Mission Description:

Export Promotion Services Matchmaker Trade Delegation Program will lead a Healthcare Technologies Matchmaker Trade Delegation to Athens, Greece; Madrid, Spain; and Milan, Italy February 21 - March 1, 2002. The Matchmaker will target the healthcare technologies industries, including medical and dental equipment and supplies, pharmaceuticals, and the healthcare service sectors. The focus of the delegation will be to match participating U.S. companies with qualified agents, distributors, representatives, licensees, and joint venture partners in these markets.

Commercial Setting:

Greece imports approximately 90% of it medical equipment and supplies, with U.S. products accounting for a sizeable amount of these imports. This market sector is expected to grow over the next three years at 10% per year, fueled largely by an ambitious Ministry of Health Program to establish new hospitals and modernize existing healthcare facilities. It is estimated that between 2002 and 2006, the European Union will contribute over $1billion to Greece’s healthcare sector. While a significant amount of medical equipment procurement comes from the public sector, the private sector also presents opportunities, as evidenced by the construction of a $170 million healthcare facility, located outside of Athens. When completed, this facility will be the largest health park in Europe. The 2004 Olympics and Paralympics also present numerous opportunities for U.S. healthcare companies. The Greek government has earmarked $350 million for the Ministry of Health to improve healthcare infrastructure for the Olympic Games.

Greece has been a long-standing member of the European Union and joined the European Monetary Union (EMU) on January 1^st of this year, after a six year austerity program designed to meet EMU entry requirements. Inflation is relatively low and investor and consumer confidence remains strong. Greece also offers a gateway to the Balkan countries, where new commercial opportunities are developing from efforts to rebuild this war torn area.

Spain imports approximately 85% of its medical equipment and products. The United States is the leading supplier in this $1.8 billion market, and its products are highly regarded by Spanish physicians, importers and distributors. The growth of U.S. products is estimated at 10% annually over the next two years. Spain imposes no import duty on its medical devices.

Over 90% of medical equipment purchases are made by Spanish public health care institutions, led by the National Health Service (NHS). Most purchases are made through public tenders and bidders are pre-selected for the tender’s opening bids. Therefore, it is extremely important that U.S. companies have a qualified importer/distributor with access to purchasing decision makers.

Spain’s economy is one of the top 10 largest in the world and is expected to enjoy the biggest growth rate of all major industrialized countries for 2001-2002.

Italy relies heavily on medical equipment imports. Over half of the medical equipment products imported into Italy come from the U.S. While local production of radiology, dental and ultrasonic equipment is good, a large percentage of medical equipment in use is obsolete, with potentially adverse effects on patients. The National Healthcare System (SSN) is the major healthcare provider in Italy, with public hospitals accounting for approximately 75% of total medical equipment and products expenditures. The SSN has authorized an increase in capital goods expenditure, resulting in additional opportunities for medical equipment. The latest trends also show an increase in the number of private healthcare facilities over public hospitals. The Italian economy is the sixth largest in the world. Italy’s inflation is now within the norms specified for the European Monetary Union (EMU), and the government’s privatization program will create many possibilities for public and private partnerships involving U.S. and Italian firms.

Mission Goals:

The Matchmaker's goal is to gain first-hand market information and provide access to key government officials and potential business partners for new-to-market, and/or new-to-export U.S. healthcare technologies firms desiring to enter these three promising markets.

The Matchmaker will spend two days at each venue. At each stop, the Commercial Service will provide an extensive market briefing highlighting opportunities in the healthcare industry, schedule one-on-one appointments with potential business partners for each participant, and arrange hospitality events to introduce participants to key business, industry, and government officials. In Greece, participating companies will conduct their meetings at a healthcare trade show being organized by the AMCHAM in Athens. In addition to their pre-arranged meetings, companies will have the opportunity to display their literature at the trade show and meet exhibiting companies. The post in Athens will work closely with the Athens AMCHAM in organizing this opportunity.

Timetable:

Wednesday, February 20 Arrive in Athens, Greece

• Evening Ice-Breaker

• Matchmaker Meetings/Trade Show
• Evening Reception

Saturday, February 23 No Meetings Scheduled

Sunday, February 24 Travel to Madrid, Spain

Monday, February 25 Market Briefing

• Matchmaker Meetings
• Evening Reception

Wednesday, February 27 Travel to Milan, Italy

Thursday, February 28 Market Briefing

• Matchmaker Meetings
• Evening Reception

Conclusion

Matchmaker promotion will include but not be limited to the following venues: the USEACs and Teams; relevant trade publications; relevant trade associations; past Matchmaker and Commerce trade mission participants; various in-house and purchased industry lists, the Federal Register, and ITA’s Internet home page.

The participation fee will be approximately $3,500-$3,800 for the three stop Matchmaker. Participation is open to the first 15 qualified U.S. companies. Recruitment will begin immediately and will close on December 28,2001. Applications received after that date will be considered only if space and scheduling constraints permit.

Criteria for Participation:

• Relevance of the company's business line to mission goals

• Potential for business in the selected markets

• Timeliness of the company's completed application, participation agreement, and payment of the mission participation fee

• Provision of adequate information on the company's products and/or services and communication of the company's primary objectives to facilitate appropriate matching with potential business partners

• Certification that the company's products and/or services are manufactured or produced in the United States or if manufactured/produced outside of the United States, the product/service must be marketed under the name of a U.S. firm and have U.S. content representing at least 51% of the value of the finished good or service.

Contact Information:

Bill Kutson, Project Manager
Matchmaker Trade Delegations Program
U.S. Department of Commerce, Room 2012
Washington, D.C. 20230
Tel: (202) 482-2839
Fax: (202) 482-0178

E-mail:  william.kutson@mail.doc.gov