediatrics. She started working at Nemours/Alfred I. duPont Hospital for Children as a clinical dietitian in December 2012. The divisions she currently work with include Gastroenterology, Diagnostic Referral Services and General Pediatrics; however, I also have experience in Critical Care, Neonatology and Rehabilitation.
Magee L. DeFelice, MD Division of Pediatric Allergy/Immunology Department of Pediatrics Nemours/Alfred I. duPont Hospital for Children.
Maureen F. Edelson, MD
Pediatric Hematologist/Oncologist Division of Hematology/Oncology Nemours/Alfred I. duPont Hospital for Children Instructor in Pediatrics Jefferson Medical College.
Jonathan Evans, MD Division of Pediatric Gastroenterology and Nutrition Nemours Children's Clinic.
Nancy Swigert, M.A., CCC-‐SLP, BCS-‐S
Nancy Swigert is the Director of Speech-‐Language Pathology and Respiratory Care at Central Baptist Hospital in Lexington, KY, a 385-‐bed acute care facility, accredited by Joint Commission as a Gold Plus Performance Stroke Center. Additionally, she was the Coordinator for ASHA’s Special Interest Division 13, which encompasses swallowing and swallowing disorders. The Division has over 5400 affiliates. She also was the chair of the Healthcare Economics Committee, and was a president of the ASHA Foundation as well as ASHA President in 1998. She will serve as chair of the Specialty Board for Swallowing and Swallowing Disorders 2012-‐2014.
Nadine Conor, Ph.D., Associate Professor
Nadine Connor earned her Ph.D. in Neurophysiology at the University of Wisconsin in Madison in 1997. She is currently an Associate Professor at the University of Wisconsin School of Medicine and Public Health, division of Otolaryngology-‐Head and Neck Surgery. Her research interests include sensorimotor integration for the control of facial movements; tissue flap physiology; voice disorders; and aging and neuromuscular function in the head and neck. Her lab’s research program is directed at understanding how physiological and structural properties of muscles, skin, and the central and peripheral nervous systems change with aging, surgery, diseases and disorders, and how these changes may influence properties of voice production, speech, and swallowing. Her ultimate interest is the manner in which behavioral, medical, or surgical treatment may affect change in function and quality of life.
Christy Ludlow, BS, MS, Ph.D., Professor
Dr. Ludlow is a Professor at James Madison University (JMU) in the Department of Communication Sciences and Disorders where her research interests include manipulating neural control for dysphagia rehabilitation.
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Jan Lewin, Ph.D., Professor
Dr. Jan S. Lewin received her Ph.D. from Michigan State University in 1994. She is a Professor in the Department of Head and Neck Surgery and Section Chief of Speech Pathology and Audiology at The University of Texas M. D. Anderson Cancer Center. She is a national and international authority on the restoration of speech and swallowing function in patients with head and neck cancer. Under her direction, she developed the premier program for functional rehabilitation and restoration of oncology patients worldwide.
Laura Michael
Laura Michael earned a Bachelor of Science degree in Nutrition from the Ohio State University and then trained with one of the authors of the American Dietetic Association’s National Dysphagia Diet. In 2011, Laura started her own company, Dysphagia Supplies Direct, to help people with dysphagia live their best lives. She trains professionals (including CEU courses) and family care-‐givers in how to manage the food and beverage modifications necessary using techniques and products to meet the needs of each unique client. Her company offers specialty food products, many of which are not readily available outside the acute-‐care setting, making it possible to receive care at home, in a group home or other care setting. Her specialty is caring for those with Alzheimer’s and other Dementias, ALS, Parkinson’s disease, Stroke and Head-‐Neck-‐Oral Cancers. She is a frequent public speaker to patients, caregivers and the professionals supporting these populations.
Michelle R. Ciucci, PhD
Michelle R Ciucci, PhD is an Assistant Professor in the Department of Communication Sciences and Disorders, Department of Surgery-‐Division of Otolaryngology-‐Head & Neck Surgery, and a faculty member in the Neuroscience Training Program at the University of Wisconsin-‐Madison (UW). Dr. Ciucci practiced as a Speech-‐Language Pathologist for a number of years. In addition to these activities, Dr. Ciucci has been the President of the Wisconsin Chapter of the American Parkinson Disease Association for 4 years. Dr. Ciucci joined the board of the NFOSD in 2013.
