ThermoCool SmartTouch Earns High Marks in European Electrophysiology Ablation Catheter Market

Lessons Behind This Product’s Success are Detailed in Millennium Research Group’s New Perception Pulse Study According to Millennium Research Group (MRG), the global authority on medical technology market intelligence, the recent favorable physician reception to Biosense Webster’s new ThermoCool SmartTouch ablation catheter in Europe offers a number of useful lessons for product development, sales, and marketing teams at cardiovascular device manufacturers. Shortly after its introduction on the European market late in 2010, the SmartTouch was being used by 13 percent of surveyed physicians. By Q4 of 2011, its penetration had nearly doubled and was being used by 22 percent of respondents. Millennium Research Group’s latest Perception Pulse study, Electrophysiology Ablation Catheters for Atrial Fibrillation, Europe, Q4 2011, analyzes in detail the physician perceptions that have contributed to the rapid adoption of SmartTouch. The results are based on surveys of 100 electrophysiologists and cardiologists with an electrophysiology subspecialty in Europe (France, Germany, Italy, Spain, and the United Kingdom). “European physicians report that a variety of product features impact their choice of ablation catheter,” said MRG Senior Analyst Nick Morris. “Their top three most important features are minimal complication rates, multifunctionality and efficacy. The second criterion is interesting: physicians typically have to use more than one brand to be able to treat all of their AF patients. With the SmartTouch, however, physicians recognize its superior ability to create all necessary lesions. This, coupled with its strong physician-reported ratings on efficacy, catheter flexibility and maneuverability, ability to accommodate different anatomy, and catheter contact, have contributed to SmartTouch’s strong performance overall. In just a year, the product has become the third-highest rated ablation catheter brand overall in Europe, behind the NaviStar (Biosense Webster) and Therapy Cool Flex (St. Jude Medical).” Other major brands and key competitors in Europe include Medtronic’s Arctic Front and PVAC, MASC, MAAC, and TVAC products, St. Jude Medical’s Safire Blu/Safire Blu DUO and Therapy Cool Path products, Boston Scientific’s Blazer and Chilli II products, and Biotronik’s AlCath Flux and TactiCath products. SmartTouch is not yet approved in the United States, and is currently undergoing clinical trials. Millennium Research Group’s Perception Pulse provides unprecedented insights into the behaviors and preferences of those largely responsible for decisions about the purchase and use of medical devices, particularly illuminating why changes are happening in a particular market. Also available in the US, Electrophysiology Ablation Catheters for Atrial Fibrillation, Europe, Q4 2011 is an essential tool for companies active in the ablation catheter market and looking to better understand brand perceptions and customer behaviors. About Millennium Research Group Millennium Research Group (www.MRG.net), a Decision Resources Group company (www.DecisionResourcesGroup.com), is the global authority on medical technology market intelligence and the leading provider of strategic information to the healthcare sector. The company provides specialized industry expertise through multiclient market research, ongoing Marketrack™ projects, customer loyalty tracking, facility-level procedure forecasting, and customized solutions. About Decision Resources Group Decision Resources Group is a cohesive portfolio of companies that offers best-in-class, high-value information, and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources Group at www.DecisionResourcesGroup.com. All company, brand or product names contained in this document may be trademarks or registered trademarks of their respective holders.