The U.S. Sleep Market Competitive & Operating Analysis

Table of Contents

Introduction: Study Scope & Methodology

• - Glossary of sleep disorder terms
• - List of major private & public sector information source used

Executive Overview of Major Findings

• - Highlights of ALL study chapters
• - Market definition and scope: mkt. segments included
• - Nature of the field of sleep medicine and somnology: history/evolution of sleep labs, number, multiple-site chains, 2008 mkt. size
• - Why drug companies play a major role in publicizing sleep disorders and creating demand for Rx sleeping pills, 2008 mkt. size
• - Size and nature of the mattress & pillows market, new technologies, mkt size
• - Obstructive sleep apnea market: why CPAP device potential is huge and largely untapped, 2008 mkt. size
• - Scope of sleep deprivation in America: prevalence rates of insomnia, causes, no. of sleep disorders, description of most common sleep disorders, NSF vs. other polls
• - Major Market Trends: discussion of… home test mkt. for apnea, uncertainties of future sleep lab growth, new insomnia drugs in development, mattress mkt. affected by recession
• - Market Size & Growth, Market Segments: Total mkt. value, effect of recessions, 2007 performance, 2008 & 2012 forecasts
• - Address list of the major competitors in each market segment.

Tables:

• - Size of U.S. sleep market, by segment: 1987-2012F (mattresses, pillows, sleep lab operations, Rx/OTC sleeping pills, CPAP devices, retail devices & services)
• - Total sleep market value, annual % change: 1987-2012F

Demographics of Persons With Sleep Disorders

• - Scope of affected population: no. and type persons with…insomnia, sleep apnea, narcolepsy, restless legs syndrome, no. of children, women, seniors with sleep disorders
• - Findings of Natl. Sleep Foundation' s 2005 "Sleep in America" poll
• - No. of hours of sleep daily, by race (Natl. Health Interview Survey)
• - Prevalence of sleeping problems by major countries, US vs. Europe, Japan
• - CDC data/research confirms Americans' lack of sleep: causes
• - Findings of Marketdata mail survey of sleep labs: patients by age, sex.

Market Size & Growth

• - Market Definition & Scope: the markets comprising total sleep market

Discussion & Outlooks for the Major Market Segments: 2007-2008 performance, 2012 Forecasts, Factors Affecting Demand, Key Indicators

• - The Mattresses Market
• - The Sleep Pillows Market
• - The Sleeping Pills Market (major brand sales in 2007)
• - The Sleep Labs Market; effect of CMS ruling, 2008 expected slump, avg. revenues, share from Medicare
• - The Sleep Apnea Devices Market (effect of CMS ruling, home testing
• - The Retail Sleep Aids Market (overview of sleep lamps, sound machines, earplugs, etc.)

Tables

• - Size of U.S. sleep market, by segment: 1987-2012F (mattresses, pillows, sleep lab operations, Rx/OTC sleeping pills, CPAP devices, retail devices & services)
• - Total U.S. sleep market value, annual % change: 1987-2012F
• - Sleep pillows sales: 1997-2012F
• - Prescription anti-insomnia drugs sales: 1997-2012F
• - Sleep Labs revenues, no. of labs, annual % change: 1995-2012F
• - Sleep apnea devices (CPAPs) sales: total, ResMed. Respironics: 1995-2012F

Sleep Labs Market

• - What are sleep labs, how many?, evolution & nature of the field, polysomnograms test description, accredited vs. non-accredited
• - Launching a new sleep lab - the process/key considerations, capital needed, choices for hospital or MD affiliations
• - The effect of Medicare approval of home tests: discussion, type of devices
• - What patients can expect at a sleep lab: type tests (PSGs, split night studies, MSLTs, CPAP titrations), role of sleep techs, follow-up
• - How to find A sleep lab
• - Market Niche - Pediatric sleep labs
• - Market Size & Growth: 2008 Estimates, 2012 Forecast, why 2008 slump expected, demand factors, new labs, major problems labs face, long-term outlook (obesity rates, advertising by drug companies, publicity as a health issue, other factors.

Tables

• - Sleep Labs revenues, no. of labs, annual % change: 1995-2012F

Results of Marketdata' s U.S. Sleep Labs Survey - March-April 2008

• - Type of sleep lab (percent of total: hospital-based, practice-based, university-based, independent / free-standing
• - Average number of PSGs (sleep studies, CPAP titrations and MSLTs) performed in 2006, 2007
• - Average number of beds operated and average days/nights per week operated
• - Number of patients the sleep lab would be able to test/titrate per week if operating at 100% occupancy, 7 days/nights per week (average)
• - List of Sleep centers' biggest issues or problems
• - Expected effect of March 14 decision by CMS to provide Medicare reimbursement for home sleep studies using portable devices to have on their lab' s future
• - Average fees a sleep lab charges for: PSG sleep study, CPAP titration study, MSLT
• - Reimbursement - avg. amount a sleep lab receives for: PSG sleep study, CPAP titration study, MSLT
• - Percentage of a sleep lab' s total sleep diagnostic revenue that comes from: commercial insurance, Medicare/Medicaid, patients
• - Average sleep lab' s diagnostic revenues in 2007
• - Whether sleep labs have an affiliated company that provides PAP set-ups for their patients and generates sleep therapy revenues, number of PAP set-ups performed in: 2006, 2007
• - Whether economic recessions affect a sleep lab' s business?
• - Percentage of a sleep lab' s patient base that is male vs. female
• - Age of a sleep lab' s most typical patient (% by age class)
• - The contributing factors to a sleep lab patients' sleep disorders (% by type: obesity, large neck size, nasal/airway obstructions, etc.)
• - Percentage of sleep labs that treat these disorders: sleep apnea, insomnia, restless leg syndrome, narcolepsy, periodic limb movement
• - Whether sleep labs collect outcome data

