However, there has been an emerging trend of developing bioresorbable implants to overcome the disadvantages of the metal fixation

devices. In light of this new development Synthes now needs to change its current objectives to capitalize on this new opportunity.

Synthes needs to start the development and marketing of bioresorbable product made with the 2 nd generation polymers, more specifically designed for fractures of the hands, feet, wrists and ankles. They need to aim to increase the sales of these newly developed products to be able to gain market share from Johnson & Johnson in the bioresorbable market. However current market share should be maintained and if possible further increased.

Once Synthes releases its own product using the 2nd generation polymers it will face the most competition from Johnson and Johnson and Biomet. However by using the Synthes brand name, orthopedics are more likely to deter from J&J because Synthes has a reputation of having safe and high quality products and because of the relationship they share with the AO. in addition to concentrating on pediatric products. It will also not be visible or felt under the skin for life since it is absorbed by the body in due time, this will provide another benefit to patients. It also solves the problem of reduced blood flow and imaging shadows. Taking out an implant is a difficult process especially if done after a long period of having it in the body and it saves those patients the pain and recovery process. The competition in bioresorbable implant market is divided into three sections: the heavyweights which include Johnson and Johnson and Biomet, the Specialists which include Bionix and Macropone and the Potentials which has Smith & Nephew who holds the second highest market share in the trauma implants industry after Synthes. If they are to introduce bioresorbable devices they will need to do extensive research and develop a product that resolves the issues with healing time and inflammatory reactions caused by current polymers. Patients should not oppose the use of bioresorbable products due to their past experience therefore patients should recognize the advantages of bioresorbables. and this way the new product will prevent a child from going through the hassle of a second surgery and solve the problems associated with leaving metal implants in.

Adults patients: Can be treated with the bioresorbable pins, screws and small plates for non or less load bearing fractures and dont use it for long bones. Therefore, for the patient there is no issue of lingering pain, odd look or fear of having a piece of metal in their body.

Pediatric patients: Can be treated with the wide range of bioresorbable products as weight bearing stresses on long bones of the arms and legs were less compared to adults. Therefore, for the child there is no hindrance in growth of the child.

Sports Medicine: As the recovery time in sports related injuries was faster, there was no issue of early breakdown of the bioresorbable implant which led to incomplete healing. Therefore, bioresorbable wires and pins can be used to treat these sports injuries.

Bioresorbable devices have many inherent advantages over the metallic implants for the surgeons like no need for device removal surgery, better blood flow to the bone, allowing quicker healing, no X-Ray or MRI image shadowing and easier for future re-fractures or joint replacements.