Why home hemodialysis? A systematic "marketing" analysis.
BACKGROUND
Home hemodialysis (HHD) has met with alternating fortunes. The present revival of interest is due to lower costs and more frequent/efficient treatments. HHD is underdeveloped, and a marketing approach may help in defining development strategies. The aim of this study was to systematically review the recent literature (2000-2010) according to a marketing approach, defining the potential of HHD according to the classical marketing items: market size, growth rate, profitability, trends, keys for success, needs for structures and distribution channels.


METHODS
A Medline search was conducted for 2000-2010. The analysis took into account the recent trends in publication as a measure of interest, size and trends, while survival and costs were analyzed as keys for success. The issues of structures and distribution channels were arbitrarily considered as equivalent to the overall hemodialysis market.


RESULTS
Interest in HHD is growing, as shown by the increasing number of published papers (9 in 2000, 52 in 2010); yet, clinical studies accounted for less than half of the papers. In the 138 clinical studies, quality of life (33 papers) and metabolism (16 papers) were the most studied topics. Survival and cost analyses were highly heterogeneous (the broad inclusion of nocturnal or quotidian dialysis has to be mentioned). Overall, survival was equal to, or better than, that for other modalities, including transplantation and peritoneal dialysis; costs compared favorably with hospital dialysis and were equivalent to those of peritoneal dialysis.


CONCLUSIONS
The small "market" of HHD is increasing, with potential for further growth, the keys for success being equivalence or superiority of survival at equivalent or lower costs.
SS Nephrology, Department of Clinical and Biological Sciences, San Luigi University Hospital, Turin, Italy. gbpiccoli@yahoo.it
Giorgina Barbara
GB
Piccoli
Martina
M
Ferraresi
Valentina
V
Consiglio
Stefania
S
Scognamiglio
Maria Chiara
MC
Deagostini
Olga
O
Randone
Federica Neve
FN
Vigotti
Pasquale Mario
PM
Calderale
D003365:Costs and Cost Analysis; D006437:Hemodialysis, Home / Q000191:economics / Q000401:mortality; D006801:Humans