The U.S. Market for Home Medical Tests

Published by: Packaged Facts

Published: Sep. 1, 1997 - 354 Pages

Table of Contents

• The Overall Market
  
  • Market Sales And Projected Growth
    
  • Market Composition
    
  • Table 1-1: The U.S. Home Medical Tests Market: Retail Sales By Selected Categories, 1992-2001 (Dollars): Blood Glucose, Pregnancy/Ovulation, Blood Pressure, Fecal Occult Blood, Cholesterol
    
• Home Blood Glucose Monitoring Devices
  
  • Current Sales
    
  • Current Marketers
    
  • Marketer Shares
    
  • Figure 1-1: Marketer Shares Of Blood Glucose Monitoring Devices, 1996 (Percent): Johnson & Johnson/Lifescan, Boehringer Mannheim, Bayer, Medisense, Others
    
  • Prospects For New Products
    
  • Consumer Advertising Expenditures
    
  • Consumer Base
    
• Home Pregnancy And Ovulation Tests
  
  • Current Sales
    
  • Current Marketers
    
  • Marketer Shares For Pregnancy Tests
    
  • Marketer Shares For Ovulation Tests
    
  • Consumer Advertising Expenditures
    
  • Core User Group Will Decline
    
  • Consumer Base For Pregnancy Tests
    
  • Consumer Base For Ovulation Predictors
    
• Home Blood Pressure Monitors
  
  • Current Sales
    
  • Current Marketers
    
  • Marketer Shares
    
  • Customer Base
    
• Home Fecal Occult Blood Tests
  
  • Current Sales
    
  • Current Marketers
    
  • Public Awareness And New Guidelines
    
  • Men And Women Over 40 At Risk
    
  • Growth Of Potential Consumer Base
    
• Home Cholesterol Tests
  
  • Current Sales
    
  • Current Marketers
    
  • HDL Tests
    
  • Consumer Base
    
• Home Urinary Tract Infection Tests
  
  • Current Sales
    
  • Current Marketers
    
  • Expected Entrants
    
  • Younger Female User Group Will Decline
    
  • Consumers Insufficiently Aware Of The Products
    
• Home HIV Tests
  
  • Current Sales
    
  • Consumer Advertising Expenditures
    
  • Expected Entrants And New Products
    
  • Reasons For Testing
    
• Home Drug Tests
  
  • Products Arrive At Retail
    
  • Three Current Marketers
    
  • Teen Parent Angst
    
• Scope And Methodology
  
  • Market Parameters
    
  • Report Methodology
    

• The Products
  
  • Products Covered
    
  • History Of The Products
    
  • Distinctions: Screening, Diagnosis, And Monitoring
    
  • Screening Includes Pregnancy
    
  • In Theory, No Home Test Performs Diagnosis
    
  • Monitoring Tests Measure An Indicator Of Health Or Illness
    
  • The Chief Requirements: Accuracy, Specificity, And Ease Of Use
    
  • The Product Of Digital And Monoclonal Antibody Technology
    
  • Products Need FDA Approval
    
  • 510(K) And PMA 28
    
  • PMAs Generally Avoided
    
  • What The FDA Wants
    
  • New FDA Requirements
    
• Market Size And Growth
  
  • Market Over $1.4 Billion In 1996
    
  • Blood Glucose Products Account For Over Two-Thirds Of Sales
    
  • Table 2-1: The U.S. Home Medical Tests Market: Retail Sales By Selected Categories, 1992-2001 (Dollars): Blood Glucose, Pregnancy/Ovulation, Blood Pressure, Fecal Occult Blood, Cholesterol, Total
    
  • Technological Advances Fuel Growth
    
• Factors Affecting Market Growth
  
  • Aging Of U.S. Population
    
  • Baby Boomers Turn 50
    
  • The Changing Shape Of The American Family
    
  • Managed Care
    
  • Insurance Reform On A State-By-State Level
    
  • Medical Profession Conservative, But Not Exclusionary
    
  • Physician Advocacy Can Be Crucial
    
  • Telemedicine As Medical Practice
    
  • Technological Advances
    
  • Prospects For Oral Fluid-Based Testing
    
  • Overseas Testing
    
  • Pharmacists' Endorsement Of The Products
    
  • Women's Test Kits
    
  • Consumer Awareness Of The Products
    
  • Availability Of The Tests
    
  • Private Labels
    
  • FDA Approval Is The Chief Hurdle For New Tests
    
  • Marketers Work With FDA And Advocacy Groups
    
• Projected Market Growth
  
  • Established Categories To Reach $2.4 Billion In 2001
    
  • Table 2-2: The U.S. Home Medical Tests Market: Projected Retail Sales By Selected Categories, 1996-2001 (Dollars): Blood Glucose, Pregnancy/Ovulation, Blood Pressure, Fecal Occult Blood, Cholesterol, Total
    
• The Marketers
  
  • Small Playing Field
    
  • Table 2-3: Selected U.S. Marketers And Brands Of Home Medical Test Kits (31 Marketers)
    
• Competitive Situation
  
  • Marketer Alliances
    
  • The Alliance Of Big And Big
    
  • The Alliance Of Small And Small
    
  • Most Marketers Sell To The Clinical And Point-Of-Care Market
    
  • Most Market Leaders Limited To One Category
    
  • Marketers Of A Variety Of Tests
    
  • The FDA And The Home Diagnostic Gold Rush
    
• Competitive Profile: Abbott Laboratories
  
  • Over $10 Billion In Sales
    
  • Medisense, Inc.
    
