The document discusses the results of a market research study conducted by Stryker India to understand customer buying behavior and preferences for operating room tables and lights. Key findings include: - Major brands in the Indian market are Berchtold, Maquet, Stryker and others. Maquet and Stryker were most commonly preferred by surgeons. - Important features for tables included height adjustment, leveling adjustment, and patient positioning ability. Important lights features were light field size, homogeneous light distribution and being shadow-free. - Anesthetists particularly valued leveling adjustment, height adjustment and mobile tables. Cardiac surgeons valued homogeneous lighting and color selection. Neurosurgeons valued leveling adjustment and crash prevention

1. Identification, evaluation and understand buying behaviour of
customers for operating room tables and lights
Submitted by:
Saurabh Nigam
MBA (Pharm.)
NIPER , Mohali
Summer Intern
Stryker® India
Guided by:
Anuj Agrawal
Marketing Head
Stryker® India
Gunasekaran Jayaraman
Associate Product Manager
Stryker® IndIa

2. 2
Study about
products
Pilot study
Analysis and
verification
of data
Deck about
products
Review and Input
to questionnaires
Market
Research
Presentation
8th June 13th -18th June 20th-24th June 25th-27th June 3rd July-2nd Aug 2nd-4th Aug 4th -8th Aug

3. 90
10
807060
50
40
20
30
110
100
120
Major player are Berchtold , Maquet , Steris , Stryker , Drager , Schaerer , Dr.Mach and etc
2700 and 2950 units sold every year
108 crores of operating room lights market in India
Indian market dominated by foreign players
SCENARIO OF INDIAN MARKET-2013
130 crores of operating tables market in India

4. OBJECTIVE
Primary objective:-
Identification , evaluation and understand buying behaviour of customers for operating room tables and lights
Secondary objective:-
To assess buying behaviour , characteristics preferences , purchasing decision of customers and preference of
customers for operating room tables and lights

5. RESEARCH METHODOLOGY
Type of data – Primary data
Research type – Conclusive and Exploratory
Research instrument – Questionnaire
Tool of data collection - A market Research Questionnaire with open-ended as well as close-ended questions
Mode of data collection - One to one interview
Sample Size - 46
Type of questionnaire - Structured
Interview technique - In depth interviews were conducted by using probing method for each question
Target respondents – Anaesthetist , Cardiac surgeons , Neuro surgeons , Ortho surgeons , Onco surgeons
Sampling technique – Convinience sampling based on geography in Delhi,Gurgaon,NCR

6. NUMBER OF HOSPITALS : NUMBER OF BEDS
32%
20%16%0%
32%
No. of Beds
50-150
150-250
250-350
350-450
450 and more

7. INFERENCES
• Total no of hospitals in sample size are 25
• Hospitals were selected according to geographical convenience and can make true
representation of the population
• Bed size of no of the hospitals : 16% hospitals has bed size of 250-350 in the sample
• 20% hospitals has bed size of 250-350 in the sample
• 32% hospitals has bed size of 50-150 beds in the sample size
• 32% hospitals has bed size of more than 450 beds in the sample size

8. DISTRIBUTION:SPECIALTY
Anesthetists
21%
Cardiac
surgeons
22%
Ortho
surgeons
22%
Neuro
surgeons
24%
Onco
surgeons
11%
Specialty No . Specialty No .
Anesthetists 10 Neuro surgeons 11
Cardiac surgeons 10 Onco surgeons 5
Ortho surgeons 10

9. INFERENCES
Sample size n=46 is divided among the specialty according to convenience and availability of surgeons in the
hospitals.
5 specialties are targetted i.e. Anesthetists , Cardiac surgeons, Ortho surgeons , Neuro surgeons and Onco
surgeons.

10. QUESTION
1) Procedures performed by health care professionals per month

11. RELATIVE DISTRIBUTION OF SURGEONS BY NO.OF PROCEDURES PER MONTH
aaINSIGHTS
 32% of surgeons performs less than 50
surgeries/month
 43% of surgeons performs surgeries in a range
of 51-100 surgeries/month
 8% of doctors performs more than 300
surgeries/month
0
2
4
6
8
10
12
14
16
18
<50 51-100 101-150 151-200 201-250 251-300 >300
No. of
doctors
No. of procedures/month
Count

