Manufacturers of medical products are challenged by a frequently-changing and competitive market environment. It’s important to note that a large number of different stakeholders influence the decision-making process on purchasing medical products. And in order for manufacturers to stay ahead of the competition, they need to fully understand the market landscape and their competitive field.
The market of medical products is extensive, including a wide range of categories: diagnostic supplies, implants, anesthetics/intensive care/emergency, surgery supplies, therapy supplies, instruments and nursing supplies. In fact, our master data contain more than 200,000 different items and their relevant features, allowing for very detailed and granular analyses.
The most recent analysis showed that the overall medical market size within acute clinics in Germany reached next to 8 billion euros (€8 billion) in 2015. Implants are the largest segment generating 41% of total turnover, followed by therapy supplies 21% and surgery supplies 11%.
What follows is a detailed view on the dynamic development of stents, one of the most important product categories within implants.
The total stent category showed a slight increase in volume of 2% and a decrease in value of 12%, when comparing 2015 to 2014. Prices decreased by 14% in the same period. Coronary stents, in particular, showed a decline in pricing, while quantity remained stable. Biliary stents revealed a different picture, increasing by 11% in volume and even more in value, thus reflecting increasing pricing.
The decline of the coronary segment is mainly driven by a few manufacturers and product families. Quantity shifted to lower-priced products [below 150 euro (€150)]. In 2014 only 15% of coronary stents were priced below 150 euro (€ 150). And in 2015 the price range climbed to 70%.
With insights on turnover, sales and average prices at the product-family or single-article level, including technical specification benchmarks, we explored the dynamics of the marketplace.
Looking at material within the coronary stent segment in 2015, absorbable stents reached a value share of 27%. Cobalt-chrome, the main material for coronary stents, achieved 44% of share.
To understand the landscape and the impact of the various stakeholders involved in the consumption of stents for hospitals, you need to know:
With this analytical detail at your fingertips, you will be able to stay ahead of competition, monitor market trends, shape your commercial strategy and continuously monitor the success of your venture.
If you have any questions or would like more information, email laura.steinbrunn(at)gfk.com.