New Product Introduction: Low-cost visualization device for body orifices

Overview: Market for Endoscopic Products in India

The global market for endoscopic products was valued at over $29Bn in 2015, growing at over 6% annually. India represents about 0.35% of the global markets, being valued at $115Mn. Rigid endoscopes continue to dominate sales in India, accounting for over 62% of the market revenues.

Future innovations may include molecular imaging techniques that use specific antibodies labeled with substances such as fluorescein that might be readily detected with inexpensive technologies. Despite the presence of various visualization tools (gastroscopes, duodenoscopes, otoscopes, colocoscopes etc.), misdiagnosis in many primary and out-patient settings especially in tier2/tier 3 towns is common. Most common misdiagnosis occur around piles, anal fissures, hemorrhoids and infections of urinary tract.

Our Client: A top global healthcare solutions provider dealing with cardiac and vascular devices, diabetes products and technologies for various surgeries

Challenge Statement: The client wished to understand the feasibility of developing a low-cost visualization device for early screening and diagnosis across primary care facilities.

Research Methodology: Exhaustive secondary research was conducted to understand the current types of visualization devices (endoscopes, laryngoscopes, sinuscopes, cystoscopes etc.) being used across various care-settings and specialties. Deeper understanding around epidemiology of corresponding diseases that may be diagnosed with early visualization was also generated.

Ethnographic observations and in-depth interviews were conducted with ENT specialists, CPs, Gastroenterologists, Medical officers in PHCs, GPs with private practice and gynaecologists. The current levels of misdiagnosis due to lack of early visualization tool was evaluated. The low-cost visualization prototype was tested with specialists to identify key need-gaps, usage patterns, fit-to-workflow and overall propensity to purchase. Broad pricing ranges for capital and disposable purchases were also assessed.

Research Outcome: The research helped establish the exact need-gaps in facilities with minimal infrastructure. It also revealed how this concept would impact the current referral structures, and commercial considerations while empowering primary care physicians. Detailed business models were evaluated, and corresponding market potential evaluated.  The client benefited from EMeRG’s local knowledge of patient journey, referral structures while leveraging the profound network of KOLs in Tier II/III towns. 

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