CATHOLIC UNIVERSITY OF BOLIVIA "SAN PABLO"

TARIJA CAMPUS
Department of Science, Technology, and Innovation Biomedical Engineering Program

Defibrillator
MARKET STUDY
IND-330, Preparation and evaluation of engineering projects
Students:
Pablo Muñoz Estrada
Tatiana Andreyevna Kitay-Gora Baldiviezo
Carlos Samir Uño Moron
Walter Miguel Vasquez Sandoval

Teacher:
Ing. Kaleb Irahola Azad

Tarija – Bolivia
September 29, 2023
 INDEX
1 Introduction................................................................................................................1

2 Background.................................................................................................................1

3 Development Framework..........................................................................................2

3.1 Scope............................................................................................................................2

3.2 Delimitation.................................................................................................................2

3.3 Methodology...............................................................................................................2

4 Study Objectives.........................................................................................................3

5 Product definition.......................................................................................................3

6 Demand Analysis........................................................................................................3

6.1 Primary Source Demand Analysis............................................................................4

6.2 Secondary Source Demand Analysis........................................................................4

7 Supply Analysis..........................................................................................................6

7.1 Competitive Analysis..................................................................................................6

7.2 External environment análisis...................................................................................7

8 Demand Determination..............................................................................................7

9 Price analysis..............................................................................................................8

10 Marketing Study.....................................................................................................8

10.1 Pricing Strategy..........................................................................................................9

10.2 Penetration strategy.................................................................................................10

11 Conclusion of study..............................................................................................10
 MARKET STUDY
1 Introduction
Considering the existence of cardiac pathologies caused by a variety of factors,
techniques are being investigated with the intention of addressing these conditions. One
of the main conditions observed in the medical field is cardiac arrhythmias, which can
lead to sudden patient death.
A human being is considered dead when all signs of vital life have been lost, which are
determined by the heart. For this reason, the window of opportunity to resuscitate a
person is very limited, emphasizing the need to improve patient care techniques in order
to save lives. The defibrillation process divides the short time available into two
moments: one for performing cardiac massage, known as CPR, and another moment for
defibrillation, where a high and brief voltage is applied to the patient to restore their heart
to a normal rhythm and thereby save their life.

2 Background
The background of this project is based on the critical need to expand the availability and
accessibility of automated external defibrillators (AEDs) in our community. According to
recent statistics, sudden cardiac arrests are one of the leading causes of death worldwide,
and the chances of surviving a cardiac arrest decrease significantly with every minute that
passes without proper defibrillation. Swift intervention with an AED significantly
enhances the chances of survival.
Despite electric shock through defibrillators being the only effective treatment for
ventricular fibrillation for several decades, there are still gaps in both availability and
public knowledge regarding their use. This project aims to address these deficiencies
through the strategic placement of defibrillators in high-traffic locations and the
implementation of training programs for both staff and the community at large on their
effective usage.
Furthermore, defibrillator technology has advanced over time, resulting in more portable,
user-friendly devices with improved cardiac rhythm detection algorithms. This makes the
investment in modern defibrillators even more justifiable and effective in saving lives.

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3 Development Framework
3.1 Scope
The market study aims to gather information about the brands available in the market in
order to compare various factors that will be reflected in the planning, structuring, and
assembly of a functional defibrillator prototype.

3.2 Delimitation
The project will be carried out from the beginning of the semester until December, in the
city of Tarija, specifically focusing on studying the use of automatic external biphasic
defibrillators. This field of medical equipment poses limitations when it comes to data
acquisition, as importing companies are reserved in certain aspects of their products,
providing specific information only to hospital procurement managers. On the other
hand, it is deemed advisable to seek or establish communication with the medical
department to obtain certain parameters when acquiring the equipment.

