Today’s global operating room equipment (ORE) and anesthesia device (AD) markets are undergoing crucial structural changes. This report explores a new business model, the Operating Room Outsourcing Services (OROS), developed to help manufacturers of operating room equipment and anesthesia devices address market challenges. The core of this new concept is outsourcing services in operating rooms from hospitals and surgical centers to manufacturers. This means manufacturers will supply equipment and function in the future as the operator of an entire surgical suite.
Manufacturers in the operating room equipment and anesthesia devices markets are confronting an increasing market maturity and declines in product-centric sales. They are facing challenges managing the transition to client-centric business models. Even though those changes might appear to be a big threat for today’s market leaders, numerous examples of other industries have shown that great opportunities can arise from such dynamics.
For several years technological innovation has been the key factor for success in the medical device industry. However, in times where Asian contenders are catching up and existing manufacturers face a growing mismatch between risk and reward of product innovations, technological leadership might no longer be a sufficient source of competitive advantage. Recognizing this, manufacturers constantly look for new business services that drive innovation beyond the product and offer the unique opportunity to differentiate from competitors.