mhealth booster Kansainvälistyminen ja viennin edistäminen Seppo Luode

Transkriptio

1 mhealth booster Kansainvälistyminen ja viennin edistäminen Seppo Luode

2 Seppo Luode Nykyiset ja entiset hallitus-/advisoryboard jäsenyydet: - Biohit Oyj - Airmodus Oy - Mobidarm Oy - Vivago Oy - Bioretec Oy - Neoventa Ab - Neuromag Oy - Polar Electro Oy - Evondos Oy

3 yrity

4 Kansainvälistyminen ja viennin edistäminen Ohjeellinen aikataulu 08:30 Esittelyt 08:40 Healthtech in Finland Keskeisiä kysymyksiä 09:00 Case: Datex-Ohmeda 10:00 Tauko 10:15 Case: Relaxbirth Oy 11:15 Keskustelua ja muita Case-esimerkkejä 12:00 Johtopäätökset

5 Kansainvälistyminen ja viennin edistäminen Healthcare technology in Finland Keskeisiä kysymyksiä: Miksi kansainvälistyä? Mitä vaihtoehtoja yrityksellä on? Miten rakentaa kansainvälisesti kestävää kilpailuetua? Mitkä ovat kansainvälistymisen esteet ja sudenkuopat? Miten rakentaa toimiva jakelukanava ja muu kumppanuusverkosto? Milloin orgaanisen kasvun tueksi tarvitaan yritysostoja? Mikä on markkinointiviestinnän ja brändin merkitys?

6 Healthcare technology in Finland

7 Healthcare technology in Finland HEALTHTECH Industry networks : - FIHTA (60+ members) SHOK SalWe Käynnissä olevat tutkimusohjelmat: ÄLYKÄS MONITOROINTI Yksilön terveyden ja hyvinvoinnin älykäs seuranta ELIKSIIRIT Mielen ja kehon eliksiirit TERVEET AIVOT JA HYVÄ HOITO Valmisteilla: HENKILÖKOHTAINEN DIAGNOSTIIKKA JA HOITO NEUVOLAA KAIKEN IKÄÄ

8 Healthcare technology in Finland Regional Industry networks : - Kuopio Innovation - Oulu Wellness - FinnMedi, Tampere - Culminatum Innovation, Helsinki - Technopolis / EEN (Enterprise Europe Network) etc. Public financing & support - Tekes, SITRA, Finpro ( vientirenkaat ), Finnvera

9 Verkostoituminen Verkostoitumisen eri muodot ja yritysten verkostomaiset toimintamallit Industry networks: e.g. European Connected Health Alliance (ECHA) Technology networks: e.g. Zigbee wireless technology Hospital networks Centralized Purchasing Organisations

10 Global Marketing Deciding whether to internationalise (source: Global Marketing, Svend Hollensen, FT Prentice Hall, 2011) A company faces six major decisions in international marketing

11 Global Marketing Deciding whether to internationalise A study of internationalization behaviour in Finnish SME s found that three most important triggers for starting up operations internationally are: 1. Management s interest in internationalisation 2. Foreign enquiries about the company s products 3. Inadequate demand in the home market

12 Global Marketing Market Entry Strategies 1. Indirect exports: - broker, export house, trading company, piggy-back, 2. Direct exports: - distributor, agent, 3. Intermediate entry modes Contract manufacturing (e.g. Innokas Medical Oy) Licensing (e.g. Biohit Oyj) Franchising Joint ventures / strategic alliances 4. Hierarchical entry modes: Domestic-based sales reps Foreign branch Foreign subsidiary (100% owned)

13 Verkostoituminen The Pyramid of Alliances (source: Intelligent Business Alliances, Larrain Segil, The Lared Group, 1996) Take over /Merger Joint Venture / Equity R&D / Tech transfer OEM /Licensing /Private label Joint marketing/ distribution

14 Verkostoituminen The Pyramid of Alliances High Risk, Maximum use of HR, high cost Take over /Merger Joint Venture / Equity R&D / Tech transfer Low risk Minimum use of HR Low cost OEM /Licensing /Private label Joint marketing/ distribution

15 Kansainvälistyminen ja viennin edistäminen Case: Datex-Ohmeda

16 Case : Datex-Ohmeda Datex- Ohmeda / Instrumentarium Oyj 16

17 On Innovation and Entrepreneurship Critical to Success CASE DATEX-OHMEDA Standard requirements: Experienced CEO Experienced management team Strong R&D Strong IPR portfolio Scalable business model Is this enough? 17