  • Pregnancy Tests
    
• Competitive Profile: Bayer Group
  
  • A Multibillion Multinational Corporation
    
  • Miles, Inc. Becomes Bayer Corporation
    
• Competitive Profile: Biomerica, Inc.
  
  • Revenues Top $9 Million In 1996
    
  • Point-Of-Care And Home Health Test Kits
    
• Competitive Profile: Carter-Wallace, Inc.
  
  • Sales Of Nearly $660 Million In 1996
    
  • Pregnancy And Ovulation Tests
    
• Competitive Profile: Chemtrak, Inc.
  
  • Revenues Only $3 Million, But
    
  • Good And Bad Cholesterol
    
  • Aware Home HIV Test
    
  • Fecal Occult Blood And Drug Tests
    
  • Accumeter System
    
• Competitive Profile: Epitope, Inc.
  
  • 1996: A Turn-Around Year
    
  • 1997: Sour Strawberry Blues
    
  • Episcreen/Orasure
    
  • The Home Test Market
    
• Competitive Profile: Home Access Health Corporation
  
  • Upstart Races J&J To Market
    
  • Two Tests, Two Prices
    
  • Hahc Achieves National Distribution
    
  • Prickly Ads
    
  • Telemedicine
    
• Competitive Profile: Johnson & Johnson
  
  • Sales Break The $20-Billion Barrier In 1996
    
  • Three Business Segments
    
  • A Multifaceted Multinational
    
  • Multiple Products And Brands
    
  • Three Main Divisions For Home Medical Tests
    
  • Lifescan, Inc.
    
  • Personal Products Company
    
  • Direct Access Diagnostics
    
• Competitive Profile: Quidel Corporation
  
  • Revenues Of Over $35 Million In 1996
    
  • Home Test Hopeful
    
  • Acquisition Of Pacific Biotech
    
  • Condoms And Contraception
    
  • Breaking Tradition
    
  • Targeting The Hispanic Consumer
    
• Competitive Profile: Roche Holding
  
  • Roche Buys Corange
    
  • Boehringer Mannheim: The Past
    
  • Patient Education And The Home Market
    
  • Boehringer Mannheim Group: The Present
    
  • 1994 Joint Marketing Alliance With Eli Lilly & Company
    
  • Direct-Mail Marketing
    
  • Other Home Tests
    
• Competitive Profile: Saliva Diagnostic Systems, Inc.
  
  • Developer Of Rapid Diagnostic Tests
    
  • Overseas Sales: U.S. Goals
    
  • Rapid Testing Platform
    
  • Other Products
    
• Competitive Profile: Selfcare, Inc.
  
  • Self-Tests And Women's Health
    
  • Blood Glucose Monitoring Products
    
  • Women's Medical Tests
    
  • HIV Home Tests
    
  • Reluctant To Counsel?
    
  • Other Infectious Disease Tests
    
• Competitive Profile: Technical Chemicals & Products, Inc.
  
  • Profits Up
    
• Competitive Profile: Unilever Group
  
  • A Multinational Corporation
    
  • Unipath Ltd.
    
  • Ovulation Innovations
    
• Competitive Profile: Warner-Lambert, Inc.
  
  • Sales Of Over $7 Billion
    
  • Home Pregnancy Tests
    
• Competitive Profile: Other Marketers
  
  • Beacon Diagnostics
    
  • Meridian Medical Technologies, Inc.
    
  • Smithkline Beecham PLC
    
• Distribution And Retail
  
  • The Three-Tier And Two-Tier Distribution System
    
  • Problems With The Three-Tier System
    
  • Consolidation And Exclusive Contracts
    
  • Cost Cutting And Just-In-Time Inventories
    
  • Alliances Can Offer Solutions
    
  • Drugstores Responsible For Majority Of Retail Sales
    
  • Pharmacists Become More Important
    
  • But Is The Pharmacy Ready?
    