Frederick Askari, MD, PhD Associate Professor, Hepatology Division of Gastroenterology Director, Wilson Disease Program University of Michigan Health System.
Satish Rao, M.D., PhD
PROFESSOR OF MEDICINE CHIEF, DIVISION OF GASTROENTEROLOGY/HEPATOLOGY DIRECTOR, DIGESTIVE HEALTH CENTER. His research interests focus on the pathophysiology and treatment of inflammatory bowel disease, food intolerance (particularly fructose), constipation, fecal incontinence and visceral pain, particularly esophageal chest pain. He has pioneered several new techniques of evaluating esophageal, gastric, colonic, and anorectal function, in particular the brain-‐gut axis, for which he has several patents, and he has pioneered technique of biofeedback therapy for dyssynergic defecation.
Kenneth Brown, M.C.
Dr. Brown is board certified in Internal Medicine and Gastroenterology. A native of Nebraska, he completed his medical training at the University of Nebraska Medical Center and received his specialty training at the University of Texas Health Science Center at San Antonio. Dr. Brown is an active participant in both local and national organizations and was recently named one of D Magazine's Best Doctor in Dallas 2008. In addition to Hemorrhoid treatment, he has a special interest in Colon Cancer screening and Irritable Bowel Syndrome.
Barbara Bradley Bolen, Ph.D.
Clinical Psychologist Barbara Bradley Bolen, Ph.D. is a clinical psychologist with a private practice on Long Island, New York, who writes extensively about IBS. She serves as the Guide to Irritable Bowel Syndrome for the web site About.com, and is the author of Breaking the Bonds of Irritable Bowel Syndrome and the co-‐author of IBS Chat: Real Life Stories and Solutions.
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Lucinda A. Harris, M.S., M.D.
Asst. Professor of Medicine Consultant Division of Gastroenterology & Hepatology Department of Medicine Mayo Clinic – Scottsdale Lucinda A. Harris, MS, MD, is currently Assistant Professor of Medicine, Mayo School of Medicine and Consultant, Division of Gastroenterology and Hepatology, Mayo Clinic Scottsdale. She is Co-‐Director of the Motility Group there. Prior to her present position at Mayo, she was formerly Associate Professor of Clinical Medicine at the Weill Medical College of Cornell University in New York, NY, where she also trained as a GI fellow. She has an active interest in motility as evidenced by her special clinical and research interests in IBS, chronic constipation and pelvic floor disorders. As a result of her interest in overlap syndromes she has an additional interest in celiac disease.
Carol A. Burke, MD, FACG
Dr. Burke is Vice Chair of the Department of Gastroenterology and Hepatology and holds joint appointments in the Department of Gastroenterology and Hepatology, Colorectal Surgery and the Taussig Cancer Institute at The Cleveland Clinic Foundation in Cleveland, Ohio, where she serves as Director of the Center for Colon Polyp and Cancer Prevention and Head of the Section of Polyposis in the Sanford R. Weiss, MD, Center for Hereditary Colorectal Neoplasia. Her area of clinical and research interests includes the prevention of colorectal neoplasia both in sporadic individuals and those with the inherited colorectal cancer syndromes. Her research on the effects of chemo-‐preventive agents on the prevention of intestinal neoplasia has been funded by the National Cancer Institute, the National Institutes of Health, and the ACG, among others.
David A. Greenwald, MD, FACG
Professor of Clinical Medicine, Albert Einstein College of Medicine Director, Gastroenterology Fellowship Program, Montefiore Medical Center. Previously, he was the Fellowship Program Director in Gastroenterology at Montefiore Medical Center/Albert Einstein College of Medicine for nearly two decades and was an Associate Division Director of the Division of Gastroenterology at Montefiore Medical Center in the Bronx, New York. He is also a Professor of Clinical Medicine at the Albert Einstein College of Medicine. He just completed a term as one of the Medical Directors of the Advanced Endoscopy Center.
Mark B. Pochapin, MD, FACG
Director, Division of Gastroenterology, NYU Langone Medical Center. Clinically interested in the bacteria of the gut, their effect on the development and prevention of disease, and the way in which advances in technology can be used to improve our ability to detect and treat precancerous and cancerous growths in the gastrointestinal system.
