Supersensitive magnetocardiographic system

for early recognition, precise diagnostics and

monitoring of heart diseases

12.10.2006
Kiev

Dr.Volodymyr Sosnytskyy
+38(044)5013072
sosna@uninet.kiev.ua
Kiev Medical Group, Ltd.
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Kiev
 Problem Description & Market Need

- Ischemic heart disease is the leading cause of death in Western countries.

- The early noninvasive diagnosis of ischemia is one of the major clinical

problems that could benefit from the additional information provided by MCG.

- MCG can identify propensity to ventricular arrhythmias, in heart diseases ,

independently of other clinical variables.

- Contactless MCG can be ideal for research and development of new drugs
and for experimental evaluation of gene therapy.

- The vicious circle: lack of clinical equipment -> clinician skepticism ( lack of
experience) -> lack of evidence-based clinical benefit -> no real market -> lack
of investment -> lack of development of clinical equipment.

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 Brief technology description

• MCG is the measurement of

magnetic fields emitted by the
human heart from small currents
by electrically active cells of the
heart muscle.

• MCG is a completely noninvasive

method that permits the
registration of cardiac electrical
activity at multiple site in a plane
above the chest cage without the
need for electrodes.

• MCG is both a method to record

cardiac signals and to provide 3D
functional imaging of cardiac
electrophysiology. 3
Averaged MCG
36-channels Normal MCG

Map of magnetic field

distribution on Tapex

Map of current density

distribution on Tapex

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 Advantages
• MCG is modern imaging and quantitative analysis technique for detection
abnormal difference in electrophysiological cardiac phenomena

• Magnetocardiography (MCG) is a noninvasive and risk-free technique for

contactless surface mapping of the magnetic fields generated by the electrical
activity of the heart.

• This SQUID-based MCG system has a high potential for health care, especially
because it could be used in hospital environments without expensive and inflexible
magnetic shielded rooms.

• Recent availability of budget-price multichannel minisystems for unshielded MCG.

• MCG has been accepted as a clinical tool.

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 Experimental results

MCG – Animal Studies

PHANTOM AND SOURCE

MODELING

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 Clinical Trials (CAD with normal ECG vs. Controls)
Sensitivity & Specificity of MCG in CAD with normal ECG

PET
MCG 90.5 % PET MCG 84.6 %
- 90 -
Stress Scintigraphy
Stress-EchoCG - 80 - Stress-EchoCG
Stress Scintigraphy
Exercise-ECG
- 70 -

- 60 -
Sensitivity - 50 - Specificity

- 40 -
Exercise-ECG
- 30 -
Holter monitoring Holter monitoring
- 20 -
ECG at rest
ECG at rest - 10 -
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 Stage of development

• System is ready for application

• Clinical Trials: detection of myocardial ischemia
and arrhythmogenic risk assessment

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 Targeted Market Segment

• MCG can be used for noninvasive diagnosis of cardiac events related to :

- coronary artery disease (CAD),
- safety of all medical drugs with respect to the drugs potential to cause
heart arrhythmia,
- early detection of graft rejection after cardiac transplantation,
- pathophysiological role and therapeutic potential of stem cells .

Introduction of MCG diagnostics into routine clinical practice can

improve patient outcomes, decrease mortality and risks, increase comfort
and significantly reduce cost of health care.

The cost of commercially available few-channel systems for unshielded

MCG range between 200,000 and 500,000 US$ 9
 Competition

•
More expensive or invasive methods:
- Stress-echocardiography,
- Single photon emission computed tomography
(SPECT)
- Coronary angiography

The cost of the equipment for MCG differs widely as

function of approach prefered.
Small unshielded systems can now be operated by
nurses or research technicians

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 Competitive Matrix

Important product Kiev Medical Cardio Mag Cryoton Co.Ltd

or technology
Group, Ltd. Imaging Inc.
characteristics
Cost-effectiveness
high low middle
-------------------------
automated complitely semi semi
The evaporation
rate
L/day
1,7 2,5 2-3
Solution of the
Inverse problem modern old modern
(Software)
Costs 200-300
( X 1000 )
> 300-500 > 300
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 Opportunities

We look forward on international

collaboration for :
• clinical trials
• joint product development

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Contact information

Dr.Volodymyr Sosnytskyy
+38(044)5013072
sosna@uninet.kiev.ua
Kiev Medical Group, Ltd.
Kiev

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Variables Segmentation
Consumer market Business market
Type of Type of
segmentati Variables segmentati Variables
on on
Location, customer
concentration,
Region, climate,
regional industrial
population density,
Geographic Geographic growth rate, and
and population
international
growth rate
macroeconomic
factors
Age, gender,
ethnicity, Size of the
nationality, organization, its
Demograph Customer
education, industry and
ic type
occupation, position in the
religion, income, value chain
and family status
Values, attitudes, Loyalty to
Psychograp opinions, interests, Buyer suppliers, usage
hic activities, and behavior patterns, and order
lifestyles size
Usage rate and
patterns, price
Behavioral sensitivity, brand
loyalty, and pursuit
of benefits

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 Value proposition
• A noninvasive and risk-free imaging and
quantitative system for your heart!

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 Marketing Strategy
• Using physicians to counteract payer re-direction. The hospital encourages
ordering physicians to educate patients about why this specific imaging
procedure was ordered. They recommend consistent messaging about its
benefits among scheduling staff as well.
• Started requesting patient emails for targeted marketing. The practice mailed
letters to patients attempting to steer patients toward this imaging technique.
• Support community events [like races or art festivals] with a donation and
place an ad in the program book or display a banner at the event.
• Observing the Outside Market: Getting familiar with overall health care trends
by examining competitors, other local employers, and major players.
• Taking the location and patient’s average income into account.

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