Cover Story

Invited Speakers : Abstracts & Introduction

Abstract:

International marketing of medical equipment and devices is essentially based on a Ten Point Programme of Ten C’s.

These are: (1) Consciousness about quality (2) Cost effective design & manufacture (3) CE mark (4) Critical evaluation of market potential (5) Creative marketing collaterals (6) Create brand equity (7) Continual presence at relevant exhibitions (8) Continual evaluation of distributors (9) Commitment to promised deliveries (10) Customer support

Medical devices

• Companies have capability and intention to produce world class medical devices for export, collectively we lack what some of the successful companies from the East have in them. We need to introspect and come up with a feasible action plan.

• The steps in the right direction need to cover designing afresh or revamping existing designs to match international expectations.

• The next step will be to review the manufacturing processes, to render global quality and yet produce competitive goods.

• A well defined quality policy and review mechanism for turning out fault free and aesthetically products are the foundations of a successful export business.

• Such products will essentially require serious efforts in brand building, marketing, setting up customer support infrastructure

• Finally, a NASCOM like set up is recommended to make an impact on the national as well as global levels.

Medical equipment

• The equipment business requires particular attention to aesthetic design, selection of components, sub-assemblies, sub-systems, PWA/PCB manufacturing & testing, calibration and performance feedback.

• Field trials in accordance with internationally approved protocols need strict attention

• CE/FDA certifications assume greater significance

• Selection of predicate devices, study of competitive models and their performance records contribute significantly to the eventual success

• Offering a complete range makes the task even more difficult

• Track record in home market leads to confidence in achieving success overseas

Speaker’s Introduction

Mr Vaidya has 25 years’ experience in the medical equipment and devices field. He was responsible for setting up L & T’s Medical Equipment & Systems business from scratch and bringing it up to a successful level when he retired five years back.

He was also the Chairman of Indian Electrical & Electronics Manufacturers’ Association’s Medical Electronics Division, besides being a past Vice Chairman of Confederation of Indian Industries’ Medical Equipment Division.

He has received a Lifetime Achievement Award from the Indian Radiologists’ and Imaging Association. He has been felicitated by The Society for Cancer Research & Communication.

He is a graduate in Electric Engineering and a post graduate in Power Systems. He has total experience of 45 years, out of which the first 20 years were in the electrical power industry, with Tatas as well as L & T.

He was the architect of L&T’s international marketing plans for medical equipment, which were scaled up by McKinsey.

He has led L&T’s stall teams in international exhibitions at Hanover, Dusseldorf and Kuala Lumpur.

He has been a leading consultant to medical equipment companies and has visited international medical exhibitions at Chicago, Washington, Cairo, Dubai, Singapore, Kuala Lumpur and Bangkok.