Following on the post, What medtech company isn’t globally focused?, the premise of which is that opportunities are too large globally to focus on one geographic, especially considering the competition, it is important to understand how the dynamics of each market can come to be understood in juxtaposition with each other. Each market has its own demographics, its own clinical practice patterns, its unique rates of technology adoption.
For example, companies who market products in the U.S. can find opportunities in non-U.S. markets by understanding the differences in the drivers and limiters in those non-U.S. markets.
Consider the wound management market in Japan.
It is estimated that more than 1 million people in Japan are treated for wounds every day. There are roughly 5,500 new cases of diabetes every year. There are now roughly 8.2 million Japanese suffering from diabetes with a total 18.7 million people including pre-diabetic subjects, according to The Japan Diabetes Society.
The potential market opportunity offered by the caseload of decubitus ulcers may be gauged from the fact that the total of infirm elderly is expected to be 3.5 million in 2010. Among elderly individuals who are bedridden, 75% have been in this situation for more than one year and 53% for more than three years.
Other important differences exist between Japan and other countries, but the above give a glimpse of how the wound management market in Japan can be understood on the basis of the underlying drivers in its market.
Below is a segmentation of Japanese advanced wound management market in 2008 and 2017. Like other well developed markets, Japan illustrates similar shifts — but in different relative rates — toward or away from the use of specific wound management technologies.
Source: MedMarket Diligence Report #S247.