International Marketing of Medical Devices

1
International Marketing of Medical Devices

• Possible but challenges ahead

2
Fragmented efforts,Frustrating results

• Marketing efforts require huge resources
• India insignificant,
• Indian companies further insignificant
• 3. Zero brand recall
• No brand ambassadors
• Hardly any service back up
• Ignorance about market dynamics

3
Light at the end of the tunnel

• Create a common Indian brand
• Industry to come together
• Repeat NASSCOM model
• Offer only CE marked products
• If CE currently not available,
• line up products to qualify
• 6 Set up local service franchises

4
Groundwork

• Identify countries, review market studies
• and short list selected countries
• 2 Book exhibition stalls (India pavilion ?)
• 3 Appoint foreign architects/contractors
• 4 1st yr Find a son of the soil
• 5 2nd yr Appoint train distributors
• 6 3rd yr Cultivate spokespersons
• 7 4th yr Build up local reference
  lists

5
Destination

1. India to command respect as an exporter of
   medical devices
2. Five year strategic plan to aim at 5 of world
   market
3. Next 5 yrs 7.5
4. Next 5 yrs 10

6
The first step

1. Set up an industry body with exclusive focus on
   exports
2. Appoint an empowered CEO
3. Assist govt authorities to market India
4. Appoint consultants for form design
5. Organize clinical field trials as per protocol
6. Network with testing/calibration laboratories and
   certifying agencies