MEDICAL DEVICES & DIA GNOSTICS Reaching More of the World In China, product offerings are being  expanded to meet the unique needs of the  mass market, which comprises hundreds of millions of people who now have access  to some degree of health care. MD&D  businesses have launched a number of  market-appropriate products in China  recently. Ethicon Endo-Surgery, Inc.  introduced the  ADVANT ™ 55  Linear  Stapler in  2008  and the HCS Disposable  Curved Circular Stapler in  2010 . Designed for specific Asian markets,  the  ONETOUCH ®  ULTRAVUE ™  blood glucose meter from LifeScan, Inc. was  successfully launched in Japan in  mid- 2008  and is now a popular meter  there. The meter was introduced in  2010 in China, where diabetes is quickly  becoming an epidemic. Recent data  indicates that one in  10  people in China  now have the disease. To further accelerate progress in  emerging markets, more research and  development is being done outside the U.S.  (See story on page  10. ) Efforts to develop market-appropriate  products and quickly globalize new and  existing products rely on an ability to  leverage capabilities throughout Johnson & Johnson. The result is reaching  more of the world with products that can  make a difference.  And that excites the Biosurgicals team  too. “We’ve achieved an important market presence with  EVICEL ® , paving the way for products we’re developing,” says Dan Wildman, Worldwide President of  Ethicon, Inc., responsible for the Ethicon  Biosurgery unit. “By meeting significant  needs of surgeons, we’re meeting vital  needs of their patients.” At Gaetano Pini Hospital in Milan, Italy,  Dr. D’Imporzano now has access to a new  hemostasis product from Ethicon, Inc.  that can be used to stop bleeding.  EVICEL ® Fibrin Sealant (Human), once thawed, is  ready on-demand to help surgeons meet  critical bleeding challenges.  taken the best technology, leveraged the  global network of Johnson & Johnson  companies and provided a strategic plan  executed by local teams. Now more doctors can access this leading technology  and make meaningful differences for their patients.” EVICEL ® is a fibrin sealant approved for  general hemostasis in surgery (that is, it  can be used in any surgical setting) when  control of bleeding by standard surgical  techniques is ineffective or impractical.  The human plasma-based biologics in  EVICEL ® sealant allow it to work  independently of the patient’s clotting  factors, creating a simple solution for  complex bleeding problems. Because  EVICEL ®  sealant is both a  biologic and a medical device product,  knowledge and experience in launching  pharmaceuticals as well as medical devices  was needed to expand to so many markets  so quickly. In markets like Turkey and  Greece, Medical Devices and Diagnostics  (MD&D) teams reached out to their  counterparts in Pharmaceuticals. Local  expertise was the best way to manage the  complexity in Italy, which has  21  provinces  with distinct regulatory bodies, each with  specific requirements.   “Our strategy was to provide local  leadership with comprehensive, cross- functional tools,” says Ron Horton, Group  Product Director, Ethicon, Inc., who led the  EVICEL ®  sealant globalization efforts. “The  approach we used is scalable and adaptable  for other business units, which could prove  beneficial for teams in both the MD&D and  pharmaceutical segments as they work to  achieve global business goals.”  Often, surgical success depends on the  ability to quickly and effectively control  bleeding at the surgical site.  EVICEL ® sealant has become a critical tool to assist  surgeons in ensuring that bleeding during  and after surgery doesn’t become life- threatening.  “The availability of so powerful a topical  hemostatic product is extremely important,” says Dr. D’Imporzano. “Using  a product like  EVICEL ® , together with a  minimally invasive surgical approach, can  lead to improved outcomes for patients.” EVICEL ® sealant is the first product  from Omrix Biopharmaceuticals, Inc. that  Ethicon is taking to more global markets.  When Ethicon acquired Omrix in  2008 ,  EVICEL ®  sealant was available in one  country. By the end of  2009 , it was in  10 countries, and at the end of  2010 , in  20 countries, including Italy, where it  launched in October. “This is a great example of how we’ve  used our scale to quickly globalize important products,” says Randy Hubbell,  Worldwide Vice President, Ethicon  Biosurgery unit. “With  EVICEL ®  we’ve The ability to quickly globalize products is just one way the MD&D business segment  is capitalizing on globalization. Another is  by developing market-appropriate  products. Today the global MD&D market is worth  approximately $ 350  billion, more than  50  percent of which is outside the United  States, where markets are growing at a  slightly faster rate. And emerging markets  are growing still faster—two to three times the rate of the overall market. SURGICAL SUCCESS  Dr. Marco  D’Imporzano completes about  1,000  hip  and knee replacements each year. He says adjunctive hemostatic products  like  EVICEL ® sealant, combined with a  minimally invasive approach to proce- dures, may improve outcomes.  JOHNSON & JOHNSON 2010 ANNUAL REPORT 16 GLOBALIZATION DRIVES BUSINESS PATIENT NEEDS DRIVE EFFORTS D uring total hip or knee surgery, it can be extremely challenging to control bleeding,” says  surgeon Marco D’Imporzano, M.D. “The bleeding  site is often difficult to reach, and it is difficult to  control this bleeding with traditional surgical techniques.” 