The orthopaedics company is already present in the Polish market, but the shoulder arthroplasty segment remains significantly underdeveloped compared to hip and knee replacements. Despite the potential for growth, several challenges persist, including a lack of specialized training for surgeons, limited patient awareness of shoulder surgery options, and outdated treatment practices that favor non-surgical interventions. These factors contribute to the low adoption rate of shoulder arthroplasty, hindering the company’s ability to fully capitalize on this market segment.

The research methodology involved a market analysis, combining a literature review with qualitative interviews conducted with key stakeholders, including surgeons, sales representatives, and physiotherapists based in Poland and other European countries. These interviews provided valuable insights into the current challenges and opportunities within the shoulder arthroplasty segment in Poland. The study also utilized strategic analysis tools, such as SWOT and Business Model Canvas, to identify recommendations for the client to enhance their market position and improve patient outcomes.

The thesis provides several strategic recommendations aimed at addressing the current challenges in the Polish shoulder arthroplasty market. Key among these is the establishment of a specialized shoulder arthroplasty competence centre, which would play a crucial role in improving surgeon training, standardizing best practices, and fostering continuous innovation. This initiative is expected to enhance the skill set of Polish surgeons, leading to better surgical outcomes and increased patient satisfaction. Additionally, the thesis advocates for the adoption of Value-Based Healthcare principles, which focus on patient-centered care by prioritizing outcomes that matter most to patients. By implementing these strategies, the client is positioned to significantly strengthen its market presence in Poland, particularly in the shoulder arthroplasty segment. The development of a competence centre and the focus on Value-Based Healthcare will not only improve patient outcomes but also build the company's reputation as a leader in orthopaedic innovation and care.