This document discusses medical technology services provided by ValueMerge to help innovative small and medium enterprises (SMEs) enter new markets. It focuses on matching clinical, technical, and commercial needs with unique value propositions. Services include business catalyzing, marketing, applications, and training. The document outlines a multi-phase process for SMEs to enter the Turkish market, including pre-research, an introduction trip, planning and implementation, and rollout operations. It provides examples of ValueMerge's knowledge and experience in various medical technologies and reference projects completed or ongoing in Turkey.

1. Erengul Coskun
www.valuemerge.com
Introduction
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Vision
Medical Technologies in the future will be pioneerd by the ‘Open Innovations’ of
Small Medium Enterprises
in modular form
Technical Perspectives
Commercial Perspectives
Clinical Perspectives
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Value Match is not enough between Clinical & Technical & Commercial Perspectives;
You need the
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SERVICES
Marketing
Applications
Implementations & Training & Workshops
Business
Catalyzing & Coordination
Services
In Medical
Technologies
Focus
Innovative SME’s (Small Medium Enterprise’s) in Healthcare
Clinical & Technical Research Institutions
Relevant/side sector companies of Healthcare
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Business Catalyzing & Coordination
Services
In Medical
Technologies
Business Model Innovations
New Markets
Multidimensional Open Innovations
Elegant Business Networking
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Marketing
Applications
Services
In Medical
Technologies
Specific Value Proposition
Unique Value Innovation
Match & Merge
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Implementations & Training & Workshops
Services
In Medical
Technologies
Clinical Applications
Intercultural ValueMerge in Business
Hand-Over to Operational Marketing & Sales
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Healthcare
Needs
&
Requests
in
TR
Matched & Merged with Unique
Value Proposition
SME 1
SME 2
Pilot Academic Hospital(s) TR
Sales & Operations
based SME(s)
TR
Academic Hospital(s) Europe
Value Merge
Private Hospital(s) TR
Value Merge
Value Merge
Value Merge
Value Merge
Value Merge
Investor TR
Investor
Europe
and/or
Grant
and/or
Business Catalyzing & Coordination in Open Innovations
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Healthcare
Needs
&
Requests
in
TR
Matched & Merged with Unique
Value Proposition
SME 1
SME 2
Academic Hospital(s) TR
Sales & Operations
based SME(s)
TR
Public Hospital(s)
TR
Value Merge
Innovative, Simplified, Effective
Multidisciplinary Tailormade Healthcare
Services
Value Merge
Value Merge
Value Merge
Value Merge
Private Hospital(s) TR
Value Merge
Business Catalyzing & Coordination in Open Innovations
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10. Steps to the Turkish Market
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Phases
Questions & Actions
Content
Action Holders
Duration
Phase 1
Pre-Research
Who?
Involved stakeholders in the project phases; target group profiles; competitors
ValueMerge &
SME
4 – 6 weeks
(Total 30 hours charged consultancy)
What?
Clinical applications
Why?
Clinical, technical and commercial values; facts from the market
Phase 2
Introduction Trip to Turkey
How?
When?
How much?
Interactive discussions with the basic profile groups of the stakeholders in Turkey
Interviewing to verify the Business & Marketing Plan inputs
ValueMerge &
SME
3 - 5 days
Evaluation
Go / No Go
Decision making regarding the market penetration in Turkey according to the collaboration strategy , impressions and the gathered information from the market
ValueMerge &
SME(s) & Local Partner(s)
`
…
Phase 3
Planning & Implementation Period
Benchmarking
•Marketing plan
•PR plan
•Project plan
•Business plan
•Implementation plan
ValueMerge &
SME(s)
6-12 months
(30 hours per month charged consultancy)
Phase 4
Rollout
Operations
SME’s service becomes settled & operational in Turkish market
ValueMerge &
SME(s) & Local Partner(s)
12 - 36 months
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Know How
•Business & Project Coordination in Turkey in medical technologies
•“First-of-Kind” Value Proposition House creation for Surgery Mobile X-Ray imaging systems
•Worldwide (In USA, UK, Ireland, The Netherlands, Germany, France, Italy, Spain, Greece, Japan, Singapore, Thailand etc.) Modular Training Programs for Surgery X-Ray imaging systems
•Worldwide Leadership of Image Quality Team for Surgery Mobile X-Ray systems
•General Application Management of HybOR (Hybrid Operating Room) solutions
•Sterilization Analysis of Hybrid Operating Rooms and the preparation of “First-of-Kind” HybOR Cleaning Protocols
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Know How (cont.)
•Applications of the “First-of-Kind” Flexible Movement solution for the ceiling mounted X-ray imaging system in Hybrid Operating room
•“First-of-Kind” Integration Applications of the ceiling mounted X-Ray system and stand alone operating table
•Global Marketing for (X-Ray, MR, CT, US based) Quantitative SW analysis solutions
•Regional Marketing for (Turkey & Israel) CT, MR, PACS, RIS solutions
•R&D Experience in Telecommunication as “First-of-Kind” SW Production Environment Preparation and Activation in Turkey
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Entrepreneur & Intercultural Mentality
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Referance Projects
Teledyne DALSA Professional Imaging Management Consultancy Workshop (completed)
BMA Project Coordination in Turkey (on going)
Machnet Business Coordination in Turkey (handed over in Phase 4)
MobiHealth Business Coordination in Turkey (handed over in Phase 3)
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& Solution Partner
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