12. QUESTION
2) Brands of operating room tables and lights which have good products

13. BRANDS EXPERIENCED BY ANESTHETISTS
Operating tables
Out of sample size of 10 anesthetists,2
anesthetists preferred Berchtold operating tables
2 anesthetists preferred Maquet and Hospitech
operating tables
All Indian brands,Savion,Stryker and cognate
are preferred by 1 anesthetist
Operating lights
 Out of sample size of 10 anesthetists,5
anesthetists preferred Berchtold operating
lights
1 anesthetist preferrred Stryker operating
lights
Drager,Hospimedica,Cognate and other
brands are preferred by 1 anesthetist
1
2
1
2 2
1 1
0
0.5
1
1.5
2
2.5
All Indian
brands
Berchtold cognate hospitech Maquet savion Stryker
Anesthetist n=10
5
1 1 1 1 1
0
1
2
3
4
5
6
Berchtold cognate Drager hospimedica Others Stryker
Anesthetist n=10

14. BRANDS EXPERIENCED BY CARDIAC SURGEONS
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
drager Maquet Seimens Steris Stryker
Cardiac surgery n=10
0
0.5
1
1.5
2
2.5
Bechtold
cognate
Drager
Maquet
Seimens
simion
steris
Stryker
Cardiac surgery n=10
Operating tables Operating lights
4 cardiac surgeons preferred Maquet operating
tables
3 cardiac surgeons preferred Stryker operating
tables
1 cardiac surgeons preferred Drager,Seimens and
Steris operating tables
2 cardiac surgeons preferred Drager and Maquet
operating lights
1 cardiac surgeon preferred Berchtold and Stryker
operating lights
Cognate,Siemens,Simion and Steris are preferred
by 1 cardiac surgeon

15. 0
1
2
3
4
5
6
Berchtold cognate janta
pharma
Maquet Seimens Stryker
Neuro surgery
0
0.5
1
1.5
2
2.5
3
3.5
Berchtold cognate Drager janta
pharma
Maquet Others Stryker
Neuro surgery n=11
BRANDS EXPERIENCED BY NEURO SURGEONS
Operating tables
5 neuro surgeons preferred Maquet operating
tables
2 neuro surgeons preferred Berchtold operating
tables
 Cognate,Jantapharma,Seimens and Stryker are
preferred by 1 neuro surgeon
Operating lights
3 neuro surgeons preferrred Drager and Maquet
operating lights
1 neuro surgeon preferred Stryker operating lights
1 neuro surgeon preferred Berchtold operating
lights
Janta pharma and cognate are preferred by 1
neuro surgeons
n=11

16. Operating tables Operating lights
4 ortho surgeons preferred Stryker operating tables
2 ortho surgeons preferred Maquet operating lights
1 ortho surgeons preferred
Berchtold,Hospitech,Trivitron and Others operating
tables
3 ortho surgeons preferred Maquet operating
lights
2 ortho surgeons preferred Berchtold and Stryker
operating lights
Drager,Hospimedica and others are preferred by 1
ortho surgeon
BRANDS EXPERIENCED BY ORTHO SURGEONS
0
0.5
1
1.5
2
2.5
3
3.5
4
Berchtold
hospitech
Maquet
Others
Stryker
trivitron
Ortho surgery
0
0.5
1
1.5
2
2.5
3
Berchtold
Drager
hospimedica
Maquet
Others
Stryker
Ortho surgeryn=10 n=10

17. BRANDS EXPERIENCED BY ONCO SURGEONS
Operating tables
Out of sample size of 5 onco surgeons,2 onco
surgeons preferred Cognate operating tables
1 onco surgeon preferred Berchtold operating
tables
Maquet and Schaerer are preferred by 1 onco
surgeon
Operating lights
 Out of sample size of 5 onco surgeons,1 onco
surgeon preferred Berchtold operating lights
1 onco surgeon preferrred Cognate,Maquet
operating lights
Simion and other brands are preferred by 1
onco surgeon
n=5
0
0.5
1
1.5
2
2.5
Berchtold cognate Maquet schaerer
Onco surgery n=5
0
0.2
0.4
0.6
0.8
1
1.2
Berchtold cognate Maquet Others simion
Onco surgery

18. BRANDS EXPERIENCED BY ALL SURGEONS
Operating tables
14
12
8
10
4
6
2
Berchtold Cognate Hospitech Maquet Savion Stryker SchaererSterisSeimensDrager Trivitron Janta Others
No. of
times
Brands
0
N=46
Most preferred brand

19. BRANDS EXPERIENCED BY ALL SURGEONS
Operating lights
14
12
8
10
4
6
2
Berchtold Cognate Hospimedica Maquet Simion Stryker SterisSeimensDrager Janta Others
No. of
times
Brands
0
n=46
Most preferred
brand

20. 3)Features of operating room tables and lights that are important while making purchase decision
QUESTION