Stephen B. Hanauer, MD, FAC
Clifford Joseph Barborka Professor of Medicine, Northwestern University Feinberg School of Medicine, Medical Director of the Digestive Health Center, Northwestern Medicine. Dr. Hanauer serves as Director of The Logan Center for GI Clinical Research and Co-‐Director of the Inflammatory Bowel Disease Research Center at the University of Chicago. He is a Professor of Medicine and Clinical Pharmacology at University of Chicago Pritzker School of Medicine. Dr. Hanauer is Editor in Chief of Nature Clinical Practice Gastroenterology & Hepatology. He served as a Scientific Advisor of Inflammatory Bowel Disease at Ocera Therapeutics, Inc. He has been Chairman of the Scientific Advisory Board and Member of the Scientific Advisory Board of Asphelia Pharmaceuticals, Inc. since September 2008. He serves as a Member of Science Advisory Board of Exagen Diagnostics, Inc. and Seres Therapeutics, Inc. He serves as a Member of IBD Clinical Advisory Board at Receptos, Inc.
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Nicholas J. Shaheen, MD, MPH, FACG
Professor of Medicine and Epidemiology Director, Center for Esophageal Diseases and Swallowing University of North Carolina School of Medicine. Dr. Shaheen performs extensive clinical and translational research in diseases of the esophagus, with a special emphasis on pre-‐cancerous and cancerous conditions. He is interested in developing improved methods of detecting people who have these conditions before they present with symptoms. He is Director for the Center for Esophageal Diseases and Swallowing at UNC, and has authored more than 200 papers on these diseases.
Douglas G. Adler, MD, FACG
Professor of Medicine Director, Gastroenterology Fellowship Program University of Utah School of Medicine Director of Therapeutic Endoscopy, Huntsman Cancer Center. His interests focus on pancreatobiliary disease (disorders of the pancreas, gallbladder, and bile ducts) and therapeutic endoscopy, which is a procedure using a lighted, flexible instrument, or endoscope, to reach areas of the body that require treatment. Dr. Adler is also interested in gastrointestinal (GI) cancer and endoscopic therapy for GI cancer patients.
Brian E. Lacy, MD, PhD, FACG
Professor of Medicine, Geisel School of Medicine at Dartmouth Chief, Section of Gastroenterology and Hepatology, Dartmouth-‐Hitchcock Medical Center. Lacy's clinical and basic science research interests focus on disorders of gastrointestinal motility, with an emphasis on irritable bowel syndrome, dyspepsia, gastroparesis, acid reflux disease, constipation, intestinal pseudo-‐obstruction, achalasia and visceral pain. He is the author or co-‐author of over 80 peer-‐reviewed articles and the author or co-‐author of numerous textbook chapters on gastrointestinal motility disorders and functional bowel disorders.
David T. Rubin, MD, FACG
Joseph B. Kirsner Professor of Medicine Section Chief, Gastroenterology, Hepatology and Nutrition Co-‐Director, Digestive Diseases Center. The University of Chicago Medicine. Dr. Rubin performs clinical research related to outcomes in inflammatory bowel diseases, with particular interest in prevention of cancer associated with these diseases. He is also interested in new therapies for inflammatory bowel diseases; better screening tools for colorectal cancer, and the genetics of inflammatory bowel diseases.
Maureen Gardner, MA, RDN, CSO Clinical Dietitian at Moffitt Cancer Center and an Executive Committee Member of the Oncology Nutrition Dietetic Practice Group.
Annette M. Goldberg, MS, MBA, RDN, LDN
Outpatient Dietitian at Boston Medical Center Cancer Center. Primary role is to work with the team to identify patients who are at high risk for malnutrition or significant weight loss and to work with those patients to maintain their nutritional status during treatment. I’m also a resource for aiding with tube feeding, nutritional supplements, diet education, community activities, and general counseling.
Robin McConnell, MS, RD, CSO
Robin McConnell, MS, RD, CSO, is the clinical nutrition coordinator at the JTCC and 1 of 5 oncology nutritionists at the center who work with outpatients in all stages of treatment and recovery. As registered dietitian specialists certified in oncology nutrition, she and other staff members at the John Theurer Cancer Center (JTCC) at Hackensack University Medical Center in New Jersey, (JTCC) deal with challenges including depression, altered taste, anorexia, surgery, and the inability to process food. Their patients “have tremendous issues with eating,” she said, and the problem extends across the spectrum of cancers and cancer treatments.