  • Private Labels And OTC Switches
    
  • Discounters And Supermarkets Weigh In
    
• The Consumer
  
  • Meeting A Need
    
  • Older Generations
    
  • Baby Boomers And Boomer Women
    
  • Generation Xers
    
  • Information Requirements
    

• The Products
  
  • Products Covered
    
  • 3,500 Years Of Diabetes
    
  • A Disease Of Carbohydrate Metabolism
    
  • Type I And Type Ii Diabetes
    
  • The Function Of Blood Glucose Monitoring In Diabetes
    
  • Blood Glucose Levels
    
  • Table 3-1: Blood Glucose Guidelines (Milligrams Per Deciliter)
    
  • Three Basic Components To Blood Glucose Measurement System
    
  • Wipe And No-Wipe
    
  • Each Strip Used With A Particular Meter
    
  • Packaging
    
  • Urine Sugar Test Strips
    
  • Government Regulations
    
  • Figure 3-1: U.S. Retail Sales Of Home Blood Glucose Monitoring Devices, 1992-1996 (Dollars)
    
• Category Size And Growth
  
  • Category Approaches $1 Billion In 1996
    
  • Table 3-2: U.S. Retail Sales Of Home Blood Glucose Monitoring Devices, 1992-1996 (Dollars)
    
  • Utility, Promotion Create Market
    
  • Diabetes Reports A Windfall
    
• Category Composition
  
  • Test Strips Account For 85% Of Market
    
  • Drugstores Account For 83% Of Sales
    
  • Figure 3-2: Share Of Blood Glucose Monitoring Device Sales Among Primary Retail Outlet Types, 1996 (Percent): Drugstores, Discounters, Supermarkets
    
  • Market Spikes Around Holiday Season
    
  • Sales Are Highest In Midwest, Retirement States
    
• Factors Affecting Category Growth
  
  • Diabetic Population Will Increase As Baby Boomers Age
    
  • Table 3-3: Percent Distribution Of U.S. Population By Age Bracket, 1995-2005 (Percent): Age Brackets From Under 5 To 65 And Over
    
  • High-Risk Ethnic Groups Are Growing Demographic
    
  • Table 3-4: Projections Of U.S. Households By Race/Ethnicity Of Householder, 1997 Vs. 2001 (Number): White, Black, Hispanic, Asian/Pacific Islander, American Indian
    
  • Marketers Can Reach Out To The Undiagnosed Diabetic
    
  • Consumer Advertising Remains To Be Exploited
    
  • The Prospect Of Noninvasive Systems
    
  • The Prospect Of Less Invasive Systems
    
  • Fructosamine And Glycohemoglobin Tests
    
  • Medicare Reimbursement Cuts Have Slowed Dollar Growth
    
  • Short-Sighted Cost Cutting
    
  • Healthcare Reform And Grass Roots Activism
    
  • Indications Of Change
    
  • Physicians Test More, But Do Patients Comply?
    
  • A Cure For Type Ii Diabetes?
    
  • Figure 3-3: Projected U.S. Retail Sales Of Home Blood Glucose
    
  • Monitoring Devices, 1996-2001 (Dollars)
    
• Projected Category Growth
  
  • Category To Reach $1.7 Billion By 2001
    
  • Table 3-5: Projected U.S. Retail Sales Of Home Blood Glucose
    
  • Monitoring Devices, 1996-2001 (Dollars)
    
• The Marketers
  
  • Two Companies Dominate Market
    
  • Table 3-6: Selected U.S. Marketers Of Home Blood Glucose
    
  • Monitoring Devices (9 Marketers And 22 Products)
    
• Marketer Shares
  
  • Johnson & Johnson Garners 45% Of Market
    
  • Boehringer Mannheim Second
    
  • Figure 3-4: Marketer Shares Of Blood Glucose Monitoring Devices, 1996 (Percent): Johnson & Johnson/Lifescan, Boehringer Mannheim, Bayer, Medisense, Others
    
  • Bayer And Medisense In Second Tier
    
• The Competitive Situation
  
  • Diverging Strategies
    
  • Can Johnson & Johnson Keep The Lead?
    
  • Alliances With Developers Of Non-Invasive Systems
    
  • Saliva-Based Noninvasive Testing Also Possible
    
  • Alliances With Marketers Of Related Products
    
  • Value Marketers
    
• Competitive Profiles
  
  • Abbott Laboratories
    
  • Bayer Group
    
  • Cascade Medical, Inc.
    
  • Johnson & Johnson
    
  • Roche Holding
    
  • Biocontrol Technology, Inc.
    
  • Cygnus, Inc.
    
  • Integ, Inc.
    
  • Technical Chemicals & Products, Inc.
    
