U.S. Wearable Medical Devices Market Size, Share & Trends Analysis Report By Product (Diagnostic Devices), By Site (Handheld), By Grade Type, By Distribution Channel, By Application, And Segment) - Industry Analysis, Size, Share, Growth, Trends, and Forecast 2024-2033

U.S. Wearable Medical Devices Market Size and Growth

The U.S. wearable medical devices market size was valued at USD 11.45 billion in 2023 and is anticipated to reach around USD 112.67 billion by 2033, growing at a CAGR of 25.69% from 2024 to 2033.

U.S. Wearable Medical Devices Market Size, 2024 to 2033

U.S. Wearable Medical Devices Market Key Takeaways

  • The diagnostic devices segment dominated the market and accounted for a share of 61.85% in 2023
  • The glucose monitors in the therapeutic devices segment are expected to show the highest growth rate in the forecast period.
  • The strap, clip, and bracelet segment accounted for the largest market revenue share of 51.64% in 2023
  • The shoe sensors segment is expected to show the highest growth rate in the forecast period
  • The home healthcare segment dominated with the largest market revenue share of 54.02% in 2023.
  • The sports and fitness segment is expected to grow with the fastest rate.
  • The consumer-grade wearable medical devices segment in the grade type segment dominated with the largest market revenue share of 77.55% in 2023.
  • The clinical wearable medical devices segment is expected to show the fastest growth rate in the forecast period.
  • The pharmacies segment dominated the market with a revenue share of 39.56% in 2023.
  • The hypermarkets segment is expected to have lucrative growth in the forecast period.

U.S. Wearable Medical Devices Market Growth 

The rising prevalence of chronic diseases, growing consumer awareness, adoption of technology, and regulatory support and approval processes are the key drivers of the U.S. wearable medical devices market.

Within the market landscape, the players are allocating substantial investments towards research and development, simultaneously striving to enhance their production capacities. The companies are pursuing the development of wearable medical devices, offering them to consumers at competitive prices. They are incorporating cutting-edge health features to attract customers and enhance overall appeal.

In the U.S., the growing adoption of wearable medical devices is fueled by multiple factors, including technological advancements, transforming healthcare delivery systems, high consumer interest in health and well-being, and a shift towards prioritizing preventive care measures. Wearable medical devices spearhead a transformative era in healthcare, enabling patients to continuously track their health status and granting healthcare professionals access to invaluable real-time data. This innovative technology facilitates more tailored and proactive care approaches. Furthermore, high-end data privacy is maintained, confirming the cyber security of the real-time and past health data generated by wearable medical devices.

U.S. Wearable Medical Devices Market Report Scope

Report Attribute Details
Market Size in 2024 USD 14.39 Billion
Market Size by 2033 USD 112.67 Billion
Growth Rate From 2024 to 2033 CAGR of 25.69%
Base Year 2023
Forecast Period 2024 to 2033
Segments Covered Product, site, application, grade type, distribution channel
Market Analysis (Terms Used) Value (US$ Million/Billion) or (Volume/Units)
Report Coverage Revenue forecast, company ranking, competitive landscape, growth factors, and trends
Key Companies Profiled Koninklijke Philips N.V.; Apple Inc.; Fitbit; Basis Science; Garmin; Medtronic; Omron Corp.; Withings; Vital Connect; Polar Electro; Everist Genomics; Intelesens Ltd.; Sotera Wireless; AbbVie Inc.

U.S. Wearable Medical Devices Market By Product Insights

The diagnostic devices segment dominated the market and accounted for a share of 61.85% in 2023 due to growing demand for personalized medicine, remote patient monitoring, and Cost-effectiveness. As the technology continues to advance, it is expected to witness an increase in the number of wearable devices developed and further integrated into healthcare systems worldwide. Wearable medical devices are becoming increasingly popular as they offer convenience, ease of use, and real-time data collection that helps in early disease detection and management.

