Silver Market and Industry Customers
A few examples

Dr. Peter Mertens, General Manager,Siemens KK Tokyo, Corporate Technology Department, andSIMOT Professor, Tokyo Institute of Technology
DISCLAIMER
No portion of these materials is to be
used or disseminated byany method without the expressed
written consent of the presenter(s)and the German Institute for JapaneseStudies (DIJ).
© Siemens AG, Corporate Technology, August 2006

Support life with higher age: Audiology
Being able to address “BestBest Agers
Agers’s”
s lifestyle interests

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Support life with higher age:
Prevention and Early Detection are key
Example: Breast cancer% alive 15 years
after diagnosis

Early detection increases survival
rate and reduces treatment cost

Treatment cost ($000)

80%

14070%

12060%

10050%
8040%

6030%
20%

4010%

200%

0No cancer

Stage 0Stage I

Stage II

Survival by stage of diagnosis; American Cancer Society
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Stage III

Stage IV

© Siemens AG

Support life with higher age:
Early screening for cardiovascular disease saves lives and funds

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Early Detection: Computed Tomography
Improving patient experience at improved quality of careWorkflow improvement: No ß
ß-blocker
blocker application neccessary
WithPrepare
ß-blocker PatientWithoutPrepare
ß-blocker PatientPage 5

Response time ofmedication after applicationCT
ScanPre-scanexam.

DSCT saves up to: 68 min vs. oral ß-blocker appl.
 10 min vs. IV ß-blocker appl.

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CT
Scan

Improved Patient Experience
IImprovedd Quality
Q lit off CareC© Siemens AG

Support life with higher age: Personalized medicine,combining in vitro and in vivo diagnostics with healthcare IT
124356(1) Fluid analysis(2) In vitro tests indicate disease markers.
(3) PET/CT scan localizes and characterizes theabnormality.
(4) Data integration.
With knowledge-based IT, determine the ideal
combination of treatment.
(5,6) Follow-up with in vitro and in vivo tests
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Support life with higher age:
Integrated prevention
prevention, diagnostics
diagnostics, and care
Example: Breast cancer

Prevention
and Early
Detection

 Physicalexamination

Diagnosis
In Vitro
Diagnosticsg(IVD)In Vivo
Diagnostics
g(Imaging) Assay sensitive to Mammography;

protein expression

sonography;
breast MRI

 Genetic marker

 Molecular imaging

panel

PETCT,SPECTCT Mammography

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Therapy Moleculardiagnostics
for therapy
selection

 Resection, imageguided radiation
therapy,y chemoand/or hormonetherapy

Care Physicalexamination

 DNA- andproteomic tumormarkers

 I.e. imaging
g g(e.g. liversonography)© Siemens AG

Experienced workers play important roles

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Accommodating older workers:
Working environment and accessibility• Health related issues ofolder workers
e.g. diminished visual or
hearing acuity(see ch. 24, p. 363)
• Age related cognitivechangese.g. decrease in selectiveattention(see ch. 24, p. 363)

Mertens, P., Russell, S. and Steinke, I. (2008), "Silver Markets and business customers: Opportunities for industrial markets ?", in: Herstatt, C., and Kohlbacher, F.
"The Silver Market Phenomenon: Business Opportunities and Responsibilities in an Era of Demographic Change", Springer: Berlin, Heidelberg, New York 2008

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Accommodating older workers:
Working environment and accessibility• Health related issues ofolder workers
e.g. diminished visual orhearing acuity(see ch. 24, p. 363)

• Simple working
environment changes
e.g. increased luminancecontrast(see ch. 24, p. 363)

• Age related cognitivechangese.g. decrease in selectiveattention(see ch. 24, p. 363)

• Universal access principles
e.g. multimodality,graphical cues(see ch. 24, p. 364)

Mertens, P., Russell, S. and Steinke, I. (2008), "Silver Markets and business customers: Opportunities for industrial markets ?", in: Herstatt, C., and Kohlbacher, F.
"The Silver Market Phenomenon: Business Opportunities and Responsibilities in an Era of Demographic Change", Springer: Berlin, Heidelberg, New York 2008

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Machine tool graphic programming
Intuitive – fitting to the workplace – encodes expertise

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Beneficial for experienced and young alike !!

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PLM Software to plan and simulate the full production
process – including age related ergonomics

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Integrated product life cycle support:
Siemens is the sole provider for the full chain !

• Integrated process reduces errors and throughput time
p ggreatly
y improvepp
productivityy• Automated steps• Intuitive graphics and handling accommodate experienced and young alike• Ergonomics and HMI planning are part of the process

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Impact of Demographic Change for Industry
Opportunity:
 Support life with higher average age
Active Seniors
Healthcare: Workflow oriented , personalized, integrated

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Impact of Demographic Change for Industry
Opportunity:
 Support life with higher average age
Active Seniors
Healthcare: Workflow oriented , personalized, integrated
Challenges that lead to opportunities:
 Prevent loss of skills from retirement
Intelligent automation, smart SW, Meister system
 Accommodate older workers
Appropriate tasks,
tasks universal access
access, ergonomics
 Survive with fewer workers
Automation,, virtual engineering,gg, integratedglifecycle
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Conclusion These products and ideas are all useful not only for
older workers, but make sense in their own right.

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Conclusion These products and ideas are all useful not only for
older workers, but make sense in their own right.
 The products best suited for the B2Industry Silver
Market will not be “Silver specific”
pproducts,, but wellp
designed products with an emphasis on usability andproblem solving.

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