-Competitive strategies to range from first-to-market for large companies to specialisation for small companies
LONDON, April 10, 2013 /PRNewswire/ -- The rise in the number of minimally invasive surgeries (MIS) is promoting the use of endoscopy devices. These devices provide the necessary visualisation during MIS procedures.
New analysis from Frost & Sullivan (http://www.medtech.frost.com), Western European Endoscopy Devices Market, finds that the market earned revenues of $2.96 billion in 2012 and estimates this to reach $4.44 billion in 2019. The research covers the potential for rigid and flexible endoscopes and endoscopy equipment and accessories across applications in arthroscopy, ENT, gastrointestinal, gynaecology, laparoscopy, neurology, pulmonary and urology.
"In the existing managed care environment, MIS procedures – which offer both clinical and cost benefits – are increasing at a faster pace than conventional surgical procedures," notes Frost & Sullivan Healthcare Research Analyst Brahadeesh Chandrasekaran. "This is expected to be a key driving factor for endoscopy devices."
Endoscopy's advantage over traditional surgery is attributed to its ability to provide a visual, while being minimally invasive. This is motivating the use of these devices in various surgical techniques. For instance, endoscopy techniques such as arthroscopy, a major surgical endoscopic technique that focused primarily on the knee, is now expanding to other areas such as the shoulder, the wrist and small peripheral joints.
Endoscopy has become a common procedure in various fields such as urology, gynaecology and gastroenterology. In the future, endoscopy may be the standard procedure for the diagnosis and treatment of most internal organ disorders, as well as for the treatment of liver, colorectal and other types of cancer.
"The sale of technologically advanced products, such as video-endoscopes and capsule endoscopes, indicate that there is a huge demand for advanced, innovative products," adds Chandrasekaran. "Although these devices are initially challenged by the lack of reimbursement, penetration levels are set to rise subsequent to strong clinical evidence being provided."
On the competitive front, the Western European endoscopy devices market is highly consolidated and dominated by large multinational companies. This makes market penetration difficult for new or small companies.
"The main strategy of big multinationals is the early introduction of innovative next-generation endoscopes and devices; being first-to-market ensures high revenues as there is a little pricing pressure due to the lack of competition," states Chandrasekaran. "Small companies are focusing on specialisation and are establishing themselves strongly in niche segments."
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