• Marketing And New Product Trends
  
  • Rise Of Generic/Value-Brand Test Strips
    
  • Different Meters For Different People
    
  • More Digital Features Make For Product Differentiation
    
  • Computer Software
    
  • Several Companies Developing Noninvasive Systems
    
  • ISF Systems
    
  • Long-Term Monitoring
    
  • Table 3-7: Selected New Product Introductions: Home Blood Glucose Monitoring Devices, 1995-1997 (6 Marketers And
    
  • 12 Brands)
    
• Consumer Advertising And Promotion
  
  • Ad Expenditures Fledgling
    
  • Adspends By Lifescan And Medisense
    
  • Johnson & Johnson's Advertising Still Sells The Category
    
  • Medisense Stresses Accuracy
    
  • Meters Often Discounted
    
  • Free Samples At Healthcare Sites
    
  • Other Educational Efforts
    
  • Customer Support
    
  • Examples Of Advertising And Promotional Materials
    
• Trade Advertising And Promotion
  
  • Trade Ads Appear Frequently In Drugstore Publications
    
  • Value Brands Increase Advertising
    
  • Ads Emphasize Sales
    
  • The Pharmacist As Sales Agent
    
  • The Pharmacist As Health Professional
    
  • Retailer Support
    
  • Examples Of Advertising And Promotional Materials
    
• Distribution And Retail
  
  • Distribution Systems
    
  • Drugstores Are Principle Retail Outlet
    
  • Product Merchandising
    
  • Sales Increase When Products Are Accessible
    
  • Price Of Meters Falls
    
  • Private Labels And Healthy Margins
    
  • Pharmacists And Medical Reimbursement
    
  • Computer Services In The Pharmacy
    
• The Consumer
  
  • 16 Million Diabetics In United States—Only 8 Million Diagnosed
    
  • Most Diabetics Are Over 40
    
  • Diabetes And The Post—World War II Baby Boom
    
  • Race And Ethnicity
    
  • One In Four Hispanic Americans Over 45 Has Diabetes
    
  • African Americans Another Growing High-Risk Group
    
  • Gender Is Not Significant
    
  • Downscale Skew
    
  • Related Health Problems And Handicaps
    
  • Simmons Market Research Bureau Data
    
  • 7% Of U.S. Adults Use Home Blood Glucose Meters
    
  • Table 3-8: Demographic Characteristics Favoring Use Of Home Blood
    
  • Glucose Meters, 1996 (U.S. Adult Population)
    

• The Products
  
  • Products Covered
    
  • Technology Fills Long-Standing Need
    
  • Home Pregnancy Tests Measure HCG
    
  • Accuracy Of Home Pregnancy Tests
    
  • Forms And Delivery Systems Have Become Simpler
    
  • Two Basic Delivery Systems
    
  • Newest Home Tests Give Answers Quickly
    
  • Ovulation Home Test Kits Measure LH
    
  • Ovulation Tests Historically Used To Help Conception
    
  • Ovulation Tests For Birth Control
    
  • Packaging And Labeling
    
  • Figure 4-1: U.S. Retail Sales Of Home Pregnancy And Ovulation Tests, 1992-1996 (Dollars)
    
• Category Size And Growth
  
  • Category Reaches $249 Million In 1996
    
  • Ovulation Kits Growing, Pregnancy Kits Slowing Down
    
  • Table 4-1: U.S. Retail Sales Of Home Pregnancy And Ovulation Tests,
    
  • 1992-1996 (Dollars)
    
• Category Composition
  
  • Pregnancy Kits Outsell Ovulation Kits Nine To One
    
  • Women 18—34
    
  • About Half Who Use Tests Do Not Want Pregnancy
    
  • Drugstores Account For 60% Of Sales
    
  • Figure 4-2: Share Of Home Pregnancy Test Sales By Retail Outlet Type, 1996 (Percent): Drugstores, Discounters, Supermarkets
    
  • More Users Of Ovulation Kits In Northeast
    
• Factors Affecting Category Growth
  
  • Core User Group Will Decline
    
  • Table 4-2: U.S. Adult Female Population By Age Bracket, 1997 Vs. 2001 (Number And Percent): From Age 18 To Age 34
    
  • Still Room For Market Growth
    
  • Tests For Those Who Do Not Wish For Pregnant
    
  • Ovulation Kits As Fertility Tests
    
  • Cost-Effectiveness Of Pregnancy Tests A Major Plus
    
  • Intensified Price Competition On The Horizon
    
  • Innovations Not Likely To Expand Pregnancy Segment
    
  • Innovations In Ovulation Tests May Spur Growth
    
  • Conception Window Of Opportunity May Emerge As Pr Problem
    
  • Figure 4-3: Projected U.S. Retail Sales Of Home Pregnancy And Ovulation Tests, 1996-2001 (Dollars)
    
• Projected Category Growth
  
  • Category To Reach $369 Million By 2001
    
  • Table 4-3: Projected U.S. Retail Sales Of Home Pregnancy And Ovulation Tests, 1996-2001 (Dollars)
    
• The Marketers
  
  • One Dozen Companies Are Name-Brand Marketers
    
  • Table 4-4: Selected U.S. Marketers Of Home Pregnancy And Ovulation Tests (12 Marketers And 35 Products)
    