21. 0%
2%
4%
6%
8%
10%
Imaging
capability
Importanceinpercentage
Patient
positioning abilityHeight adjustment
Weight bearing
capacity
Battery operated
Longitudinal
slide
Crash preventionLevelling
adjustment Mobile table
Others
1 2 3 4 5 6 7 8 9 10
11%
12%
11.3% 11.3% 11.2% 11.2% 10.9% 10.8% 10.8%
10.5%
9.8%
FEATURES OF OPERATING TABLE RATED BY CARDIAC SURGEONS

22. INFERENCES
Most of the cardiac surgeons preferred levelling adjustment(11%) and height
adjustment(11%) features are most important for an operating room tables
Second imporatnt features preferred are patient positioning ability and mobile table for an
operating table
Others preffered preferred imaging capability,weight bearing capacity and crash prevention
are imporatnt fetures(almost approx 11%)

23. 0%
2%
4%
6%
8%
10%
Imaging
capability
Importanceinpercentage
longitudinal
slide
Mobile table Weight bearing
capacity
Patient positioning
ability
Height
adjustment
Crash preventionLevelling
adjustment Battrey operated
Others
1 2 3 4 5 6 7 8 9 10
11%
12%
13.8% 12.8% 11.7% 11.7% 11.5% 11.5% 11.5%
11.4%
11.3%
FEATURES OF OPERATING TABLE RATED BY ONCO SURGEONS
13%

24. INFERENCES
Most onco surgeons preferred mobile table (14)%is the most important feature for an operating room tables
Second important feature preferred by onco surgeons is levelling adjustment(13%)
Third important features are battery operated and longitudinal slide(12%)

25. 0%
2%
4%
6%
8%
10%
Imaging
capability
Importanceinpercentage
longitudinal
slide
Mobile table Weight bearing
capacity
Patient positioning
ability
Height
adjustment
Crash prevention
Levelling
adjustment
Battrey operated Others
1 2 3 4 5 6 7 8 9 10
11%
12%
11.3% 11.3% 11.2% 11.2% 10.9% 10.8% 10.8%
10.3%
9.8%
FEATURES OF OPERATING TABLE RATED BY ANESTHETISTS
13%

26. 26
Anesthetist preferred levelling adjustment and height adjustment are the most important features for an
operating room tables
Second important feature preferred by anesthetist are Mobile table and patient positioning ability
Imaging capability is also preferred by anesthetist as important feature for an operating room tables
INFERENCES

27. 0%
2%
4%
6%
8%
10%
Imaging
capability
Importanceinpercentage
longitudinal
slide
Mobile tableWeight bearing
capacity
Patient positioning
ability
Height
adjustment Crash prevention
Levelling
adjustment Battrey operated
Others
1 2 3 4 5 6 7 8 9 10
11%
12%
12.2% 11.7% 11.7% 11.7% 11.2% 10.6% 10.5%
10.1%
9.1%
FEATURES OF OPERATING TABLE RATED BY NEURO SURGEONS
13%

28. 28
INFERENCES
Most of the neuro surgeons preferred Levelling adjustment is the most important feature
Neuro surgeons also preferred Height adjustment,battery operated and crash prevention are the most
important features for an operating room tables
Weight bearing capacity is also preferred by neuro surgeons for operating room tables

29. 0%
2%
4%
6%
8%
10%
Imaging
capability
Importanceinpercentage
longitudinal
slide
Mobile tableWeight bearing
capacity
Patient positioning
ability
Height
adjustment Crash prevention
Levelling
adjustment Battrey operated
Others
1 2 3 4 5 6 7 8 9 10
11%
12%
13.4% 13.3% 11.1% 11.05% 10.8% 10.8% 10.8%
10.8%
8.7%
FEATURES OF OPERATING TABLE RATED BY ORTHO SURGEONS
13%

30. 30
INFERENCES
Ortho surgeons preferred patient positioning ability is the most important features for an operating
room tables
Second important feature preferred by ortho surgeons is imaging capability

31. 0%
2%
4%
6%
8%
10%
Importanceinpercentage
1 2 3 4 5 6 7
11%
12%
17.4% 14.5% 13.7% 13.6% 12.8% 12.5% 11.9%
FEATURES OF OPERATING LIGHTS RATED BY ANESTHETISTS
13%
14%
15%
16%
Light field
size
Homogenous
lights
Shadow free Color select LED Lights Low heat generation Depth of illumination
3.6%
Others
8

32. 32
INFERENCES
Anesthetist preferred light field size(17%) is the most important feature for an operating room lights
Second important feature preferred by anesthetist is homogenous light(14%)
Shadow free(13%) is also one of the important feature preferred by anesthetist for an operating room lights

