Business Overview 2006 - Synthes

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Business Reports. North America In North America, all three divisions outperformed the market. Launches of new products with true clinical benefits, intensified market presence, an expanded training portfolio, and added services for customers contributed to this outstanding result. SynFix-LR 8
Synthes. Annual Report 2006 Business Report. North America Sustaining a market share of 55% for the Trauma business in an increasingly competitive environment is a challenging task in itself, but exceeding market growth rates and gaining further market share can only be accomplished by an organization in peak condition. Synthes’ Trauma business in North America once again outstripped the company’s average growth in 2006. We introduced over 40 new products to the market; ten of these launches had a significant impact on growth. Most of the major launches were additions to the Locking Compression Plate (LCP) system, which now consists of 32 product lines. In intramedullary nailing, the introduction of the Expert Lateral Femoral Nail (LFN) was the main market launch of the year. The rollout of the Headless Compression Screw in the subsegment for minifragments was another important highlight. Added value for customers due to intensified presence We further expanded the specialized Trauma sales force in North America, and at the same time we were able to increase per capita productivity. It has always been our aim to heighten our presence in the market and to offer the most outstanding service to our customers. With an enlarged sales force we are in a position to intensify our efforts to bring added value to hospitals, be it in the areas of training, inventory management and technical support during surgeries, or the optimization of the overall treatment process in complex cases. Training courses for surgeons and OR-personnel were once again at the top of our priority list, and our activities in this field were manifold. In the fourth quarter of 2006 Synthes introduced a training program that addresses the specific needs of resident surgeons. By the end of the year over 500 surgeons had already enrolled in the program. Although Prodisc-L had very little impact on sales in 2006, Synthes’ Spine business still outperformed the market for spinal devices. Business was fueled by the introduction of our new pedicle screw system Pangea, the additional dynamic cervical plating system Vectra-T, the cervical Axon System, and the Anterior Tension Band. Over a third of the revenues of the North American Spine division were generated by products introduced to the market within the last three years. As in all other businesses, we increased the sales force in Spine. A great deal of attention was given to enhancing the product knowledge and selling techniques of our sales personnel in order to cope with the increasing pressure against higher prices in the healthcare sector. These measures will also enable our consultants to successfully promote our innovative products, which continue to address previously unsolved clinical issues. Portfolio extension for neurosurgeons Synthes’ North American Cranio-maxillofacial organization is still the largest in the region and holds a market share of well over 50%. We have been able to maintain this position by continually launching innovative products to the market. The Low Profile Neuro System has been the main growth driver for many years, but recent introductions such as the Sternal Fixation System, the Patient Specific Implant (see page 24 in this report), and the PlusDrive System also support this positive development. In 2006, Synthes focused on a moderate sales force expansion and on a variety of training activities, both for our own sales people and for customers throughout North America. The CMF division concentrated especially on educating surgeons and ORpersonnel working in the field of neurosurgery, the area in which we launched the majority of our new CMF products during the past year. Preparing to take on the arthroplasty market with Prodisc-L The FDA approval for the launch of the artificial lumbar disc Prodisc-L to the US market was one of the major events for the Spine division in 2006. Since receiving approval, Synthes has initiated a controlled rollout and has provided in-depth training to a significant number of spine surgeons in how to diagnose suitable patients for total disc replacement and in how to perform the surgical procedure systematically. Despite the currently unsettled reimbursement environment for disc arthroplasty, we view this market as a potentially huge area of growth. We have therefore focused on positioning ourselves as the provider of a very high quality product supported by a comprehensive training program. Accordingly, our main strategy is to generate a maximum number of excellent patient outcomes in order to build a basis for long-term success in this new market. 9
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