• Marketer And Brand Shares
  
  • Top Three Marketers In Pregnancy Tests Nearly Even
    
  • Figure 4-4: Marketer Shares Of Home Pregnancy Test Kits, 1996 (Percent): Warner-Lambert, Carter-Wallace, Johnson & Johnson, Unilever, Others
    
  • AHP/Unilever Lose Share
    
  • Small Marketers Were Biggest Winner
    
  • Brand Shares In Ovulation Category Have Shifted
    
  • Figure 4-5: Marketer Shares Of Ovulation Prediction Test Kits, 1996 (Percent): Unilever, Carter-Wallace, Quidel, Others
    
• The Competitive Situation
  
  • Competition Intensifies As Product Innovations Taper Off
    
  • The Challenge Of Change
    
  • E.P.T. Maintains Identity Through Evolution
    
  • Dethronement And Restoration Of E.P.T.
    
  • Ovulation Test Category Shakes Out
    
  • The Changing Value-Brand Segment
    
  • In-Stream Technology For Ovulation Tests
    
  • Lawsuits Indicate Increased Competition
    
• Competitive Profiles
  
  • Becton Dickinson & Company
    
  • Biomerica, Inc.
    
  • Carter-Wallace, Inc.
    
  • Johnson & Johnson
    
  • London International Group PLC
    
  • Perrigo Company
    
  • Quidel Corporation
    
  • Selfcare, Inc.
    
  • Technical Chemicals And Products, Inc.
    
  • Unilever Group
    
  • Warner-Lambert, Inc.
    
• Marketing And New Product Trends
  
  • In-Stream Value Brands
    
  • Advertising Becomes Key
    
  • Targeting The Reluctant Womb
    
  • Marketers Offer Dual Versions
    
  • New Product Introductions
    
• Consumer Advertising And Promotion
  
  • Ad Spending Totals $29 Million In 1996
    
  • E.P.T. Is Top Spender
    
  • Johnson & Johnson Increases Spending To $9 Million
    
  • Carter-Wallace Is Third-Place Spender
    
  • American Home Products, Unilever Spending
    
  • Advertising Aimed Primarily At Women
    
  • Chief Selling Points Are Simplicity And Accuracy
    
  • Real-Life Advertising, Real-Life Pregnancy
    
  • Unilever Combines Reality And Surrealism
    
  • Abortion Is Taboo Topic
    
  • But Negative Results Can Be An Advertising Tool
    
  • Price Is Not An Advertising Point
    
  • Ovulation Tests Follow The Same Trend
    
  • Consumer Coupons, Rebates, And Bonus Packs
    
  • Condoms And Mylanta
    
  • Booklets And Leaflets
    
  • Examples Of Advertising And Promotional Materials
    
• Trade Advertising And Promotion
  
  • Frequent Trade Advertising
    
  • Ads Emphasize Display And Profit
    
  • Toll-Free Numbers
    
  • Examples Of Advertising And Promotional Materials
    
• Distribution And Retail
  
  • Distribution Systems
    
  • Drugstores Predominate In Sales
    
  • Drugstore Location And Display
    
  • Marketer Support To Drugstores
    
  • Drugstore Support To Marketers
    
  • Private-Label Products Offer Higher Margins
    
  • Supermarket Selection More Limited
    
• The Consumer
  
  • Simmons Market Research Bureau Data
    
  • 7.7% Of American Women Use Pregnancy Tests
    
  • Table 4-5: Demographic Characteristics Favoring Use Of Home Pregnancy Tests Within Past 12 Months, 1996 (U.S. Adult Population)
    
  • Variations By Brand
    
  • Table 4-6a: Demographic Characteristics Favoring Use Of Home Pregnancy Tests Within Past 12 Months: By Brand, 1996 (U.S. Adult Population): E.P.T., First Response, Answer
    
  • Table 4-6b: Demographic Characteristics Favoring Use Of Home Pregnancy Tests Within Past 12 Months: By Brand, 1996 (U.S. Adult Population): Fact Plus, Advance, Clearblue Easy
    
  • Table 4-6c: Demographic Characteristics Favoring Use Of Home Pregnancy Tests Within Past 12 Months: By Brand, 1996 (U.S. Adult Population): Conceive, Q-Test, Other Brands
    
  • 1.4% Of American Women Use Ovulation Predictors
    
  • Table 4-7: Demographic Characteristics Favoring Use Of Home Ovulation Predictors Within Past 12 Months, 1996 (U.S. Adult Population)
    
  • Variations By Brand
    
  • Table 4-8a: Demographic Characteristics Favoring Use Of Home Ovulation Predictors Within Past 12 Months: By Brand, 1996 (U.S. Adult Population): Clearplan, First Response, Conceive
    
