1. In Vivo

Market Access: Japan Is Not An Add-On For Medtech Manufacturers

 
• By Ashley Yeo

Too risky? Too costly? Global medtech innovators have tended to look at Japan as a market they might graduate to after cracking the US and EU. But Japan has changed in recent years and offers opportunities to medtech companies with products for unmet needs, as long as those firms are willing to commit themselves to understanding the dynamics of the market and its unique aspects.

Japan Medtech_1200

Nine percent of the global medtech market value is in Japan, the second-largest individual medtech market after the US and greater than Germany’s. In a global market of $388 billion, that means Japan's market is worth up to $35 billion and evidently sizeable enough not to be ignored. (See Exhibit 1.)

But instead of being seen as a land of opportunity for global device innovators, Japan often retains a reputation of...

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