Market Entry Strategy Development &
A Case Study Kyphon Europe and Asia-Pacific
spine fracture surgeries using Kyphons KyphX instruments involve
the insertion of two disposable proprietary balloon devices into
the fractured bone. The surgeon inflates the balloons to compact
and move the deteriorated bone. As a result of the inflation of
the balloons, the collapse caused by the fracture may be reversed.
The balloons are then removed, and the newly-created cavity is stabilized
by filling it with the surgeon's choice of bone filler material.
The project we undertook for Kyphon involved us temporarily acting
as their in-country representative and undertaking a number of tasks
to allow them to decide upon an appropriate strategy for Japan.
We jointly developed with them a methodology to achieve a rapid
understanding of the Japanese health-care environment for their
product, including market potential, competitor products and regulatory/reimbursement
Feedback on the Kyphon technology was obtained from leading surgeons,
physicians, key opinion-leaders and professional and scientific
associations. A number of academic sites were also selected as potential
candidates for hosting clinical trials.
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