Growth in China and Latin America has supported the global ultrasound market in recent years as mature, developed markets contended with unfavorable economic conditions and healthcare reform. As growth in these markets begins to plateau, the underserved South East Asia region represents an important growth opportunity for ultrasound suppliers. Yet, tapping this huge potential remains challenging with year-on-year realized revenue growth for ultrasound systems underperforming. The potential of these markets is undoubtedly large, underpinned by government investment. However, the complicated dynamics of individual countries presents a complex and challenging environment for suppliers, with many struggling to translate potential into sales.