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Custom Procedure Trays: End-user Perspective in Major European Markets
Frost & Sullivan, Jan 2007, Pages: 45
This Frost & Sullivan research service titled Custom Procedure Trays: End-user Perspective in Major European Markets examines the CPT market from the perspective of end-users. It examines the markets in terms of the challenges, perceptions, needs, and decision-making processes involved. It also provides an overview of the opportunities for market penetration. In this research, expert analysts thoroughly examine the following markets: custom procedure trays.
Market Overview
Convenience, Speed and Reliability Offered by CPTs to Promote Market Growth
Across Europe, the markets for custom procedure trays (CPTs) are poised for significant growth. Hospitals are increasingly using CPTs or custom packs, where all single-use medical items required for a particular procedure are compiled by a CPT company and supplied in a single purpose-built sterile ‘tray’. This offers hospitals benefits such as cost-effectiveness, quick surgical set-up and improved infection control. A recent Frost & Sullivan end-user study based on primary research, largely among operating room (OR)/theatre managers and key decision makers assessed defining trends and areas of potential growth in CPT markets in the United Kingdom, Germany and France.
The key factors driving CPT adoption are increased desire for convenience, speed and reliability. The study revealed that one out of three respondents used CPTs in their OR. However, this is surprising as the total penetration of CPTs in 2003 in terms of the number of procedures numbers was estimated to be less than 10 per cent. On analysing these findings, it was concluded that confusion existed in the perception of customised packs, drape/gown packs and other such combinations currently in use. 'Apart from the above, orthopaedics was found to be the most popular procedure where CPTs were used, followed by obstetrics and gynaecology,' states the analyst of this research service. 'Meanwhile, minimally invasive procedures such as angioplasty and ophthalmics are evolving, thus indicating greater use of CPTs in the future. Angioplasty has been identified as a growing sector for the use of CPT and is expected to continue its double digit growth in the future as well.'
CPT Suppliers to Focus on Customer Education and Cost-Simulation Studies
In the context of the selection of CPT suppliers, the majority of respondents displayed no preference for either an independent company or a component manufacturer. This indicates that CPT companies have not differentiated themselves in creating preferences or brand integrity. 'In the absence of any preconceived ideas, there is high potential in the CPT market,' says the analyst. 'Price and quality are the most important selection criteria, followed by flexibility in choice and a good relationship with current suppliers. Hence, manufacturers/suppliers of CPTs should focus on quality products at cost-effective prices, while offering end users more freedom to choose from various product lines.' Moreover, the cost of surgical procedures played a crucial role in decisions involving the use of CPTs.
While clinical personnel were influenced by the clinical benefits that CPT brings to hospitals, purchasing personnel considered the increased costs involved in purchasing CPTs. Hence, by determining the key influencing parties and the final decision-makers in CPT adoption, market participants should construct the optimal value proposition. The idea of adopting CPT seems to be coming mainly from hospital personnel and more specifically, from theatre staff. While recommendations from theatre staff have been instrumental in the success of CPTs, marketing and sales efforts of manufacturers and suppliers should not be underestimated. The biggest barriers in the adoption of CPTs include the lack of a cost-benefit argument, procedure-related barriers, as well as service deficiencies. End users are ready for CPT, but cost savings are still difficult to quantify. Hence, extensive customer education and cost-simulation studies provided by CPT suppliers will help hospitals realise the cost savings that result from CPTs.
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