On the Move

Oxygen users are not taking their disease sitting down any longer. As early diagnosis of chronic obstructive pulmonary disease increases, the trend continues to produce a new breed of oxygen consumers who have lifestyle-driven outlooks and are cognizant of their choices.

“The demographics of oxygen users changed with the demographics of lung disease. COPD does not discriminate, though there are obviously risk factors and age factors involved,” says Carla Laureano, marketing manager, Chad Therapeutics. “But with the improvement in medical care worldwide, as well as increased awareness of treatment options, oxygen users as a whole are becoming younger and more active.”

Their mindset also has changed, adds Rajib Rouchoudhury, director of marketing for Puritan Bennett. “There has been a major psychographic change in patients. They have become more aware of product choices, have taken more responsibility for their own care and are less willing to accept lifestyle degradation,” he explains.

“This trend will accelerate as demographics change due to the aging of baby boomers.”

The shift is noticeably different than what was seen 20 years ago according to Bob Fary, Inogen's vice president of sales. “Back then, [patients] didn't wind up on oxygen until they were really sick and typically were in the last stage of the disease. Today, people get treatment earlier on in the disease process, and they live longer because the treatment is so worthwhile and successful so they can lead more productive, longer lives with a better quality of life.

“Now, there are oxygen-dependent chronic lung patients who go to work every day and travel extensively,” adds Fary. “Certainly, that has an impact upon how [providers] will get opportunities in the marketplace.”

Patient-Centric Innovation

The impetus for innovation in the home oxygen market is multi-faceted. Patients want small, attractive units that are portable; clinicians struggle to maintain patient care and safety; and home medical equipment providers search for cost-effective solutions that will accommodate customer needs.

“Innovation in this market should be defined as unique technology that delivers better clinical outcomes, first and foremost, and also better economic outcomes,” says Rouchoudhury. “Clinical innovations are driven by features that allow patients to be ambulatory while maintaining saturation. Economic innovations are driven by features that reduce deliveries, cost of the equipment and cost to service the equipment.”