Augustine Medical Inc

Introduction

The Bair Hugger Patient Warming System is marketed to hospitals in the United States. It is a device that has been designed specifically to treat hypothermia which many patients suffer from after operations. The Warming system is composed of two elements; there is a heater/blower unit and disposable warming covers. The ultimate problem facing Augustine Medical, Inc. is how to price theses two components of the product and how to position it compared to its competitors. There are many substitutes available for hospitals to treat and prevent hypothermia. However, there are many disadvantages to the variety of other devices which virtually treat the same condition. Augustine Medical believes that their product is superior to their competitors’ products.

S.W.O.T analysis of The Blair Hugger Patient Warming System

Strengths

Medical research indicates that between 60 -80% of recovery room patients suffer from hypothermia. Although this is unfortunate for the patients it is a strength for the company as they have a target market. The product has been designed to allow nurses and doctors to have easy access to the disposable warming covers which are placed in the top of the blower unit. Also the unit is easy to transport as it can be moved easily as it is on wheels. Hospital staff see this product one that will make the patient feel comfortable and will speed up the patients recovery process. The product also does not burn the patient and water leaks are not an issue. As well as this the product reduces the risk of cross contamination as the blankets are disposable.

Weaknesses

The warming covers needed in order to use the product will need to be restocked a lot of the time. The warming time per patient is about two hours this could pose a problem for patients because the results of the use of the device is not seen until two hours later and patients hypothermia may have gotten worse.Also this product is the only product the company have and thus...