STERIS, Stryker Lead Europe Hybrid Operating Theater Market due to Favorable Product Bundling

July 9, 2016 - Vancouver, BC – According to a new series of reports on the European markets for video, high-tech and integrated operating theater equipment by iData Research (www.idataresearch.com), the hybrid operating theater component market is the fastest growing segment of the European operating theater equipment market. These hybrid operating theaters (OTs) provide versatile solutions that save hospitals critical time and provide flexibility to perform open and minimally invasive surgeries.

Hybrid OTs typically utilize the expensive 8 megapixel Ultra-High-Definition (UHD) displays, which feature multiprocessor windowing. The higher resolution of these displays necessitates additional integration infrastructure to deal with the increased bandwidth of the data. The result is that these theaters must layover a second video integration product. This is what brings in the typical OT integration companies, where they have to work together with the imaging companies in the hybrid space.

The main differentiator of a hybrid OT is the fixed imagining units, which are typically offered by Siemens, Philips, GE and Toshiba. These imaging units come standard with a low end, simple video router that they use to control the video signals that they process. Since hybrid OTs by definition require a fixed imaging system, the integration companies have been partnering up with the imaging companies in order to get their components and equipment into a hybrid OT.

The primary characteristic of a hybrid OT is the imaging system, which is almost always a C-arm. While C-arms have traditionally been sold as mobile systems that could be wheeled into various OTs when needed, the C-arms included in hybrid theaters are specialized fixed systems that are part of the room itself. There are four main companies that offer these specialized fixed imaging systems for now: Siemens, Philips, GE and Toshiba.

Smaller countries such as Portugal, Austria and Switzerland have begun to install hybrid OTs for educational purposes where none existed before. Italy, Benelux and the Scandinavian region followed the same trend but a year earlier.

"Hybrid OTs require more equipment and, as a result, the cost of integration demands a higher average selling price (ASP) than general integrated endoscopy suites," explains Dr. Kamran Zamanian, CEO of iData. "Hybrid OTs have an increased number of monitors and booms for instance, which requires a higher level of integration and results in higher pricing."

STERIS is the leading competitor in the hybrid theater component market. STERIS has been growing in the integrated OT market over the last few years but recently made a strategic move and acquired Black Diamond Video, which has bolstered its market share and allowed it to be the leading integration company for hybrid theaters. STERIS has benefited greatly from the acquisition, as they can now utilize Black Diamond's advanced integration components along with their market leading boom and lighting systems. Also, the fact that it is partnered with the market leading hybrid theater imaging company, Siemens, has allowed it to act as a single integration vendor when it comes to hybrid theater construction.

Stryker is the second leading competitor in the hybrid OT market. Its newest integration component model, the SwitchPoint™ Infinity 3 Control System, is the primary integration component that the company markets to hybrid OTs. Stryker is the only company that offers a full range of OT products – including video camera systems, digital image capture devices, surgical tables, surgical displays and telemedicine applications. This allows the company to bundle its products, which results in a decrease of ASP for consumers and increases their market share. Additional competitors in the hybrid OT market include Karl Storz, MAQUET, Banyan Medical Systems, Brainlab and Image Stream Medical among others.

For Further Information
More on the hybrid operating theater market in Europe can be found in a report suite published by iData Research entitled the European Market Report Suite for Video, High-Tech Integrated and Hybrid Operating Theater. This report includes coverage from Austria, Belgium, Denmark, Finland, France, Germany, Italy, Luxembourg, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, and the United Kingdom. The suite covers reports on the following markets: Hybrid Operating Rooms, Integrated Operating Room (OR) Market, Surgical Camera System Market, Image Capture and Recording Device Market, Surgical Display and PACs Monitor Market, Medical Printer Market, Surgical Light Source Market, Surgical Headlight Market, Surgical Lighting Market, Surgical Boom Market, Surgical Table Market, Insufflation Device Market, Surgical Microscope Market.

Reports also provide a comprehensive analysis including units sold, market value, forecasts, as well as detailed competitive market shares and analysis of major players' success strategies in each market and segment. To find out more about operating theater market data or procedure data, register online or email us at info@idataresearch.net for a European Market Report Suite for Video, High-Tech Integrated and Hybrid Operating Theater brochure and synopsis.

About iData Research
iData Research (www.idataresearch.com) is an international market research and consulting group focused on providing market intelligence for medical device and pharmaceutical companies. iData covers research in: Operating Room Devices, Surgical Lighting, Medical Printers and monitors, Surgical Microscopes, Robotics and Surgical Navigation, Laparoscopy, Urology, Gynecology, Vascular Access, Endoscopy, Interventional Cardiology, Cardiac Surgery, Cardiac Rhythm Management, Electrophysiology, Ultrasound, X-Ray Imaging, Diagnostic Imaging, Oncology, Spinal Implants and VCF, Spinal MIS, Orthopedic Soft Tissue Repair and Regeneration, Orthopedic Trauma, Large & Small Joints, Anesthesiology, Wound Management, Orthopedics, Ophthalmics, Dental Operatory Equipment and more.