As important as the blood running through your veins is the oxygen it carries. Masimo knows that and makes tools that monitor arterial blood-oxygen saturation levels and pulse rates in patients. The company's product range, which is based on Signal Extraction Technology (SET), offers pulse oximeters in both handheld and stand-alone (bedside) form. Product benefits include the provision of real-time information and elimination of signal interference, such as patient movements. The company markets its products globally through direct sales representatives and distributors. It also licenses SET-based products to dozens of medical equipment manufacturers, including CareFusion, Medtronic, and Welch Allyn.
Original equipment manufacturers (OEMs) that resell or incorporate Masimo's products account for about 20% of the company's annual revenues. While the Americas account for about three-fourths of its product sales, Masimo is working to grow its operations in Africa, Asia, Australia, Europe, and the Middle East.
Expansion is key to Masimo's strategy for growth. The company is not only expanding its product offerings, but reaching out beyond its traditionally targeted emergency and critical care setting markets. Its research and development efforts focus on novel products as well as improvements to existing products. Product enhancements have included a new monitoring capability that can detect methemoglobin (a form of hemoglobin that can cause a lack of oxygen in the blood), and the addition of total hemoglobin (oxygen in red blood cells) measurement.
New markets the company has begun to target include general care treatment areas of hospitals and non-hospital environments. For example, the company sees its SET technology as ideal for home care, post-acute care hospitals, and sleep diagnostics. The technology can reduce false alarms and increase true-event detection, which in turn helps clinicians operate more efficiently and enables them to make more reliable diagnoses of those who need oxygen therapy.
Towards that end, the company is looking to increase sales of its Rainbow SET product, which is used for noninvasive measurement of a range of oximetry parameters including total hemoglobin, carboxyhemoglobin, and methemoglobin. It introduced the Rainbow Acoustic Monitoring device, which allows clinicians to measure respiration rates (breaths per minute), in 2010. In addition, the company introduced a next-generation, handheld product called the Pronto-7 that year to measure hemoglobin levels in patients visiting physician offices and emergency departments. The company expects moves such as these to greatly expand its presence in non-critical care markets.
Masimo also grows through occasional acquisitions and through licensing agreements. In 2010 the firm entered the brain function monitoring market by purchasing SEDLine, a manufacturer of brain function monitoring equipment. SEDLine's products are used in hospitals to assess the depth of anesthesia and sedation in patients. In 2011 Masimo renewed and extended its long-standing licensing agreement with medical device giant Covidien. Under terms of the deal, Covidien gained access to Masimo's pulse-oximetry devices used to monitor pulse rates and oxygen saturation levels. The two first reached the agreement, under which Covidien pays Masimo a royalty of nearly 8% on sales of the devices, in 2006; the agreement was extended an additional three years in 2011.
To bring manufacturing of some key components in-house, Masimo acquired Spire Semiconductor in early 2012. Masimo had been one of Spire's largest customers, and having the LED manufacturer under its wing promises to speed development of new products.
Chairman and CEO Joe Kiani, who founded Masimo in 1989, holds roughly 10% of the company's stock. The company went public in 2007 and used proceeds from the IPO towards capital and equipment expenses and product development efforts. – less