Coverage Service

Engagement Channel Optimization/ Key Accounts

• Brochures, flyers, Print Media • Distributors (Can’t rely fully)
• Impressive studies to back product claims • Doctors (Influencers)
• Conferences - IMA • Government Hospitals (Revenue Generators)
• Face-to-face detailing • Go for Big contracts (PGI, Army Hospitals, AIIMS)
• Sponsored events
• Build dependency
• Long term Service Contracts
• Identify key decision makers in organizations
• Product exhibition/ demo at meetings
• Help arrange financing for costly equipment
• Consultancy-Help new/growing hospitals in setting up their
surgery services/ division
• Tie up with local suppliers of non rival equipment to offer
complete suite
Identifying key accounts
• Generating significant revenue
• Look at long term revenue and not short term sales
• Increasing overall credibility
Assigning key account manager
• Main focus on customer lifetime value rather than short term
revenue
• Focused on customer’s needs and not aggressive to sell products
• Educating the customer about product insights
• Knowledgeable on different aspects of products.
• Cross-functional team around key account to provide complete
solutions to enhance customer relationship
• Create opportunity for business
Points from webcast
• Millions of people no access to surgical devices- close this gap
• Quality, Growth, Execution
• Not strong portfolio in knee and spine surgery areas- new acquisitions
• Stealth surgery
• Growth in middle class population- 5 people per second
• Economic development is increasing healthcare demand and access.
• The Medical Devices segment includes a broad range of products used in the
orthopaedic, surgery, cardiovascular, diabetes care and vision care fields. These products
are distributed to wholesalers, hospitals and retailers, and used principally in the
professional fields by physicians, nurses, hospitals, eye care professionals and clinics.
They include orthopaedic products; general surgery, biosurgical, endomechanical and
energy products; electrophysiology products to treat cardiovascular disease; sterilization
and disinfection products to reduce surgical infection; diabetes care products, such as
blood glucose monitoring and insulin delivery products; and disposable contact lenses
• Simplifying operations- Increasing flexibility, improving GP, customer
responsiveness
• Supply-Chain optimization
• Customer specific commercial models
e.g. Care advantage model
Sector figures (India)
• The sector is also witnessing strong Foreign Direct Investments (“FDI”)
inflows, which reflects the confidence of global players in the Indian
market. As per official data, the medical and surgical equipment sector
received a total of INR 9712 Crore (approx. USD 1.5 Billion) between 2000
and December 2017.5 In 2014 and 2015, the FDI inflow were 133.96
Million and 160.24 Million respectively.6 The FDI inflows jumped by almost
300% in 2016 to USD 439.01 Million.7
• Some of the major industry associations are: Advanced Medical Technology
Association (ADVAMED), Association of Indian Medical Device Industry
(AIMED), NATHEALTH, Association of Diagnostics Manufacturers of India,
All India Plastics Manufacturers’ Association, Medical Disposables
Manufacturers Association, Society of Biomaterials & Artificial Organs,
National Biomedical Engineering Society and Medical Surgical and
Healthcare Industry Trade Association.
http://www.makeinindia.com/article/-/v/sector-survey-medical-devices