More patients to move towards non-traditional hospital settings for global endometrial ablation and benign prostatic hyperplasia procedures, according to Millennium Research Group
May 13, 2008—Waltham, Massachusetts— Millennium Research Group’s (MRG’s) Urology/Gynecology Marketrack™ results indicate a potential for movement in global endometrial ablation (GEA) and benign prostatic hyperplasia (BPH) procedures from hospitals to ambulatory surgical centers (ASCs) and offices. Over 80% of urology and over 70% of gynecology procedures tracked in Q4 2007 were performed in hospitals. MRG expects that these numbers will begin to shift to ASCs and office settings over time, providing additional market potential if manufacturers can implement effective marketing strategies targeting these settings.
In November 2007, the Centers for Medicare & Medicaid Services (CMS) announced favorable reimbursement for various urology and gynecology procedures performed in ASCs and offices rather than in traditional hospital settings. In addition to the new ASC and office-based reimbursement structure, which took effect in 2008, there is a great deal of upside potential in this market given that doctors are capable of performing higher procedure volumes in-office, unlike in a hospital setting, where they have to compete for operating room space. The physician office setting can also be more comfortable than a hospital, making more patients willing to undergo procedures in-office.
“The reimbursement shift may encourage physician and patient adoption of in-office GEA or BPH procedures, expanding the number of facilities performing them,” says Nadia Lachowsky, Senior Marketrack™ Analyst at Millennium Research Group, “However, the successful transition of GEA and BPH to the office setting must be facilitated by various manufacturers in the market. Device manufacturers will need to provide extensive support to doctors who wish to adopt the procedure, including treatment advice, procedural training, advertising campaigns, and business/practice management support.”
Millennium Research Group will be attending the American Urological Association (AUA) annual meeting in Orlando, Florida from May 17 to 20. Come to booth #3031 for a preview of the Urology/Gynecology Marketrack™ data.
About Urology/Gynecology Marketrack™
Urology/Gynecology Marketrack™ gathers data from over 300 hospitals, ASCs, and urology and gynecology offices throughout the US on a quarterly basis. Product categories covered include female sterilization, GEA, endometrial resection, vaginal slings, pelvic floor reconstruction, BPH, and kidney stone management. Marketrack™ subscribers receive thousands of data points, including usage (units, average selling prices, and revenues), procedure, competitor, and brand-level information.