Companies on both sides of the Atlantic provide insight into their key market strategies
The two largest advanced wound care conferences in the US and Europe were held earlier this year, SAWC Spring in Atlanta and EWMA in Germany. A look at the industrial symposia sponsored by major players in this space provided insight not only into the differences between the two continents in the management of chronic wounds, but also into the competitive strategies being pursued. Of particular interest were the wound companies that held symposia at both meetings including Acelity, BSN medical, Lohmann & Rauscher, MiMedx, Mölnlycke, Osiris and Smith & Nephew (S&N) -- all holding dominant positions in one or more wound care segments.
Acelity
With more than 35% share of the WW Advanced Wound Care market, Acelity remains the leading supplier of advanced wound care products. Controlling the lion’s share of the $1.5B NPWT market, Acelity has broadened their product portfolio to include Advanced Dressings as well as Wound Biologics. Acelity continues to promote its V.A.C. VeraFloinstallation therapy, for automated controlled delivery and removal of topical wound solutions for infected wounds, and at SAWC Spring launched the TIELLE line of Foam dressings with silicone adhesive to the US market. The theme of the SAWC Spring symposia was “Modern Techniques to Manage Infected Wounds in the Diabetic Patient: Integrating Advanced Technologies to Optimize Healing” illustrating how much further ahead the US is in adopting new technologies while at EWMA it was “What Costs Are Important in Wounds?” reflecting the cost-conscious European environment.
BSN medical
BSN medical, a German-based Company, held several symposia at the two meetings. The Company highlighted its broad product portfolio featuring JOBST, a comprehensive line of compression products; EPIONA, a new collagen-based product; and Sorbact line of dressings (with DACC technology) which physically binds and deactivates a broad spectrum of bacteria.
Lohmann & Rauscher
Lohmann & Rauscher, another German-based Company, has recently entered the US market while continuing to build its presence in Europe. At both meetings, Debrisoft, used for the debridement of chronic wounds, was highlighted. At EWMA, they took full advantage of their German audience by promoting its line of advanced dressings, NPWT and compression products.
MiMedx
MiMedx, holding the premier position in the US Skin/Dermal substitutes (or CTPs) market, is making efforts to expand its international footprint and garner clinical support for wound biologics by exhibiting at this year’s EWMA meeting in addition to SAWC. In the Q216 earnings call, MiMedx management stated they also plan to exhibit at the 2016 World Union of Wound Healing Societies (WUWHS) held in Florence, Italy in September. At SAWC, MiMedx’s symposium focused on EpiFIx while at EWMA it not only promoted EpiFix(dHACM), but also described its PURION process along with supporting clinical data.
Mölnlycke Health Care
Mölnlycke, the global leader in the $3.1B Advanced Dressings market with 24% share, had a strong showing at both gatherings. Among the products highlighted at the booth were Mepilex Foam Dressings for pressure ulcer reduction and wound healing, and Exufiber, a new gelling fiber dressing. At SAWC, the Avance NPWT line was showcased along with Mepiseal, a new product that helps seal dressings around challenging anatomical surfaces when NPWT is used.
Osiris
Osiris, with the #4 overall position in the US Skin/Dermal Substitutes (or CTPs) and #2 position in the Amniotic Tissue wound care market, is laying the groundwork for expanding business OUS by educating clinicians on the scientific rational supporting use of amniotic tissue for treating chronic wounds via clinical study data and presenting impressive case studies.
Smith & Nephew
S&N, holding the #2 overall WW position in Advanced Wound Care and 20% share, held several symposia at SAWC featuring its Advanced Bioactives products – SANTYL Ointment for debridement of wounds; REGRANEX Gel, a growth factor for DFU healing; IODOSORB for killing biofilm bacteria; as well as PICO, a single-use NPWT device, which is growing double-digits. At EWMA, S&N previewed its new RENASYS Touch NPWT system.
SAWC Spring Industrial Symposia
Companies only exhibiting at this year’s SAWC Spring meeting were primarily providing Skin/Dermal Substitutes (or CTPs) to the US market – Alliqua Biomedical, Amniox Medical, Kerecis, Integra LifeSciences, MTF Wound Care and Organogenesis. This highly competitive market projected to reach $695MM in 2016, according to SmartTRAK, is continuing to see mid-teen increases as more and more wounds are treated with these products. BioMedGPS currently estimates roughly 12% market penetration in the treatment of hard-to-heal wounds, allowing significant opportunity for continued growth. In addition, Alliqua highlighted its Mist Therapy System and Novadaq featured the LUNA fluorescence imaging system. And new to this year’s meeting, Abbvie, a pharmaceutical Company, presented information to increase awareness of Hidradenitis Suppurative – a painful skin disease that can affect wound healing.
EWMA Industrial Symposia
German-based companies, both global and local, came out strong in Bremen to support their loyal customers and to attract new ones. Although not having a presence at Spring SAWC, B Braun had numerous sessions at EWMA featuring its antimicrobial line of products. Global companies holding symposia included Coloplast, describing new strategies for wound healing and ConvaTec, highlighting Aquacel Ag+, a unique biofilm reducing dressing, which is sold in Europe but awaiting US FDA approval. Although Hartmann had only one symposia at the conference, their booth was large and extremely well-attended. Not yet present in the US market, a few European exhibitors featured cold plasma technology; however, only one Company presented a symposia -- Cinogy, with PlasmaDerm for the treatment of hard-to-heal wounds.
In addition to the symposia presented below, there was a collaborative session sponsored by B Braun, Coloplast, S&N and Urgo Medical titled “What Evidence Do We Need in Practical Wound Care? -- Best Practice SILVER” (presented in German) which provided evidence to support the use of silver-based products, as it has been somewhat controversial in terms of efficacy and developing resistance.
2016 SAWC Spring and EWMA
Overall SAWC Spring had a more definite focus on biologic-based products especially Skin/Dermal Substitutes (or CTPs); while EWMA featured more traditional compression and advanced dressing products, reflecting the regulatory and reimbursement challenges associated with biologics. With MiMedx and Osiris making a push for a European presence, the doors may soon be opened for biologics and expansion OUS.
