Advanced wound care products experiencing greater uptake across South Africa

Published: 02/12

CAPE TOWN, ZA - (HealthTech Wire) - The advanced wound care market in South Africa is in its early growth phase, but it has the potential to make strong inroads into the traditional wound care market in the near future. This will be driven in particular by the public healthcare sector’s growing interest in existing advanced wound care technology.

New analysis from global growth consulting company Frost & Sullivan (http://www.medicaldevices.frost.com), South African Advanced Wound Care Market, finds that the market earned revenues of $32.7 million in 2006 and estimates this to increase 2.5 times by 2012.

"Advanced wound care products encourage faster wound healing and reduced nursing time in hospitals, leading to earlier hospital discharge and a higher utilisation of hospital beds," notes Frost & Sullivan Research Analyst Lizelle Wentzel. "This represents an important advantage to the healthcare industry and companies should focus on this aspect as part of their marketing strategies."

The market is also expanding due to the increased adoption of available technology by the public sector, the launch of new technology and dressings and growing awareness. The significant long-term cost advantages offered by advanced wound care management are also reinforcing market growth.

Advanced wound care, as a segment of traditional wound care, is growing rapidly and will eventually dominate the traditional wound care market in the long term. The launch of new and improved or combination dressings will contribute significantly to market growth.

The current trend in the advanced wound care market is to combine existing dressings, such as the integration of collagen, hyaluronic acid and silver into moist wound healing products. Convatec's Versiva, for example, is a combination of three technologies: foam-film, hydrofibre and hydrocolloid.

The need for greater efficiency in the healthcare systems will require suppliers to demonstrate the cost effectiveness of their products. Such an evidence-based healthcare philosophy will mean that relationships with key medical aid schemes will be essential to sustaining growth.

"South Africa’s public health sector still has a ‘price-per-piece’ rather than a ‘total cost’ approach," explains Wentzel. "While manufacturers are moving in the direction of providing evidence to support the latter, the increased need to provide such proof is likely to retard the uptake of new concepts such as tissue engineering and biomaterial dressings for chronic wounds."

Understanding end users and the level of market readiness for a new product will pose key challenges. Until end users comprehend both concept and cost benefits, a takeoff in demand is unlikely.

"For every product launch strategy, a detailed market potential analysis must be undertaken," advises Wentzel. "Simultaneously, enhanced penetration and expansion can be achieved through demonstrating long-term cost benefits and employing awareness strategies."