Product details

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Case
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Reference no. 9-502-008
Subject category: Marketing
Authors: John T Gourville
Published by: Harvard Business Publishing
Originally published in: 2001
Version: 3 April 2002
Revision date: 01-Feb-2021
Length: 18 pages
Data source: Field research

Abstract

Synthes is the recognized leader in the US orthopedic implant market, with a 50% market share in the metallic plates, rods, and screws used to fix severe bone fractures. Synthes' marketplace strength lies in the strength of its sales force and in the quality and reliability of its products. A major drawback to all metallic implants, however, is that they often need to be removed after the bones have healed. To address this problem, several major competitors have recently introduced polymer-based 'bioresorbable' implants. In theory, these new implants remain rigid while the fracture heals, then gradually dissolve, eliminating their need for removal. In reality, however, some of these new implants have proven problematic - causing infection, incomplete healing, or the need for a second surgery. This leaves Synthes debating whether to enter the bioresorbable market and risk a high-profile product failure or to remain an observer and allow others to test the market and eventually validate (or invalidate) the concept.
Location:
Size:
USD500 million revenues, 2,000 employees
Other setting(s):
2001

About

Abstract

Synthes is the recognized leader in the US orthopedic implant market, with a 50% market share in the metallic plates, rods, and screws used to fix severe bone fractures. Synthes' marketplace strength lies in the strength of its sales force and in the quality and reliability of its products. A major drawback to all metallic implants, however, is that they often need to be removed after the bones have healed. To address this problem, several major competitors have recently introduced polymer-based 'bioresorbable' implants. In theory, these new implants remain rigid while the fracture heals, then gradually dissolve, eliminating their need for removal. In reality, however, some of these new implants have proven problematic - causing infection, incomplete healing, or the need for a second surgery. This leaves Synthes debating whether to enter the bioresorbable market and risk a high-profile product failure or to remain an observer and allow others to test the market and eventually validate (or invalidate) the concept.

Settings

Location:
Size:
USD500 million revenues, 2,000 employees
Other setting(s):
2001

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