  • Table 4-8b: Demographic Characteristics Favoring Use Of Home Ovulation Predictors Within Past 12 Months: By Brand, 1996 (U.S. Adult Population): Ovuquick, Q-Test, Other Brands
    

• The Products
  
  • Products Covered
    
  • Benefits Of Home Blood Pressure Monitoring
    
  • All Blood Pressure Monitors Work The Same Way
    
  • Manual Blood Pressure Monitors
    
  • Electronic Blood Pressure Monitors
    
  • Microphones Replaced By Oscillometric System
    
  • Fuzzy Logic
    
  • Reading The Wrist
    
  • Finger Reading Monitors
    
  • Electronic Units Vs. Manual Units
    
  • Figure 5-1: U.S. Retail Sales Of Home Blood Pressure Monitors, 1992-1996 (Dollars)
    
• Category Size And Composition
  
  • Sales Of Blood Pressure Monitors Reach $175 Million In 1996
    
  • Table 5-1: U.S. Retail Sales Of Home Blood Pressure Monitors, 1992-1996 (Dollars)
    
  • Electronic Models Dominate Home Market
    
  • Sales By Outlet
    
  • Figure 5-2: Share Of Home Blood Pressure Monitor Sales By Outlet Type, 1996 (Percent): Drugstores, Discounters, Home Healthcare Dealers, Mail Order, Other
    
  • Sales By Region And Season
    
• Factors Affecting Category Growth
  
  • Over 50 Million Americans Suffer From Hypertension
    
  • Baby Boom Boost
    
  • Table 5-2: U.S. Population By Age Bracket, 1997 Vs. 2001 (Number):
    
  • From Ages 55 To 79
    
  • Positive Effects Of Public Education Programs
    
  • Hypertension Redefined More Inclusively
    
  • More Frequent Monitoring Recommended
    
  • Doctor Visit Economics
    
  • Ironing Out The Complexities
    
  • Improved Monitors And Customer Service
    
  • Programs To Combat Non-Compliance
    
  • Hypertension And The Workplace
    
  • Exercise And Blood Pressure Monitoring
    
  • Figure 5-3: Projected U.S. Retail Sales Of Home Blood Pressure
    
  • Monitors, 1996-2001 (Dollars)
    
• Projected Category Growth
  
  • Sales To Reach $282 Million By 2001
    
  • Table 5-3: Projected U.S. Retail Sales Of Home Blood Pressure
    
  • Monitors, 1996-2001 (Dollars)
    
• The Marketers
  
  • A Small Field Of Players
    
  • A Separate Breed
    
  • Japanese Suppliers As Marketers
    
  • Table 5-4: Selected U.S. Marketers Of Home Blood Pressure Monitors
    
  • (7 Marketers And 27 Brands/Selected Models)
    
• Marketer Shares
  
  • Omron Is Leader
    
  • Figure 5-4: Marketer Share Of U.S. Home Blood Pressure Monitor Sales, 1996 (Percent): Omron Healthcare, A&D Medical, Lumiscope, Sunbeam, Others
    
• The Competitive Situation
  
  • New Competition, Consolidation, And Shakeout
    
  • Technological Advances
    
  • Professional Alliances
    
• Competitive Profiles
  
  • A&D Company Ltd.
    
  • Graham-Field Health Products, Inc.
    
  • Lumiscope, Inc.
    
  • Mckesson Corporation
    
  • Nissei/Mark Of Fitness
    
  • Omron Healthcare
    
  • Sunbeam Corporation
    
• Marketing And Product Trends
  
  • Omron And The American Heart Association
    
  • Sunbeam And The AMA?
    
  • All Sales Channels Explored
    
  • Bells And Whistles
    
  • Miniaturized Devices
    
  • Oversized Displays
    
  • Fuzzy Logic
    
  • Tracking Long-Term Readings
    
  • Product Differentiation And Price Ranges
    
  • Choosing Among Many
    
  • Diminishing Returns
    
• Consumer Advertising And Promotion
  
  • Ad Budgets Are Low
    
  • Ads Alert Consumers To Dangers Of Hypertension
    
  • Accuracy Through Latest Technology
    
  • Ease Of Use
    
  • Coupons, Discounts, Giveaways
    
• Trade Advertising
  
  • Trade Ads More Common Than Consumer Ads
    
  • Dependability And Variety
    
  • Ad Style
    
  • Examples Of Advertising And Promotional Materials
    
• Distribution And Retail
  
  • Diverse Outlets
    
  • Chain Drugstores Rank First
    
  • Product Merchandising
    
  • Educational Displays
    
  • Catalog/Mail Order Shopping
    
  • Retail Price Points
    
  • Healthy Margins
    
• The Consumer
  
  • Incidence Of High Blood Pressure
    
  • Simmons Market Research Bureau Data
    
  • 7% Of U.S. Adults Use Products
    
  • Table 5-5: Demographic Characteristics Favoring Use Of Home Blood
    
  • Pressure Monitors, 1996 (U.S. Adult Population)
    

