New analysis from Frost & Sullivan (Palo Alto, CA, USA), an international growth consultancy company, found that the market earned revenue of US$1,259.1 million in 2010. This is estimated to reach about $1.77 billion in 2017. The following application segments are covered in this study: radiology, cardiology, surgical, obstetrics and gynecology, and other ultrasound technology.

“Wide availability, increasing applications, lack of ionizing radiation, noninvasiveness as well as competitive pricing make ultrasound a primary diagnostic tool both in Western and Eastern Europe,” noted Frost & Sullivan research analyst Dominika Grzywinska. “Hand-carried ultrasound devices enable the use of ultrasound at POC settings, which further reinforces the popularity of this modality.”

In Eastern Europe, the popularity of ultrasound is strongly associated with economic factors. This technology is also the diagnostic tool of choice in some of the more affluent Western European countries. The lack of radiation and the low cost have boosted the popularity of ultrasound among end users.

“In some countries, especially in Eastern Europe, where hospitals are struggling with budgets for medical equipment, the ultrasound is also the first tool of choice,” added Ms. Grzywinska. “The main reason for this is that hospitals cannot afford more expensive equipment, such as computed tomography [CT] or magnetic resonance imaging [MRI] and therefore decide to purchase ultrasound devices.”

The growing number of ultrasound applications and the increasing mobility of practitioners are resulting in hand-carried ultrasound devices continually gaining popularity in hospitals. The portability of these devices enables their use in POC settings. As a result, the demand for this technology has grown in emergency medicine and interventional radiology.

Intense price competition and high price-sensitiveness pose the greatest obstacles to equipment manufacturers in the ultrasound market. End users of ultrasound equipment are highly price sensitive, especially in Eastern Europe. “In Western Europe, there is demand for high-end ultrasound equipment from large hospitals, whereas, in Eastern Europe, hospitals and clinics are mostly interested in lower-priced devices,” explained Ms. Grzywinska. “With increasing competition from Chinese manufacturers and rapid migration of technologies, intense price competition is emerging as a significant challenge for ultrasound equipment manufacturers.”

Providing education and training, delivering superior post-sales services as well as offering flexible financing solutions are vital to handling the price-sensitiveness of end users. Research shows, that the need for education persists, especially among practitioners in Eastern Europe.

“Educational campaigns for end users should be aimed at acquainting them with the features and capabilities of ultrasound systems, especially the high-end, advanced ones,” remarked Ms. Grzywinska. “In this way, end users are more likely to fully benefit from these systems. At the same time, as the traditional applications of ultrasound are maturing, it is crucial to promote the new applications of ultrasound in order to facilitate the growth of the total market.”

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