Research and Markets: Neuroendoscopy: Taking Rigid Endoscopic Techniques to a New Level.

Business Editors/Health/Medical Writers

DUBLIN, Ireland--(BUSINESS WIRE)--April 22, 2004

Research and Markets (http://www.researchandmarkets.com) has announced the addition of Rigid Endoscopy - Are You Tough Enough to Compete to their offering.

Within Europe, rigid endoscopes are still a potentially exciting clinical area where both new and existing competitors are fighting hard for market share. Although this market is seen as becoming saturated, the drive to develop new technologies and new procedures continues. In addition, growing restrictions on pricing and a tough competitive environment make this a challenging area where competitors will need to pull out all the stops to win market share.

Minimally invasive surgery is a well-accepted technique, and rigid endoscopy is considered to be a mature market within Europe. The larger, most established clinical areas such as laparoscopy, urology and arthroscopy have reached a state of steady growth, although the search for new procedures for rigid endoscopes within all these areas goes on. One example of this is arthroscopic procedures in difficult anatomies such as the shoulder and wrist. Growth rates for increases in the number of neuroendoscopy procedures are believed to be in the region of 7-15% a year. Neuroendoscopy promises to take rigid endoscopic techniques to a new level.

European industry members do not appear to be unduly concerned about the influx of cheaper imports from regions outside Europe, specifically India and China. Although prices for these products are significantly lower (costing perhaps $300 in comparison to $2500 for a European product), there is scepticism about product quality. As one interviewee put it "People need to buy quality products and cannot use bad optics or instruments." In view of the loyal customer base that most major rigid endoscope suppliers have established, and purchaser's requirements for a high level of customer service (including product replacement and repair), the barriers to cheaper imports becoming widely established in the market appear to be significant.

Views are mixed as to the threat posed by products aimed at niche areas of the market. It is possible, that if effectively marketed and competitively priced, a new market entrant could have an impact in this area. However, many established companies feel that the threat from niche competitors should not be overstated since large existing companies have achieved almost blanket coverage of the market and are able to support the introduction of new products with an established customer support system. One area where smaller companies are reported to have successfully developed a specialist market is in small joint arthroscopy, where Atlantech have carved out a foothold in the market. This company is highly focussed on arthroscopy and reports that its success has been aided by good customer service back up to quality products that are compatible with systems that are already installed.

Overall, the rigid endoscopy market is driven by applications rather than product innovations. HBS estimates indicate that overall the number of procedures carried out in Europe is growing by 5-7% a year. This includes that development of new procedures in addition to increases in patients receiving treatment using established procedures.

Companies wishing to enter the market would do well to look at ways to achieve sufficient coverage in large European markets. Strategies should focus on customer service, including training and support, price and new applications.

This report provides a detailed analysis of the market for rigid endoscopes across Europe, including technology trends and a breakdown of procedures. A small sample of end-users has also been interviewed to gain an insight into where they perceive gaps exist in the support and current technology provided by competitors.

There are still opportunities for new companies to make an impression of the European rigid endoscopy market but success is most likely to be found in specialist markets such as small joint arthroscopy and sinus surgery. Although competition in major regional markets such as Germany, France and the UK is fierce, success is more likely to be found in these large markets where greater sales volumes and economies can be achieved.

For more information visit http://www.researchandmarkets.com/reports/c1403