• The Products
  
  • Products Covered
    
  • History Of The Products
    
  • Old Tests Disagreeable And Dangerous
    
  • Accuracy Of The Guaiac Tests
    
  • "Flushable" Method
    
  • Accuracy Of The Flushable Tests
    
  • Government Regulations
    
• Category Size And Composition
  
  • Category At $14 Million In 1996
    
  • Flushable Products Hold Sway At Retail
    
• Factors Affecting Category Growth
  
  • Riding The Home Diagnostic Wave
    
  • Demographic Factors Indicate Increased Need
    
  • Table 6-1: U.S. Population By Age Bracket, 1997 Vs. 2001 (Number)
    
  • Public Awareness And New Guidelines
    
  • Benefit Of Early Detection A Spur To Testing
    
  • But People Not Getting Tested In Sufficient Numbers
    
  • New Tests In Medical Offices
    
  • Figure 6-1: Projected U.S. Retail Sales Of Home Fecal Occult Blood Test Kits, 1996-2001 (Dollars) 265
    
• Projected Category Growth
  
  • Annual Growth Projected At 3%
    
  • Table 6-2: Projected U.S. Retail Sales Of Home Fecal Occult Blood Test Kits, 1996-2001 (Dollars)
    
• The Marketers
  
  • Two Current Marketers
    
  • Table 6-3: U.S. Marketers Of Home Fecal Occult Blood Tests (Two
    
  • Marketers/Brands/Products)
    
• Competitive Profiles
  
  • Biomerica, Inc.
    
  • Chemtrak, Inc.
    
• The Competitive Situation
  
  • Marketers Aggressively Pursue Chain Drug Distribution
    
  • Competition From Doctor's Office Tests
    
  • Advertising Positioning
    
  • Examples Of Advertising And Promotional Materials
    
• The Consumer
  
  • Men And Women Over 40 At Risk
    
  • Growth Of Potential Consumer Base
    
  • Personal Or Family History Of Colorectal Disease
    

• The Products
  
  • Products Covered
    
  • LDL And HDL
    
  • History Of The Products
    
  • The First Approved Device
    
  • Accuracy Of Test
    
  • So Far, Tests Measure Only Total Cholesterol
    
• Category Size And Composition
  
  • Sales Disappoint
    
  • Drugstores Have The Advantage
    
• Factors Affecting Category Growth
  
  • Over 185 Million Americans With Elevated Cholesterol
    
  • Screening Or Monitoring?
    
  • Cost-Effectiveness Of Home Cholesterol Tests
    
  • Limitations Of Total Cholesterol Test
    
  • HDL Tests Will Come
    
  • Figure 7-1: Projected U.S. Retail Sales Of Home Cholesterol Test Kits, 1996-2001 (Dollars)
    
• Projected Category Growth
  
  • Annual Growth Projected At 5%
    
  • HDL Tests Will Be Separate Segment
    
  • Table 7-1: Projected U.S. Retail Sales Of Home Cholesterol Test Kits, 1996-2001 (Dollars)
    
• The Marketers
  
  • Two Current Marketers
    
  • Table 7-2: U.S. Marketers Of Home Cholesterol Tests (Two Marketers/
    
  • Brands/Products)
    
• Competitive Profiles
  
  • Chemtrak, Inc.
    
  • Technical Chemicals & Products, Inc.
    
• The Competitive Situation
  
  • Chemtrak Offers Drug Rebate, Health-Mark Offers Lower Prices
    
  • HDL Tests And The Market
    
  • Combination Test For Glucose And Cholesterol
    
  • Consumer Advertising
    
  • Guarantees Of Sales And Service To Trade
    
  • Examples Of Advertising And Promotional Materials
    
• The Consumer
  
  • Cholesterol And Heart Disease
    
  • Other Risk Factors
    
  • Male And Female Risk Of Heart Disease
    
  • Simmons Market Research Bureau Data
    
  • A Small Consumer Base
    
  • Table 7-3: Demographic Characteristics Favoring Use Of Home
    
  • Cholesterol Tests, 1996 (U.S. Adult Population)
    
    

• The Products
  
  • Products Covered
    
  • Types Of Tests
    
  • The Typical Test
    
  • Potential For False Negative Results
    
• Factors Affecting Category Growth
  
  • Category In New Inning
    
  • Younger Female User Group Will Decline
    
  • But Post-Menopausal Group Will Pick Up
    
  • Other Potential Consumers
    
  • Table 8-1a: U.S. Population By Gender And Age Bracket, 1997 (Number And Percent)
    
  • Table 8-1b: U.S. Population By Gender And Age Bracket, 2001 (Number And Percent)
    
  • Coat-Tailing On Overall Market, Category Could Reach Critical Mass
    
  • Tie-Ins With Antibiotics, Other Medications
    
• The Marketers
  
  • Two Current Marketers
    
  • Table 8-2: U.S. Marketers Of Urinary Tract Infection Home Tests
    
  • (Two Marketers/Brands/Products)
    
• Competitive Profiles
  
  • Consumers Choice Systems, Inc.
    