3.3 Methodology
This will be a qualitative research:
• Interview: A semi-structured, in-depth interview will be conducted to gather
information about the existence, use, and need for defibrillators in Tarija-Cercado.
• Surveys: Surveys are a method of research and data collection used to obtain
information from individuals on various topics. Surveys serve a variety of purposes
and can be conducted in many ways depending on the chosen methodology and
desired objectives. In this case, a series of closed-ended questions will be used to
collect the required information, with a sample of 10 professionals working in the
healthcare sector in the city of Tarija.
• Documents and records: An investigation into documents and records will be
conducted to ensure the quality and transparency of your study. Additionally, it
provides a solid guide for the research team and can be useful in validating the
results.
• Perception: from institutions that would purchase the equipment.

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4 Study Objectives
• Assess and evaluate the acquisition price of automatic external defibrillators.
• Compare the dimensions of this type of defibrillators.
• Define the need for the product in certain establishments.
• Understand the product's exposure in society.

5 Product definition
A defibrillator is a device that enables the application of electric shocks to achieve the
restoration of normal heart rhythm. It involves a sudden high-voltage discharge that
manages to interrupt and reverse an arrhythmia (the irregular rhythm in heart
contractions). (Pérez Porto, 2018)

6 Demand Analysis
n: Sample size (population of people aged 20 to 40 living in the City of Tarija).
e²: Acceptable limit of sampling error, which typically ranges from 0.1 to 0.9. In this
case, 0.5 was chosen.
N: Population (Number of healthcare personnel in the City of Tarija).
z²: Value obtained through confidence for the estimation treatment. It is a constant value
that, when taken in relation to 95%, is equivalent to 1.96.
p: Probability of success.
q: Probability of failure.
N 25
P 50%
Q 50%
Z 1.96
E 0.5

2
z ∗N∗p∗q
n= 2 2
e ∗( N −1 ) + z ∗p∗q
2
1.96 ∗25∗0.5∗0.5
n= 2 2
0.05 ∗( 25−1 )+ 1.96 ∗0.5∗0.5
n=23 ,5 ≈ 24

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6.1 Primary Source Demand Analysis
As a primary source, surveys and interviews will be conducted with professionals in the
healthcare field, including doctors, nurses, technicians, and biomedical engineers, among
others, in healthcare centers, consulting the following factors:
• Prices in the acquisition of defibrillator equipment.
• Importance of the defibrillator in the healthcare sector, such as clinics, hospitals,
ambulances, and others.
• Most demanded models for use in a hospital setting.
• Perceived need in other facilities.
• Lack of training in society regarding the use of this equipment.
• Cardiac arrest rate associated with the use of this equipment.
• Accessibility of equipment acquisition.
These factors will define the questions asked in the interviews and surveys, which will
enable an efficient and accurate analysis of the need for the acquisition and use of
defibrillators. Based on this analysis, respondents will be informed about the different
regulations that healthcare centers where they work must comply with. They will be
explained the mandatory nature of acquiring a defibrillator. For this reason, a request for
a source of information from the procurement and acquisitions department of the
hospitals where the staff work is included. This is why we will ask for a source of
information from the procurement and acquisitions department of the healthcare centers
where the interviewees and respondents work, allowing the possibility to include the
demand factor in future projections, considering the following factors:Crecimiento de la
población
• Demographic Shift
• Health Trends
• Evolution of Cardiac Pathologies
• Adaptation of New Features

6.2 Secondary Source Demand Analysis

The secondary sources will be:
Website Pages: The search will prioritize official equipment sales websites, such as
REANIBEX, LIFEPONIT, ZOLL AED PLUS, and DESA CU, which offer a wide range
of prices, models, and specifications as they are the main brands acquired by the
healthcare sector worldwide. Through these pages, necessary information will be
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obtained, and a reference table comparing certain aspects can be generated. Similarly,
searching on sales pages where lower prices are evident, such as Amazon, Mercado
Libre, Aliexpress, Alibaba, and others, will be considered. These pages offer different
models of lower quality, but at a significantly reduced price.
It is intended to gather information from web articles, documents, and other types of web
pages to obtain technical specifications of the defibrillators, taking into account the
regulations and certifications that hospitals have. All this information will be compiled
into a comparison table with the respective specifications.