The glucose monitors in the therapeutic devices segment are expected to show the highest growth rate in the forecast period due to the increasing prevalence of diabetes. These devices monitor blood sugar levels and provide real-time feedback to users on their dietary and lifestyle habits. ECG monitors are gaining popularity due to their ability to detect heart conditions such as arrhythmias early through continuous monitoring of heart activity over time. Respiratory monitors are also gaining traction due to their potential use in managing respiratory diseases such as asthma and chronic obstructive pulmonary disease (COPD). These devices monitor respiratory rate, airflow volume (FEV1), and other respiratory parameters to help users manage their conditions more effectively.

Integrating electronic health records (EHR) and technological advancements provides access to valuable data to more informed patient care decisions leading to better outcomes and increased demand for these devices. The continuous improvement in technology is expected to lead to the development of more accurate, user-friendly, and affordable wearable devices. These advancements are expected to increase the possibilities for individuals to monitor their health status and track their progress in real-time, empowering them to take a more proactive role in managing their health goals.

Some popular wearable medical devices in the product segment include smartwatches, fitness trackers, glucose monitors, electrocardiogram (ECG) monitors, and respiratory monitors. These devices are widely used for monitoring physical activity levels, sleep patterns, heart rate, blood oxygen levels (SpO2), and other vital signs to help users maintain a healthy lifestyle.

The wearable medical devices are emerging as a promising tool in diagnostics, offering numerous benefits involving early detection of health issues, personalized healthcare, and continuous monitoring. For instance, according to Apple Inc., the Health app available on Apple devices allows users to store and view over 150 different types of health data from various sources, including Apple Watch, iPhone, and connected third-party applications. Additionally, it supports health records data from institutions in the U.S., UK, and Canada. This centralized view of health information is expected to empower users to monitor their well-being comprehensively and make informed decisions about health and fitness.

U.S. Wearable Medical Devices Market By Site Insights

The strap, clip, and bracelet segment accounted for the largest market revenue share of 51.64% in 2023, contributing to the U.S. wearable medical devices market share. This is attributable to the rising consumer awareness and adoption and regulatory support and approval processes. The class I wearable medical devices, according to the FDA, pose the lowest risk to patients and are generally exempt from the stringent PMA process. The class I devices typically require a 510(k) submission, demonstrating that the device is substantially equivalent to a legally marketed device or the predicate device not subject to PMA. The manufacturers of class I wearable medical devices are expected to adhere to the Quality System Regulation (QSR), which outlines requirements for design control, documentation, and manufacturing processes.

In addition, they must ensure compliance with other relevant regulatory requirements, such as labeling, advertising, and post-market surveillance. The strap, clip, and bracelet fall under the class I wearable medical devices and are low risk compared to other class II and class III medical devices involving continuous glucose monitors. The ease of availability of these devices and technological advancements are expected to boost the segment in the forecast period.

The shoe sensors segment is expected to show the highest growth rate in the forecast period owing to the growth opportunities due to their multiple-purpose applications. The shoe sensors are used for various purposes involving distance measurement for blind people, water level estimation for fire-fighters, temperature measurement for the inhabitants living in cold regions, altitude sensors for climbers and trekkers, magnetic flux detection, gyroscopic sensors for tracking angular movement, walking patterns and sever twist measurements in feet.

U.S. Wearable Medical Devices Market By Application Insights

The home healthcare segment dominated with the largest market revenue share of 54.02% in 2023. This is attributable to the rising prevalence of chronic diseases involving diabetes, asthma, and cardiac diseases and the rising geriatric population in the U.S. For instance, according to Centers for Disease Control and Prevention, 6 in 10 inhabitants in the U.S. are living with chronic diseases, and about 4 in 10 adults have two or more chronic diseases. This prevalence rate of chronic diseases is expected to positively impact the U.S. wearable medical devices market, increasing the market value.

U.S. Wearable Medical Devices Market Share, By Application, 2023 (%)

The U.S. is experiencing a rapid increase in its geriatric population. This demographic shift has significant implications for healthcare systems, as the geriatric population is more susceptible to chronic diseases, disabilities, and cognitive decline. This growing population of older adults is expected to demand increased access to healthcare services, including home healthcare, to manage their health needs and maintain their quality of life. The home healthcare services, including wearable medical devices, are expected to support the geriatric population. For instance, according to America's Health Rankings, the top states of the U.S. with the percentage of population aging 65 and older reported included Maine, Florida, Vermont, West Virginia, and Delaware.

