This article is from in the May 2007 issue of DOTmed Business News. A list of registered users that provide sales & service can be found at the end.

Endoscopy, from the Greek word for "looking inside," is a minimally invasive procedure used for numerous diagnostic applications. Endoscopy replaces the need for exploratory surgery and is sometimes used for intervention such as removing polyps in a colonoscopy or shaving cartilage from the knee. Endoscopes come in all shapes and sizes. Applications and equipment include gastroenterology, ENT, OB/GYN, urology, arthroscopes, neuroendoscopes, pulmonary, laparoscopes, and others.

The technology has been used since the early 1800s and has steadily improved with advancements in endoscopic components and accessories. For instance, Edison's invention of the incandescent light bulb reduced the risk of burns in the procedures. Eventually fiber optics provided the light conduit and integrated circuits led to miniaturization of video cameras that are incorporated into today's equipment. A typical endoscope includes a flexible or rigid scope, a video light source transmitted through the scope to illuminate the internal anatomy, a lens and camera to view and record images, and channels for suction, air/water, and instrumentation for performing biopsies or excising polyps. Other components include video monitors, printers, etc.
It's interesting to note that the same types of innovations from the early days continue to influence today's market, driven by clinicians' desire for ever smaller and lighter weight equipment.

Physicians are very brand-loyal to the type of scopes they're accustomed to using during their training and career. "This is a high-physician-preference type of item, not a commodity," said Stuart Jackson, President, Pro Scope Systems, Cincinnati, Ohio, a company that provides sales and service of used endoscopes. "There is no way that a doctor trained on Olympus will switch to Fuji or Pentax based on an administrator's recommendation."

OEMs and Third Parties
Original equipment manufacturers serving the market include the major player, Olympus, which DOTmed estimates has between 80 to 85 percent of the flexible endoscope market. Other players include Pentax and Fujinon, along with smaller,
specialized companies such as Storz and Stryker. A significant barrier to new OEMs entering the market is the protracted FDA review process of about two years. Once an innovation is submitted for approval, it's likely to become obsolete before it ever reaches the market.

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