Siemens medical products attack emerging markets
The medical technology department was once a department of concern for the German Siemens Group, but today it has been regarded as a model for the entire group. Walter McGeedorf, head of the Department of Radiation Oncology and Computed Tomography at Siemens Medical Systems, said the company's medical technology division is now operating at full power. Why is the health care system not affected in the era of fiscal austerity? Walter McDoughdorf said: In the German market, for example, about 40% of hospitals in Bavaria, Germany, have a deficit in operating conditions, which may make it more difficult to sell expensive medical equipment . In other parts of the world, however, some regions are investing heavily in developing their health systems. The world medical market is undergoing tremendous changes. In China's current five-year economic plan, there is a large-scale investment plan for the health care system. It may take only a few years for China to become the largest market in the world of health care. In the field of medical mechanical imaging technology, China is now only slightly behind the United States and ranks second in the world market. Siemens has made corresponding policy adjustments to the Chinese market conditions, through entry-level and mid-range medical machinery products, rather than separate high-tech medical machinery products to capture the Chinese market. To this end, Siemens Medical Technology has increased its investment in China: By 2015, the area of ​​production and technology development in China will double that of 2012. In the past two years, Siemens has hired more than 1,000 employees in China. There are sales staff and engineers and technicians who train Chinese doctors. Siemens said that cooperation with China is not a "one-way street." Bernd Montag, manager of Siemens Imaging and Therapeutics Systems, said: “It’s not just innovations in the field of new technologies, but also innovations that control costs. In Germany and the US, we are looking for new market segments, in China. Look for the best cost advantage.†The health care sector in developed and emerging economies is approaching in two different directions, and their common goal is to “ensure an efficient and affordable health care.†Siemens said it already has healthcare products for use in developed and emerging markets. For example, the all-digital X-ray system "MultixSelectDR" is produced in China, which is about 1/3 cheaper than its predecessor. Another example is the inexpensive and high-performance magnetic resonance tomography scanner "MagnetomSpectra" which is also manufactured in mainland China. In general, European and North American manufacturers are increasingly focusing on streamlined products designed for emerging markets. Experts say that the products produced specifically for emerging market demand are “concrete productsâ€, which may be portable devices that are easy to carry and operate, small cars or particularly cheap mobile phones. According to a recent survey released by Roland Berger, the sales growth rate of such “simple products†is significantly higher than that of high-tech products. Experts predict that sales of such products from Western companies will rise from the current 12% to 22% within five years.
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FAQ
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