18 Critical to Success - Datex-Ohmeda Knowing your customer Focus on Anesthesia: - deep understanding of the customer - co-operation with the customer - solving customer problems Knowing your competitors (H-P/Agilent, GE, Siemens) 18

19 Critical to Success - Datex-Ohmeda #1 Strategic Choice: Technology vs. Customer Focus 19

20 Critical to Success - Datex-Ohmeda Another Way to Look at Corporate Positioning Customer Intimacy D-O Agilent OM Dräger GE Hill-Rom Datascope Imaging Spacelabs Siemens 20 Operational Excellence Product Leadership 20

21 Critical to Success - Datex-Ohmeda Focus on Anesthesia Knowing your competitors (H-P, Siemens) Brand building Safe Anesthesia Care International distribution partner network Innovative technology expertise: - cost effective product design and manufacturing - high margins - centers of excellence Go where the puck will go! (The Wayne Gretzky philosophy) Long term financing (Instrumentarium) 21

22 Kansainvälistyminen ja viennin edistäminen Case: Relaxbirth Oy

23 Kansainvälistyminen ja viennin edistäminen Keskustelua ja muita Case-esimerkkejä

24 Key messages : Case Mediracer Oy, Oulu source: Overview of Mediracer be mhealth booster koulutus Seppo Luode

25 Mediracer Oy Key messages (source: Mediracer NCS - Nerve Conduction Studies is perfect for diagnosing sensory nerve entrapments in an outpatient setting. It is an efficient tool for - general practices, - occupational health care, - hand surgery and - orthopaedics. + Accurate Testing Method + Cost Effective + Easy to Use + ISO 13485:2003 (= Quality) mhealth booster koulutus Seppo Luode

26 Key messages: Accurate testing method - Easy to Use - Quality The diagnostic method (Uncini et al. Muscle Nerve Sep;12(9): ) is sensitive (94%) and specific (98%) compared to the conventional nerve conduction studies performed by a specialist when detecting Median nerve entrapment in Carpal Tunnel Syndrome. (Tolonen et al. Acta Neurologica Scandinavica 2007 Jun;115(6):390-7.) The handset is simple and intuitive to use and the electrodes are shaped to make it easy to place them correctly. Training is provided by Mediracer in the use of the devices and this is supported up by a program of clinical support to ensure that everyone is comfortable and competent in the use of the Mediracer NCS. Mediracer Ltd. has achieved ISO 13485:2003 certification for its quality system. The company s quality system was assessed and approved by VTT Expert Services Ltd, which acts as an authoritative Notified Body within EU (No. 0537).The issued certificate covers the design, manufacture, sales, marketing and service of point-ofcare medical devices in the field of diagnostic testing and monitoring of biosignals. Certificate number VTT-C mhealth booster koulutus Seppo Luode

27 Key messages: Cost effective Mediracer NCS is cost effective when compared with traditional neurophysiological testing done by an external provider. Total overall saving can be high as 70% compared to the traditional NCS. (Derham et al. SICOT 2010 Poster. The Diagnostic Utility and Cost Effectiveness of Using a Handheld Carpal Tunnel Syndrome Testing Device at a District General Hospital. mhealth booster koulutus Seppo Luode

28 Johtopäätökset: Miksi Datex onnistui? 1. Oikea tuote, joka voidaan valmistaa kustannustehokkaasti 2. Valitun asiakassegmentin vaatimukset huomioitu ( ease of use, customer support ) 3. Hyöty asiakkaalle osoitettavissa - Kliininen hyöty (Clinical benefit) - Kustannussäästöt (Cost savings) -- hankintakustannukset -- käyttökustannukset 4. Onnistunut jakelutien valinta 5. Hyvät yhteistyökumppanit 6. Luotettava brändi mhealth booster koulutus Seppo Luode

29 Johtopäätökset: Miksi Datex onnistui? Critical to Success Hyvä kommunikaatio HOW TO COMMUNICATE? Case: Apple/Steve Jobs 29

30 Here is an example of how a mediocre presenter would launch the MacBook Air. They would try to squeeze every piece of information onto one slide along with different font styles, colors, etc.

31 Introducing the World s Thinnest Notebook

32 Dress up numbers - ipod in 2001: 1000 songs in your pocket 32

33 It s not competition about the best products. It s about attention. 33

34 Kansainvälistyminen ja viennin edistäminen KIITOS KYSYMYKSIÄ?

35 ADDITIONAL SLIDES For back-up discussion

36 Verkostoituminen Verkostoitumisajattelun perustaa TO GO FAST GO ALONE, TO GO FAR GO TOGETHER (African Proverb)