Article preview reprinted from IN VIVO - September/October, 2009
Invatec has grown to be the leading native European interventional vascular device company and has now set its sights on the US market. By focusing first on peripherals and following with drug-eluting balloons, not stents, Invatec is looking to compete against the major device companies on their home turf. Read more...Article preview reprinted from IN VIVO - September/October, 2009
Invatec has grown to be the leading native European interventional vascular device company and has now set its sights on the US market. By focusing first on peripherals and following with drug-eluting balloons, not stents, Invatec is looking to compete against the major device companies on their home turf.
** Invatec has grown from a small OEM balloon and catheter company to become the leading European provider of interventional vascular products, both peripheral and coronary.
** In the process, the company has built a global presence, building significant market share in both Europe and Asia.
** Until recently, Invatec only had a limited presence in the US, but that is about to change as the company is launching a direct sales organization looking to focus first on selling peripheral products.
** Instead of competing directly with the major cardiology companies in the blockbuster drug-eluting stent market, Invatec is developing a drug-eluting balloon that the company believes will differentiate it from the major players, while also capitalizing on the recent safety concerns that have reduced DES adoption.
US device companies have long debated the pros and cons of various strategies for commercializing their products in Europe, all the time keeping in mind the ultimate goal of entering the US market. Representing roughly half of most global device product markets, the US remains the largest and most lucrative opportunity.
Yet, for European and other non-US device companies, the US opportunity carries with it significant risk. Not only are the regulatory and reimbursement barriers higher and more complex in the US, but ex-US companies face the challenge of covering a huge geographic area and, in many cases, having to battle large, homegrown competitors.
As a result, most small and mid-sized European device companies choose to build their businesses outside of the US, and even large European players that sell in the US do so in smaller, niche markets, so as to avoid taking on major, entrenched competitors head-to-head. This is particularly true in cardiovascular devices, where over the years, there have been a multitude of European companies, large and small, that have built successful businesses without commercializing their products in the US.
- By Stephen Levin
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Companies mentioned in this article:
Abbott Laboratories Inc.
Abbott Vascular Devices
Accelerated Technologies Inc.
B. Braun Melsungen AG
Bayer AG
Bayer Corp.
Bayer HealthCare LLC
Bayer Schering Pharma AG
Schering AG
Medrad Inc.
Boston Scientific Corp.
Caliber Therapeutics Inc.
Cardiovascular Systems Inc.
Cook Group Inc.
Invatec SPA
Johnson & Johnson
Cordis Corp.
Cordis Endovascular
Krauth medical KG
Lumen Biomedical Inc.
Lutonix Inc.
Sorin Group SPA
St. Jude Medical Inc.
Getz Bros. & Co. Ltd.
Technolas Laser Technik GMBH
Xtent Inc.
Ziscoat NV
ev3 Inc.
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