Study of the factors affecting the selection of orthopaedic implant brands and their perceptual mapping in Mumbai city

Abstract

The orthopaedic device market is a booming market globally. The growing elderly population, risk of osteoporosis, osteoarthritis, bone injuries and obesity are major factors that are contributing to the growth of this market. The projected market size by 2021 is $ 45.36 billion. There is a wide scope of growth for this market mainly in Middle East, China, India and other Asian countries.

The study was conducted to understand the perceptions of orthopaedic surgeons towards 7 leading implant brands in India.  Major factors for the study were identified from literature review and expert opinion of 7 leading orthopaedic surgeons.

This research has three objectives:   a) To understand the significance of various factors considered by orthopaedic surgeons for choosing an orthopaedic implant. b) To understand perceptions of orthopaedic surgeons with respect to 7 leading orthopaedic implant brands available in the Indian market. c) To understand the preferred source of information of orthopaedic surgeons for selecting/ prescribing orthopaedic implant brands.

Primary data was collected by surveying 61 orthopaedic surgeons practicing in Mumbai city using a structured questionnaire. A perceptual map of various factors was developed and analyzed to understand the gap between selected implant brands.

Data was analyzed using SPSS. It was found that quality is perceived as the most important factor by orthopaedic surgeons followed by sharing of appropriate clinical trial data by the company, durability of the implant and the value for money of the implant brand. Brands which were considered high on these factors were perceived better by orthopaedic surgeons.

Introduction

Joints in the human body undergo deterioration/ damage due to causes like disease, injury or osteoarthritis. World over, the geriatric population is most vulnerable to such deterioration/damage of joints. Various orthopaedic implants are used in reconstructive surgeries of such joints, relieving pain, offering stability and also restoring movements of the patient (Research and Markets – Hip and Knee Orthopedic Surgical Implants: Market Shares, Strategies, and Forecasts, Worldwide, 2016-2022 , 2016).

The global orthopaedic device market is booming. The growing elderly population, risk of osteoporosis, osteoarthritis, bone injuries and obesity are major factors that contribute to the growth of this market. In 2015, the global market for hip and knee surgical implants was valued at $ 17 billion. In the US alone, over 324,000 opted for hip replacement in 2015(Research and Markets – Hip and Knee Orthopedic Surgical Implants: Market Shares, Strategies, and Forecasts, Worldwide, 2016-2022 , 2016). The global market revenue is projected to be $ 45.36 billion by 2021(Executive Summary – The Orthopedic Industry Annual Report, 2013).

Although the US, Europe and Japan account for at least 80% of the global orthopaedic market, almost 80% of the world’s population live outside these areas. Hence, the future focus of the orthopaedic industry would obviously revolve around this 80% population which is from the underdeveloped and developing countries in Africa and Asia. People in this upcoming market will need musculoskeletal care throughout their lives and the real challenge lies in making the implants affordable to the masses (Executive Summary – The Orthopedic Industry Annual Report, 2013).

Focusing on India, the orthopaedic device market is a fast growing market and is rapidly gaining ground with an increase in arthritic population and economic growth. An increase in the ageing population, sedentary lifestyle, growing economy, better healthcare infrastructure and opening up of the insurance sector are the factors that have contributed tremendously to the growth of this sector. There are more than 70,000 hip and knee surgeries performed every year and with rising awareness about the impact of joint problems and the surgical treatments, this market will emerge as the most lucrative market in the overall Indian medical device market (Tara Shelton, 2014).

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2 thoughts on “Study of the factors affecting the selection of orthopaedic implant brands and their perceptual mapping in Mumbai city

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