össur annual report2009 - Euroland

The Company believes that the combination of state of
the art R&D function, cost effective production and a
highly effective sales team will make the company highly
competitive for years to come.
prosthetics
Direct sales to O&P workshops account for the
majority of prosthetic sales. Moreover Össur Americas
has a distribution agreement with SPS, the distribution
arm of Hanger Orthopaedic Group, the largest network
of O&P workshops in the US. Prosthetics performed well
in 2009 with increasing contribution from the Össur’s
Bionic products.
Össur eMea
Össur EMEA total sales amounted to USD 157 million in
2009, accounting for 48% of the Company’s total sales.
Össur EMEA is in charge of sales, marketing and services
throughout Europe, including the Nordic Region,
the Middle East and Africa. EMEA is split into three main
sales areas; Nordic and UK, which is an established
hospital and O&P market; Gibaud, which is mainly the
pharmacy market in France; Italy and Europe, which is
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focusing on developing the rest of the EMEA markets.
The EMEA sales force consists of 135 employees and
roughly 100 distributors. Some European markets were
more affected by the economic downturn than others.
The hardest hit markets were in the UK and Spain.
bracing and supports
In EMEA, the O&P channel accounts for only a small
portion of the bracing and supports market. Segments
like hospitals with various divisions/departments, prescribers,
pharmacies and private clinics are a much
larger part of the customer group. The importance of
each channel varies between countries within Europe.
In addition, bracing and supports products are sold
through a network of distributors within the Germanic
and European countries, Eastern Europe, the Middle
East and Africa. In 2009, discontinuation of contracts
with third party suppliers has had a temporary negative
össur sales force
direct sales and sales through distributors
prosthetics
Customer groups
O&P workshops
bracing
& supports
Customer groups
- O&P workshops
- Hospitals
- Pharmacies
- Clinics/Doctors
- Orthopaedic clinics
- Physical therapy
compression
therapy
Customer groups
- Pharmacies
- Hospitals
effect on sales within the EMEA markets but did not
affect overall profitability.
prosthetics
Sales of prosthetics are direct to O&P workshops within
16 European countries. In addition, prosthetics are
sold through 30 distributors, servicing O&P facilities in
Eastern Europe, the Middle East and Africa.
coMpression therapy
Currently, compression therapy products are only sold in
France. The main customer segment for these products
is pharmacies.