33. 0%
2%
4%
6%
8%
10%
Importanceinpercentage
1 2 3 4 5 6 7
11%
12%
14.8% 14.3% 14.2% 13.4% 13.1% 13.03% 12.8%
FEATURES OF OPERATING LIGHTS RATED BY CARDIAC SURGEONS
13%
14%
15%
16%
Light field
size
Homogenous
lights
Shadow freeColor select LED LightsLow heat generation Depth of illumination
3.7%
Others
8

34. 34
INFERENCES
Cardiac surgeons preferred homogenous light(15%) is the most important features for an operating room lights
Second important feature preferred by cardiac surgeons are color select(14%) and shadow free(14%)
respectively
Low heat generation(13%) is also preferred by cardiac surgeons as important feature for an operating room
lights

35. 0%
2%
4%
6%
8%
10%
Importanceinpercentage
1 2 3 4 5 6 7
11%
12%
15.4% 14.4% 14.1% 14.1% 14% 12.8% 12.5%
13%
14%
15%
16%
Light field
size
Homogenous
lights
Shadow free Color select LED LightsLow heat generation Depth of illumination
2.3%
Others
8
FEATURES OF OPERATING LIGHT RATED BY ORTHO SURGEON

36. 36
INFERENCES
Ortho surgeons preferred Shadow free(15%) is the most important features for an operating room lights
Second important feature preferred by ortho surgeons is Color select
Homogenous lights and light field size are other features preferred by anesthetist as important feature for an
operating room lights

37. 0%
2%
4%
6%
8%
10%
Importanceinpercentage
1 2 3 4 5 6 7
11%
12%
16.1% 15.7% 15.1% 14.9% 13.4% 13.2%
7.5%
13%
14%
15%
16%
Light field
size
Homogenous
lights
Shadow free Color select LED LightsLow heat generation Depth of illumination
3.8%
Others
8
FEATURES OF OPERATING LIGHT RATED BY NEURO SURGEONS

38. 38
INFERENCES
Neuro surgeons preferred homogenous lights (16%) is the most important features for an operating room
lights
Second important feature preferred by neuro surgeons is shadow free(15%)

39. 0%
2%
4%
6%
8%
10%
Importanceinpercentage
1 2 3 4 5 6 7
11%
12%
13.8% 13.8% 13.8% 12.9% 12.9% 11.8%
11.8%
13%
14%
15%
16%
Light field
size
Homogenous
lights
Shadow free Color select LED LightsLow heat generation Depth of illumination
3.8%
Others
8
FEATURES OF OPERATING LIGHT RATED BY ONCO SURGEONS

40. 40
INFERENCES
Onco surgeons preferred Homogenous lights(14%),Color select(13%),Shadow free(13%) are the most
important features for an operating room lights
Second important features preferred by onco surgeons are Low heat generation(13%) and Depth of
illumination(13%) respectively
Light field size(12%) and LED lights(12%) are also preferred by anesthetist as important feature for an operating
room tables

41. QUESTION
4)Brands of operating room tables and lights which surgeons prefer to buy in future

42. BRANDS PREFERENCE BY ANESTHETISTS IN FUTURE
Operating tables
Operating lights
Berchtold
50%
Maquet
10%
No brand
10%
Stryker
30%
Berchtold
50%
Maquet
10%
No brand
10%
Stryker
30%
 50% anesthetists preferred Berchtold
operating tables in future
 30% anesthetists preferred Stryker operating
tables in future
 10% anesthetists preferred Maquet operating
tables in future
 50% anesthetists preferred Berchtold
operating lightsin future
 30% anesthetists preferred Stryker operating
lights in future
 10% anesthetists preferred Maquet operating
lights in future
n=10
n=10

43. BRANDS PREFERENCE BY CARDIAC SURGEONS IN FUTURE
Operating tables Operating lights
40% cardiac surgeons preferred Maquet
operating tables in future
30% cardiac surgeons preferred Stryker
operating tables in future
20% and 10% cardiac surgeons preferred
Berchtold and Steris operating tables respectively
50% cardiac surgeons preferred Maquet for
operating lights in future
20% cardiac surgeons preferred Berchtold
operating lights in future
10% cardiac surgeons preferred Stryker and Steris
operating lights in future
Berchtold
20%
Maquet
40%
Steris
10%
Stryker
30%
Berchtold
20%
Drager
10%
Maquet
50%
Steris
10% Stryker
10%
n=10 n=10

