Market Research

1. Go-To market strategy for
Product Engineering Services
in Orthopaedics sector
Dr. ARUN KHEMARIYA

2. OVERVIEW : ORTHOPEDIC MARKET
SITUATION ANALYSIS SLIDE NO: 5
 The Global Medical Device Nomenclature classifies medical technologies in 12
categories and 10,000 generic groups, gathering a total of some 500,000 different
products.
 Orthopedic devices hold the largest market share in the medical device
manufacturing industry
 Global orthopedics market, $37.1 Billion, growing at 4%
 Orthopedics outsourcing market, $1 Billion$, growing at 11%
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3. PRIMARY FACTORS FOR CONSULTING PES
SITUATION ANALYSIS SLIDE No: 6

4. PES HORIZON: ORTHOPEDICS
FINITE
ELEMENT
ANALYSIS
ENTERPRISE
CHANGE
ORDER
ELECTROMECHA
NICAL PRODUCT
DESIGN
DESIGN
VERIFICATION
& VALIDATION
INDUSTRIAL
& CONCEPT
DESIGN
PROTOTYPING DIGITAL
IMAGING AND
TEMPLATING
DESIGN
SUPPORT FOR
IMPLANTS
PRODUCT ENGINEERING
SERVICES
4
SITUATION ANALYSIS SLIDE No: 7

5. MAJOR PLAYERS
SITUATION ANALYSIS SLIDE No: 8
COMPANY MARKET SHARE
in %
GROWTH RATE
in %
FOCUSED SEGMENT
Stryker 15 3 Reconstruction, Trauma & CMF
J&J 13 6 Reconstruction, Spinal
Zimmer 10 0 Reconstruction
Medtronic 10 3 Spinal, Orthobiologics
Synthes 9 8 Trauma & Craniomaxillofacial, Spinal
Smith & Nephew 8 1 Trauma & Craniomaxillofacial
Biomet 6 6 Reconstruction

6. FOCUSED GROUP INTERVIEW
MARKET NEEDS & TRENDS SLIDE NO: 9
 Faculty Govt Rehabilitation Center, Mumbai:
• The affluent Geriatrics group requiring Orthopedic facilities is increasing in all the
countries and they need technology that can provide them support, mobility and
independence
• The focus of the Doctors is on patient satisfaction, any new technology that can
help improve the outcomes and accuracy is welcome
 Faculty, Private joint replacement and rehabilitation center, Pune
• The modern patient is much more aware of the treatment and the legal issues
arising out of complications
• The use of technology by surgeons is a must in a cut throat competition scenario.
All future surgeries would be under navigation
 Marketing team (Device manufacturer, Delhi)
• The demand for Operating room equipment is on the rise in all developed
countries and Indian doctors are also keen on using them
• With the reconstruction market nearly saturated, the companies are looking to
new areas for growth specially Navigation and PACS systems.

7. ORTHOPEDICS: PAIN POINTS
 Rapidly aging population the world over
 Driven by escalating demand, the orthopedics market is experiencing change in
every facet to keep up with the changing needs of the medical landscape and a
new breed of lively senior citizens.
 Increased paying capacity of Patients and Insurance companies
 Technology being the prominent driver for growth
 Patients being proactively involved in his treatment
 Increasing Lawsuits against Hospitals
 Ever rising cost of production and services in the Health care sector.
 Stringent rules imposed by Governments on companies
MARKET NEEDS & TRENDS SLIDE NO: 10

8. ORTHOPEDICS: LATEST TRENDS
 Shift from Fusion technology to Motion preserving devices: The risk of spine
fractures around previously fused patients may also be decreased by use of new
non-fusion approaches.
 Shift from invasive to minimally invasive procedures: Intraoperative navigation that
enhances the accuracy of the surgery manifolds. Advantages include minimized
blood loss, smaller incision scars, shorter hospital stays and quicker rehabilitation
 Flexible Orthopedic Implants: Nitinol is a flexible alloy that has a great potential in
making flexible orthopedic implant design
 Custom based implants: Given that the bone-implant interface is customized, about
40% less bone must be removed.
 Custom cutting blocks technique: The computer decides the position of implant
based on the CT scan and the implant is designed based on the patients anatomy
 3-D surgical planning / Haptic simulation environment: reduces the quotient if
human error during a surgery by CT/MRI based planning and simulation of
operating procedure in 3D
MARKET NEEDS & TRENDS SLIDE NO: 11

9. OPPORTUNITY PATHWAYS
SLIDE NO: 12
Implant Designing
Orthopedic PACS
Orthopedic Devices
Embedded Software Applications
Product Verification & Validation
Operating Room Solutions
ORTHOPEDICS

10. ORTHOPEDIC PACS: WORKFLOW
SLIDE NO: 18
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11. 11

12. 12
REGISTRATION OF CT DATA
NAVIGATION COMPUTER
REAL TIME ANALYSIS
EXECUTION &
PLAN REVISION
PREOPERATIVE PLANNING
OPTOTRACK CAMERA
INFRARED MARKERS
TRACKING &
REFERENCING

13. 13

14. INTEGRATED OPERATING ROOM
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15. RECOMMENDATIONS
 Looking at the present expertise of the company, starting with Orthopedics PACS
would be the most appropriate alternative to easy their way into the Orthopedics
market
 The most rapidly developing area in the Orthopedics technology field is navigation
systems. Partnering with a big player in the west and bringing the full fledged
technology in India would be a move that could revolutionize Indian orthopedics
and surgical techniques
 Promoting techniques of developing Integrated operating room in Indian Hospitals
 Designing of Orthotics devices for elderly based on the principles of Ergonomics
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16. REFRENCES
 Stryker business review 2010
 Black book of outsourcing
 Reports on Orthopedics market from Research and Market website
 External fixation versus conservative treatment for distal radial fractures in adults
(Review), The Cochrane Collaboration. Published by John Wiley & Sons, Ltd
 U.S. Market for Image Guided Surgery and Surgical Robotics 2009
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