In 2012, the recently formed DePuy Synthes Companies of Johnson & Johnson held the leading position in the small bone and joint orthopedic device market largely due to their lead in plate and screw devices for wrist, feet and elbow fracture repair.
DePuy Synthes are not usually considered to be a dominant competitor in the small bone and joint orthopedic device market, yet they dominated the distal radius plate segment, the olecranon and distal humerus plate segment, the ankle arthrodesis segment and also the forefoot and midfoot device segment. Although the devices in the aforementioned segments are trauma fixation devices, they are also sold by a number of small joint specialist companies. Another point of distinction is that although these two markets are more mature than other extremity device segments, they have a broad clinical need, which corresponds to greater overall sales revenues.
Outside of these segments, there is less disparity between market shares for the remaining segments of the combined small bone and joint device market. Contingent upon the EUs approval for Depuy’s acquisition of Synthes was that DePuy would sell their Orthopedic Trauma business to Biomet. This initial acquisition, that included the divisions in the U.S., U.K., Australia, New Zealand, Japan and Switzerland, was finalized in June 2012. Since then, Biomet have acquired all of DePuy’s trauma accounts and have maintained the same pricing on these products to ensure a smooth transition. This acquisition has given Biomet a strong boost in their market share of several small bone and joint market segments in 2012.