Cook medical market make up high-end medical apparatus direct outloook

The end of 2008, the world economy a gloomover, the largest private medical device company Cook medical Announces early in 2009 to invest 50 million yuan in Shanghai, the establishment of a regional shared service centres to meet Asian region growing medical devices market demand.

As the one in Shanghai, facing the Asian medical device market share of regional service centre, the Centre will include distribution center and customer service center.

, Located at Shanghai Waigaoqiao Free trade zone distribution center covers an area will be expanded to 3000 square meters by stages; covers 600 square meters of the customer service center is located in the heart of the city, will be responsible for processing from mainland China, Hong Kong, Taiwan, and Korea, Japan, Singapore, Malaysia, India, Philippines, Thailand, Indonesia, Cambodia, Viet Nam's order requirements.

Using the "direct selling" gentle transition

Careful observation is not difficult to find, Cook medical service centre to be built gathered in warehousing, logistics, distribution, customer service, and other features, but in the face of the resulting to cook medical sales model change in China's guessing, Cook medical global Vice President Thomas without taboo: "we want to be able to become more actively involved in the development of the market, through direct sales model, ownership of destiny.

”

As a global leader in helping promote the intervention of the company, one of the many medical development of Cook medical devices has been widely applied to the world of minimally invasive medical field.

Since 1996, since entering the Chinese market, Cook medical has been to rely on agents sell products in China. But from the start by the end of 2006, the company's global headquarters in the re-examination of the opinion of the Chinese market, "should be more directly responsible for their own products, the company is able to withstand the various tests and reviews, resulting in sales on a bigger initiative."

After that, the company used throughout 2007 and 2008 had a series of preparation, including the opening of Shanghai Center to improve infrastructure.

18 months ago, Cook a large number of Chinese companies collect medical device market information and data, the official formation of the operation of the Chinese market team, prepared to the Chinese market further precision farming. In the meantime, Cook to China posted 5 product specialist, is directly responsible for the high-tech product promotion and education.

Changing effects instantly — in 2008, Cook over China's regional business grew by 63%, it is expected that the next two years, the annual growth rate will exceed 50 per cent.

This means that two years later, Cook medical in China to double the performance possible. "My personal goal is 4 years China has become the company's biggest market in the Asia-Pacific region, close to 5 billion of total sales. "Thomas f.

However, the Boston medical and Johnson Medical warning also clearly visible.

As a cook in the country's two major competitors, both tried direct sales model, but the former is to discard the most market share at the expense of the latter experienced market backlash finally abandoned after one year.

"Boston medical and Johnson Medical's main problem is trying to change from one mode to another entirely.

"Thomas believes that this is the Cook medical attempts to moderate the smooth transition of reason — the first part of the high-end products sold directly to the hospital, at the same time take two or more modes of operation.

Thomas explained that the company's high-end product more suitable for company-led sales.

As for the relative low end, market based popularity that part of the product, Cook medical will also continue to cooperate with distributors. At present, the scope is limited to the direct sales of high-end products and a large central city hospital. In the future for quite some time, Cook medical will ensure that dealers and company direct coexistence of two marketing mode.

Master the delicate balance of the price

In the new health reform in the context of a direct sales model, medical attention.

"We learn from Boston medical and Johnson Medical operation mode, select now the right time to launch. "Thomas said that, in the medical device product price is becoming a widespread call for curtains, Cook medical and competitive partners are very clear, covernment related medical devices price policy is only a matter of time.

Prior to this, development and Reform Commission Secretary said the price for the medical device industry price confusion, the medical equipment price management issues into the category of "research".

Development of the idea is that the medical device to limit supplies of high-value management, through the ex-factory price of fixed supplier to hospital price difference between the rate, squeezing out the circulation in the grey section, so as to achieve the reduction purposes.

Thomas admits, appropriate pricing strategy is a "delicate balance".

This part of the high-tech products to direct marketing, is to take into account the need to reduce costs. "Direct marketing can give the entire health care system saves considerable costs. ”

In recent years, the multinational troops occupied two-channel high-end medical device market in China, Siemens, Philips, Fuji, represented by diagnosis-medical apparatus equipment business, and to cook medical, Medtronic, Johnson medical intervention for representatives and surgical appliances enterprises have to increase the intensity of the China open, the new health reform programme in the context of the forthcoming, domestic high-end medical equipment market situation undercurrents.

In fact, many foreign companies into China at the beginning of the medical apparatus are located in different parts of the operation of the market for medical devices, although agents which can in the shortest time will product penetration to Terminal hospital, also can save the cost of enterprise sales, but the market is in the hands of agents, the enterprises themselves gradually lost the right to speak, but the resulting high-end product prices due to layers of negative effects of the agent be elevation also gradually involving the company's brand and reputation, therefore, the direct marketing revolution catch-up have always been transnational giants never abandon the ambition.

However, the view was expressed that a long time, the medical equipment market is not implemented by the manufacturers directly to the supplier's distribution system of hospitals, because it broke the medical equipment sales of "hidden rules" — let the

Some have decided to purchase, use of medical devices power lost large gray income. Therefore, in the medical reform related details are still unknown, Cook this attempt is successful, the industry there.