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The World Market for Gastrointestinal Endoscopy Equipment
January 1, 2009
The gastrointestinal endoscopy market is a market on the rise. With continually
advancing technologies available and world population increasing every year, the
gastrointestinal endoscopy market.
Market Driven by Aging Population, Growth in GI Disease Cases
Growth in this market encompasses many areas with surgery being the majority of the
increase. Cancer is one of leading reasons for surgery with more than 1 million new
cases of colon/rectum cancer reported each year around the world.
Obesity is another reason for growth. More and more people worldwide are turning to
gastric bypass (bariatric surgery) and gastric banding to aide in their weight loss, thus
increasing the need for gastrointestinal endoscopy. These exploratory procedures are
done both pre-operatively and post- operatively to identify possible risks during these
bariatric procedures. Many of these surgeries are done laparoscopically, which is also a
form of endoscopy.
Treatment Transformed by New Technologies
Newer technologies such as the advent of robotics in endoscopy have also increased
this market. These miniaturized in-vivo robots assist by performing several surgical
functions such as visualization but are not attached to or constrained by laparoscopic
tool lever arms. Using robotic cameras inside the body simplifies port and tool
placement.
A Comprehensive Analysis of the Market
Kalorama's World Market for Gastrointestinal Equipment covers the market for this
important device market. This report includes:
• Market Forecasts for Gastrointestinal Equipment
• Product Analysis

2. • Discussion of Key Issue and Trends
• Statistics on Incidence of Gallstones by Age and Sex
• Statistics on Incidence of Colon Conditions by Age and Sex
• Statistics on Incidence of Hemorrhoids by Age and Sex
• Statistics on Incidence of Ulcers by Age and Sex
• Statistics on Alcohol Consumption in the United States
• Information on Bariatric Surgery Reimbursement, Upper GI/Colonoscopy
Reimbursement
• Profiles of Leading Instrument and Equipment Suppliers
Knowing the competitors operating in any device market is crucial to understanding the
opportunities. Kalorama has analyzed the key companies in the GI space. Coverage the
following companies is included:
• Boston Scientific Corporation
• Conmed Corporation
• Covidien Ltd.
• Fujinon
• Given Imaging, Ltd.
• Given Imaging, Ltd.
• Johnson & Johnson (Ethicon Endo-Surgery)
• Karl Storz GmbH & Co KG
• Olympus Corporation
• Pentax
• Stryker Corporation
As with all Kalorama reports, research into annual reports, government databases and
medical journals was enhanced by a primary research effort involving interviews with
market experts and executives to obtain important insights, confirm trends and market
forecasts.
Table of Contents
CHAPTER ONE: EXECUTIVE SUMMARY
• BACKGROUND SCOPE AND METHODOLOG
• SIZE AND GROWTH OF THE MARKET
• KEY ISSUES AND TRENDS AFFECTING MARKET
• LEADING COMPETITORS
CHAPTER TWO: INTRODUCTION
• STRUCTURAL ORGANIZATION OF THE GASTROINTESTINAL SYSTEM
o The Mouth and Salivary Glands
o Esophagus
o Stomach

3. o Small Intestines
o Large Intestines
o Liver
o Gall Bladder
o Pancreas
• DESCRIPTION OF THE ENDOSCOPE
o Viewing Sheath (Scope)
o Flexible
o Rigid
o Light Source
o Fiberoptic Lighting
o Bulbs
o Projection Lamp
o Power Source
o Battery Box
o Rheostat
o Cameras and Video Support
o Hand Instruments
o Electrosurgical and Radiofrequency Instruments
o Insufflators
o Power and Surgical Instruments
o Lasers
o Other (disposables)
• GASTROINTESTINAL DISEASES
o Upper Gastrointestinal Diseases
GERD (gastroesophageal reflux disease)
Ulcers
o Lower Gastrointestinal Diseases
Diverticulitis
Hemorrhoids
Colon Cancer
Irritable Bowel Syndrome (IBS)
Crohn’s Disease
o Upper Digestive Tract Procedures
o Lower Digestive Tract Procedures
• ADVANTAGES OF GASTROINTESTINAL ENDOSCOPY TREATMENT
• AGING AND GASTROINTESTINAL DISEASE
• RISK FACTORS
o Age
o Heavily Caffeinated Foods and Drinks
o Alcohol
o Stress
o Heredity
o Obesity
CHAPTER THREE: KEY ISSUES AND TRENDS AFFECTING THE MARKET

4. • OVERVIEW
• WORLD DEMOGRAPHICS
• LIFE EXPECTANCY AND THE GROWING INCIDENCE OF
GASTROINTESTINAL
• DISEASE
• PROCEDURE VOLUMES
• INSURANCE FOR GASTROINTESTINAL DISEASE IN THE UNITED STATES
• OBESITY
• ENDOSCOPY AND BARIATRIC SURGERY
• COLORECTAL CANCER
• T categories for colorectal cancer
• N categories for colorectal cancer
• M categories for colorectal cancer
• Stage 0
• Stage I
• Stage IIA
• Stage IIB
• Stage IIIA
• Stage IIIB
• Stage IIIC
• Stage IV
• ENDOSCOPY AND FOREIGN BODY REMOVAL
• ROBOTICS
• NATURAL ORIFICE TRANSLUMENAL ENDOSCOPIC SURGERY
• HOSPITAL- ACQUIRED INFECTION
• ENDOSCOPY AND VETERINARY MEDICINE
• TRAINING AND EDUCATION
• MANUFACTURERS AND TRAINING
• Aesculap
• Wolfson
• Stryker
• Pentax
• PATENT ANALYSIS OF TOP COMPETITORS
• NEW DEVELOPMENTS
• ASSOCIATIONS
• American Society of Gastrointestinal Endoscopy
• American Society of Bariatric Surgeons
• Society of Gastroenterology Nurses and Associates, Inc.
CHAPTER FOUR: CHAPTER FOUR: GASTROINTESTINAL ENDOSCOPY PRODUCT
ANALYSIS
• OVERVIEW
• DESCRIPTION OF LEADING SUPPLIERS AND PRODUCTS
• Aesculap Surgical
• Boston Scientific

