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헬스케어 분야 AR 및 VR 시장 규모, 점유율, 동향 분석 보고서 : 구성요소별, 기술 유형별, 지역별, 부문별 예측(2024-2030년)

Augmented Reality And Virtual Reality In Healthcare Market Size, Share & Trends Analysis Report By Component (Hardware, Software), By Technology Type (Augmented Reality, Virtual Reality), By Region, And Segment Forecasts, 2024 - 2030
발행일: | 리서치사: Grand View Research | 페이지 정보: 영문 120 Pages | 배송안내 : 2-10일 (영업일 기준)

    
    
    




※ 본 상품은 영문 자료로 한글과 영문 목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문 목차를 참고해주시기 바랍니다.

헬스케어 분야 AR 및 VR 시장 성장과 동향:

Grand View Research, Inc.의 최신 보고서에 따르면, 헬스케어 분야 AR 및 VR 세계 시장 규모는 2024년부터 2030년까지 16.8%의 조사 CAGR로 2030년까지 113억 달러에 달할 것으로 예상됩니다.

헬스케어 시스템의 발전과 디지털 파괴의 증가, 의료비 증가, 임상 및 운영 성과를 향상시키기 위한 효율적이고 혁신적인 솔루션에 대한 요구가 증가하면서 시장 성장에 기여하고 있습니다. 증강현실(AR)과 가상현실(VR)은 수술 분야, 교육 및 훈련, 시뮬레이션 연구실, 만성 통증 관리 등에 널리 사용되고 있습니다.

2024년 2월 MIT의 나노 몰입 연구소에서 보스턴 아동병원 소속 신경외과 의사 벤자민 워프(Benjamin Warf) 박사가 멀리 떨어진 곳에서 실시간으로 아바타를 조작하고, 브라질의 의료 레지던트들이 3D 환경에서 관찰, 상호 작용, 학습을 진행했습니다. AR VR이 탑재된 실험실에서 레지던트들은 실제 장소에서 3,000마일 이상 떨어진 곳에서 시뮬레이션된 영아 뇌 모델을 통해 복잡한 수술 연습을 할 수 있었습니다.

COVID-19 팬데믹 기간 동안 AR과 VR은 효과적인 시청각 커뮤니케이션과 가상현실을 제공하면서 이동과 사회적 접촉을 피하는 데 중요한 역할을 하면서 수요가 증가했습니다. 또한, 의료 분야에서 AR과 VR의 통합은 훈련과 교육에 국한되지 않고 COVID-19 환자의 치료와 재활에 직접적으로 영향을 미치는 것으로 확대되었습니다. 또한, 감염자가 직면한 신체적, 정신적 건강 문제를 해결하기 위해 고안된 가상 재활 프로그램은 통증 관리와 회복을 촉진하는 데 효과적임이 입증되어 시장 성장을 촉진하고 있습니다.

AR 기술 솔루션은 수술, 피트니스 관리, 교육 및 훈련, 환자 치료 관리, 의료 영상 진단 등에 널리 사용되고 있으며, 최근 AR 구성요소의 발전으로 증강현실 솔루션의 비용이 절감되고 고객 경험이 향상되고 있습니다. 질병과 수술의 유병률 증가, 의료 인프라 및 IT의 발전은 몇 가지 원동력이 되고 있습니다. 예를 들어, 2024년 4월 인도의 KIMS 병원은 신경외과 수술에 AR과 AI를 사용하여 복잡성과 인위적 실수를 줄였습니다.

또한, 여러 솔루션의 도입, 정부 지원 정책, 기술 발전, 주요 기업의 존재로 인해 예측 기간 동안 시장은 크게 성장할 것으로 예상됩니다. 예를 들어, 2023년 9월, 데모인 소방국(DMFD)과 아이오와 대학교의 시뮬레이션 임상 학습 프로그램인 Simulation in Motion-Iowa(SIM-IA)는 의료 훈련용 트럭 증강현실 및 가상현실을 발표했습니다. 이 시뮬레이션 트럭은 구급차 상자, 분석 및 브리핑용 비디오 녹화, 4대의 인간 환자 시뮬레이터, 모의 응급실 등을 갖추고 있으며, 아이오와주 전역의 병원 관계자 및 구급대원들에게 고품질의 증거에 기반한 임상 교육을 제공할 예정입니다.

