With healthcare providers addressing the post COVID-19 patient backlog and investing in efficiency solutions to reduce the burden on healthcare workers, these offerings from Samsung Medison could entice customers to switch from vendors who do not currently offer the same image quality, ergonomics or digital solutions with its systems.

Doubling down on its key markets
Through its two most recent product introductions, the V8 and V7, Samsung Medison has shown an increased focus on the shared service market. Whilst shared service systems are a growing trend in ultrasound, particularly in countries like China, it is a less mature trend in the U.S. Whilst there is a market for shared service systems in the U.S., for instance hospitals with restricted budgets and those in rural areas, the U.S. market still has a preference for departmental products, with specialised systems for each clinical application.
With general imaging and women’s health being the two dominant applications in Samsung Medison’s ultrasound portfolio, it is no surprise that these are the two clinical applications of focus following the segmentation of its ultrasound business. This move makes the Boston Imaging business structure more akin to the other big players in the market, such as GE HealthCare, the dominant leader in the North American women’s health ultrasound market and market leader overall, who has separate divisions for each major ultrasound clinical application. With Tracy Bury now leading Boston Imaging’s Women’s Health division, bringing with her five years of experience running the Women’s Health ultrasound division at GE Healthcare, Boston Imaging is in a position to better understand and address the clinical needs of its own and its competitors' customers in the U.S. market. The expertise the company will gain by having its own women’s health division, will allow it to focus its ultrasound product development for the North American market, increasing the chances of a more successful establishment of its ultrasound portfolio in the U.S. This has already begun, with Boston Imaging introducing the HERA W10 Elite in February 2023, with Advanced MV-Flow, a new EV2-12 transducer (FDA 510(k) pending) and a larger OLED display compared to the Hera W10.

The Signify view
Samsung Medison has been pushing hard in the ultrasound market recently, which has seen it gain market share in other regions, such as in Western and Eastern Europe. It has not only talked the talk in wanting to invest more in its North American ultrasound business, but it has also walked the walk by segmenting the ultrasound division of Boston Imaging, a clear sign of its ambitions in the North American market.

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