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Auotmatic Digital Biometry Analysis System for musculoskeletal disorders rehabilitation

Periodic Reporting for period 1 - ADIBAS (Auotmatic Digital Biometry Analysis System for musculoskeletal disorders rehabilitation)

Reporting period: 2017-01-01 to 2017-06-30

Our mission is to provide health and physical activity professionals with the most technologically strengthened measurement tools to improve diagnoses of musculoskeletal disorders (TME) related to altered body posture.

In today's world, there is an enormous amount of people, especially from middle age, who have health problems related to inadequate postural hygiene, associated with work and leisure activities. It is estimated that 80% of the world population will suffer from musculoskeletal disorders or dysfunctions (MSD) during their life. Common MSD (such as scoliosis, kyphosis, lordisis, arthropathy or spinal pain) show some of their symptoms through different body postures.

The ADiBAS® Motion system helps to health professionals to analyse the posture and spine, admitting a high degree of dynamism in an objective way, through a new generation technology and easy application, which uses as complementary elements of support standard market products.
It was carried out a deep analysis of our solution in order to compare it with other existing solutions. We also developed a business model of the products that included the Porter fiver forces and SWOT analysis, canvas model, detection of the key stakeholders and the price model (accordingly with the product and services) and channel strategy (focused on direct sales and trade agreements with the sales representatives and distributors). Also we have developed our marketing actions plan, supported by an external company with extensive experience in the digital marketing of healthcare products, resides primarily on web platforms. It proposes the total redesign of the web oriented totally towards the sale, facilitating commercial information to use it like channel of capture of leads. The technical information will be reorganized in an independent area. The web platform will be maintained in the languages: Spanish, English and French. The communication channels and actions analyzed and selected are RRSS, Newsletter, Remarketing and Marketplace.
It has been developed, and pre-validated, a first prototype of ADiBAS Motion able to perform the evaluation of the range of movement.
We have identified a request from the clinical community for increasing the reliability in musculo-skeletal treatments. In addition, the solution we propose, given its technical and economic characteristics, covers a wide target audience, as is the case of small and medium-sized clinics. In our market study, only in our national market (Spain), we have a real target population of 85,000 health centers, without having medical centers or polyclinics. Accessing the 0.5% of this target population through the software licensing of ADiBAS Motion we estimate an income of 1.8M €. These revenues do not take into account other services that will be offered around the software, or as a complement. Given our experience in marketing ADiBAS® Posture, these services mainly rely mainly on technical and clinical training, support, maintenance and installation. We analysed the market for our product for studying a possible implementation in other countries. We are focused on the European market, mainly in France, Germany and Italy because we have established agreements with distributors with our first product, ADiBAS® Posture, and we see a good acceptance and 36 growth in sales. We expect to enter, and consolidate, in the market of South America (Argentina, Colombia, Mexico and Chile), where there is a high emergence of health professionals and a great increase in research studies, receptive to using technology to support the diagnosis. We consider entry into these markets key given their potential growth rate.
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