10.1 An estimated 1.6 million to 3.8 million sports-related traumatic brain injuries (TBIs) occur each year. Yet all too often, when a person gets hurt in sports, the team doctor asks a few questions and, assuming there are no major concerns, sends the player right back into the game. However, studies show that if a player gets another concussion before the brain has healed, there is a much greater chance of long-term brain damage. The problem is that there isn’t an MRI machine at the sidelines. But that may change if the BrainScope company has its way. It will be introducing a new product that will gauge how serious a concussion is. The tool is small enough and inexpensive enough for all teams to have one on their sidelines. The feedback from the BrainScope is a meter that shows if brain activity is anywhere near the danger zone. The system does this by picking up brain signals and comparing them to 15,000 scans in its database. The database was created based on scans performed at New York University’s Brain Research Lab. Some doctors claim the technology isn’t cutting-edge. Originally developed in the 1930s, the technology uses qEEG (quantitative electroencephalograms). However, the developers of the BrainScope claim that their new device was developed with the advice of 30 leading brain experts. According to the company’s Web site, “BrainScope’s novel application of advanced mathematics and miniaturized hardware is designed to bridge the limitations of traditional EEG tools (bulky, expensive, need expert data interpretation) to provide easy-to-use, noninvasive, timely, frontline tools that can assist with an initial assessment of brain function as well as provide adjunctive assessment across the brain care path.” The BrainScope could also be used at hospitals as emergency room testing devices to see if a patient has a real problem and thus needs to have more sophisticated testing done. The company is currently focusing its efforts on military settings. For example, the U.S. Army can deploy the device in combat situations. This would be very helpful to assess soldiers who were nearby when a roadside bomb exploded. In August 2009 BrainScope’s ZOOM-100DC brain electrical activity data collection system was cleared for marketing by the U.S. Food and Drug Administration. Assume you are selling the new ZOOM-100DC to a team trainer/physician for a local football or hockey team. Assume the tool will sell for $495.00 and comes with a four-year guarantee. Questions 1. What objections could the buyer raise? (Use any assumptions necessary to develop this list.) 2. Provide a response to each objection you listed in Question 1 (make any assumptions necessary to create your responses). Include the name of the method you recommend for each objection.

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