헬스케어 분야 AR 및 VR 시장 보고서 하이라이트:

  • 구성요소별로는 하드웨어 분야가 2023년 시장을 장악했으며, AR과 VR은 시청각적 중요성으로 인해 교육, 시뮬레이션, 원격의료, 데이터 시각화 등에 널리 채택되고 있습니다. 이 분야의 제품 개발이 증가하면서 시장 성장에 기여하고 있습니다.
  • 기술 유형에 따라 AR 부문이 2023년 시장을 장악했습니다. 기술 발전, 효율적인 치료에 대한 수요 증가, 공공 및 민간 투자 증가, M&A 증가, 헤드 마운트 장치의 저렴한 가격과 같은 치료 요인이 AR에 대한 수요를 촉진하고 있습니다.
  • 2023년 세계 시장은 북미가 39.1%의 매출 점유율을 차지했습니다. 시장 성장은 AR 및 VR 기술 채택 증가, R&D 이니셔티브 확대, 정부의 유리한 이니셔티브에 기인합니다.

목차

제1장 조사 방법과 범위

제2장 주요 요약

제3장 헬스케어 분야 AR 및 VR 시장 변수, 동향, 범위

  • 시장 계통 전망
    • 상부 시장 전망
    • 관련/부수 시장 전망
  • 시장 역학
    • 시장 성장 촉진요인 분석
    • 시장 성장 억제요인 분석
  • 헬스케어 시장 분석 툴의 증강현실과 가상현실
    • 업계 분석 - Porter's Five Forces 분석
    • PESTEL 분석
    • COVID-19의 영향

제4장 헬스케어 분야 AR 및 VR 시장 : 구성요소별 추정·동향 분석

  • 구성요소별 시장 점유율, 2023년 및 2030년
  • 부문 대시보드
  • 세계의 헬스케어 분야 AR 및 VR 시장 구성요소별 전망
  • 하드웨어
  • 소프트웨어
  • 서비스

제5장 헬스케어 분야 AR 및 VR 시장 : 기술 유형별 추정·동향 분석

  • 기술 유형별 시장 점유율, 2023년과 2030년
  • 부문 대시보드
  • 세계의 헬스케어 분야 AR 및 VR 시장 기술 유형별 전망
  • 증강현실
  • 가상현실

제6장 헬스케어 분야 AR 및 VR 시장 : 지역별 추정·동향 분석, 구성요소별, 기술 유형별

  • 지역별 시장 점유율 분석, 2023년 및 2030년
  • 지역별 시장 대시보드
  • 세계의 지역별 시장 현황
  • 시장 규모, 예측 동향 분석, 2018년에서 2030년 :
  • 북미
  • 유럽
  • 아시아태평양
  • 라틴아메리카
  • 중동 및 아프리카

제7장 경쟁 상황

  • 주요 시장 진출 기업의 최근 동향과 영향 분석
  • 기업/경쟁 분류
  • 이노베이터
  • 벤더 상황
    • 주요 판매대리점 및 채널 파트너 리스트
    • 주요 고객
    • 주요 기업의 시장 점유율 분석, 2023년
    • CAE Healthcare Inc.
    • Siemens Healthineers
    • Koninklijke Philips NV
    • Hologic, Inc.
    • EON Reality, Inc.
    • Intuitive Surgical Operations, Inc.
    • GE HealthCare
    • Layar.eu
    • WorldViz, Inc.
    • TheraSim, Inc.
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Augmented Reality And Virtual Reality in Healthcare Market Growth & Trends:

The global augmented reality and virtual reality in healthcare market size are expected to reach USD 11.3 billion by 2030, at a projected CAGR of 16.8% from 2024 to 2030, according to a new report by Grand View Research, Inc. Increasing advancements and digital disruptions in the healthcare system, rising healthcare expenditures and the rising need for efficient and innovative solutions to enhance clinical and operational outcomes are contributing to the market's growth. Augmented reality (AR) and virtual reality (VR) are widely adopted in surgical departments, education and training, simulation labs, and chronic pain management.

