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Strategic Analysis of World Diabetes Glucose Monitoring Devices Markets
Frost & Sullivan, April 2004
Developing Countries Emerging as Key Markets for Diabetes Monitoring Devices
The demand for glucose self-monitoring devices has seen tremendous growth in recent years. Developing countries are rapidly emerging as important markets for these devices, spurred by growing awareness, availability of sophisticated self-monitoring technologies, and greater purchasing power. This is evident from the strong growth experienced by participants in these countries during the 2002-2003 time period even as they were undergoing a relatively slow growth phase in the U.S. market.
This strategic analysis service (SAS) is a visual presentation of the latest trends in the global diabetes glucose monitoring devices markets and their three segments: glucose meters, glucose test strips, and continuous glucose monitoring systems. It examines the significant challenges faced by participants and recommends strategies to overcome the same. Market metrics include segment-wise revenue forecasts, pricing trends, identification of emerging opportunities, and detailed information on competitive positioning of leading companies.
A ‘Free Meter’ Market Relies Heavily on Test Strips for Higher Profitability
The glucose self-monitoring devices business has often been described as a ‘free meter market’ because of the heavy discounts offered on glucose meters. In most cases, glucose meters, priced between $45 and $100 are distributed free with the purchase of multiple packs of glucose test strips. Due to this, equipment manufacturers consider meters as ‘loss leaders’ and try to amortize their cost over a specific time period. The challenge for manufacturers lies in patient selection and distribution of free meters to these ‘ideal’ patients that are likely to use test strips and meters frequently and generate repeat sales.
Consumer-driven Marketing Campaigns - Essential, though Expensive
Key market participants have traditionally focused their selling efforts on professional healthcare agencies such as the Managed Care and Medicaid or Medicare that exercised considerable influence on purchase decisions. This is gradually changing with leading companies such as Roche, LifeScan, Bayer, and Abbott Laboratories beginning to focus on direct-to-consumer advertising. They are channeling significant funds toward such campaigns to differentiate their products, generate recall, and create brand recognition.
Brand awareness is extremely important as most consumers ‘self-select’ their glucose monitoring kit, says the analyst. Though healthcare professionals are highly influential in the initial purchase decision, subsequent upgrades and/or purchases are often based on multiple factors, with advertising through media being a key strategy.
Escalating Expenditure for R&D and Marketing Triggers Consolidation
Marketing and R&D expenditures have skyrocketed following the consumer-focused approach adopted by device manufacturers, says the analyst. This has triggered industry-wide consolidation across the world. One recent example for such consolidation is the acquisition of TheraSense, Inc. by Abbott Laboratories. Many small and niche companies lack sufficient funding and hence, look for collaboration with resource-rich large companies to strengthen their growth prospects. Collaborations are likely to benefit even large companies as they seek opportunities in developing countries to extend their market reach.
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