Evolving Customer Requirements Drive Technologic Innovation in European Women's Imaging Markets

The success of vendors will depend on their ability to enhance existing products and successfully develop innovative offerings that meet changing customer demands and gain market acceptance, according to a recent market report.

New analysis from Frost & Sullivan (Palo Alto, CA, USA), an international growth consultancy company, found that the total market comprising mammography, bone densitometry, breast magnetic resonance imaging (MRI), breast and ob/gyn ultrasound earned revenues of US$1,224.5 million in 2009 and estimates this to reach over $1,655 million in 2016.

"The implementation and execution of screening programs will augment the number of mammograms required," noted Frost & Sullivan research analyst Simone Carron. "This will be a key catalyst for the growth of the mammography market in Europe."

The densitometry market is projected to be driven by the replacement of old axial Dual-emission X-ray absorptiometry (DXA) systems that have completed a lifecycle of eight to 10 years. The market will witness the replacement of bone densitometry systems in the short term.

The mammography systems market in Europe is at the start of a new cycle as analogue systems are being replaced by digital systems. Earlier, the replacement cycle of these systems was about eight to 10 years, which was a challenge for digital solution vendors. "With increasing awareness of the benefits of digital systems such as optimized work flow and image clarity, hospitals and screening centers are planning to replace their analog systems with digital systems," remarked Ms.Carron. "Digital mandates in Europe are set to spur the uptake of digital systems."

Consistent with Europe's aging population are menopausal problems, such as abnormal bleeding and osteoporosis. These are expected to be on the rise, affecting the obstetrics/gynecology ultrasound and bone densitometry markets. "However, financial shortfalls and suspended capital expenditure are delaying the purchase of equipment," cautioned Ms. Carron. "Furthermore, the low level or lack of reimbursement is deterring the adoption of densitometry systems as there is no incentive for the hospitals or physicians who purchase these systems."

The major challenge faced by the industry is the lack of available capital for competing technologies such as digital solutions that require high initial investments. With the economy recovering and capital becoming available to potential buyers, the unit shipment volume is anticipated to gain momentum in 2011.

"Industry participants should negotiate and lobby with regional governments to implement screening programs for breast cancer and osteoporosis," advised Ms. Carron. "Negotiation for reimbursements for their respective markets is also essential. This, in turn, would benefit women who would otherwise be hesitant about getting a mammogram or bone scan done."

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