In February 2024, Dr. Benjamin Warf, a neurosurgeon affiliated with Boston Children's Hospital, in the MIT nano Immersion Lab, operated his avatar from a significant distance in real-time, and medical residents from Brazil observed, interacted, and learned in a 3D environment. The AR VR-powered lab facilitated the resident's practice on intricate surgical procedures using a simulated infant brain model more than 3,000 miles from the physical location.

During the COVID-19 pandemic, AR and VR experienced increased demand, as they played an important role in avoiding travel and social contacts while providing effective audiovisual communication and virtual presence. Furthermore, the integration of AR and VR in healthcare extended beyond training and education to directly impact the treatment and rehabilitation of COVID-19 patients. Also, the virtual rehabilitation programs, designed to address the physical and mental health challenges faced by infected individuals, proved effective in managing pain and facilitating recovery, thereby driving the market growth.

AR technological solutions are widely used in surgical procedures, fitness management, education and training, patient care management, and medical imaging. Recent advancements in AR components have reduced the cost of augmented reality solutions and enhanced customer experience. The increasing prevalence of diseases and surgeries, along with advancements in healthcare infrastructure and IT, are some driving forces. For instance, in April 2024, KIMS Hospital in India used AR and AI in neurosurgery to reduce complexities and human errors.

Moreover, due to the introduction of several solutions, supportive government policies, technical advancements, and the presence of key companies, the market is expected to grow significantly during the forecast period. For instance, in September 2023, the Des Moines Fire Department (DMFD) and the Simulation in Motion-Iowa (SIM-IA), a simulation clinical learning program by the University of Iowa, launched an augmented reality & virtual reality in healthcare training truck. This simulation truck featured an ambulance box, video recording for analysis & debriefing, four human patient simulators, and a simulated emergency bay to provide high-quality, evidence-based clinical education to hospital professionals & EMS across the state.

Augmented Reality And Virtual Reality In Healthcare Market Report Highlights:

  • Based on component, the hardware segment dominated the market in 2023. Due to their audio-visual significance, AR and VR are being widely adopted in education, simulation, telemedicine, and data visualization. Increasing product development in this space is contributing to market growth.
  • Based on technology type, the AR segment dominated the market in 2023. Factors such as technological advancements, growing demand for efficient treatment, increasing public & private investments, rising number of mergers and acquisitions, and reducing prices of head-mounted devices are among a few factors that are driving the demand for AR.
  • North America dominated the global market in 2023 with a revenue share of 39.1%. The market growth can be attributed to the increasing adoption of AR and VR technologies, growing R&D initiatives, and favorable government initiatives.

Table of Contents

Chapter 1. Methodology and Scope

  • 1.1. Market Segmentation & Scope
    • 1.1.1. Component
    • 1.1.2. Technology type
    • 1.1.3. Regional scope
    • 1.1.4. Estimates and forecast timeline
  • 1.2. Research Methodology
  • 1.3. Information Procurement
    • 1.3.1. Purchased database.
    • 1.3.2. GVR's internal database
    • 1.3.3. Secondary sources
    • 1.3.4. Primary research
    • 1.3.5. Details of primary research
  • 1.4. Information or Data Analysis
    • 1.4.1. Data analysis models
  • 1.5. Market Formulation & Validation
  • 1.6. Model Details
    • 1.6.1. Commodity flow analysis (Model 1)
    • 1.6.2. Approach 1: Commodity flow approach
    • 1.6.3. Volume price analysis (Model 2)
    • 1.6.4. Approach 2: Volume price analysis
  • 1.7. List of Secondary Sources
  • 1.8. List of Primary Sources
  • 1.9. Objectives

Chapter 2. Executive Summary

  • 2.1. Market Outlook
  • 2.2. Segment Outlook
    • 2.2.1. Component outlook
    • 2.2.2. Technology type outlook
    • 2.2.3. Regional outlook
  • 2.3. Competitive Insights

