Medtronic 2009 Annual Report Download - page 18

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Increase Patient Awareness
Wake-Up Call
Medtronic—and a clandestine video—
helped a fitness expert improve his
health. Texas gym owner and fitness
author Larry North didn’t realize his
sleep was unhealthy until the daughter
of his fiancée Brenda (pictured here)
caught him snoring on her videophone.
“They told me how embarrassing it was
when I snored on a plane or in a theater,”
Larry said. “I didn’t believe them until I
saw and heard the video. It sounded like
I was drowning very loudly.” Larry
looked into treatment options, but chose
the minimally invasive Pillar procedure
because “even though I’m a big guy, I’m a
wimp when it comes to pain, and this
procedure is painless. My throat was a
little scratchy afterwards, but it was
gone by the next day.” A year after
receiving his implants, Larry said he’s
leaner and fitter because he has more
energy, and his future family is no longer
embarrassed.
Many patients who could benefit from medical technologies
simply aren’t aware of them. So we’re expanding our role
to facilitate innovative marketing and distribution channels.
One example is a new direct-to-consumer channel to increase
awareness of our Pillar procedure for chronic snoring and
obstructive sleep apnea, which disrupt quality of life for an
estimated one in four Americans.
Our in-office Pillar procedure offers a less-invasive alternative
to traditional surgery or wearing a ventilator mask to bed. It’s
an elective procedure, so a referring physician may not always
be involved. To reach affected consumers, many ear, nose and
throat (ENT) doctors are setting up retail-based snoring centers.
Some of them are partnering with LASIK eye centers, since the
business model is similar.
The idea was inspired by our largest Pillar customer, Dr. Craig
Schwimmer, who opened a standalone business, The Snoring
Center, in Dallas, Texas, in 2004. “Snoring and sleep apnea affect
people’s health and relationships every day,” Dr. Schwimmer
said. “If people don’t get adequate restorative sleep, the body
doesn’t work properly. Lack of sleep is associated with many
major diseases, from heart disease to diabetes. Snoring can also
affect quality of life for snorers’ sleeping partners. So the services
we provide represent real value to people; they’re willing to invest
out-of-pocket dollars for their long-term well-being,” he said.
Having performed more than 5,000 Pillar procedures, Dr.
Schwimmer has seen remarkable results. “Not only have patients
reduced their snoring significantly, many tell me they have more
focus and are able to finally lose weight. While good sleep won’t
always improve other conditions, people are amazed at the
effect it has on their health.”
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