Olympus 2012 Annual Report Download - page 39

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Outlook for the Future: Aiming for Further Expansion of Our Current 70% Global Market Share
In June 2012, Olympus announced a medium-term vision that
includes an ambitious average annual growth target of 9% while
securing a large share of the gastrointestinal endoscope market
segment.
As aging populations grow in developed countries, controlling
the cost of social security in those economies is becoming an
increasingly pressing concern. Patient quality of life and efficient
hospital management are recognized to be serious issues in every
country. As such, the demand for endoscopy as a means for early
diagnosis and treatment can be expected to expand.
As the leading company in gastrointestinal endoscopy, Olympus
will continue contributing to the realization of a medical environment
characterized by greater consideration for the physical and
psychological needs of people around the world. We will achieve this
through our commitment to the ongoing development and
introduction of cutting-edge endoscopic solutions that reflect the
procedural needs of physicians and medical staff as they work
toward more effective and efficient care for their patients.
Product Features: Three Major Improvements in Enhanced Performance and Efficiency
1. Improvement of observation performance
Unprecedented high-density imaging and improvements in optical digital
technology enables improved observation performance, intended to allow
physicians to provide more accurate patient diagnoses.
2. Improvement of insertion
Improvements in the ease of colonoscope insertion enhance control for the
physician and reduce discomfort for the patient.
3. Improvement of operation efficiency with simplified setup
and reprocessing
With improved operability and complete waterproofing of the endoscope, this
new series improves procedural efficiency and reduces the workload placed
on both the doctor and hospital staff.
EVIS EXERA III: For a Broad Range of Diagnostic and Treatment Applications
In addition to gastrointestinal endoscopy applications, the EVIS EXERA III universal platform can
help contribute to efficient surgical environments in medical institutions. It can be used effectively
for endoscopy in laparoscopic surgery, as well as for respiratory, urinary, and otorhinolaryngology
procedures.
For instance, gastrointestinal endoscopy is routinely used in the operating room (“GI in the
OR”) by U.S. surgeons. Following surgeries involving incisions in the stomach or colon resection,
gastrointestinal endoscopy can be performed to visually inspect the procedure site and to
maintain postoperative observation, increasing the chances for a safe and efficient outcome. Our
gastrointestinal endoscopy systems developed for Europe and the United States are also
configured for connecting to a surgical scope, giving them a significant advantage over
competing products.
Olympus strives to help improve procedural outcomes and enhance the quality of life for
patients. We do so by providing cutting-edge systems for healthcare professionals and
capitalizing on our leading position as the only manufacturer offering comprehensive, minimally
invasive endoscopy systems focused on early diagnosis and treatment.
• Improvement of xenon lamp and optical system
• Sensitivity improvements in charge-coupled device (CCD)
• Image improvements through decreased noise
Development of NBI optical digital technology
Conventional product
NBI observation mode
New product
NBI observation
mode
Conventional product
Cable splicing in two locations and
installation of waterproof caps
The high force transmission insertion section
enables a 1:1 transfer of pushing and rotating
forces to the distal end of the colonoscope,
improving ergonomics and scope
responsiveness.
New product
One action design and
complete waterproof design
Doctor:
Reaching the end of the
large intestine is difficult for
endoscopes.
Patient:
Colonoscopies seem really
painful.
The new, soft, passive bending insertion
section is designed to better follow the
acute turns of the intestine.
Passive bending
High force
transmission
OLYMPUS 󱚈 Annual Report 2012 37