Large healthcare enterprise into the small city take business

Comin ' at ya.

"The past couple of decades, we've been in big cities around the world, and the largest hospital in the city to do business, but in China, now we are more like how to small hospitals and four or five cities signed contracts. "A few days ago, President and CEO of GE Healthcare China when Duan Xiaoying an interview with the business daily said.

The global medical device company "Big Mac" in China's ambitions have been rapidly--"the next 3-5 years, grass-roots marketing contribution to overall revenue from the current upgrade to 20% of" performance goal has become the their high profile of an open secret.

From the customer to the small micro-customers.

Previously, GE in China high-end medical instruments market of share up to 60%, such as Beijing Concord, and 301, and Shanghai Ruijin, and Guangzhou Zhongshan hospital, North wide line city of high-end hospital has been are is its stability of customer--but now, only big customer of business has cannot meet it of appetite, quickly growth of two or three line city, even four or five line city of hospital Dean were, is GE at this stage more often visit of focus.

GE seems to have expressed himself more straightforward is not resistance--"Yes, those outside the sight of small businesses in the past, we not only started to do, and has begun to ' Rob '. "Duan Xiaoying told reporters.

For a long time, low-end medical device market in China, the foreign giants such as GE, Philips, Siemens, is both strange and somewhat "disdain" area, but now is what they, in this "new world" stirred up on the most intense competition.

Ministry of health survey data show: now more than 2000 more than the average gap 30% county hospital medical equipment configuration, even more than 50%--in the Western region in China that the Government continued to promote the new tilt toward grass-roots policy on health reform, guided by market filled this gap is not only urgent and must be, are also potential market release of infinite possibilities.

After all, the face has been quickly occupy domestic market and global market 75% shares of low-end medical device market in China still continue defending the high-end market towns, not only arrogant, more dangerous.

"High-end medical equipment market growth is about 10%, and low growth of 30% of medical devices, it will be clear, in the low-end market more dynamic," Philips Healthcare Division President for greater China Zhang Wenming accept said in an interview with this newspaper, "development of grass-roots market will undoubtedly become a Phillips one of China's important policies. ”

Fluttering red line all the way in the market contributed to the Philips US $ 54 million in direct primary invested – in the middle of this year, Philips Suzhou image base for low-end imaging market in services was completed.

And the other side, Siemens subdivision of China's grass-roots marketing "SMART" program has been steadily advancing, simple to use, easy to maintain, the appropriate price, reliable quality and time to market, product market's popularity at the grassroots level, far more than they expected before.

Not only that, being at its 67th session of China International medical equipment fair (CMEF), Intel (China) also lay down their movements, and 16 partner "groups" to promote their overall health solutions, community health care and medical products is designed specifically for China's vast rural "to order" service, which is almost unimaginable in the past.

"Not so simple in fact, we have encountered no small bumps. "Greater China General Manager Zhen Ling when kuntai medicine recall procedures of the market extends down from the high end of the market level, he repeatedly stressed is that it is definitely not an elevator downstairs as a matter of procedure, in fact," change is not easy. ”

United States kuntai is the world's largest CRO (Clinical Research Service Contract Research Organization), the company with the highest reputation in the industry and in the world-but in China, now the problem is that, after entering China in 15 years, how familiar the high-end market, to develop a more strange midrange customers.

Previously, this market distinction is not tried by kuntai international Fortune 500 pharmaceutical company has been the international clinical research company of the most famous and most stable customers, 80% from including in its overall business United States Pfizer, Switzerland Novartis, and Switzerland Roche international "big customer".

That 15 years amid kuntai has been seen little action, it seemed to mind are immersed in all the laboratories and data analysis in the parallel world.

So, when the kuntai recently announced, specialized services in China domestic market of pharmaceutical company "Kun extension", the "take business" signal releases are clear enough.

"All along, kuntai China primarily from the international list, however, with the rapid development of the Chinese medicine market, more and more we see local company independent research and development projects, rate is getting higher and higher. "Zhen Ling told reporters," we must seize this market, therefore new to set up a wholly-owned subsidiary of Kun extension. ”

Kuntai international high-end positioning than the parent company, Kun was born in the Chinese market development are more familiar with "China"--more familiar with Chinese drug regulation and process, better communication with domestic companies, better understanding of the company's research and development in China, of course, is equally important, and charging more for it "affinity".

Kuntai for China's vast "midrange" business interests more than that – around December last year, kuntai sold after selling shares of the joint venture company, independent started to build their own sales team, bought the right to foreign drug agents and the domestic variety of promotion in its "long leg" project, is this new sales of the current tentative business model.

Great, more difficult. Kuntai and GE is the same. Although GE's grass-roots marketing in China faster than other competitors, but after the sinking, from East to West, great disparity in pay levels and requirements are enormous grass-roots marketing, segmentation, how to customize the most effective solutions, and how to ensure not to be dragged into hand-to-hand combat with local business, these are also need to come up with a better way.

"To be honest, for primary health care, over the past twenty or thirty years, we are not too much concerned about and grass-roots market does have more of an unknown and variable, we need to be extremely careful observation and flexible adjustment of, this is not easy work, cannot be ignored, after all, the market, not what we do best. "Duan Xiaoying said.

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