Research Projects/Theses: A degree project related to this project was found, titled
"Design of a Semi-Automatic External Defibrillator." Through this degree project, the
context of designing a semi-automatic external defibrillator will be analyzed to make
comparisons regarding design strategies, implementation, promotion, sales, and
marketing applied to this medical equipment.

World Health Organization (WHO): It is considered relevant to find data on a topic of

great importance for hospitals and related healthcare centers, and it was deemed
appropriate to gather this information from the WHO, considering its validity as an
international entity. The following data were taken into account: [Here, the specific data
from the WHO is expected to be mentioned.]
• Public Access to Defibrillators (PAD): The WHO has advocated for the
availability of automated external defibrillators (AEDs) in high-traffic public
places such as airports, shopping malls, stadiums, and train stations. The
installation of AEDs in these locations can significantly increase the chances of
survival in the event of a sudden cardiac arrest.
• Cardiopulmonary Resuscitation (CPR) Training: The WHO emphasizes the
importance of CPR training, which includes the use of defibrillators, for medical
personnel as well as the general public. Swift administration of CPR and
defibrillation can save lives.
• Defibrillator Maintenance: The WHO highlights the importance of regularly
maintaining and checking defibrillators to ensure they are ready for use in case of
an emergency. This includes checking the battery, electrodes, and overall
functionality of the device.

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 • Integration into Emergency Response Systems: The WHO advocates for the
effective integration of defibrillators into emergency response systems and
emergency medical services to ensure comprehensive and coordinated care in
cases of sudden cardiac arrest.

7 Supply Analysis
A project defibrillator supply analysis involves evaluating both the competitive aspects
within the defibrillator industry and external factors that may affect the project's success.

7.1 Competitive Analysis

Current Competitors: Identify the main competitors in the defibrillator industry. This
may include companies that manufacture defibrillators, medical service providers, and
medical device manufacturers. Examine their products, market shares, and pricing
strategies.
Product Differentiation: Evaluate how the defibrillator project distinguishes itself from
competitor products, answering the following question: Does it have unique features or
technological advantages that set it apart? This could include ease of use, portability,
connectivity, or accuracy in arrhythmia detection.
Pricing and Pricing Strategy: Analyze the pricing strategy of the project compared to
that of the competition. Are competitive prices being offered or a superior value
proposition? Consider how the offered prices will impact market demand.
Distribution Channels: Examine the distribution plan for the defibrillators. Will there be
distribution agreements with hospitals, clinics, or government entities? Evaluate the
effectiveness of distribution channels compared to competitors.
Marketing Strategies: Compare the marketing and promotion strategies of the project
with those of the competitors. Is there a strong marketing plan that highlights the
advantages of your product? Evaluate the communication approach with potential
customers.

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 Table 1

Unit
Brand Power (Joules) Size (mm)
price ($)
Reanibex 300
2540 360 245*290*100
Estandar
LIFE-POINT 1428 200 12*23*257
ZOOLL AED
1307 200 13.3*24.1*29.2
FLUS
DESA CU-SPZ 2180 200 260*256*69.5
Nota: This table shows 5 diferent models and brands of automatic external biphasic defibrillator.

7.2 External environment análisis

Regulations and Standards: Research the regulations and standards that affect the
manufacturing and distribution of defibrillators in the region or target market. Ensure that
the project complies with all legal and quality requirements.
Market Trends: Examine current trends in healthcare and medical device technology. Is
there an increase in public awareness about the importance of defibrillators? How are
competitors adapting to these trends?
Economic Factors: Consider the current economic situation and future economic
projections in the target market. Economic changes can affect customers' ability to invest
in medical devices like defibrillators.
Social and Demographic Factors: Evaluate the demographic characteristics of the
population in the target market. For example, consider how an aging population may
increase the demand for defibrillators. Additionally, public perception of health and
safety can influence demand.
Technological Factors: Consider how the evolution of technology could impact the
project. This could include advances in medical electronics, connectivity, or device
miniaturization.

