Caterna | Updates

By Michael Scherrer

International markets offer Caterna strong potential


Dear Companists,

In your feedback, we received several questions about internationalization, especially concerning ist necessity and its potential. For this reason, we will spend today’s update examining the opportunities offered by international markets.


Caterna patients in more than 10 countries

We already receive inquiries from other EU and international countries from time to time. Currently, Caterna Vision Training has been used by patients in 12 different countries, including Austria, Italy, Paraguay, Australia, Myanmar, and Japan.  In most cases, these parents have found us through extensive internet research in the hope of providing their children with the best possible support in amblyopia treatment. Therefore, we consider online marketing and targeted sales development with local partners to be a good means of reaching these parents to enter international markets.


Caterna - international potential


Fewer structural hurdles in self-payer markets

As mentioned in our update on health insurance companies and healthcare systems, it is not always easy to gain a foothold in the German health care system. We are therefore very proud to be working with so many health insurance companies already. As grateful as we are for this healthcare system, however, it still represents an obstacle to market entry. This is not the case in health markets that tend to focus on self-payers. We see good opportunities to leverage the existing potential in these markets with our new B2C strategy.


Figures, figures, figures

Let's take a look at a few figures: In the EU alone, there are almost 50 million children between the ages of 4 and 12. For an amblyopia prevalence of 6%, this results in more than 3 million potential patients. In the DACH region alone, where there are the fewest language barriers, an estimated 523,302 potential patients can be calculated with this prevalence. In recent months we have also received more patient inquiries from Austria and Switzerland, who found us through lengthy internet research. As a result, we have also established initial contacts with ophthalmologists and clinics.


Example Poland

Poland is an even better example: Last year, we started to expand our contacts in Poland and to translate our website into Polish. The Polish health market is more geared towards self-payers, which means that addressing parents directly offers good opportunities. With just under 3.6 million children between 4 and 12 - around 215,000 children with amblyopia - and around 24,000 new cases per year, Poland is a very interesting market that would be suitable for an initial internationalization campaign due to its geographical proximity and existing contacts.


Beyond Europe

Of course, it is also worth taking a look beyond the EU states: There are many self-payer markets worldwide with tech-savvy parents, but the possibilities of telemedicine also offer new perspectives for afflicted children in countries without nationwide health care.

While we will concentrate on the increasing penetration of the German market in the immediate future, we hope to have offered you a small outlook on the potential of internationalization with this update. Our goal is to do one thing without leaving out the other. Europe provides us with particularly good opportunities in this respect!


With kind regards,

Michael Scherrer


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