The sports and fitness segment is expected to grow with the fastest rate. The growth is attributed to rising sports injuries and the promotion of sports activities. The wearable devices offer a wide range of features, from tracking daily activity and workout progress to monitoring biometric data and providing personalized insights to improve overall health and well-being. These devices offer a wide range of features, from tracking daily activity and workout progress to monitoring biometric data and providing personalized insights to improve overall health and well-being.

Furthermore, wearable devices in sports and fitness are designed to track and analyze physical activity, performance metrics, and biometric data. These devices provide athletes and fitness enthusiasts with valuable insights into their training, helping them optimize their workouts, prevent injuries, and enhance overall performance, increasing the demand for wearable medical devices. The devices include fitness trackers, smartwatches, heart rate monitors, and GPS-enabled sports watches. The wearable medical devices allow healthcare professionals to monitor patients' health status remotely, often in real-time. This is beneficial for individuals with chronic conditions, post-operative patients, or those living in remote areas with limited access to healthcare facilities. Remote patient monitoring helps detect potential health issues early, prevent hospitalizations, and improve overall patient outcomes.

U.S. Wearable Medical Devices Market By Grade Type Insights

The consumer-grade wearable medical devices segment in the grade type segment dominated with the largest market revenue share of 77.55% in 2023. The consumer-grade wearable medical devices are expected to experience a significant increase in demand in the forecast period. This growth is attributed to various factors, including technological advancements, changing consumer preferences, and the need for remote health monitoring, rising awareness and adoption, and reasonable use of wearable medical devices.

There has been a shift in consumer attitudes towards healthcare, with people becoming more proactive about their health and well-being. This has led to an increased interest in personal health monitoring and fitness tracking, that has driven the demand for consumer-grade wearable medical devices. Consumer-grade wearable medical devices are widely available and generally more affordable than professional-grade medical equipment. This accessibility has made it easier for people to invest in their health and well-being. For instance, according to CNBC, in December 2023, Apple, Inc.'s wearables business achieved a remarkable revenue of USD 39.8 billion by the end of September 2023. This signifies the rising demand for wearable medical devices.

The clinical wearable medical devices segment is expected to show the fastest growth rate in the forecast period owing to rising clinical applications of medical devices for their ability to generate high-accuracy real-time health data and reduce the time required to manage the disease. 

U.S. Wearable Medical Devices Market By Distribution Channel Insights

The pharmacies segment dominated the market with a revenue share of 39.56% in 2023. This is attributable to the rising prevalence of chronic diseases in the U.S. For instance, according to the Centers for Disease Control and Prevention, approximately 38.4 million people are living with diabetes, that is 11.6% of the U.S. population, and about 97.6 million people aged 18 years and above are prediabetic, that is 38.0% of the adult U.S. population. The prevalence rate of diabetes in the U.S. is expected to positively impact the U.S. wearable medical devices market, specifically on continuous glucose monitor demand, further increasing the market value.

The hypermarkets segment is expected to have lucrative growth in the forecast period. The demand for wearable medical devices in U.S. hypermarkets has been steadily increasing. The hypermarkets, with their vast product offerings and wide customer base, play a crucial role in making these devices accessible to a broad range of consumers. To cater to this growing demand, hypermarkets in the U.S. are expanding their offerings of wearable medical devices.

The hypermarkets are partnering with leading manufacturers and retailers to provide a diverse range of products, including fitness trackers, smartwatches, heart rate monitors, blood pressure monitors, and other health-focused devices. Additionally, hypermarkets are investing in in-store displays, educational materials, and knowledgeable staff to help customers make informed decisions about the devices that best suit customer needs. The demand for wearable medical devices in U.S. hypermarkets is rising due to aging population, growing health consciousness, technological advancements, affordability, and insurance coverage.

Key U.S. Wearable Medical Devices Market Company Insights

Some of the key players operating in the market include Apple Inc. and Koninklijke Philips N.V.