44. BRANDS PREFERENCE BY NEURO SURGEONS IN FUTURE
Operating tables
64% neuro surgeons preferred Maquet operating
tables in future
18% neuro surgeons preferred Berchtold
operating tables in future
 18% neuro surgeons preferred Stryker operating
tables in future
Operating lights
73% neuro surgeons preferred Maquet operating
lights in future
9% neuro surgeons preferred Stryker operating
lights in future
9% neuro surgeons preferred Berchtold operating
lights
9% neuro surgeons preferred Drager operating
lights in future
Berchtold
18%
Maquet
64%
Stryker
18%
Berchtold
9% Drager
9%
Maquet
73%
Stryker
9%
n=11
n=11

45. Operating tables Operating lights
50% ortho surgeons preferred Stryker operating
tables in future
30% ortho surgeons preferred Berchtold operating
tables in future
20% ortho surgeons preferred Maquet operating
tables in future
BRANDS PREFERENCE BY ORTHO SURGEONS IN FUTURE
Berchtold
30%
Maquet
20%
Stryker
50%
Berchtold
30%
Maquet
20%
Stryker
50%
50% ortho surgeons preferred Stryker operating
lights in future
30% ortho surgeons preferred Berchtold operating
lights in future
20% ortho surgeons preferred Maquet operating
lights in future
n=10 n=10

46. Operating tables
60% onco surgeons preferred Berchtold
operating tables
20% onco surgeons preferred Maquet
operating tables
20% onco surgeons preferred Schaerer
operating tables
Operating lights
BRANDS PREFERENCE BY ONCO SURGEONS IN FUTURE
Berchtold
60%
Maquet
20%
Schaerer
20%
Berchtold
60%
Maquet
20%
Schaerer
20%
60% onco surgeons preferred Berchtold
operating lights
20% onco surgeons preferred Maquet
operating lights
20% onco surgeons preferred Schaerer
operating lights
n=5
n=5

47. BRANDS PREFERENCE BY SURGEONS IN FUTURE
33%
33%
2%
28%
2% 2%
operating tables
Berchtold
Maquet
No brand
Stryker
Steris
Schaerer
Operating tables

48. BRANDS PREFERENCE BY SURGEONS IN FUTURE
Operating lights
31%
38%
2%
22%
5%
2%
0%
operating lights
Berchtold
Maquet
No brand
Stryker
Drager
Steris
Cognate

49. QUESTION
5)Surgical procedures benefited by operating room tables and lights

50. SURGICAL PROCEDURES
Anesthetist:-
1)Transplantation
2)Orthopedic procedures
3)Hip and Knee replacements
4)Urinal surgeries
5)Neuro surgical procedures
6)Spine surgeries
7)General surgeries
8)Joint replacement
9)Neural procedures
Cardiac surgery:-
1)Angiography-It is a medical imaging technique used to visualize the inside,
or lumen, of blood vessels and organs of the body, with particular interest in
the arteries, veins, and the heart chambers.
2)Angioplasty-surgical repair or unblocking of a blood vessel, especially a
coronary artery
3)CABG-Coronary artery bypass grafting (CABG) is a type of surgery that
improves blood flow to the heart. Surgeons use CABG to treat people who
have severe coronary heart disease (CHD).
4)AVR-Aortic Valve Replacement (AVR) through open heart surgery is a
common treatment for severe aortic stenosis.
5)MICS-Minimal invasive cardiac surgery

51. SURGICAL PROCEDURES
Neuro surgery:-
1)Congenital surgeries-
Congenital heart defect
corrective surgery fixes or treats a
heart defect that a child is born with.
2)Surgeries of tumours
3)Epilepsy neurosurgeries-Epilepsy
surgery is a procedure that either
removes or isolates the area of your
brain where seizures begin. It is a
treatment option for people whose
seizures are not well controlled with
medication.
4)Neural surgeries
Ortho surgery:-
1)Joint replacement
2)Total Knee replacement(TKR)
3)Total Hip replacement(THR)
4)Knee surgeries
5)Sports injuries like tennis elbow
surgeries
Onco surgery:-
1)Lumpectomy- Sometimes
known as a tylectomy) is a
surgical removal of a discrete
portion or "lump" of breast,
usually in the treatment of
malignant tumor or breast
cancer
2)Lymph node biopsy-Lymph
node biopsy is a test in which a
lymph node or a piece of a
lymph node is removed for
examination under a microscope
3)Malignant tumours surgeries

52. QUESTION
6) Recommendation of operating room tables and light by surgeons in last five years

53. RECOMMENDATION OF PRODUCTS
0
1
2
3
4
5
6
7
8
9
No Yes No Yes N/A No Yes N/A No Yes N/A No Yes N/A
Anesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery
No.of times
Specialty
No
Yes
n=46

