Orthopedics project

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  1. 1. Go-To market strategy for Product Engineering Services in Orthopaedics sector Dr. ARUN KHEMARIYA
  2. 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% 2
  3. 3. PRIMARY FACTORS FOR CONSULTING PES SITUATION ANALYSIS SLIDE No: 6
  4. 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. 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. 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. 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. 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. 9. OPPORTUNITY PATHWAYS SLIDE NO: 12 Implant Designing Orthopedic PACS Orthopedic Devices Embedded Software Applications Product Verification & Validation Operating Room Solutions ORTHOPEDICS
  10. 10. ORTHOPEDIC PACS: WORKFLOW SLIDE NO: 18 10
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  12. 12. 12 REGISTRATION OF CT DATA NAVIGATION COMPUTER REAL TIME ANALYSIS EXECUTION & PLAN REVISION PREOPERATIVE PLANNING OPTOTRACK CAMERA INFRARED MARKERS TRACKING & REFERENCING
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  14. 14. INTEGRATED OPERATING ROOM 14
  15. 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 15
  16. 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 16