Project Brief

Johnson & JohnsoN Medical:

Johnson & Johnson Medical provides solutions to doctors, patients and nurses. Being a leading Medical
Devices provider in almost every segment, what sets it apart is its constant focus on innovation. It offers
an extensive range of high technology medical and surgical equipment, devices and services. The business
is organized into franchises to focus on target customers and better service.

Our Credo:

Johnson & Johnson is guided by the values set forth in Our Credo, created by General Robert Wood
Johnson in 1943. These principles have guided us over the years and continue to set the tone of integrity
for the entire Company. At all levels, the employees of Johnson & Johnson are committed to the ethical
principles embodied in Our Credo and these principles have been woven into the fabric of the Company.
We believe it’s a recipe for business success. Put simply, Our Credo challenges us to put the needs and
well-being of the people we serve first.

Background of the Project:

The Spine market is estimated to be USD 29.7 Million in India and is expected to grow at a rate of 8% from
the year 2018 to 2021. Geographically the spine market is fragmented in India as the spread of surgeons
is across the country. In general, the demand for spine procedures is being spurred by a multitude of
factors including an expanding elderly population, urbanization, economic growth, increasing surgeons
and patient awareness. The expanding Indian economy has allowed for significant development of health
care infrastructure—including building new facilities, purchasing diagnostic and surgical equipment, and
training more medical professionals—which is in turn improving patient accessibility to medical care,
including spine treatments.

There are several multinational and local players in the Indian market with the predominant ones being
Medtronic, Depuy Synthes, Globus, Jayon, Gesco and K2M. The value share of MNC players is ~55% and
their USPs are research-based products with strong scientific education platforms for surgeons. Despite
this, local players are gaining market share due to aggressive pricing and “me too” products. Being mainly
an out-of-pocket market, local players have the edge over MNCs due to significantly lower prices.

Many of the local players have been able to take advantage of lower local wages, material costs and
reduced investments in R&D to develop affordable products to cater to budget- conscious facilities in
India. Local players also have an advantage over international manufacturers in that they are better able
to navigate laws, languages, and customs to develop stronger relationships with facilities and surgeons.
This is particularly important for smaller companies because it can help ensure that surgeons are aware
of the less expensive brands in cases where patients may not be able to pay for premium-priced imported
products.

OPPORTUNITY AREA:

The spine market in India is approximately USD 29.7 Million with Medtronic as the market leader, followed
by DePuy Synthes. The pie of the market that Medtronic owns is three times that of DePuy Synthes. DePuy
Synthes aims to double it’s market share by 2020. Hand loyalty plays a major role in the choice of product
for a spine surgeon i.e. he/ she is most comfortable using a system that they have been trained on. Hence
a “catch them young” approach can help strengthen product choice. The best opportunity would be
medical colleges across the country.

Project Objective:

To understand the untapped potential in the market in terms of choice of Spine as a specialization in
Orthopedics by conducting a pilot study in teaching institutions in one region.

Project deliverables:

1. Create a survey to understand what is it that makes a surgeon choose Spine as a super
specialization.
2. Create an education framework that can be utilized to build hand loyalty for DePuy Synthes Spine.
3. Identify parameters that a surgeon considers crucial while choosing a brand and how DePuy
Synthes ranks on those vis-à-vis competitors.

NOTES / additional info:

Johnson & Johnson India: http://www.jnjindia.com/

OUR CREDO: http://www.jnj.com/connect/about-jnj/jnj-credo/

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