Competitor Profiles (description and history of company, no. of labs operated, address, specialties, acquisitions, services, financials when available)

• - SleepMed, Inc.
• - Sleep Solutions
• - Sleep Holdings, Inc.
• - Avastra Sleep Centers Ltd.
• - Nocturna Sleep Center

Sleep Lab Technicians Salary Trends

• - Descriptions of the major staff positions, training required (sleep tech, technologists)
• - Findings of Sleep review Magazine' s 2007 salary survey, average salary and ranges for: RPSGTs, sleep techs, respiratory therapists, sleep physicians, sleep center directors, supervisors, managers: by tenure, by day/night shift, by age

Table

• - Salary by job title, by region: 2007 - 6 staff positions)

Sleep Medications Market

• - Summary: discussion of number of prescriptions written, mkt. potential, prime drivers of mkt. demand
• - Hurdle to overcome: past negative image of sleeping pills, long-term use, FDA fears vs. drug company efforts
• - Advertising drives consumer demand: amount spent advertising the top 3 brands In 2007, Sanofi' s success with Ambien
• - Research - New pills on the horizon: Ramelteon (Takeda), Provigil (Cephalon), Silenor (Somaxon), Volinanserin (Sanofi) - discussions of their usage/how they work, $ potentials, FDA approval status, setbacks for Indiplon (Neurocrine Biosciences) and Gaboxadol (Merck)
• - Description of the major Rx sleeping Pill Brands (Ambien, Lunesta, Rozerem, benzodiazepines, melatonin receptors, antidepressants)
• - OTC Retail Sleeping Pills: discussion
• - Market Size - A Mature Market: 2007 sales of major brands, 2008 outlook, 2012 Forecast, rationale for future growth.

Tables:

• - sales of prescription anti-insomnia drugs: 2002-2012 forecast
• - sales of prescription anti-insomnia drugs, by brand: 2002-2008F
• - sales of Ambien, Ambien CR: 1998-2008 (in Euros and dollars)
• - retail sales of non-prescription sleep aids, by brand: 2007 drugstore bestsellers

The Sleep Apnea Devices Market

• - Summary - Background of Sleep Disordered Breathing: mkt. penetration in U.S. vs. abroad, estimates of mkt. size by industry analysts/competitors
• - Product Definitions: CPAPs (continuous positive airway pressure devices), types of masks & mouthpieces used
• - Market Trends: the home test mkt., comments by Wachovia analysts regarding potential and uncertainties in view of CMS ruling, move to smaller devices
• - Market Size: likely effects of CMS ruling, estimates of growth rates in U.S. vs. Globally, Marketdata forecasts for 2008, 2012, positives/negatives
• - The Major Respiratory Equipment Device Competitors: address list.

Competitor Profiles (company descriptions, divisions, specializations, 2006-2007 Revenues, outlooks)

• -Resmed
• -Respironics

Tables

• - Sleep apnea devices (CPAPs) sales: total, ResMed. Respironics, other companies:
• 1995-2012F

The Mattress & Pillows Market

• - Summary - Nature of the market: a steady replacement business
• - Market Size & Growth: 2007-2008 performance, ISPA industry wholesale shipments, 2008 outlook by ISPA, retail sales forecast, 2012 Marketdata Forecasts, effects of housing slump
• - Differences in mfg. technologies used by the major mfrs., visco, latex
• - List and 2007 sales of top 5 bedding retailers
• - The Ultra-premium mattress market: growth rate, % of sales, Vividus, Hypnos Beds

Competitor Profiles (company description, capabilities, specialties, historical revenues, new products, mkt. share, distribution, outlooks, etc.)

• -Tempur Pedic International Inc.
• -Sealy
• -Serta
• -Select Comfort
• -Simmons

The Sleep Pillows Market

• - Discussion of new pillow designs, materials, pricing, mkt. trends
• - The Sona pillow
• - Estimated retail market size (Home Textiles Today data): 1997-2012F
• - Top 5 pillow suppliers, wholesale sales, address list.

Tables

• - U.S. WHOLESALE sales of mattresses & foundations, % change, units: 1987-2008F
• - U.S. Wholesale sales of mattresses & foundations, % change, dollars: 1987-2008F
• - Non-innerspring mattress unit and dollar shipments: 2004-2007
• - Estimated RETAIL sales of mattresses: 1987-2012
• - Personal consumption expenditures for furniture 7 bedding: 1987-2007

Retail Sleep Devices Market

• - Summary
• - Sleep Lamps/Light Therapy Market: use for seasonal affective disorder, dawn simulation, evolution of "light boxes' , mkt. status & leading mfrs., mkt. size, list of 9 major competitors, Company Profile: Apollo Health
• - Sound Machines/White Noise Machines Market: use and technology, appli-cations, history of development, emergence of Marpac as industry leader, list of catalog retailers selling machines (Brookstone, Hammacher Schlemmer, etc.), market size/growth.
• - Eye Shades and Sleep Masks: leading competitors (Dream Essentials)
• - Earplugs Market: mkt. size, leading mfrs./distributors/retailers
• - Sleep Pods: Yelo & MetroNaps sleep lounges appearing in metro markets
• - Sleep/Insomnia Books Market: list of titles
• - Miscellaneous Retail Products & Services: how hotels & spas are making rooms "sleep friendly" - examples of programs/services offered.

Reference Directory of Sleep-related Trade Groups, Experts, Journals 140-145

• - List of sleep market national/regional trade associations, journals, consulting firms, brokerage analysts, other key contacts - address & phones, description of activities.
• - Profiles of Michael J. Breus, Ph.D. and Duane M. Johnson, Ph.D.