  • Apple Inc. is an American multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services. It is best known for its innovative products such as the iPhone, iPad, Mac, and Apple Watch
  • Koninklijke Philips N.V. operates in various sectors, including healthcare, lighting, and consumer lifestyle, and is known for its innovations in medical technology, such as magnetic resonance imaging systems, ultrasound equipment, and patient monitoring devices

Fitbit, Garmin, Medtronic, Omron Corp.,Basis Science are some of the other market participants in the U.S. wearable medical devices market.

  • Fitbit is known for its line of activity trackers and smartwatches that help users monitor and track their daily physical activity, exercise, sleep patterns, and overall health
  • Medtronic is a healthcare technology company that offers medical devices, pharmaceuticals, and other healthcare-related products operating in various segments

U.S. Wearable Medical Devices Market Top Key Companies:

  • Koninklijke Philips N.V.
  • Apple Inc.
  • Fitbit
  • Basis Science
  • Garmin
  • Medtronic
  • Omron Corp.
  • Withings
  • Vital Connect
  • Polar Electro
  • Everist Genomics
  • Intelesens Ltd.
  • Sotera Wireless
  • AbbVie Inc.

U.S. Wearable Medical Devices Market Recent Developments

  • In 2024, Apple Inc. launched a vision health tracker in the health app for iWatch and iPhone. This is expected to increase the adoption and application of the feature to improve eye health from myopia conditions and increase the customer base
  • In January 2024, Garmin unveiled the Lily 2 series smartwatches, introducing enhanced health, wellness, and connectivity features. This announcement is expected to impact the wearable medical devices market by introducing refined and fashionable smartwatches with advanced health and wellness features
  • In January 2024, Sennheiser collaborated with Polar Electro to launch the Momentum Sport earbuds, marking the first time Polar's bio-sensing capabilities extend beyond its products. This collaboration is poised to impact the wearable medical devices market by expanding bio-sensing capabilities into audio devices for enhanced fitness monitoring and guidance

U.S. Wearable Medical Devices Market Report Segmentation

This report forecasts revenue growth at country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2021 to 2033. For this study, Nova one advisor, Inc. has segmented the U.S. Wearable Medical Devices market.

By Product 

  • Diagnostic Devices
      • Vital Sign Monitor
      • Heart Rate Monitors
      • Activity Monitors
      • Electrocardiographs
      • Pulse Oximeters
      • Spirometers
      • Blood Pressure Monitors
      • Others
    • Sleep Monitoring Device
      • Sleep Trackers
      • Wrist Actigraphs
      • Polysomnographs
      • Others
    • Electrocardiographs Fetal & Obstetric Devices
    • Neuromonitoring Devices
      • EEG
      • EMG
      • Others
  • Therapeutic Devices
    • Pain Management Devices
      • Neurostimulation Devices
      • Others
    • Insulin Monitoring Devices
      • Insulin Pumps
      • Others
        • Autoinjectors
        • Other Insulin Devices
    • Rehabiliation Devices
      • Accelerometers
      • Sensing Devices
      • Ultrasound Platform
      • Others
    • Respiratory Therapy Devices
      • Ventilators
      • CPAP
      • Portable Oxygen Concentrators
      • Others

By Site 

  • Handheld
  • Headband
  • Strap, Clip, Bracelet
  • Shoe Sensors
  • Others

By Application 

  • Sports & Fitness
  • Remote Patient Monitoring
  • Home Healthcare

By Grade Type 

  • Consumer-grade Wearable Medical Devices
  • Clinical Wearable Medical Devices

By Distribution Channel 

  • Pharmacies
  • Online Channels
  • Hypermarkets

Frequently Asked Questions

The U.S. wearable medical devices market size was valued at USD 11.45 billion in 2023 and is anticipated to reach around USD 112.67 billion by 2033

Some of the key players operating in the U.S. wearable medical devices market include Koninklijke Philips N.V., Apple Inc., Fitbit, Basis Science, Garmin, Covidien (Medtronic), Omron Corp., Withings, Vital Connect, Polar Electro, Everist Genomics, Intelesens Ltd., Sotera Wireless, AbbVie Inc, among others.

Key factors driving the market growth include increasing technological advancements, increasing prevalence of chronic diseases, rising consumer awareness, and regulatory support and approval processes.

