COMMITTEE ON ACCELERATING PROGRESS TO REDUCE ALCOHOL-IMPAIRED DRIVING FATALITIES. May 9, 2017
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1 COMMITTEE ON ACCELERATING PROGRESS TO REDUCE ALCOHOL-IMPAIRED DRIVING FATALITIES May 9, 2017
2 Summary of Feedback 1. Who we are Company Products & Customers Our DNA 2. What we see Data Psychology Customer Feedback 3. Concepts we recommend Awareness, awareness, awareness Public-Private Partnerships Technology 2
3 1 Introducing BACtrack BACtrack breathalyzers quickly and easily estimate blood alcohol content. 3
4 How Many Drinks Is 0.08 %BAC? Use a drink chart provided by the DMV? 4
5 Three BACtrack Technologies Breath Alcohol Devices Estimate Blood Alcohol Content in seconds Remote Alcohol Monitoring Remotely monitor another person s alcohol level with date, time, and location Wearable Continuously and passively monitor alcohol consumption 5
6 BACtrack is a Pioneer in the Industry BACtrack positions BACtrack first to receive FDA BACtrack launches first BACtrack now available in breathalyzers as consumer- 510(k) clearance for a personal smartphone connected 15,000+ retail store locations friendly safety devices breathalyzer breathalyzers including Best Buy, Costco, Walmart, and Walgreens. 6
7 Who uses a BACtrack? Social drinkers Serious users People who are curious Parents Who want to drink responsibly, who are concerned about getting a About tracking their steps and of underage children who want stay safe. They test DUI or have gotten a DUI. These sleep, yet have no idea what to be sure their child is not themselves, friends, and family people have a lot to lose their their alcohol level is after a drinking, and parents of adult to know when it s time to slow jobs, their reputations, and cannot drink or two; they also know children who want to encourage down or stop drinking. take chances when it comes to comparing perception to real- responsible consumption. drinking and driving. time data can be fun. 7
8 Retail Partners BACtrack products are available in over 15,000 retail store locations in North America, and in over 15 countries. U.S. Retail Partners 8
9 2 What we see: BACtrack user BAC data lines up with NTSB fatality times Users binge drink and drive late Friday nights and late Saturday nights. The same people who are binging and crashing are actually testing with breathalyzers! 9
10 What we see: NTSB Fatality Data, as presented by The New York Times 10
11 What we see: At BAC levels above 0.14 %BAC, the majority of users significantly underestimate their alcohol level. 42% believe they are at or below the legal limit of 0.08 %BAC. 11
12 What we see: Users believe BACtracks reduce drunk driving Colorado Department of Transportation provided free BACtracks to participants. 84% of users said owning a smartphone breathalyzer lowered their risk for DUI. 12
13 What we see: Survey of People Who Consume Alcohol Summary: People don t understand how alcohol affects the body. People are not well-informed. 13
14 Psychology of Consumption and BAC Peer pressure is frequently a factor in binge drinking. Knowing BAC levels can reduce social pressures. A breathalyzer provides an excuse not to drink and drive. Hey, I m already a 0.05 %BAC, I can t drink anymore. A breathalyzer provides actionable data to stop someone else from drinking and driving Hey, you just blew a 0.12 %BAC. If you drive and get pulled over, you ll go to jail! A breathalyzer illuminates high intoxication levels when it may not be obvious to others. Wow, you just blew a.22 %BAC. I didn t even know you were so drunk!! 14
15 Feedback from Customers Technology and the Quantified Self Movement Have COMPLETELY Changed Perceptions BACtrack in 2001 vs. 2017: 2001: Why would I ever want to use a gadget to test myself. What is this thing? 2017: Connecting a breathalyzer to a smartphone via Bluetooth is normal and dare we say cool? Colorado Department of Transportation Study was Oversubscribed. People are being turned away!! 15
16 Feedback from Customers People are comfortable being tested. This is an opportunity. Sports Events, Beer festivals, Concerts, Public Bars and Restaurants 16
17 Feedback from Customers Customers want the latest technologies faster 17
18 Concepts We Recommend Awareness, awareness, awareness Rapidly increase consumer understanding of Blood Alcohol Content. Promote technology availability. Everything has changed in the last 5 years. Use friendly, social, and realistic messaging. Grow Public Private Partnerships Examples: NIAAA Wearable Alcohol Biosensor Challenge; CDOT BACtrack Partnership. Create fast-turn, funded opportunities. Test local and expand. Experiment with radical programs at a county or state level as proof of concept. Push Technology Development Get high accuracy, low cost smartphone-connected technologies into the hands of drinkers to build a direct relationship. 18
19 Thank you Keith Nothacker CEO, BACtrack
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