Business Overview 2006 - Synthes

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Business Reports. Poland Poland is a growing market for medical devices, and entry into the European Union in 2004 has considerably reinforced this trend. Synthes seized the opportunity of expanding into this newly emerging healthcare market several years ago, and we have been making excellent progress ever since. Expert Humeral Nail 16
Synthes. Annual Report 2006 Emerging Markets. Poland With roughly 37 million inhabitants, Poland is one of the larger European economies. When the European Union was expanded eastward in 2004, restrictions to trade with the new member state Poland were relaxed, considerably increasing our sales opportunities in this less-developed market for medical devices. Entry to the EU has proven to be highly beneficial for the Polish healthcare sector, with positive changes and developments in medical treatment patterns, the provision of healthcare, and the availability of funding. These encouraging trends are being reinforced by government initiatives to modernize and rationalize the healthcare system and to increase the financial resources in this sector by an average of 6–7% annually. Synthes is in third place in the Polish market for spinal products. The artificial discs Prodisc-L and Prodisc-C have been introduced, and high surgeon interest in these new devices has resulted in growing sales. Besides the Prodisc systems, sales growth in the Spine segment has been driven by the cervical intervertebral spacer Cervios and the second generation of the Universal Spine System (USSII). In the Cranio-maxillofacial business, Synthes is the market leader in Poland. Products generating strong sales include FlapFix for the fixation of cranial bone flaps, the Compact MF System and our bone graft substitute Norian. The Polish orthopedic market is currently estimated at approximately US$ 18 million, with annual growth rates in the teens. Synthes established its own subsidiary in Poland in 2003 and has invested heavily ever since to build a strong position in the growing Polish market. Synthes increased its local sales force by almost 40% in 2006 alone. Strategic positioning through high service levels Pricing competition poses a key challenge in Poland, as local companies with low-cost copies have a strong presence in the market. We are striving to position ourselves as the company of choice in the Polish orthopedic market by offering customers the best service level in the industry. Synthes Poland operates with dedicated sales teams that focus on specific market segments, with separate sales forces to call on traumatology, spine and cranio-maxillofacial surgeons. This means our customers can rely on Synthes representatives who have in-depth knowledge of their specialty and its specific needs. As part of their service, Synthes consultants spend around 25% of their time in the operating theatre, ensuring that Synthes products are applied appropriately and that the surgical procedures in the operating room go smoothly. Comprehensive medical training activities complete our outstanding service portfolio, as we organize and conduct on-site training workshops for surgeons and OR-personnel in numerous local hospitals on a regular basis. Strong interest in innovative technologies As the number two company in the trauma market, Synthes is competing successfully with local and international competitors. Nailing and plating techniques are equally popular among Polish surgeons. Our Locking Compression Plate (LCP) system enjoys very high acceptance and has substantially replaced the older methods of plating. In the subsegment of intramedullary nailing, new products such as the PFNA and the Expert Tibial Nail have been extremely well accepted by the surgical community in Poland. 17
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Business Overview 2006 - Synthes

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