5. • Conmed
• Covidien
• Ethicon- Endo
• Fujinon
• Giving Imaging
• Karl Storz
• Lumenis
• Olympus Optical
• Pentax
• Richard Wolf
• Smith & Nephew
• Stryker
• Welch Allyn
CHAPTER FIVE: MARKET AND COMPETITOR ANALYSIS
• MARKET OVERVIEW
• Market Analysis by Country
• Leading Competitors
CHAPTER SIX: LEADING MANUFACTURERS
• OVERVIEW
• BOSTON SCIENTIFIC CORPORATION
• CONMED CORPORATION
• COVIDIEN LTD.
• FUJINON
• GIVEN IMAGING, LTD.
• JOHNSON & JOHNSON (ETHICON ENDO-SURGERY)
• KARL STORZ GMBH & CO KG
• OLYMPUS CORPORATION
• PENTAX
• STRYKER CORPORATION
• APPENDIX: LIST OF MAJOR COMPANIES
LIST OF EXHIBITS
CHAPTER ONE: EXECUTIVE SUMMARY
• Table 1-1: Gastrointestinal System Market Analysis, 2005-2007
• Table 1-2: Gastrointestinal System Market Analysis: 2008-2012
• Figure 1-2: Gastrointestinal Endoscopy Market Analysis: 2005-2012
CHAPTER TWO: INTRODUCTION
• Figure 2-1: Number of Visits to Healthcare Departments
• Table 2-1: Estimated U.S. Population by Age and Sex, 2005-2013

6. • Figure 2-2: Incidence of Gallstones by Age and Sex
• Figure 2-3: Incidence of Colon Conditions by Age and Sex
• Figure 2-4: Incidence of Hemorrhoids by Age and Sex
• Figure 2-5: Incidence of Ulcers by Age and Sex
• Figure 2-6: Alcohol Consumption in the United States
• Figure 2-7: Obesity by State in 2007
CHAPTER THREE: KEY ISSUES AND TRENDS AFFECTING THE MARKET
• Table 3-1: World Population by Selected Geographical Region, 2007 - 205037
• Figure 3-1: World Population by Selected Geographical Region, 2007-2050
• Table 3-2: Estimated World Population by Age and Geographical Region, 2007
• Figure 3-2: Estimated World Population by Age and Geographical Region, 2007
• Table 3-3: Percent Population Over 65 by Year and Region
• Figure 3-3: Estimated World Population by Age, 2007 and 2050
• Table 3-4: Average Life Expectancy in Years by Country 1980, 2004 and 2006
• Figure 3-4: Average Life Expectancy in Years by Country 1980, 2004 and 2006
• Table 3-5: U.S. and Europe Procedure Volumes for Digestive System*
• Figure 3-5: U.S. and Europe Procedure Volumes for Digestive System*
• Table 3-6: Health Insurance Trends in the United States, Estimated 2007
• Table 3-7: Bariatric Surgery Reimbursement, 2008
• Table 3-8: Upper GI/Colonoscopy Reimbursement, 2008
• Table 3-9: Digestive Disorders Associated with Obesity
• Figure 3-6: Number of Obese People in U.S.
• Table 3-10: Estimated Incidence for Colorectal Cancer Disease* Country, 2007
• Figure 3-7: Estimated Incidence and Deaths of Colorectal Cancer in the U.S. in
2007
• Figure 3-8: Est. Deaths from Colorectal Cancer in U.S. Compared to Rest of
World in 2007
• Table 3-11: Selected Top Competitor Patents
CHAPTER FOUR: GASTROINTESTINAL ENDOSCOPY PRODUCT ANALYSIS
• Table 4-1: Leading Instrument and Equipment Suppliers, 2008
• Figure 4-1: Leading Instrument and Equipment Suppliers by Primary Location
CHAPTER FIVE: MARKET AND COMPETITOR ANALYSIS
• Table 5-1: Gastrointestinal System Market Analysis, 2005-2007
• Table 5-2: Gastrointestinal System Market Analysis: 2008-2012
• Figure 5-1: Gastrointestinal System Market Analysis: 2005-2012
• Table 5-3: Gastrointestinal System Market Analysis by Region/Country, 2007
• Figure 5-2: Gastrointestinal System Market Analysis by Region/Country, 2007
• Table 5-4: Gastrointestinal Endoscopy Market Estimated Revenues and Market
Share of Leading Suppliers 2007

7. • Figure 5-3:Gastrointestinal Endoscopy Market Estimated Market Share by
Leading Supplier 2007
CHAPTER SIX: LEADING MANUFACTURERS
• Figure 6-1: Boston Scientific’s Net Revenues and R&D Expenses for 2006 and
2007
• Figure 6-2: Conmed’s Net Revenues and R&D Expenses for 2006 and 2007
• Figure 6-3: Covidien’s Net Revenues and R&D Expenses for 2006 and 2007
• Figure 6-4: Given Imaging’s Net Revenues and R&D Expenses for 2006 and
2007105
• Figure 6-5: Johnson & Johnson and Ethicon Endo-Surgery’s Net Revenues and
Johnson & Johnson’s R&D Expenses for 2006 and 2007
• Figure 6-6: Olympus’ Net Revenues and R&D Expenses for 2006 and 2007
• Figure 6-7: Stryker’s Net Revenues and R&D Expenses for 2006 and 2007
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