Go-To market strategy for

Product Engineering Services

in Orthopaedics sector

Dr. ARUN KHEMARIYA

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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PRIMARY FACTORS FOR CONSULTING PES

SITUATION ANALYSIS SLIDE No: 6

PES HORIZON: ORTHOPEDICS

FINITE ELEMENT ANALYSIS

ENTERPRISE CHANGE ORDER

ELECTROMECHANICAL PRODUCT DESIGN

DESIGN VERIFICATION & VALIDATION

INDUSTRIAL & CONCEPT DESIGN

PROTOTYPING DIGITAL IMAGING AND TEMPLATING

DESIGN SUPPORT FOR IMPLANTS

PRODUCT ENGINEERING SERVICES

4SITUATION ANALYSIS SLIDE No: 7

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

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.

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

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

OPPORTUNITY PATHWAYS

SLIDE NO: 12

Implant Designing

Orthopedic PACS

Orthopedic Devices

Embedded Software Applications

Product Verification & Validation

Operating Room Solutions

ORTHOPEDICS

ORTHOPEDIC PACS: WORKFLOW

SLIDE NO: 1810

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REGISTRATION OF CT DATA

NAVIGATION COMPUTER

REAL TIME ANALYSIS

EXECUTION & PLAN REVISION

PREOPERATIVE PLANNING

OPTOTRACK CAMERA

INFRARED MARKERS

TRACKING & REFERENCING

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INTEGRATED OPERATING ROOM

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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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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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