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8 Demand Determination
The determination of demand is carried out considering the competitive analysis in
relation to other companies and the product's viability through interviews or surveys
conducted with potential customers, which would be:
• Hospitals
• Private clinics
It is also worth noting that through market research, based on a thorough investigation of
the characteristics of such equipment, including current and future trends, it is possible to
assess the prices and market shares. This could reach individuals who would want to
obtain a defibrillator for their homes, schools, universities, etc., with the necessary
precautions to comply with all applied regulations and standards.

9 Price analysis
Taking into account the table that was obtained regarding the prices maintained by the
companies, where an estimated price range of the product was evaluated to be between
$900 to $2000, different factors influencing the product's value are studied once the price
range is established.

Table 2

Unit
Brand
price ($)
Reanibex 300
2540
Estandar
LIFE-POINT 1428
ZOOLL AED
1307
FLUS
DESA CU-SPZ 2180
Nota: In this table, you can observe the different prices of the top 5 selling brands in the market."

The costs involved in the product development must be taken into account. In production,
factors such as component value, design, personnel, and others are considered, which is
why the production cost ranges from $100 to $400.

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 Additionally, it is anticipated whether the equipment is adapted to include an
electrocardiogram, which leads to an increase in the price of the defibrillator and its
production cost.
This product is a necessary equipment for the hospital area, as international regulations
specify the presence of defibrillators in emergency areas and in the majority of
departments within a hospital. On the other hand, it is also a product that can be acquired
in schools, universities, or in places with high foot traffic.

10 Marketing Study
Based on the positioning of the defibrillator in the market, it is classified as a high-quality
and reliable device, crucial for saving lives in emergency situations. The following key
features are highlighted:
Compact Design: Our defibrillators stand out for their compact design and portability.
This not only makes them more cost-effective but also facilitates their installation and use
in a variety of settings, from hospitals to schools and local businesses.
Advanced Technology: Despite their competitive price, our defibrillators feature
advanced technology that ensures optimal performance in emergency situations. This
combination of affordability and quality makes them an attractive option for a wide range
of customers.
Economies of Scale: As demand increases in Tarija and the surrounding region, we will
leverage economies of scale to maintain lower production costs. This will allow us to
sustain competitive prices in the long run.
Certified Quality: Emphasis will be placed on the product's compliance with the strictest
quality standards and certification by recognized medical bodies.
Ease of Use: User-friendliness is highlighted, with an intuitive design and included
training for end-users.
Technical Support: Quick resolution of inquiries and issues will be promoted through
technical support.
Marketing Communications: Communication efforts will focus on educating potential
customers about the importance of having a defibrillator, as well as conveying the
product's reliability. The communication strategy will involve various social media
platforms to engage with the target audience and conduct mass campaigns to showcase

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 the product's features. Content strategies will include explanatory reels, testimonial
videos, carousels, and posts about the product, highlighting all its features.
Distribution: Various channels will be utilized for the distribution of defibrillators,
including partnerships with hospitals, clinics, and alliances with established physicians to
expand market presence.

10.1 Pricing Strategy

The pricing strategy to be implemented for defibrillators in Tarija will be based on
offering a highly competitive price in the local market. This will be achieved by
ensuring that our defibrillators are affordable compared to competing products. The
main competitive advantage driving this pricing strategy is the compact design and
advanced technology of our defibrillators.
Competitive Pricing: Our company is committed to providing customers in Tarija
with an affordable and high-quality alternative in the defibrillator market. This means
that our prices will be significantly lower than those of our direct competitors, without
compromising the quality or effectiveness of our products.

10.2 Penetration strategy

Establishing partnerships with hospitals, clinics, and medical care centers in Tarija to
promote the implementation of defibrillators in their facilities.
Offering special discounts and collaboration agreements to these institutions to encourage
the purchase of defibrillators.
Setting up a local monitoring and maintenance service to ensure that the defibrillators are
in optimal condition at all times.
Providing long-term maintenance contracts to ensure the reliability of the product.

11 Conclusion of study
The different prices available at the time of acquiring this equipment were assessed.
Through a comparison table, the various dimensions of the defibrillators were observed,
providing better information for this project. The parameters that this product must have
and the need in certain establishments, whether public or private, were appropriately
defined. The exposure that the product has in society was understood.

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