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Kim Robien, PhD, RD, CSO
Associate Professor at the Milken Institute School of public Health at George Washington University. In their article in the Journal of the American Dietetic Association, Robien and her collaborators wrote that the ACS would update its nutrition and physical activity guidelines this year using a panel of experts who look at available scientific evidence. The current guidelines focus on cancer prevention, as do guidelines set by the World Cancer Research Fund/American Institute for Cancer Research (WCRF/AICR).
Heather Bell-‐Temin MS, RD, CSO
Heather Bell-‐Temin is a Registered Dietitian Nutritionist and Certified Specialist in Oncology Nutrition. She received a bachelor’s degree in food and nutrition from Florida State University and a master’s degree in nutrition from Louisiana State University. Heather has been working in the field of nutrition for over 15 years and specializes in the care of patients with gastrointestinal diseases and senior adult patients.
Tricia Cox MS, RD, LDN, CNSC, CSO
Tricia Cox is an Oncology Dietitian at Baylor University Medical Center and works specifically with patients receiving a Blood and Marrow Transplant. She spends her time working as part of a nutrition management protocol team, managing nutrition support, teaching cooking classes, and precepting interns. Tricia has revised and published chapters on oncology nutrition for the Texas Academy of Nutrition and Dietetics, the Oncology Nutrition for Clinical Practice, and recently taught an online class for the American Society for Clinical Oncology.
Kelay Trentham MS, RDN, CSO
Kelay Trentham has worked as an outpatient oncology dietitian since 2004 and is currently at MultiCare Regional Cancer Center in Tacoma, WA. She works with both medical and radiation oncology patients, and worked with stem cell transplant patients in her previous position at the Seattle Cancer Care Alliance. She was the first outpatient dietitian hired at MultiCare Regional Cancer Center, as part of the navigation team, to develop outpatient nutrition services for four clinics.
Suzanne Michel, MPH, RD, LDN
Mrs. Michel is a registered dietitian and clinical assistant professor at the Medical College of South Carolina, a leading CF center in Charleston, S.C. Suzanne has more than 30 years of experience working directly with people who have CF.
Katherine McDonald, PhD, FAIDD
Dr. Katherine (Katie) McDonald is an Associate Professor in the Department of Public Health, Food Studies and Nutrition in the Falk College of Sport and Human Dynamics and a Faculty Fellow at the Burton Blatt Institute at Syracuse University. Dr. McDonald conducts collaborative research with community-‐based organizations and community members on health, education, community, and employment disparities experienced by individuals with disabilities.
Diana Dawson, P.N.P.
Diana Dawson is a pediatric nurse practitioner and clinical nurse specialist specializing in the care of children with lung conditions as well as adult cystic fibrosis patients. She treats patients in the general pediatric pulmonary clinic, Pediatric Asthma Program, and both the pediatric and adult cystic fibrosis centers. Dawson provides assessment, treatment recommendations and education for patients, and helps coordinate their care at UCSF. She also provides consultative support to other nurses caring for patients with lung conditions. She helped develop and create UCSF's Asthma Program and assists in medical research and coordinates the care of infants identified through the California Cystic Fibrosis Newborn Screening Program.
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Robert G. Martindale, MD, PhD
Professor of Surgery; Chief of Gastrointestinal and General Surgery; Medical Director Hospital Nutritional Service. Dr. Martindale’s primary focus throughout his professional career has been in surgical education and patient care in surgery and nutrition. He has won numerous teaching awards and continues to publish and mentor young physicians and investigators. In addition to being the co-‐editor of a textbook dealing with surgical and critical care nutrition, he is the author of well over 200 publications, including peer reviewed articles, review articles, chapters, and several medical educational videos.
Table 3: Examples of Potential Questions for Key Innovation Leaders (Note: Additional KIL questions will emerge from discussions with Company ‘X’)
1. What do you see as the major research breakthroughs and/or product and/or new business model applications influencing the development of medical nutrition? In what specific disease areas? In what specific types of healthcare, medicine, device markets?
2. Which of these trends do you believe will have the greatest impact in the future?
3. How do you define “medical nutrition”?
4. What do you see as the role of medical nutrition in medicine today? Do they play a valid role in the practice of medicine? Why or why not?
5. How large is the gap between medical nutrition and traditional medicine? Do you see this gap narrowing? Explain.
6. What technologies currently exist outside of molecules and ingredients that may provide a benefit to a medical nutrition supplement?