Chapter 3. Augmented Reality & Virtual Reality in Healthcare Market Variables, Trends & Scope

  • 3.1. Market Lineage Outlook
    • 3.1.1. Parent market outlook
    • 3.1.2. Related/ancillary market outlook
  • 3.2. Market Dynamics
    • 3.2.1. Market driver analysis
    • 3.2.2. Market restraint analysis
  • 3.3. Augmented Reality & Virtual Reality in Healthcare Market Analysis Tools
    • 3.3.1. Industry Analysis - Porter's
      • 3.3.1.1. Supplier power
      • 3.3.1.2. Buyer power
      • 3.3.1.3. Substitution threat
      • 3.3.1.4. Threat of new entrant
      • 3.3.1.5. Competitive rivalry
    • 3.3.2. PESTEL Analysis
      • 3.3.2.1. Political landscape
      • 3.3.2.2. Technological landscape
      • 3.3.2.3. Economic landscape
    • 3.3.3. Impact of COVID-19

Chapter 4. Augmented Reality & Virtual Reality in Healthcare Market: Component Estimates & Trend Analysis

  • 4.1. Component Market Share, 2023 & 2030
  • 4.2. Segment Dashboard
  • 4.3. Global Augmented Reality & Virtual Reality in Healthcare Market by Component Outlook
  • 4.4. Hardware
    • 4.4.1. Market estimates and forecast 2018 to 2030 (USD Million)
  • 4.5. Software
    • 4.5.1. Market estimates and forecast 2018 to 2030 (USD Million)
  • 4.6. Service
    • 4.6.1. Market estimates and forecast 2018 to 2030 (USD Million)

Chapter 5. Augmented Reality & Virtual Reality in Healthcare Market: Technology Type Estimates & Trend Analysis

  • 5.1. Technology Type Market Share, 2023 & 2030
  • 5.2. Segment Dashboard
  • 5.3. Global Augmented Reality & Virtual Reality in Healthcare Market by Technology Type Outlook
  • 5.4. Augmented Reality
    • 5.4.1. Market estimates and forecast 2018 to 2030 (USD Million)
    • 5.4.2. Surgical Applications
      • 5.4.2.1. Market estimates and forecast 2018 to 2030 (USD Million)
    • 5.4.3. Rehabilitation
      • 5.4.3.1. Market estimates and forecast 2018 to 2030 (USD Million)
    • 5.4.4. Training and Continuing Medical Education
      • 5.4.4.1. Market estimates and forecast 2018 to 2030 (USD Million)
  • 5.5. Virtual Reality
    • 5.5.1. Market estimates and forecast 2018 to 2030 (USD Million)
    • 5.5.2. Simulation
      • 5.5.2.1. Market estimates and forecast 2018 to 2030 (USD Million)
    • 5.5.3. Diagnostics
      • 5.5.3.1. Market estimates and forecast 2018 to 2030 (USD Million)
    • 5.5.4. Virtual Reality Exposure Therapy (VRET)
      • 5.5.4.1. Market estimates and forecast 2018 to 2030 (USD Million)
    • 5.5.5. Rehabilitation
      • 5.5.5.1. Market estimates and forecast 2018 to 2030 (USD Million)
    • 5.5.6. Pain Distraction
      • 5.5.6.1. Market estimates and forecast 2018 to 2030 (USD Million)

Chapter 6. Augmented Reality & Virtual Reality in Healthcare Market: Regional Estimates & Trend Analysis, By Component, By Technology Type