The U.S. wearable medical devices market is expected to grow at a compound annual growth rate (CAGR) of 25.69% from 2024 to 2033

Chapter 1. Methodology and Scope
                   1.1. Market Segmentation & Scope
                   1.2. Segment Definitions
                       1.2.1. Type
                       1.2.2. Site
                       1.2.3. Application
                       1.2.4. Grade type
                       1.2.5. Distribution channel
                       1.2.6. Estimates and forecasts timeline
                   1.3. Research Methodology
                   1.4. Information Procurement
                       1.4.1. Purchased database
                       1.4.2. nova one advisor internal database
                       1.4.3. Secondary sources
                       1.4.4. Primary research
                   1.5. Information or Data Analysis
                       1.5.1. Data analysis models
                   1.6. Market Formulation & Validation
                   1.7. Model Details
                       1.7.1. Commodity flow analysis (Model 1)
                       1.7.2. Volume price analysis (Model 2)
                   1.8. List of Secondary Sources
                   1.9. List of Primary Sources
                   1.10. Objectives
Chapter 2. Executive Summary
                   2.1. Market Outlook
                   2.2. Segment Outlook
                       2.2.1. Type outlook
                       2.2.2. Site outlook
                       2.2.3. Application outlook
                       2.2.4. Grade Type outlook
                       2.2.5. Distribution channel
                   2.3. Competitive Insights
Chapter 3. U.S. Wearable Medical Devices 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. U.S. Wearable Medical Devices 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
Chapter 4. U.S. Wearable Medical Devices Market: Type Estimates & Trend Analysis
                   4.1. Type Market Share, 2024 & 2033
                   4.2. Segment Dashboard
                   4.3. U.S. Wearable Medical Devices Market by Type Outlook
                   4.4. Market Size & Forecasts and Trend Analyses, 2021 & 2033for the following
                       4.4.1. Diagnostic Devices
                           4.4.1.1. Market estimates and forecasts 2021 to 2033
                       4.4.2. Therapeutic Devices
                           4.4.2.1. Market estimates and forecasts 2021 to 2033
Chapter 5. U.S. Wearable Medical Devices Market: Site Estimates & Trend Analysis
                   5.1. Site Market Share, 2024 & 2033
                   5.2. Segment Dashboard
                   5.3. U.S. Wearable Medical Devices Market by Site Outlook
                   5.4. Market Size & Forecasts and Trend Analyses, 2021 & 2033for the following
                       5.4.1. Handheld
                           5.4.1.1. Market estimates and forecasts 2021 to 2033
                       5.4.2. Headband
                           5.4.2.1. Market estimates and forecasts 2021 to 2033
                       5.4.3. Clip/Strap/Bracelet
                           5.4.3.1. Market estimates and forecasts 2021 to 2033
                       5.4.4. Shoe Sensors
                           5.4.4.1. Market estimates and forecasts 2021 to 2033
                       5.4.5. Others
                           5.4.5.1. Market estimates and forecasts 2021 to 2033
Chapter 6. U.S. Wearable Medical Devices Market: Application Estimates & Trend Analysis
                   6.1. Application Market Share, 2024 & 2033
                   6.2. Segment Dashboard
                   6.3. U.S. Wearable Medical Devices Market by Application Outlook
                   6.4. Market Size & Forecasts and Trend Analyses, 2021 & 2033for the following
                       6.4.1. Sports & Fitness
                           6.4.1.1. Market estimates and forecasts 2021 to 2033
                       6.4.2. Remote Patient Monitoring
                           6.4.2.1. Market estimates and forecasts 2021 to 2033
                       6.4.3. Home Healthcare
                           6.4.3.1. Market estimates and forecasts 2021 to 2033
Chapter 7. U.S. Wearable Medical Devices Market: Grade Type Estimates & Trend Analysis
                   7.1. Grade Type Market Share, 2024 & 2033
                   7.2. Segment Dashboard
                   7.3. U.S. Wearable Medical Devices Market by Grade Type Outlook
                   7.4. Market Size & Forecasts and Trend Analyses, 2021 & 2033for the following
                       7.4.1. Consumer-grade Wearable Medical Devices
                           7.4.1.1. Market estimates and forecasts 2021 to 2033
                       7.4.2. Clinical Wearable Medical Devices
                           7.4.2.1. Market estimates and forecasts 2021 to 2033
Chapter 8. U.S. Wearable Medical Devices Market: Distribution Channel Estimates & Trend Analysis
