Custom Pancreas Biopsy Model

Sway the value analysis committee

The Challenge:

Olympus’ Product Manager for EZ Shot contacted Pulse MDM with the following request,

“We need a model to simulate accessing a lesion from a difficult EUS scope position. We want to show how we differentiate our product from the current competition.”

The setting for the use of the model would be for both; one-on-one meetings in an office or between procedures andfor product training and demonstration at exhibits, conferences, and trade shows.


Model Design:

Pulse MDM’s model design recommended a replica of the last 12” of the (expensive & cumbersome) scope already placed in the correct position to perform the needle biopsy. The scope replica has a moving “elevator” which is the mechanism that the physician uses to control the trajectory of the needle. The elevator is operated by using a small thumb wheel at the corner of the model to correctly position the needle.

Background artwork depicts the surrounding anatomy, including the duodenum and the biliary tree.  The pancreas is depicted in 3D pancreas, drawing attention to the main anatomy target and includes a cartridge that holds a lesion. The demonstration is completed using the supplied durable lesion or a cherry tomato or grape to most accurately replicate the life-like feel of a real biopsy. To represent but not completely hide the pancreas behind the stomach and liver, a transparent artwork stomach & liver translucent panel clicks on & off as a lid. The lesion and needle can be seen through the transparent artwork or the cover can be removed for an uninterrupted visual.


Model Benefit:

300 units were produced to give every sales team member around the globe a way to demonstrate the EZ Shot device.  The model provided a platform for the marketing team to choreograph the interaction between the sales team and the surgeon. Performing FNA and FNB of a submucosal lesion in the GI tract is now a perpetually repeatable experience that can be done in a hospital corridor, trade show or conference room. The scope replica included in the model is exponentially easier physically and financially than carrying an expensive and awkward piece of endoscope. Instead of waiting to fly surgeons in to attend a lab, this model travels with the salesperson right the surgeons and the surgeons’ team. One of the Med Device team’s prospective clients was able to demonstrate the device for the hospital value analysis committee, influencing them to select the device over the competitor’s device.

“One of our sales reps was using the new demo model to demonstrate our device to a prospective client. The physician liked how the model communicated the device’s value and unique capabilities so much that he actually took our device with the model to the hospital’s value analysis committee and demonstrated it for them. The committee approved our device and is working on replacing two devices that are currently in use at that facility with our product.” – Olympus Product Manager Endosurgery

In this scenario, the model sold itself with its real-life look and feel and its ease of demonstration.


EZ Shot Aspiration Needle

Although this custom model is not available for sale to the public, we are delighted to make you a version that is specific to your unique medical device and procedure. Please use this link to start the process of receiving a model concept; a visual representation of how clinicians and patients will experience your product and procedure. Pulse MDM does not charge for model concepts or the conversations around them so there is no risk to see how we can help you to tell your story in the most engaging and memorable way possible.


Procedure Overview:

Endoscopic ultrasound, fine needle aspiration (EUS FNA) is important in the diagnosis and staging of benign and malignant mass lesions of the upper gastrointestinal tract and adjacent structures.

EUS FNA can be used to obtain a needle biopsy of the pancreas or to sample fluid in a pancreatic cyst. This is done by passing a very thin needle from the endoscope into pancreas under continuous ultrasound monitoring.  EZ Shot 3 Plus single-use endoscopic ultrasound needle provides access to difficult to reach lesions, such as uncinate process lesions without compromising scope position. The combination of the multi-layer coil sheath, nitinol needle and Menghini tip allow for precise and smooth penetration into the target lesion.

Endoscopic Ultrasound-Guided Fine Needle Aspiration