  • 6.1. Regional Market Share Analysis, 2023 & 2030
  • 6.2. Regional Market Dashboard
  • 6.3. Global Regional Market Snapshot
  • 6.4. Market Size, & Forecasts Trend Analysis, 2018 to 2030:
  • 6.5. North America
    • 6.5.1. U.S.
      • 6.5.1.1. Key country dynamics
      • 6.5.1.2. Regulatory framework/ reimbursement structure
      • 6.5.1.3. Competitive scenario
      • 6.5.1.4. U.S. market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.5.2. Canada
      • 6.5.2.1. Key country dynamics
      • 6.5.2.2. Regulatory framework/ reimbursement structure
      • 6.5.2.3. Competitive scenario
      • 6.5.2.4. Canada market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.5.3. Mexico
      • 6.5.3.1. Key country dynamics
      • 6.5.3.2. Regulatory framework/ reimbursement structure
      • 6.5.3.3. Competitive scenario
      • 6.5.3.4. Mexico market estimates and forecasts 2018 to 2030 (USD Million)
  • 6.6. Europe
    • 6.6.1. UK
      • 6.6.1.1. Key country dynamics
      • 6.6.1.2. Regulatory framework/ reimbursement structure
      • 6.6.1.3. Competitive scenario
      • 6.6.1.4. UK market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.6.2. Germany
      • 6.6.2.1. Key country dynamics
      • 6.6.2.2. Regulatory framework/ reimbursement structure
      • 6.6.2.3. Competitive scenario
      • 6.6.2.4. Germany market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.6.3. France
      • 6.6.3.1. Key country dynamics
      • 6.6.3.2. Regulatory framework/ reimbursement structure
      • 6.6.3.3. Competitive scenario
      • 6.6.3.4. France market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.6.4. Italy
      • 6.6.4.1. Key country dynamics
      • 6.6.4.2. Regulatory framework/ reimbursement structure
      • 6.6.4.3. Competitive scenario
      • 6.6.4.4. Italy market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.6.5. Spain
      • 6.6.5.1. Key country dynamics
      • 6.6.5.2. Regulatory framework/ reimbursement structure
      • 6.6.5.3. Competitive scenario
      • 6.6.5.4. Spain market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.6.6. Norway
      • 6.6.6.1. Key country dynamics
      • 6.6.6.2. Regulatory framework/ reimbursement structure
      • 6.6.6.3. Competitive scenario
      • 6.6.6.4. Norway market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.6.7. Sweden
      • 6.6.7.1. Key country dynamics
      • 6.6.7.2. Regulatory framework/ reimbursement structure
      • 6.6.7.3. Competitive scenario
      • 6.6.7.4. Sweden market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.6.8. Denmark
      • 6.6.8.1. Key country dynamics
      • 6.6.8.2. Regulatory framework/ reimbursement structure
      • 6.6.8.3. Competitive scenario
      • 6.6.8.4. Denmark market estimates and forecasts 2018 to 2030 (USD Million)
  • 6.7. Asia Pacific
    • 6.7.1. Japan
      • 6.7.1.1. Key country dynamics
      • 6.7.1.2. Regulatory framework/ reimbursement structure
      • 6.7.1.3. Competitive scenario
      • 6.7.1.4. Japan market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.7.2. China
      • 6.7.2.1. Key country dynamics
      • 6.7.2.2. Regulatory framework/ reimbursement structure
      • 6.7.2.3. Competitive scenario
      • 6.7.2.4. China market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.7.3. India
      • 6.7.3.1. Key country dynamics
      • 6.7.3.2. Regulatory framework/ reimbursement structure
      • 6.7.3.3. Competitive scenario
      • 6.7.3.4. India market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.7.4. Australia
      • 6.7.4.1. Key country dynamics
      • 6.7.4.2. Regulatory framework/ reimbursement structure
      • 6.7.4.3. Competitive scenario
      • 6.7.4.4. Australia market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.7.5. South Korea
      • 6.7.5.1. Key country dynamics
      • 6.7.5.2. Regulatory framework/ reimbursement structure
      • 6.7.5.3. Competitive scenario
      • 6.7.5.4. South Korea market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.7.6. Singapore
      • 6.7.6.1. Key country dynamics
      • 6.7.6.2. Regulatory framework/ reimbursement structure
      • 6.7.6.3. Competitive scenario
      • 6.7.6.4. Singapore market estimates and forecasts 2018 to 2030 (USD Million)
  • 6.8. Latin America
    • 6.8.1. Brazil
      • 6.8.1.1. Key country dynamics
      • 6.8.1.2. Regulatory framework/ reimbursement structure
      • 6.8.1.3. Competitive scenario
      • 6.8.1.4. Brazil market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.8.2. Argentina
      • 6.8.2.1. Key country dynamics
      • 6.8.2.2. Regulatory framework/ reimbursement structure
      • 6.8.2.3. Competitive scenario
      • 6.8.2.4. Argentina market estimates and forecasts 2018 to 2030 (USD Million)
  • 6.9. MEA
    • 6.9.1. South Africa
      • 6.9.1.1. Key country dynamics
      • 6.9.1.2. Regulatory framework/ reimbursement structure
      • 6.9.1.3. Competitive scenario
      • 6.9.1.4. South Africa market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.9.2. Saudi Arabia
      • 6.9.2.1. Key country dynamics
      • 6.9.2.2. Regulatory framework/ reimbursement structure
      • 6.9.2.3. Competitive scenario
      • 6.9.2.4. Saudi Arabia market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.9.3. UAE
      • 6.9.3.1. Key country dynamics
      • 6.9.3.2. Regulatory framework/ reimbursement structure
      • 6.9.3.3. Competitive scenario
      • 6.9.3.4. UAE market estimates and forecasts 2018 to 2030 (USD Million)
    • 6.9.4. Kuwait
      • 6.9.4.1. Key country dynamics
      • 6.9.4.2. Regulatory framework/ reimbursement structure
      • 6.9.4.3. Competitive scenario
      • 6.9.4.4. Kuwait market estimates and forecasts 2018 to 2030 (USD Million)