54. RECOMMENDATION OF PRODUCTS
Yes
35%
No
65%

55. QUESTION
If the operating room tables and lights are recommended by surgeons in last five years then brand name

56. RECOMMENDATION OF BRANDS
Specialty Brands reco. No.of specialties
Anesthetist All Indian brands 1
No brand 9
Cardiac surgeon Maquet 3
No brand 7
Neuro surgeon Hospitech 1
Maquet 5
No brand 5
Onco surgeon Berchtold 2
No brand 3
Ortho surgeon Maquet 1
No brand 9n=46
0
1
2
3
4
5
6
7
8
9
10
AllIndianbrands
nobrand
maquet
nobrand
hospitech
maquet
nobrand
Berchtold
nobrand
maquet
nobrand
Anesthetist Cardiac
surgery
Neuro surgery Onco surgery Ortho surgery

57. 7)Level of involvement of health care professional in purchasing of operating room tables and lights
QUESTION

58. LEVEL OF INVOLVEMENT
According to Ortho surgeons
22%
19%
21%
18%
20% Specialty
Anesthetist
Onco surgeons
Neuro surgeons
Cardiac surgeons
Gastroenterology
n=10
 22% is the level of involvement of anesthetist
 21% is the level of involvement of neuro
surgeons
 20% is the level of involvement of gastro
surgeons
 19% is the level of involvement of onco
surgeons
 18% is the level of involvement of cardiac
surgeons
According to neuro surgeons
25%
19%
19%
19%
18%
Specialty
Anesthetist
Ortho surgeons
Onco surgeons
Cardiac surgeons
Gastroenterology
 25% is the level of involvement of
anesthetist in purchasing of operating tables
and lights
 19% each is the level of involvement of
ortho surgeons,onco surgeons and cardiac
surgeons
 18% gastro surgeons play role in purcahsing
of operating tables and lightsn=11

59. LEVEL OF INVOLVEMENT
 According to cardiac surgeon,26% is the level of involvement
of anaesthetists
 21% onco surgeons play role in purchasing of operating room
tables and lights
 20% ortho surgeons and 20% gastro surgeons play role in
purchasing of operating room tables and lights
 13% is the level of involvement of neuro surgeons
According to cardiac surgeons
According to anesthetist  According to anesthetists,21% cardiac surgeons and 21%
neuro surgeons play role in purchasing of operating room
tables and lights
 20% ortho surgeons play role in purchasing of operating
room tables and lights
 19% ontho surgeons and 19% gastro surgeons play role in
purchasing of operating room tables and lights
26%
20%
21%
13%
20%
Specialty
Anesthetist
Ortho surgeons
Onco surgeons
Neuro surgeons
Gastroenterology
20%
19%
21%
21%
19% Specialty
Anesthetist
Onco surgeons
Neuro surgeons
Cardiac surgeons
Gastroenterology
n=10
n=10

60. LEVEL OF INVOLVEMENT
gg Inference
 21% is the level of involvement of anesthetist
in purchasing of operating tables and lights
 20% is the level of involvement of ortho
surgeons in purchasing of operating tables and
lights
 20% is the level of involvement of cardiac
surgeons in purchasing of operating tables and
lights
 20% is the level of involvement of onco
surgeons in purchasing of operating tables and
lights
 19% is the level of involvement of
gastroenterology in purchasing of operating
tables and lights
21%
20%
20%
20%
19% specialty
Anesthetist
Ortho surgeons
Neuro surgeons
Cardiac surgeons
Gastroenterology
According to onco surgeons
n-=5

61. QUESTION
8) What forum provide maximum product information about the products?

62. PRODUCT INFORMATION
90% of anesthetists preferrred medical conferences as
the best forum for maximum product information if
customers wants to purchase operating tables and lights
60% of cardiac surgeons preferred medical
conferences as the best forum for maximum product
information if customers wants to purchase
operating tables and lights
0
1
2
3
4
5
6
7
8
9
10
company website medical conferences
Anesthetist
n=10
0
1
2
3
4
5
6
7
add in
magazines
company
product
symposium
company
website
medical
conferences
product expo
Cardiac surgery n=10

63. 0
1
2
3
4
5
6
company
product
symposium
company
website
medical
conferences
product expo
Neuro surgery
0
1
2
3
4
5
6
7
8
add in magazines medical
conferences
product expo
Ortho surgery
60% of neuro surgeons
preferred medical
conferences as the best
forum
30% of neuro surgeons
preffered product expo as the
best forum
10% each of neuro
surgeons preferred company
website and com.product
symp as the best forum
80% of ortho surgeons
preferred medical
conferences as the best forum
for maximum product
information
10% each of ortho surgeons
preferred add in magazines
and product expo as the best
forum for maximum product
information
0
1
2
3
4
5
medical conferences
Onco surgery n=5
All the onco surgeons preferred
medical conferences as the best forum
for maximum product information if
customers want to buy operating
tables and operating lights
n=11
n=10

