Approach:

As an Orbees consultant I would first like to conduct an in

depth analysis of the Indian joint replacement market to assess
the market potential of the Clients products. We can also seek
help from some key opinion leaders in order to benefit from
their perception on the existing products from local and global
players in the market. After that a business case and a market
forecast is created for the client along with identifying the
potential patients in India who could cater to the client needs.

Market Overview
The joint replacement market in India is projected to grow
impressively over the next four to five years, owing to an
increase in the aging population, sedentary lifestyle,
booming economy, better healthcare infrastructure and
the opening up of the insurance sector. With so many knee
replacements being performed every year, the growth rate of
the knee implants is estimated to be more than 25 per cent
per annum for the next four to five years. With a growing
population of potential patients, rising awareness about the
impact of joint problems, and the importance of surgical
treatments, the market for knee implants promises to be one of
the most lucrative segments in the Indian medical device
market.
Also the reduced price of implants could extend the products
reach to various classes and sections of the population, thereby
creating a wider customer base but on the other hand the
awareness about joint replacement surgery is very low in India.
Surveys conducted in urban areas reveal that only about 10 per
cent of people are aware about detection and prevention of
joint-related problems thus it is imperative to raise awareness
about arthritis in all its forms among the medical community,
arthritic patients and the public.

A 4 year forecast for the client in terms of

Addressable Market Opportunity and Realizable
Market Opportunity for knee replacement devices
in India.
Assumptions
cost of a knee replacement device is USD 2000

Estimated Addressable eligible

patients
Estimated Realizable eligible patients
Estimated increase in eligible patients
per year

2015
Addressab 2900
le Eligible

100 per state

50 per state
40 per state

Forecast
2016
2017
2940
2980

2018
3020
1570

patients

Realizable
eligible
patients

1450

1490

Theoretical
revenue
Actual
revenue

5.8 mil

5.88 mil 5.96 mil 6.04 mil

2.9 mil

2.98 mil 3.06 mil 3.14 mil

1530

Knee Replacement Market: Drivers &

Barriers
The knee implants market is expected to grow due to several
factors such as increasing rate of old-age diseases like
osteoporosis, diabetes, obesity, arthritis; ageing population and
sports-related injuries. Conversely due to existing and
upcoming advance technologies such as minimal invasive

surgery and better implant materials are making it more widely

accepted even by the younger populace.

Despite of being widely used procedure for curing

extremely debilitating diseases, such as osteoarthritis, the
global knee replacement market is facing some challenges such
as economic slowdown that is preventing the market from
growing. Some of the other growth restraining factors of the
global knee replacement market can be high surgery cost,
increasing competition, increasing number of OEMs in the
market and growing awareness for some non-surgical
treatment methods such as exercises, weight loss, walking aids,
shoe inserts and pain killer medicines.

Recommendation to the client:

The client should go for low-cost knee implant

system without compromising the effectiveness of the

treatment provided by the system such that it can stand out
from the already available products form the local players in
the market.
cannibalization effect can be minimized by adopting an
approach to minimizing the impact on current sales is to push
maintenance harder or to offer some form of 30-day upgrade
guarantee to buyers. This should be tuned to your particular
type of facility and the length of your sales cycle, but it helps
buyers feel like they can buy now and still get the benefit of
new stuff.