HOW TO
Segment the dynamic Chinese healthcare market
Paul Yin ’73, who was born in Taipei and has family roots in Beijing, Wuhan, and Chengdu, pursued careers in nuclear energy and healthcare distribution in the western U.S. He and his family relocated to Asia in 1993 and have lived in Taipei, Seoul, Beijing and now Shanghai. He currently heads the orthopedic surgical solution business covering the Greater China Region for the U.S.-based Medtronic, Inc. He enjoys traveling all over China to make friends in the healthcare community and advance the healthcare distribution infrastructure.
In order to successfully penetrate the healthcare industry in the dynamic Chinese culture, I have found that it is helpful to employ an economic strata philosophy, similar to that of the hotel industry. Medtronic, Inc. imports and locally produces implants for surgeons in the Premium, Value and Economy segments. Premium: 300 medical centers and regional hospitals demand world-caliber technology and clinical fellowship exchange with global medical professionals. Only imported implants with premium pricing can meet these criteria. These institutions cluster around Beijing, Shanghai and Guangzhou. Value: 800 provincial and municipal hospitals prefer VIP-style clinical training at the above premium medical centers. Best-in-class therapy needs to be introduced frequently at regional clinical conferences. High quality
HOW TO
domestic products at reasonable prices can satisfy these criteria. These institutions are in 50 provincial capitals and population centers across 20 provinces. Economy: Over 4,000 rural city and township hospitals are dotted across China to provide affordable and accessible surgery to needy patients. About 80 percent of all surgeries are entry-level that require a standard package of implant, instruments and related clinical training. Domestic simple-feature products at competitive prices are sufficient to meet this need. Logistical planning and execution are critical to success in this segment. Frugal: About 20,000-30,000 infirmaries offer basic non-surgical services to the masses. Global companies have yet to find products to serve this segment. Opportunities abound!
Be the center of attention at any event
Janet Cooke Hansen ’90 is president and chief fashion engineer of Enlighted Designs, Inc. She learned to sew at age 7 and installed miniature lights in her own dollhouse. She founded the business to create her own “dream job” as a light-up clothing designer. Her eclectic designs, which combine her lifelong interests of fashion, art and technology, are created for international clients, including professional entertainers in the music industry, as well as for applications in art, theater, dance, television, film and advertising. Janet is arguably the most prolific lighted clothing designer in the world.
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Select a garment that is suitable for the occasion* • formal (suit jacket, tie, vest, evening dress) • casual (hat, scarf, sweater, pants, etc...) • Burning Man (bra, jockstrap, wings, alien exoskeleton)
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Install LED lights or EL wire in the clothing in a stealthy manner: blending with the existing design, and concealing the supporting electronics.
Make sure you have fresh batteries.
Choose the proper moment and turn the piece on when you’re ready to light up the room. Be prepared to pose for pictures!
* not recommended in situations where the attention should be focused on the bride, a film screening in progress, or someone else’s art installation.
S P R I N G 2 0 1 0 H a r v e y Mu d d C o l l e g e 2 3
JANET COOKE HANSEN
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