Endoscopy through the value lens – How to stand out in a commoditised market
The real deal
This year will see the global demand for endoscopy procedures continue to rise as populations age, health screening programmes expand, and chronic GI diseases become increasingly prevalent. Helping to reduce hospital stays, minimise post-procedural complications and increase economic viability, the health and cost-benefits of minimally invasive interventions are undeniable. Their success, however, is double-edged for some. Soaring procedure volumes are attracting a wave of low‑cost, copycat devices into the market, risking commoditisation and placing mounting pressure on established brands.
All this comes at a time when healthcare systems are starting to shift toward outcome‑driven, environmentally responsible purchasing, and clinicians are becoming increasingly vocal about the need for technologies that support consistency, reliability and long‑term performance. Taken together, these changes offer savvy manufacturers a timely opportunity to reassert their value.
False economy
Commoditised devices that enter the market via equivalence-based approvals can lack the published clinical evidence needed to demonstrate safety and performance in real‑world settings. Some may also fall short on sustainability, or be unable to provide the training, service and support packages clinicians rely on to maintain uptime and procedural quality.
When procurement decisions hinge on long‑term outcomes rather than upfront price, these gaps become significant liabilities. Without robust evidence and a clear value narrative, cheap look-alikes have the potential to introduce clinical risk and disruption. Savings that look good on paper soon fail to add up when complications, downtime or inconsistent performance enter the equation - undermining the very benefits they promise.
Decisive differentiators
The news that some health systems - including the NHS and those in other European markets - are beginning to explore more holistic ways of assessing endoscopy technologies is good news for established players. In countries where it’s no longer enough to offer a device that works, global leaders can win out if they’re able to show their products contribute to measurable improvements across the care pathway.
Procurement teams want partners who can support service transformation, not just supply equipment. They’re looking for manufacturers who bring insight and ongoing support to the table, and who understand the real-world pressures of modern endoscopy services. Think robust clinical evidence, environmental and lifecycle reporting, and comprehensive partnership models – all the things that cut-price market entrants simply cannot replicate.
We say it better
The brands that will thrive in today’s evolving endoscopy market are those that can clearly and confidently articulate their overall value through compelling, credible storytelling that resonates with both clinicians and procurement teams.
From shaping a strategic narrative to delivering the assets that bring it to life, we’re here to help med-tech brands define and drive differentiation.
