Emerging countries

Implants 2012

Lyon, 31 May 2012

Implants 2012 | Emerging countries | Page

The BBraun Group

privately owned German company

43.700 employees worlwide

Sales 2011: 4.609 Mio €

the Aesculap Division markets orthopaedic implants in more than 60 countries through 40 subsidaries, local dealers or directly (tenders)

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Implants 2012 | Emerging countries | Page

Global trend in healthcare mature markets

• younger

• older

• baby boomers

• obesity

• ressources?

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Implants 2012 | Emerging countries | Page

Emerging countries

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Europe average growth rate

for large joints in 2011:

- 0,55 %

Source: Aesculap Market Research Source: Eucomed

Implants 2012 | Emerging countries | Page

Consider it right…

most of the majors are present

emerging markets have already access to last technologies

level of medical education is higher as what we assume

price environment is difficult

Brazil, India, China, Russia are large countries

each country is different…

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Implants 2012 | Emerging countries | Page

local specificities

different culture

different language

different regulatory environments

different healthcare systems

different distribution networks

presence of local players (including low-cost providers)

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Implants 2012 | Emerging countries | Page

what you need is…

a local partner

a cluster strategy

a marketing strategy: segment, target and position your product/offer

innovation

differenciation

focus on niches better than on mass-strategy

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