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The fastest growing market for medical devices is not the USA or Japan, but is found in the lesser and least developed nations of the world. While they are currently relatively small markets, they hold tremendous potential. At first, it might seem appropriate to attempt to sell the same equipment used in developed nations to the developing world hospital. However, the WHO estimates that 70% of medical devices designed for use in the developed world, don't work when they reach the developing world. This article will outline the major causes for these failures and discuss unique barriers that must be considered when designing for the developing world hospital.
According to the UN, 1.2 billion people live in the most developed nations on earth. However, 4.9 billion people live in the lesser and least developed nations (which will be referred to as the developing world for the rest of this article) [1]. Despite the inherent poverty and complications, when the enormous size of the developing world is considered, it becomes clear why it is an attractive market. For example, while the gross domestic product (GDP) per capita is approximately 4.5-times smaller in the developing world, when looking at aggregate GDP the developing world is roughly comparable with the most developed nations (both at approximately 22 billion adjusted US dollars) [1], yet market penetration is close to zero for most medical devices. When looking at healthcare expenditures, at approximately US$2500 per capita in the most developed nations and US$250 per capita in the developing world, close to 30% of the world's healthcare expenditures are in the developing world and this percentage is growing [1].
Unfortunately, designing for the developing world market presents unique challenges not seen elsewhere. The clearest evidence of these challenges is the current failures; the WHO estimates that 70% of medical equipment coming from the most developed nations does not work in developing world hospitals [2]. Another example is the 'Health Care for All by 2000'project [3]. Several known, inexpensive technologies were selected to carry out major health improvements (oral rehydration solutions, food supplements, antibiotics, vector control agents, water pumps and latrines). Despite some early success, the 'Health Care for All by 2000'campaign was largely a failure [4].
How is it possible that...