64. 64
PRODUCT INFORMATION
74%
4%
7%
4% 11% Medical conferences
Add in magazines
Company website
Company product
symposium
Product expo

65. QUESTION
9)During a conference , if company display operating room tables and lights at the booth probability of health
care professionals to visit these booths

66. PROBABILITY OF CONFERENCES VISIT
0
2
4
6
8
10
12
somewhat
probable
neutral somewhat
probable
somewhat
probable
very
probable
somewhat
probable
very
probable
somewhat
probable
very
proabable
Anesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery
No. of times
Specialty
n=46
Somewhat
probable
Very probable
Neutral

67. PROBABILITY OF CONFERENCES VISIT
91%
7%
2%
somewhat probable
very probable
neutral

68. QUESTION
10)If company organized product symposium and product demos then probability of health care professionals to
attend

69. PROBABILITY OF HEALTH CARE PROFESSIONALS TO ATTEND
0
1
2
3
4
5
6
7
8
9
10
somewhat
probable
neutral somewhat
probable
somewhat
probable
very
probable
somewhat
probable
very
probable
neutral somewhat
improbable
somewhat
probable
Anesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery
10
1
9 9
2
4
1 1 1
8
n=46
Somewhat probable
Neutral
Very probable
Somewhat improbable
 All the anesthetist(Max probability) have probability to attend product demos and product symposium
 9 cardiac and neuro surgeons have probability to attend product demos and product symposium
 4 onco surgeons and 8 orthopedic surgeons have probability to attend product demos and product symposium

70. QUESTION
11)Best forum to showcase operating tables and lights for surgeons to understand features and benefits

71. RECOMMENDED FORUM BY SURGEONS
0
1
2
3
4
5
6
Add in
magazines
advertisement internet medical
conferences
product Expo
Anesthetist n=10
0
1
2
3
4
5
6
Add in
magazines
company
product
symposium
Exhibitions medical
conferences
product Expo
Cardiac surgery
50% of anesthetist preferred medical conferences as the best
forum for surgeons to understand features of operating tables
and lights
20% % of anesthetist preferred medical conferences as the
best forum for surgeons
10% preferred advertisement and product expo as best forum
50% of cardiac surgeons preferred medical conferences as the
best forum for surgeons to understand features of operating tables
and lights
20% % of cardiac surgeons preferred product expo as the best
forum for surgeons
n=10

72. 40% of neuro surgeons
preferred product expo as the
best forum
30% of neuro surgeons
preffered medical conferences
as the best forum
20% each of neuro surgeons
preferred company product
symp as the best forum
40% of ortho surgeons
preferred medical
conferences as the best forum
for maximum product
information
20% each of ortho surgeons
preferred product expo as
the best forum for maximum
product information
40% of ortho surgeons preferred
medical conferences as the best forum
for maximum product information if
customers want to buy operating tables
and operating lights
n=11
0
1
2
3
4
company
product
symposium
medical
conferences
no suggestion product Expo
Neuro surgery n=11
0
0.5
1
1.5
2
medical
conferences
no suggestion product Expo
Onco surgery n=5
0
0.5
1
1.5
2
2.5
3
3.5
4
Addinmagazines
companywebsite
Majororthopedic…
medicalconferences
nobrand
nosuggestion
productExpo
Ortho surgery n=10

73. 73
RECOMMENDED FORUM BY SURGEONS
0
1
2
3
4
5
6
Addinmagazines
advertisement
internet
medicalconferences
productExpo
Addinmagazines
companyproduct…
Exhibitions
medicalconferences
productExpo
companyproduct…
medicalconferences
nosuggestion
productExpo
medicalconferences
nosuggestion
productExpo
Addinmagazines
companywebsite
Majororthopedic…
medicalconferences
nobrand
nosuggestion
productExpo
Anesthetist Cardiac surgery Neuro surgery Onco surgery Ortho surgery n=46
specialty

74. 74
50% anesthetist preferred medical conferences as the best forum
50% cardiac surgeons preferred medical conferences as the best forum
40% neuro surgeons preferred product expo as the best forum
20% onco surgeons preferred medical conferences as the best forum
40% ortho surgeons preferred medical conferences as the best forum
RECOMMENDED FORUM BY SURGEONS

