Intense Competition in the U.S. Surgical Camera Market Leading to Reduced Prices

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According to a recently published report by iData Research, the largest segment in the market for video, high-tech and integrated operating room equipment is represented by surgical camera systems at approximately $375 million.

April 17, 2015 – Vancouver, BC – According to a recent report by iData Research (, the use of surgical camera systems in the U.S. has increased over the last three years as a result of a greater number of endoscopic procedures being undertaken in operating rooms. However, manufacturers are competing on price by bundling their products in affordable packages. While surgical camera prices are expected to decline due to this pricing strategy, unit sales are projected to show steady growth, ultimately driving the market.

“Conversion to HD systems is no longer the main growth driver it once was. As a result, the market has been experiencing slowed growth rates, and shifting to different market drivers,” explains Dr. Kamran Zamanian, CEO of iData. “The main driver is the increased application of cost-effective minimally invasive surgeries.”

Other key findings from the 2014 edition of the iData Research report entitled U.S. Market for Video, High-Tech and Integrated Operating Theatre Equipment include:

Intensifying Competition
The entrance of new competitors has changed the dynamics in the market. For example, Arthrex has been able to enter the market and gain share quickly due to their three-in-one camera system. This bundling system ultimately reduces the overall price and provides a convenient system to facilities. Companies that manufacture OR equipment are beginning to compete in other segments by investing heavily in companies that manufacture endoscopic devices and video-based systems.

HD Price Variation
HD camera systems have become the market standard. This has intensified competition, causing prices to decrease. Some manufacturers are already producing their 3rd generation HD camera system, which has also contributed to the pricing decline.

The price variation in this market is quite significant. Certain manufacturers give up to 75% discounts on their camera systems, if they are bundled with other equipment.

Leading Competitors
In 2014, Stryker was clearly the leading competitor in the U.S., video, high-tech and integrated OR equipment market.

Stryker was the first company to capitalize on HD devices in the surgical camera system market. Its early introduction allowed Stryker to capture significant share in a broad spectrum of video system-related OR product markets.

Other notable competitors include Karl Storz, STERIS, Carl Zeiss, Skytron, Berchtold, NDS Surgical Imaging, Leica Microsystems, SONY Medical, Olympus, MAQUET, Arthrex, and Orthopedic Systems Inc, among others.

For Further Information
The report published by iData, entitled “U.S. Market for Video, High-Tech and Integrated Operating Theatre Equipment,” covers the U.S. market as a whole, including market segments for integrated operating rooms, surgical camera systems, digital image capture and recording devices, surgical displays and PACS monitors, medical printers, and insufflation devices, as well as surgical light sources, headlights, lighting, booms, tables, and microscopes.

The global series on the “U.S. Market for Video, High-Tech and Integrated Operating Theatre Equipment” covers the U.S., Japan, and 15 countries in Europe. Full reports provide a comprehensive analysis including units sold, procedure numbers, market value, forecasts, as well as detailed competitive market shares and analysis of major players’ success strategies in each market and segment.

Register online or email us at info(at)idataresearch(dot)net for a U.S. Market for Video, High-Tech and Integrated Operating Theatre Equipment report brochure and synopsis.

About iData Research
iData Research ( is an international market research and consulting group focused on providing market intelligence for medical device and pharmaceutical companies. iData covers research in: Diabetes Drugs, Diabetes Devices, Pharmaceuticals, Anesthesiology, Wound Management, Orthopedics, Cardiovascular, Ophthalmics, Endoscopy, Gynecology, Urology and more.

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Marvin Cidamon
iData Research
+1 (604) 266-6933 Ext: 205
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Marvin Cidamon
iData Research
604-266-6933 205
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