Electrophysiology Diagnostic and Intervention Market: Alive and Growing

Historically, the Electrophysiological (EP) 3D Mapping market has been dominated by two major vendors – Biosense-Webster and St. Jude Medical. These two vendors have gone head to head for several years, jockeying for the favor of the Intervention EP Physician. Initially, Biosense-Webster’s CARTO 3 Image system held a commanding lead in this emerging market a number of years ago. However, since St. Jude acquired the EnSite system from Endocardial Solutions in 2008, along with their EP recording system, St. Jude has been a strong competitor.

While Biosense-Webster remains focused on the mapping market and does not offer a recording solution, St. Jude currently offers a recording and mapping solution together.

EP Mapping Market

The graph reflects the percentage of quotes seen and illustrates how St. Jude has established themselves as a solid competitor in the mapping market. While quote activity is not a measure of market share, it offers an excellent perspective on which vendors are considered for purchase.

EP Mapping Market
Boston Scientific, a third competitor, has taken a similar entry route as St. Jude into this market. They initially entered the 3D-Mapping market by acquiring Rhythmia Medical in 2012 with their Rhythmview 3D Mapping system. In 2013, they followed with the acquisition of Bard Electrophysiology and their LabSystem Pro for EP recording. Despite a similar portfolio to St. Jude, Boston Scientific’s activity level is still significantly lower compare to St. Jude and Biosense-Webster. However, this jump from 0% to 9% is likely happening at the expense of the two perennial players as well as through organic growth.

EP Recording Market

St. Jude has challenged and made significant headway going against the GE Healthcare EP recording system the CardioLab. Boston Scientific has increased interest and marketing activity in the EP Recording space as well. The following graph, based on quote activity, reflects their presence in this market and shows they are gaining on St. Jude and GE Healthcare.

EP Recording Market
Interestingly enough, although this market has been “stable” in terms of competitors for some time, there are even more vendors working to gain entry. Although not incorporated into the full MD Buyline database, these vendors are clearly getting interest from customers based on quotes in our Price Benchmarking Database.

New Player in the Electrophysiology Market

Topera Medical - EP MarketTopera Medical has begun to experience a level of interest that is similar to Boston Scientific’s early stages for their Rhythmview 3D Mapping system. This is likely to increase even further as Topera Medical was acquired by Abbott in December of 2014. Abbott has the money, size and marketing capacity to propel this fourth mapping solution into a legitimate competitive solution in a relatively quick time frame.

Their technology targets a specific clinical situation that studies have suggested are key to treating patients with rhythm disorders. These patients have specific grouping and conduction pathways, referred to as “rotors,” that are believed to contribute to on-going life-threatening heart rhythms. The combination of hardware and specialized proprietary catheters that Topera Medical offers assist in identifying these rotors and ablating them to eliminate the recurrence of the unwanted rhythms.

The Future of the EP Market

Over the past few years, entry into this space by large, well-known players reflect a very active and continually growing market. St. Jude and Boston Scientific both offer recording and mapping solutions. It will be interesting to see if GE and Abbott will offer the same level of monitoring/recording/mapping technology to fill out their portfolio of EP solutions.

As new and innovative devices and techniques become part of the arsenal of therapeutic solutions we can expect growth in the EP market to continue beyond 2015. This is especially true for the interventional market with four mapping solutions to now consider. These solutions will assist in therapeutic intervention for cardiac patients with electrical and rhythm disorders that cannot be adequately or permanently controlled medically.

Tom Watson, BS, RCVT
Tom Watson, BS, RCVT, Clinical Analyst — Mr. Watson joined MD Buyline in 1986 and has over 40 years of experience in the field of cardiovascular medicine. At MD Buyline, Mr. Watson's primary responsibility is invasive cardiovascular technology - interventional angiography, electrophysiology imaging and monitoring, cardiology PACS and information systems and a number of other areas. He graduated with a Bachelor of Science degree from Louisiana State University. He received registries in both noninvasive and invasive cardiovascular modalities through the National Society of Cardiopulmonary Technologies, as well as adult echocardiography through the American Registry of Diagnostic Medical Sonographers.