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$3.5 billion market for advanced wound care

By 2021, the worldwide market for advanced wound dressings will exceed $3.5 billion, according to a new analysis* of global medical device market trends.

While the major medical device manufacturers continue to dominate, smaller players such as Acelity, Paul Hartmann and Urgo are making significant inroads. The big hitters they’re up against include Smith & Nephew, ConvaTec, 3M, Molnlycke and Coloplast.

The predicted growth rate of 2.9% is accounted for by a range of trends, including rising risk factor rates and an increase in demand for more cost-efficient wound care.

A growing role for market access

As payers and healthcare providers around the world continue to experience budgetary pressure, the demand for cost-efficient wound care treatments highlights the importance of a strong market access strategy, underpinned by a tailored, HEOR-driven value proposition.

This is particularly important in markets such as Japan, Italy and France that show weaker adoption trends stemming from higher costs and more convoluted reimbursement systems.

New wound care technologies, particularly in the areas of hydrofibers and wound contact layers, enable manufacturers to communicate strong clinical and economic benefits that speak to the core concerns of payers, physicians and patients.

These benefits often stem from an acceleration of healing and the tackling of underlying causes that can worsen long-term outcomes.

To capture these benefits, market access teams must focus on elucidating not just the direct but also the long-term and ancillary advantages of a product. In other words, they must communicate the complete value proposition.