7. What do you see as the major research breakthroughs and/or product and/or new business model applications influencing the development of medical nutrition? In what specific disease areas? In what specific types of healthcare, medicine, device markets?
8. What are the top five emerging nutritional and/or nutraceutical (and related molecules/ingredients) research trends (in U.S.; global)? How would you rank them?
9. What are the most relevant issues and challenges (past, present, future) surrounding the use of medical nutrition currently? (in U.S.; global)?
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METHODOLOGY Secondary Research & Trend Spotting
Harrison Hayes believes that through the effective marrying of primary KIL insight and secondary research – along with our partnership with the Company ‘X’ project team – we can obtain uncommon insight into understanding and assessing whitespace opportunities to drive growth and redefine medical nutrition offerings for Company ‘X’. Harrison Hayes proposes to concurrently supplement our primary research with secondary research and trend spotting. By combining primary and secondary research we are able to gain insight into consumer attitudes, micro markets, and financial growth possibilities –including return on investment trends, and analytical assessments of consumer products, technology and business model trends. Secondary research used to supplement our primary research and trend spotting includes: Syndicated Harrison Hayes has established relationships with a variety of syndicated information providers. Publicly Available Harrison Hayes conducts significant market research within the public domain. We have expertise in identifying key market data through journal and trade publications, online subscription databases, market research data hubs, proprietary data sources and archival research. Internal One of Harrison Hayes’s key assets is the market research previously conducted that resides “in-‐house”. Our ability to leverage this data significantly reduces the time constraints associated with providing the required deliverables.
Secondary Research Excerpt
• Further identification of combined product and technology portfolios
• Further identification of advancements in medical nutrition (e.g. generation of new products)
• Emerging disruptive business model, reimbursement, supply chain and related trends
• Emerging regulatory (state/government) healthcare trends (e.g. barriers, opportunities, etc.)
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METHODOLOGY Secondary Research & Trend Spotting Identifying disruptive consumer demand and receptivity potential; unmet
needs; and trending analysis requires primary and secondary research to uncover emerging patterns and business opportunities in the evolving and growing market. We do not guess trends; we detect, analyze and evaluate them to make evidentially supported projections. For this project, our challenge is to evaluate the new markets, micro markets and potential partnerships. Company ‘X’’s proprietary panel of KILs has significant insight into the future state of medicine, devices, biomaterials and technology. They are on the cutting edge of trends and function as a valuable resource for understanding the future of the business, new business models, products and platforms. Examples of trends that we will seek to uncover include:
• Future medical, life style and health-‐care-‐related innovations and medical nutrition innovations
• Future US and global consumer demand for new medical nutrition products and services
• Cutting edge approaches to entering new markets and related micro markets
• Emerging white space opportunities/new business model trends
• Emerging combinatorial innovation and design opportunities (e.g. Internet components, including software, protocols, languages, and capabilities combined in ways that create totally new innovation.)
• Emerging patents and related analysis
• Competitive M&A (Mergers & Acquisitions) movement; trends
Trending research is an integral part of a successful research initiative, and Harrison Hayes is confident our trend spotting methods will provide Company ‘X’ the necessary insight into emerging markets; market dynamics (trends analysis); future consumer healthcare, lifestyle, technology and medical demands; and future business model, potential product/platform innovation/integration opportunities.
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METHODOLOGY Ideation From our conversation with Company ‘X’, we look forward to identifying and
exploring new medical nutrition and health-‐related markets, untapped potential customers, and new, innovated business models, products and platforms. Through our years of experience, Harrison Hayes has developed a scientific approach to ideation. We begin the ideation segment by utilizing data from our front-‐end KIL interviews, secondary research, and internal brainstorming sessions to deliver new and exciting business model/proposition ideas, product and platform concepts.
We prefer to conduct the ideation segment in an iterative process between Company ‘X’ and Harrison Hayes. An individual iteration consists of 10-‐15 different concepts for discussion. We will seek to “harvest” one to three concepts per iteration for further examination in the validation phase. We will then present these concept business models/propositions/ products/platforms and jointly discuss their merits and validity. In doing so, we will present to Company ‘X’ generally five to eight (6-‐8) business model, product and platform concepts in each innovation round. Each new business model/proposition/product and platform concept consists of three detailed components:
AfAAfter the initial list of innovated business models/propositions/products and platform concepts are presented to Company ‘X’, we will schedule a conference call to discuss the merits and viability of each of the platform/product concepts. As a result of this conversation, we will further refine creative direction for the next ideation round. We will continue with this process of creation and discussion until we have jointly agreed to a list of six to eight (6-‐8) exceptional, high potential ideated business models/propositions, platform and product concepts.
