The medical devices industry anticipates marginal revenue growth in
2012
Of respondents across the industry, 54% are "more optimistic" about revenue growth for their company over the next 12 months as compared to the previous 12 months. With the current volatile market situation, the medical devices market is expected to register different rates of growth between the developed markets in the US and Western Europe and the emerging markets of Asia-Pacific and Latin American countries. However, strong growth in emerging markets such as India, China, and Brazil, has contributed to an increase in revenue optimism.
Of respondents across the industry, 54% are "more optimistic" about revenue growth for their company over the next 12 months as compared to the previous 12 months. With the current volatile market situation, the medical devices market is expected to register different rates of growth between the developed markets in the US and Western Europe and the emerging markets of Asia-Pacific and Latin American countries. However, strong growth in emerging markets such as India, China, and Brazil, has contributed to an increase in revenue optimism.
The top three key expected changes for 2012 are the introduction of "new products and services," business "expansion in current market and abroad" and "improvement in operational efficiency." Overall, the key expected changes in business structure for medical devices manufacturers in 2012 have not changed considerably from those identified in 2011.
Mergers and acquisitions in the industry is expected to increase in 2012
Industry executives expect to see increased levels of consolidation, with 63% of respondents anticipating either a "significant increase" or an "increase" in merger and acquisition (M&A) activity over the next 12 months.
Incidentally, there has been no substantial change in expectations of consolidation among medical device companies in 2012 when compared to the 2011 survey results. Finally, high operating costs, rising competition, the need to increase geographical presence in key markets, stringent government regulations, high R&D costs, increased time to develop and introduce new technologies, business competence, and pressure on bottom-line performance are the key stimuli for switches to inorganic growth.
China, India and Brazil are the most important emerging markets
Respondents identify that China, India and Brazil will offer the highest opportunities of growth among emerging markets. The expansion of business activities in emerging markets, together with stronger economic growth than other regions of the world, government funding and reforms, changing consumer lifestyles, increasing penetration of medical insurance products, and a rise in disposable income, has increased the demand for quality healthcare services. This, in turn, is expected to increase the demand for medical equipment and other support services.
The US, Singapore, Taiwan and Hong Kong, South Korea, Germany, and Canada are identified as the most important regions for growth among developed regions.
Although concern over the implementation of healthcare reforms starting from
2013 has reduced growth optimism in the US, the growth prospects are still high
amongst the developed countries. With an aging Baby Boomer population, high
unmet medical needs and increased incidence of lifestyle diseases including
cardiovascular diseases, diabetes, hypertension, and obesity, the US medical
device industry continues to grow at a brisk pace.
Companies face key challenges in ‘market uncertainty’, ‘responding to pricing pressure’, and ‘regulatory change,’
Companies face key challenges in ‘market uncertainty’, ‘responding to pricing pressure’, and ‘regulatory change,’
"Market uncertainty," "responding to pricing pressure," and "regulatory
change" are the most immediate business concerns for the industry. Additionally,
"market uncertainty" and "responding to pricing pressure" are considered leading
business concerns for respondents from small and medium-sized companies, whereas
"regulatory change," and "cost containment" are concerns expressed by
respondents from large companies. Furthermore, buyer respondents across all
regions rank "innovate products" as the leading action suppliers should take to
secure business, while senior-level executives identify the need to "innovate
products," "improve payment terms," and "reduce prices" as key initiatives for
suppliers to secure buyers' business.
Average annual marketing budget of suppliers is expected to remain stagnant
in 2012 in comparison to 2011 ICD Research's industry survey revealed that on
average, the marketing budgets of global medical device industry supplier
respondents are expected to increase by 7% over the next 12 months. Moreover, in
2012, 72% of supplier respondents anticipate an increase in marketing budgets,
as compared to 61% in 2011.
In 2012, the average size of the annual marketing budget of global medical
device industry suppliers is US$1.7 million, as compared with US$1.9 million in
2011. Incidentally, the European debt crisis, increased price transparency, and
global competition have led to neutral expectations of annual marketing budgets.
However, 76% of companies have a marketing budget of less than US$250,000 for
the same period, which implies that companies intend to keep budgets low,
spending less time and money on marketing strategies.
"Online content sites", "email and newsletters" and "social media and
networking sites" to dominate future investment
"Online content sites," "email and newsletters," and "social media and
networking sites" are expected to register the strongest investment. Conversely,
"radio," "newspapers," and "television and video" are expected to show the least
investment gains. In the next 12 months, global marketing budgets are expected
to demonstrate an increasingly significant proportion of spending towards
digital media, including emails, internet searches, social media, and networking
sites. Additionally, "market intelligence research," "CRM systems" and
"competitor intelligence research" emerged as important areas of investment
among marketing and sales solutions activities, in 2012.
"Customer retention," "customer acquisition," and "lead generation"
dominates key marketing aims of suppliers for 2012–2013
"Customer retention," "customer acquisition," and "lead generation" are
identified as key marketing aims for global medical device industry suppliers by
77%, 54%, and 31% of industry respondents respectively. In 2012, the key
strategy that industry suppliers plan to employ is to "focus sales efforts on
generating new business," as identified by 53% of respondents. Moreover,
supplier respondents are expected to invest more in new media, such as
"networking through social media websites," "email promotions," and "email
educational messages" to increase business.
"Ability to target specific audience niches," "flexibility in customizing
services," and "thorough reporting and analysis" are the three leading critical
success factors for suppliers in 2012
The "ability to target specific audience niches," "flexibility in customizing
services," and "thorough reporting and analysis" are considered chief success
factors for marketing agencies. Survey results indicate that critical success
factors have changed slightly since 2010 and 2011, and although the leading
critical factor of the "ability to target specific audience niches" remained in
pole position throughout 2010–2012, the importance of "flexibility in
customizing services," and "thorough reporting and analysis" has increased
substantially in the recent survey. Additionally, customizing sales processes
ensures conformity with the customer buying process and suppliers look for
marketing agencies that offer products and services which add value, to attract
customer attention.
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About Industry Review:
Industry Review is a collection of incisive, regularly updated market reports across 40+ industry sectors and 100+ countries.
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The reports in our store draw on robust primary and secondary research, proprietary databases, industry surveys and insightful analysis from our own expert teams and from carefully selected third-party publishers.
With access to over 400 in-house analysts and journalists, and a global media presence in over 30 industries, Industry Review delivers in-depth knowledge of local markets worldwide.
For more information, please visit our website at www.industryreview.com
For more information on the article, please contact:
Press Contact:
Shelly Wills
Tel: +44 (0) 20 7936 6671
shelly.wills@industryreview.com
Industry Review is a collection of incisive, regularly updated market reports across 40+ industry sectors and 100+ countries.
We provide access to the latest data on global and local markets, key industries, top companies, M&A activity, new product launches and trends so you can make faster and better informed business decisions.
The reports in our store draw on robust primary and secondary research, proprietary databases, industry surveys and insightful analysis from our own expert teams and from carefully selected third-party publishers.
With access to over 400 in-house analysts and journalists, and a global media presence in over 30 industries, Industry Review delivers in-depth knowledge of local markets worldwide.
For more information, please visit our website at www.industryreview.com
For more information on the article, please contact:
Press Contact:
Shelly Wills
Tel: +44 (0) 20 7936 6671
shelly.wills@industryreview.com