  • Technical Chemicals & Products, Inc.
    
• The Competitive Situation
  
  • Product And Merchandising Issues
    
  • Trade Advertising
    
  • Examples Of Advertising And Promotional Materials
    
• The Consumer
  
  • At Least 14 Million Doctor Visits A Year
    
  • Consumers Insufficiently Aware Of The Products
    
  • Women Age 18—54 Are Main Customer Base
    
  • Other Demographic Groups Also Susceptible
    

• The Products
  
  • Products Covered
    
  • Ten-Year Struggle For FDA Approval
    
  • Millenson Perseveres—And Antagonizes
    
  • Allegations Of Payoffs
    
  • Approved At Last
    
  • Aids And HIV Infection
    
  • HIV Testing Not Routine
    
  • Lab Tests For HIV
    
  • Latency Periods
    
  • The Question Of Longer Latency Periods
    
  • Overcoming FDA And Aids Activist Concerns
    
  • Demographic Tracking Requirements
    
  • Counseling And Confidentiality
    
  • The Mechanics Of The Testing Systems
    
  • Home Collection Vs. Home Diagnosis
    
  • Oral Mucosal Transudate, Not Saliva
    
  • FDA Regulations And Clia Regulations
    
  • Public Service Information
    
• Category Size And Composition
  
  • Market At $800,000 In 1996
    
  • Chain Drugstores And Discounters
    
  • Urban, Bi-Coastal Pattern
    
• Factors Affecting Category Growth
  
  • HIV Home Test Kits Share Factors With Other Test Products
    
  • At-Risk Population: Gay Males
    
  • At-Risk Population: Others
    
  • Teen Market Tough
    
  • Numerous Infected And At-Risk People Not Tested
    
  • Preliminary Results Bear Out Survey's Findings
    
  • Test Results
    
  • Minority Group Organizations Favor Home Testing
    
  • Therapeutic Developments Can Affect Market
    
  • Anonymity And Public Health
    
  • Counseling And Opposition From Aids Groups
    
  • New HIV Blood-Based Home Tests
    
  • Inaccurate Test Results
    
  • HIV Monitoring In HIV-Positive Patients
    
  • Crossover Marketing
    
  • Spermacides
    
  • Faster FDA Approval
    
  • Worldwide Potential
    
• Projected Category Growth
  
  • Slow Growth Predicted
    
• The Marketers
  
  • One Current Marketer
    
  • Marketers In The Wings
    
• The Competitive Situation
  
  • Retail Outlets And Options
    
  • Packaging And Labeling
    
  • Target Marketing
    
  • Hahc: Shocking The Consumer
    
  • Dad: Clinical And Subdued
    
  • Advertising Expenditures
    
  • Donations To Aids Research And Organizations
    
  • Mail Order And Internet
    
  • Examples Of Advertising And Promotional Materials
    
  • Competitive Profile
    
  • Home Access Health Corporation
    
• The Consumer
  
  • Reasons For Testing
    
  • At-Risk Population
    
  • Potential Users Have Distinct Profile
    
  • Good Response From At-Risk Groups
    
  • Teens Resistant
    

• The Products
  
  • Products Covered
    
  • History Of The Products
    
  • FDA's Reluctant Approval
    
  • Designated Laboratories
    
  • Tests Using A Hair Sample
    
  • Tests Using A Urine Sample
    
• Factors Affecting Category Growth
  
  • Products Arrive At Retail
    
  • Increase In Drug Use Among Minors
    
  • Table 10-1: Percent Distribution Of U.S. Population By Age Bracket,
    
  • 1995-2005 (Percent): Age Brackets From Under 5 To 65 and Over
    
  • Parental Interest In Products
    
  • Ease And Confidentiality
    
  • Pre-Employment Screening
    
• The Marketers
  
  • Three Current Marketers
    
  • Table 10-2: U.S. Marketers Of Home Drug Tests (Three Marketers/
    
  • Brands/Product Types)
    
• Competitive Profiles
  
  • Chemtrak, Inc.
    
  • Personal Health And Hygiene, Inc.
    
  • Psychemedics Corporation
    
• The Competitive Situation
  
  • Competition By Product Type
    
  • Competition By Price
    
  • True Home Tests
    
  • Advertising, Packaging, And Labeling
    
  • Distribution And Retail
    
  • Examples Of Advertising And Promotional Materials
    
• The Consumer
  
  • Teen Parent Angst
    
  • Pre-Employment Testing
    

Abstract

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