One-On-One

'We Offer the Lowest After-sales Service Cost in the Industry'

Medion Healthcare, formerly Meditronics Sales & Services Private Limited, was set up in 1996 as a trading arm of Meditronics Manufacturing Company Private Limited. It is a leading Indian manufacturer for X-ray systems and is present in the Indian market since 1978. Medion Healthcare is actively Involved in the Indian radiology market representing some major international brands in India for Ultrasound Systems and Computed Radiography Systems. Nikunj Gada, Director Marketing, Medion Healthcare speaks to Express Healthcare about his company’s expansion plans. Excerpts:

Nikunj Gada Director - Marketing MEDION HEALTHCARE

In which segments of radiology does your company focus on? Tell us also about the companies that you represent in
India ?

Medion Healthcare currently is involved in mainly three major product segments, namely ultrasound systems, computed radiography systems and dry laser imagers.

Medion Healthcare mainly represents Honda Electronics, Japan, for a range of B&W ultrasound systems, sonoscape Inc, for range of color doppler systems and Konica Minolta, Japan, for computed radiography and dry laser imagers in India and Nepal market.

What is the uniqueness of the technology used for these products?

In case of Colour Doppler Systems, we have full digital portable color doppler systems with image screen size of 15" inches and with two probe connectivity which is hardly found in any portable colour doppler. Further, we have light weight systems even after providing a 15" display which helps users save money on buying a main frame unit and a portable unit for off-clinic services. It's a combo pack which allows buyers use a premium quality product in clinic still having the portability feature. We offer these portable colour doppler systems in three levels— Basic entry level system for cost consensus buyers, portable colour doppler with high density and micro scanning feature in the mid-range for highest level image quality and portable color doppler with 4D facility in the higher segment.

In Konica Minolta range of products, we have world's high resolution CR System, world's smaller dry laser imagers, world's highest resolution dry laser imager.

Konica Minolta mainly technology in computed radiography systems is the imaging plate design and the scanning technology. The scanning technology is such high-end that it allows unlimited use of imaging plate for a period of seven years irrespective of the number of exposures compared to which the competitor's product design limits the use of their imaging plate to some specific number of exposures. The scanning mechanism is further designed in such a way that it reduces maintenance cost by more than 70 per cent compared to the maintenance cost in competition.

What is the USP of your company?

High-quality systems, reasonable price topped with reasonable after-sales service cost.

What market opportunities and trends do you witness in Indian radiology market? How do you plan to tap it?

Indian radiology market is a huge and promising market for Ultrasound systems and we are focusing on this market segment and trying to launch more products to match specific user needs. Currently, we are offering six models in B&W systems with a wide range of application from low-end to high-end and six models in colour doppler systems with a wide range of application right from the portable entry level market segment to the highest end system.

We are planning a low-cost portable colour doppler system mainly being designed for the Indian Ob/Gyn market segment which would be launched in the near future. At the launch of this product it would be eventually the era of phasing out of B&W ultrasound systems.

In Digital Radiology (DR) segment which is currently the fastest growing market segment in India, we are focusing on to provide the best quality product with plans to introduce mid range CCD based and high-end flat panel based DR Systems.

What are the obstacles that plague the Indian radiology market? How do you plan to overcome them?

We don't see many obstacles. The main hurdle is the cost of digital systems which eventually doesn’t allow the Indian radiologist to go in for better technology and quality products, as the service cost charged are comparatively one-fourth or even lesser than the cost charged to patients in the international market. This limits the purchase of high-cost systems.

We are trying to launch low-cost solutions and bringing down the cost of products which eventually can help us deliver systems at the lowest possible cost and making technology more affordable.

How to you cater to the diverse need for your customers and what is the company's strength in India?

Based on the customer’s diverse needs we have a line-up of products from the lowest cost to the highest technology available with nearly 13 models to offer in ultrasound systems giving a wide range of options for customers to suit the product which meets their requirements and also fits their pocket.

Medion Healthcare has a strong after-sales service network in India and our main strength is our customer relations and our mindset for not charging high-cost for after sales services. We offer the lowest after-sales service cost in the industry.

How many sales office and employees do you have in India?

Currently, we have five registered offices in India with our head office located in Mumbai and four regional offices. We have currently 130 employees across India and we are hiring more people to reach and support the customers. Apart from the direct sales and service force we have channel partners in various places offering our products to the customers and we are also looking at adding more channel partners to have a better reach.

Can you share with us your future plans on introducing new technologies to your product portfolio.

Medion healthcare is planning to enter into manufacturing collaborations with current principals and talks are going on. We are also looking at DR technology.

What are your expansion plans? What strategies you plan to adopt for expansion?

Medion healthcare is currently trying to add more offering in the radiology market segment. We are working on to enter into the radiology software market , for which we already have a team in place and have set-up a development centre. We expect to launch some products soon.

Plans are also on for entering into the MRI Market segment with some manufacturing collaborations, which is a growing market segment.

We are adding in manpower, both for sales as well as after sales services and trying to create a strong work-force, which would eventually help us, increase our sales and also help us in our new product offering and reaching out to the masses. At the same time we are currently investing in setting up a high-quality manufacturing unit which stems from the need to enter into manufacturing collaborations for ultrasound systems, computed radiography Systems and MRI systems in the time to come.