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How Phillips is changing itself to focus on new areas such as elderly health care. The acquisition of Lifeline which is a call service for elderly patients that helps them for independent living. products are being redesigned for consumer health care. One such product is a HeartStart Home Defibrillator which costs $1200 without prescription at drug stores. Ivo Lurvink heads the consumer healthcare division formed in 2004 with the goal of tapping opportunities outside of hospitals. As Phillips new CEO sees it hospitals care is expensive and more and more people are becoming savvy and smart about taking care of themselves with products available and more products need to be designed with them in mind. In targeting needs of elderly Phillips has identified independent living as an important market and has developed a "senior solutions sweet spot" as the kind of customers in this group it would like to target. to get an idea what Phillips is trying to dream up in redesigned or new products, Ivo Lurvink is looking at the broken bones that 350,000 Americans who fall and break bones have to struggle with. Could Philipps come up with a product that detects motion and balance? Philips CEO Gerard Kleisterlee sees the trend as being health care is being increasingly pushed out of hospitals which are expensive and into homes and clinics, and patients are behaving more like consumers and asking smart questions of what will be best for them. Philips has closed most of its electronics factories, its components division, and sold its seminconductor business to private equity firms for $7.4 billion. Its a big shift for a technology company but lower priced Asian imports have convinced Philips that it must make a shift, especially after losses in 2001 of over 2 billion euros and in 2002 of 3 billion euros. The professional medical products division was a bright spot in a recovery with earnings growth of 40%. It sells large equipment to hospitals. Gerard Kleisterlee who took over as CEO of Phillips in 2001 is making a change that is also being made at GE and Siemens as health care becomes increasingly important. Kleisterlee is himself an engineer an after the post tech bubble asked himself "what is the hand of cards that I have and how do I playthem?" Changing its orientation and moving into new products with better margins and less competition in high growth markets such as elderly care is the result of this reassessment.