                   8.1. Distribution Channel Market Share, 2024 & 2033
                   8.2. Segment Dashboard
                   8.3. U.S. Wearable Medical Devices Market by Distribution Channel Outlook
                   8.4. Market Size & Forecasts and Trend Analyses, 2021 & 2033for the following
                       8.4.1. Pharmacy
                           8.4.1.1. Market estimates and forecasts 2021 to 2033
                       8.4.2. Online Channels
                           8.4.2.1. Market estimates and forecasts 2021 to 2033
                       8.4.3. Hypermarkets
                           8.4.3.1. Market estimates and forecasts 2021 to 2033
Chapter 9. Competitive Landscape
                   9.1. Recent Developments & Impact Analysis, By Key Market Participants
                   9.2. Company/Competition Categorization
                   9.3. Vendor Landscape
                       9.3.1. List of key distributors and channel partners
                       9.3.2. Key customers
                       9.3.3. Key company market share analysis, 2023
                   9.4. Company Profiles
                       9.4.1. Koninklijke Philips N.V.
                           9.4.1.1. Company overview
                           9.4.1.2. Financial performance
                           9.4.1.3. Product benchmarking
                           9.4.1.4. Strategic initiatives
                       9.4.2. Fitbit
                           9.4.2.1. Company overview
                           9.4.2.2. Financial performance
                           9.4.2.3. Product benchmarking
                           9.4.2.4. Strategic initiatives
                       9.4.3. Garmin
                           9.4.3.1. Company overview
                           9.4.3.2. Financial performance
                           9.4.3.3. Product benchmarking
                           9.4.3.4. Strategic initiatives
                       9.4.4. Medtronic
                           9.4.4.1. Company overview
                           9.4.4.2. Financial performance
                           9.4.4.3. Product benchmarking
                           9.4.4.4. Strategic initiatives
                       9.4.5. Omron Corp.
                           9.4.5.1. Company overview
                           9.4.5.2. Financial performance
                           9.4.5.3. Product benchmarking
                           9.4.5.4. Strategic initiatives
                       9.4.6. Withings
                           9.4.6.1. Company overview
                           9.4.6.2. Financial performance
                           9.4.6.3. Product benchmarking
                           9.4.6.4. Strategic initiatives
                       9.4.7. Polar Electro
                           9.4.7.1. Company overview
                           9.4.7.2. Financial performance
                           9.4.7.3. Product benchmarking
                           9.4.7.4. Strategic initiatives
                       9.4.8. Everist Genomics
                           9.4.8.1. Company overview
                           9.4.8.2. Financial performance
                           9.4.8.3. Product benchmarking
                           9.4.8.4. Strategic initiatives
                       9.4.9. Intelesens Ltd.
                           9.4.9.1. Company overview
                           9.4.9.2. Financial performance
                           9.4.9.3. Product benchmarking
                           9.4.9.4. Strategic initiatives
                       9.4.10. Sotera Wireless
                           9.4.10.1. Company overview
                           9.4.10.2. Financial performance
                           9.4.10.3. Product benchmarking
                           9.4.10.4. Strategic initiatives
                       9.4.11. Abbvie Inc.
                           9.4.11.1. Company overview
                           9.4.11.2. Financial performance
                           9.4.11.3. Product benchmarking
                           9.4.11.4. Strategic initiatives
                       9.4.12. Apple Inc.
                           9.4.12.1. Company overview
                           9.4.12.2. Financial performance
                           9.4.12.3. Product benchmarking
                           9.4.12.4. Strategic initiatives
                       9.4.13. Vital Connect
                           9.4.13.1. Company overview
                           9.4.13.2. Financial performance
                           9.4.13.3. Product benchmarking
                           9.4.13.4. Strategic initiatives
                       9.4.14. Basic Science
                           9.4.14.1. Company overview
                           9.4.14.2. Financial performance
                           9.4.14.3. Product benchmarking
                           9.4.14.4. Strategic initiatives

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