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Market Opportunity Assessment and Concept Testing of a New Surgical Robotics Solution

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    Exploring the frontier of surgical innovation, this case study delves into Cetas Healthcare’s comprehensive assessment of the emerging market opportunities and challenges for a new surgical robotics solution.
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    The Client

    • A global medical technology company that develops a broad range of medical devices and medical technology
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    The Challenge

    • A global medical technology company is planning to enter into the Surgical Robotics market and is in the process of developing a comprehensive and robust landscape of current and future trends in this area. The company wishes to find out:
      1. - Is there an opportunity for it to enter into the Surgical Robotics market?
      2. - And if yes, then what should be their plan (in terms of offering, segments, VP, and markets) to enter into this space?
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    Our Approach

    • Qualitative Research: A 60 min in-depth telephonic interview with users and intenders including both surgeons and administrators in US,EU5 and India
    The Objectives

    The Objectives

    • To understand current usage, challenges, and dynamics of Surgical Robotics
    • To evaluate perceptions of current brands of surgical robots
    • To test the market reaction and feedback to robotic solution concept (and features)
    • To understand purchase dynamics – key decision makers, key purchase factors, pricing expectations, and preferred payment models
    Project Outcomes

    Solution/Outcome

    Cetas Healthcare revealed significant insights into the adoption of surgical robotics across various global regions, showcasing the growing trend towards robotic-assisted surgeries due to their enhanced precision and improved patient outcomes. Key findings from the study highlight:
    • Increased Adoption Across Specialties: Surgeons anticipate a 15-30% increase in robotic surgeries, with urology, gynecology, and general surgery identified as the specialties most likely to experience growth. This shift is driven by the superior surgical outcomes associated with robotic systems, including better visualization, improved access, and more precise suturing.
    • Market Dynamics and Competitive Landscape: The research identified a substantial opportunity for the company to penetrate the surgical robotics market, which is currently dominated by a few major players but is ripe for disruption due to technological advancements and evolving surgeon preferences.
    • Barriers and Drivers: While the high cost of robotic systems and the steep learning curve for surgical teams are noted barriers, the potential for improved clinical outcomes and operational efficiencies presents a compelling case for investment. Surgeons and purchasing heads emphasized the role of robotics in reducing surgery times, minimizing patient recovery periods, and ultimately enhancing hospital throughput.
    • Strategic Recommendations: Based on the insights gathered, strategic recommendations were provided to the MedTech company, focusing on targeted innovations that address current market needs, such as developing more ergonomic systems and expanding training programs to support quicker adoption by healthcare institutions.

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