Name of Ideated Business Models/Platform/Products
Ideated name of Company ‘X’ business models/propositions/platform/s and products
Definition & Description of Ideated Business Models/Platform/Products
Definition and detailed description of ideated Company ‘X’ business models/propositions, platforms and products/s providing a vibrant and clear understanding of the concept.
Anticipated Audience Profile for Ideated Business Models/Platform/Products
Appropriate business models/propositions, platforms and products for the concept at hand and reasons why.
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METHODOLOGY Ideation
Ideation Business Model Platform/Concept Validation/Research Harrison Hayes believes that when expanding business models, product lines and/or introducing new innovations, a holistic view of receptivity and validation is required. Therefore, upon selection of six to eight (6-‐8) key business model, product and platform concepts, we recommend conducting a three-‐part quantitative and qualitative research validation study to capture all constituents in the Company ‘X’ sales channel in the US and abroad.
Part 1 Quantitative Distribution/Channel Survey The first research validation survey consists of a 100 dealers/distributors
and purchasing customers (Company ‘X’ consumers and non-‐consumers) regarding their views on the ideated business models, products and platform concepts.
Part 2 Quantitative End-‐User Confirmation
Second, to further validate the ideated business model, product and platform concepts, we propose surveying 100 ultimate end-‐users who might help develop, process, distribute and/or consume Company ‘X’ products in order to gain validation for entering new markets, and developing new products.
Based on the relevance to the selected ideated business model, product and platform concepts, we will make specific recommendations as to which methodology (telephone or internet surveys) would be most applicable.
Harrison Hayes will construct survey questionnaires focused on validating the selected ideated business model, product and platforms concepts through a battery of questions used to determine the receptivity and practicality of each concept.
Part 3 Final Qualitative Key Innovation Leader Confirmation & Combined KIL
and Company ‘X’ Closed Innovation Network
Concurrent with the Quantitative Research, Harrison Hayes’s Principals and Market Research Team will go back to a select group of
Company ‘X’’s Proprietary KILs (selection based on their specialties) to validate the findings and ideas generated during the project.
Since these selected KILs were familiar with this project from the beginning, we believe they will be able to participate in additional disruptive innovation business model, product, and platform application discussions, through which would be moderated by Harrison Hayes SMEs over a 45 day period of time.
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The concept of establishing a closed innovation network with the KILs is to establish an ongoing perpetual dialogue/discussion which mirrors that of a focus group, yet has the benefits of ongoing exchange of ideas and insights over an extended period of time.
FINAL REPORT Strataject Report™
Our final deliverable for this project is an internalized Strategy Report (“Strataject Report™”). The Strataject Report™ is the culmination of all research and activities that have taken place over the duration of the assignment. This report serves as an action plan illustrating the top-‐three (3) high probability business model, product and platform innovation opportunities for Company ‘X’. Based on the research findings, the report will also include emerging white space opportunities and an M&A potential/adjacent market analysis. Harrison Hayes will schedule a time to present and discuss our findings and recommendations to Company ‘X’. During this meeting we will discuss in detail our front-‐end research, our findings, and our recommendations for Company ‘X’ in understanding the challenges, opportunities, and direction of the medical nutrition business. Evidence supporting these opportunities will be validation feedback, quantitative data, preliminary research insights, and secondary/trending findings.
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Project(Kick,off( Recruitment(of(30(KILs(
(Key(Innovation(Leaders)(
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PROJECT FEES
Terms: 50% due upon launch date of project and 50% due within 30 days of launch date. Travel expenses will be billed at cost. Company ‘X’ will approve all travel expense prior to incurring any costs. Company ‘X’ Harrison Hayes, LLC Signature: _____________________ Signature: _______________________ Name: __________________________ Name: __________________________ Title: ___________________________ Title: ___________________________ Date: __________________________ Date: ___________________
Activity Weeks Fee
Key Innovation Leader Study 30 KIL Interviews 6-8 $62,500
Secondary Research 2-4 14,500
Closed Innovation Network Established, Moderated and Documented with 30 KILs
78,000
Final Report 1-2 10,500
Total Project Duration and Fee 10-12 $ 165,500
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