9.1 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. Questions 1. Describe how you would use the communication tools described in this chapter to sell a BrainScope ZOOM-100DC to a local football or hockey team. Make any assumptions necessary. 2. Develop a short (five-minute) slide show that you can use to introduce BrainScope’s ZOOM-100DC to potential buyers at a local trade show for sports teams

9.1

Question One

In order to sell a Brain Scope ZOOM-100DC, I will make use of several communications tools used in the story. The Brain scope ZOOM-100DC will be advantageous to the team because it has the mechanisms of gauging how serious an injury could be before starting the treatment. The tool is also cheap hence both teams can afford to buy. This tool has the capability of comparing the injury to some of the scanned injuries in its database. This tool can be trusted because it was approved by 30 experts who recommended it. In addition, the tool was developed in order to avoid the challenges caused by old qEE tools which had the limitations of being expensive, bulky and require data interpretation expert. These tools can also be used noninvasive that is simple to use as well as providing the first evaluation of the function of the brain and adjustive evaluation across the path of the brain. The Brain scope can be used as emergency testing tools in hospitals to find out if a patient has a real problem and requires further examination of the brain. Furthermore, the company that manufactures the tool is working to use the device to control military activities.

Question 2

The first slide of will describe the history of the company which is selling this device and how the thought of creating such device came by. In the second slide, the components and the features of this device that make it to work and provide efficient results will be explained. On the other slide, the uses and the benefits of this device will be highlighted. The fourth slide will explain the recognitions and testimonies that the device has received. Lastly, the fifth slide will talk about the potential users as well as detecting injuries in the brain.

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