Chapter 7. Competitive Landscape

  • 7.1. Recent Developments & Impact Analysis, By Key Market Participants
  • 7.2. Company/Competition Categorization
  • 7.3. Innovators
  • 7.4. Vendor Landscape
    • 7.4.1. List of key distributors and channel partners
    • 7.4.2. Key customers
    • 7.4.3. Key company market share analysis, 2023
    • 7.4.4. CAE Healthcare Inc.
      • 7.4.4.1. Company overview
      • 7.4.4.2. Financial performance
      • 7.4.4.3. Product benchmarking
      • 7.4.4.4. Strategic initiatives
    • 7.4.5. Siemens Healthineers
      • 7.4.5.1. Company overview
      • 7.4.5.2. Financial performance
      • 7.4.5.3. Product benchmarking
      • 7.4.5.4. Strategic initiatives
    • 7.4.6. Koninklijke Philips N.V.
      • 7.4.6.1. Company overview
      • 7.4.6.2. Financial performance
      • 7.4.6.3. Product benchmarking
      • 7.4.6.4. Strategic initiatives
    • 7.4.7. Hologic, Inc.
      • 7.4.7.1. Company overview
      • 7.4.7.2. Financial performance
      • 7.4.7.3. Product benchmarking
      • 7.4.7.4. Strategic initiatives
    • 7.4.8. EON Reality, Inc.
      • 7.4.8.1. Company overview
      • 7.4.8.2. Financial performance
      • 7.4.8.3. Product benchmarking
      • 7.4.8.4. Strategic initiatives
    • 7.4.9. Intuitive Surgical Operations, Inc.
      • 7.4.9.1. Company overview
      • 7.4.9.2. Financial performance
      • 7.4.9.3. Product benchmarking
      • 7.4.9.4. Strategic initiatives
    • 7.4.10. GE HealthCare
      • 7.4.10.1. Company overview
      • 7.4.10.2. Financial performance
      • 7.4.10.3. Product benchmarking
      • 7.4.10.4. Strategic initiatives
    • 7.4.11. Layar.eu
      • 7.4.11.1. Company overview
      • 7.4.11.2. Financial performance
      • 7.4.11.3. Product benchmarking
      • 7.4.11.4. Strategic initiatives
    • 7.4.12. WorldViz, Inc.
      • 7.4.12.1. Company overview
      • 7.4.12.2. Financial performance
      • 7.4.12.3. Product benchmarking
      • 7.4.12.4. Strategic initiatives
    • 7.4.13. TheraSim, Inc.
      • 7.4.13.1. Company overview
      • 7.4.13.2. Financial performance
      • 7.4.13.3. Product benchmarking
      • 7.4.13.4. Strategic initiatives
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