With the recent launch of the first-of-its-kind wire guide cannulation system, Cook Medical isn’t just continuing its focus on minimally invasive technologies. The company’s endoscopy small business unit is pushing to have a significant effect on the global wire guide market for gastroenterology, which is valued at $175 million, estimates Barry Slowey, vice president of global sales and marketing at Cook Endoscopy. In the United States, this market is valued at about $75 million market and is growing about 8-9% percent a year.
The Fusion LoopTip gives doctors a flexible and minimally invasive way of gaining access to the tortuous anatomy known as the pancreato-biliary ductal system. Doctors need access to this area when treating or diagnosing gallstones, strictures, and other conditions. The wire guide comes in difference lengths and has a radiopaque coil spring for fluoroscopic visualization. This is a big improvement over past wire guides, says Slowey, which were stainless steel, and thus prone to kinking. The new wire guide has graduated from stainless steel to a nitinol core with a coating that prevents potential electrocution during cutting.
The flexible loop on the end of the wire guide (as opposed to a blunt tip) was the brainchild of a doctor from Chile who came to Cook Endoscopy with the idea nearly seven years ago. During one of the first stages of the human trials involving the device, the doctor was able to gain access to the biliary duct in 98% of the 300 patients.
Now with a full launch of the device, Slowey is expecting the wire guide to make its mark. “There’s a trend more and more to access the biliary system with a catheter or with a wire guide, but the trend is moving more and more to accessing it with a wire guide,†he says. “Our hope would be that this becomes the standard in wire guide cannulation.â€
As a short-to-medium term goal, Slowey is hoping to get a 10% adoption rate worldwide, which would total $15 to $20 million of the market. He’s also realistic about the learning curve, since the device involves a new technique.
Cook Medical has been in the field of endoscopy for 25 years. “[We took] minimally invasive devices that were coming from radiology and urology and adapted them specifically for gastroenterology,†says Slowey.
Cook Endoscopy, the third largest small business unit of Cook Medical, differentiates itself from the competition by supplying a complete line of endoscopy products, from metal stents to dilation balloons and biliary devices, which could give the company an edge in today’s economy.
“What we’re seeing happening in the U.S. in particular is that individual hospitals, or more often, groups of hospitals, are looking for more [needs to be met] and are sophisticated about purchasing,†says Slowey. Many companies want to work one primary vendor to avoid the high costs of being involved with too many vendors. “[We have] a number of competitors, but they tend to focus on specific aspects or segment of the GI endoscopy market.â€