75. CONCLUSION
The market for Operating room tables and lights is growing at an accelerated rate with focus on specialized
healthcare, with larger expansions by corporate hospital sensing a huge potential in un-tapped Indian masses
Government of India investing in the healthcare sector by opening a large number of institutes across India
and initiating better healthcare schemes for common people
The main growth drivers for OT lights and tables are increased specialized surgical interventional
procedures and advancement in technology to upgrade the operation room to customized OR or integration
OR
Trend in OT lights is toward the innovative combination of multi-facet reflectors with high-tech LED where
these facets generate unlimited beam paths for a homogeneous light beam and glare-free light field. Color-
cast shadows are reduced to a minimum

76.  Anesthetists preferred Berchtold operating tables and operating lights
 Most of the cardiac surgeons preferred Maquet operating tables and Drager operating lights
 Neuro surgeons are using Maquet operating room tables and Drager operating room lights
 Stryker operating tables is top most choice for Ortho surgeons may it be replacement surgeries,Total hip
replacement(THR),Total knee replacement(TKR) surgeries and bariatric surgeries
 Onco surgeons preferred Berchtold operating room lights for their surgical procedures
 Height adjustment,Mobile table and levelling adjustment are the most demanded fetures in operating room
tables and Homogenous light,Shadow free and Color select are most demanded features in operating room
lights
 Most of the anesthetists preferred Berchtold operating tables and lights
 Cardiac surgeons preferred Maquet operating room tables and lights
 Neuro surgeons preferred Maquet operating room tables and lights
 Ortho surgeons preferred Stryker operating room tables and lights
 Onco surgeons preferred Berchtold operating room tables and lights for their surgical procedures
76

77. 77
Neuro surgeon recommended Maquet most of the times in hospitals
Anesthetists play a major role in the purchase of operating room tables and lights
Medical conference is the most recommended forum for obtaining product information

78.  In 2013, Indian operating room tables market is estimated at Rs. 130 crore with the sales of 2750 units. The
indigenous segment with 2000 units constitutes 72 percent of the total market, in volume terms.
 In 2013, the Indian OT lights market is estimated at 108 crore, with 2900 units in volume terms
 Anesthetist preferred Berchtold brand most so there is a need to involve anesthetist recommendation
regarding the operating tables and lights
 Neuro surgeons and Cardiac surgeons using Maquet mostly so there is need for Stryker to know the lacking
points in these above specifies specialty
 Stryker is the top most choice for Orthopedic surgeons so market can be enhanced and can be penetrated by
involving ortho surgeons in the tedproduct specification and design so that other specialities can also be
penetrated in future through the cutting edge technologies
 Height adjustment,Levelling adjustment in operating room tables and homogenous lights and color select
in operating room lights are most requires features so Stryker-Berchtold can increase their position in market
through Operon D series operating tables and Chromophare F generation operating lights
78
RECOMMENDATION

79.  Onco surgeons preferred Berchtold operating room lights for their surgical procedures so advancement can
be done and market can be tapped by penetrating in this speciality
 Most of the surgeons and health care professionals are not aware about the fact that Berchtold is now a part
of Stryker so there is a need to increase awareness among surgeons through brochure,guides and magazines
of Stryker so that they become more knowledgeable about the Stryker-Berchtold products
 Most of the surgeons prefers Medical conference is the best way to obtain product information so
awareness about the products can be increased cy conducting more medical conference and inviting majorly
surgeons in the conference so that they become aware about the Stryker brand and recommend the
products of Stryker in future
 Product expo should be done in order to create awareness among healthcare professional about the
products of Stryker
 Stryker through Operon D series operating tables which has greater weight capacity can incease its market
potential
 Cost should be affordable so they hospitals can switch from Indian brands to Stryker
79
RECOMMENDATION

80.  Indraprastha Apollo hospital has 22 operation theatre and it has many branches as well
 But they are using only Berchtold brand in urology operation thetre and general surgeries operation theatre
 According to Manish Sharma,Member of biomedical engineering department of Apollo hospital:-
 Total no. of operation theatres-22
 Brands using-a)Operating room tables-Maquet,Berchtold,Schaerer
 b)Operating room lights-Simion,Maquet,Berchtold and Indian brand
80
CASE STUDY
OPERATION THEATRES OPERATING TABLES OPERATING LIGHTS
Oncology surgical Cognate Simion
Cardiac surgery Maquet Simion
Urology and general
surgeries
Cognate Berchtold

81.  So,there is a need to increase market in such hospitals as they are big and ready to buy capital items of good
quality so Stryker should approach these hospitals in order to increase potential
 Dr.Santosh(Anesthetist) Paras hospital-We are using Berchtold lights and it is really good as compare to
other companies
 Ganga Ram hospital is willing to take services of Stryker products
81
CASE STUDY

82. Thank youANY……????