U.S. Healthcare Technologies Trade Mission
Greece, Croatia and Italy
May 22-27, 2006
Mission Description:
The United States Department of Commerce, International Trade Administration,
U.S. Commercial Service, Office of Global Trade Programs, is organizing a Healthcare
Technologies Trade Mission to Athens, Greece; Zagreb, Croatia; and Bologna,
Italy, May 22-27, 2006.
The trade mission will target a broad range of healthcare products and services,
including products in the IT-healthcare sector, a burgeoning area in all three
markets. The goal of the mission will be to match participating U.S. companies
with qualified agents, distributors, representatives, licensees, and joint venture
partners, and where appropriate, arrange for appointments with government officials
in these markets. Consumers in Greece, Croatia and Italy have a strong affinity
for U.S. products.
Commercial Setting
Greece:
The total Greek market for medical equipment is estimated at US$750 million. Imports comprise 95 percent of the market about 40 percent from the United States and the balance mainly from other European Union (EU) countries. Innovative medical equipment and products from the United States enjoy an excellent reputation in Greece and are considered to be of superior quality and technology. There is a steady growth of imports from the United States in this sector, a trend expected to continue, with imports growing at an estimated average annual rate of 10-15 percent over the 2003-2010 period.
Greece has a government-funded healthcare system, and government policy and the provision of public health services are key drivers in the demand for medical equipment. The public sector accounts for 70 percent of total medical purchases in Greece, mainly by public hospitals.
A broad range of U.S. medical products have strong potential in Greece; the most promising sub-sectors include surgical equipment and supplies, electromedical equipment, IT-healthcare systems and telemedicine technology. There is particularly strong demand for IT-healthcare products that increase patient safety, ameliorate the delivery of healthcare services through reduction of medical errors, and improve health information management.
The Greek government plans to announce an international tender for the development and implementation of an IT-health program (IASYS) aimed at modernizing the technological capabilities of Greek hospitals. This program is estimated to be completed in two phases, the first by the end of 2005, targeting major hospital units in big cities, and the second by the end of 2006, covering the rest of Greece. Upon completion of the IASYS project, it is expected that all hospitals in Greece will be able to exchange information via a national database.
The Greek Social Insurance Institute (IKA), responsible for both public healthcare and social security services, has already implemented the first phase of automated patient scheduling, supported by its IT and Telecommunications network developed in 2003. Additionally, several e-services are already available to Greek citizens through the Institute's website for social security.
The 3rd C.S.F. (Community Support Framework) is being developed through an EU grant, which aims to improve the standard of living of European citizens in various fields, including the healthcare sector. Between 2000 and 2006, approximately US$1.35 billion of EU funds will be spent for improving healthcare delivery in Greece. Emphasis will be given to the development of Regional Healthcare Centers throughout the country, along with the government's proposed policy for the restructuring of the entire healthcare system.
To successfully export to Greece, it is crucial that all U.S. medical equipment conform to EU standards and carry the CE mark, a manufacturer's assurance that the product meets all relevant EU health and safety directives. Representatives in Greece can assist U.S. companies with meeting these standards if they have not already done so, enabling them to gain access to Europe's entire market. There are no formal restrictions or non-tariff barriers affecting imports of medical and hospital equipment to Greece. While duties are applied to parts for medical products and disposables, U.S. medical equipment receives duty-free treatment.
Croatia:
Croatia's medical equipment market, estimated at US$112 million, is dominated by imports, which account for 95 percent of the market. Since there is no significant medical equipment production in Croatia, imports come from the United States (approximately 25 percent), Japan and the neighboring countries of Germany, Italy, Austria and Switzerland. The Croatian market is very receptive to U.S. products, especially medical equipment that is well regarded for its quality and special features.
High-quality healthcare delivery is important to Croatians, and the Ministry
of Health is addressing current deficiencies. The Ministry of Health is the
key player in the medical sector and the main driver in executing restructuring
plans. As a result of recent reforms in the Croatian health care system, the
medical equipment market is beginning to show growth.
Moreover, Croatia's improving economic situation also strongly indicates that
the medical equipment market will continue to increase. Since one of the Ministry
of Health's main goals is to establish a well-equipped health care system that
will provide faster and more accurate diagnoses and deliver better treatment,
there have been increased purchases of diagnostic equipment, and a wide range
of supplies and capital equipment for use in hospitals, which have traditionally
been inadequately supplied. The Ministry of Health originates and administers
procurement for capital equipment and other high-value items for hospitals.
Products with excellent potential include diagnostic equipment such as electrocardiographs, endoscopes, scanners, digitalized x-ray, computerized tomography (CT) scanners and imaging equipment. A wide range of other medical products also have excellent sales potential in Croatia, including pacemakers, clinical laboratory equipment and dialysis equipment.
The emerging IT-health market in Croatia also provides export opportunities for U.S. companies in this sector. As an example, the Institute for Health Insurance has been implementing a computerized prescription system. This is an ideal time for U.S. companies to identify a local partner in order to pursue upcoming IT-health projects in Croatia.
While the Croatian medical market is still price-sensitive, due to limited governmental resources, taken as a whole, ongoing and planned national health reforms provide U.S. companies with strong export opportunities. U.S. medical equipment receives duty-free treatment in Croatia.
Italy:
The Italian medical equipment market is valued at approximately US$4 billion. Close to 70 percent of medical devices and diagnostics used in Italy are imported, with approximately 45 percent of these products coming from the United States. Other major market suppliers are the EU and Japan.
Italy is a mature market for medical equipment, and its high per capita income and sophisticated health system translate into demand for a broad range of cutting-edge medical equipment. Italians are educated consumers and expect state-of-the-art medical treatment, which ensures continuous demand for innovative medical equipment and products.
Government policy and the provision of public health services also stimulate
demand for medical equipment. Italy has a government-funded healthcare system,
making the government (at all levels) the primary purchaser of medical equipment.
Public hospitals account for approximately 75 percent of sales of medical equipment,
while 25 percent of sales are made to the private sector. As the costs of maintaining
a public healthcare system increase, public hospital administrators and medical
staff are directed to choose the best product available, at the lowest possible
cost.
U.S. medical equipment is traditionally well received in Italy due to its perceived
high quality. Opportunities are particularly strong for state-of-the-art and
innovative medical equipment, and products that can result in significant improvement
in clinical outcomes. In particularly high demand are products that lead to
faster patient recovery and reduce hospital and rehabilitation costs.
Additionally, IT-healthcare products are in demand in Italy. Products that improve the delivery of services by reducing medical errors and adverse medical events, and increase patient safety and satisfaction, such as health information management systems, and patient administration and clinical information systems, are all experiencing growth.
U.S. medical equipment receives duty-free treatment in Italy, but must conform to EU standards and carry the CE mark. Representatives in Italy can assist U.S. companies with meeting these standards if they have not already done so.
Mission Goals:
The Trade Mission's goal is to provide market entry or increased sales into the mission markets for U.S. healthcare firms and/or IT firms with healthcare-related products or services, as well as gain first-hand market information and access to key government officials and potential business partners.
Mission Scenario:
The trade mission will spend two days in Athens, one day in Zagreb, and three days in Bologna. The Italy leg of the mission will consist of participation in Exposanitá, the premier Italian medical trade fair. Exposanita is the second largest EU medical trade show, after Medica in Dusseldorf, Germany, and is held every two years at the Bologna fairgrounds. In 2004 the show hosted 959 exhibitors and attracted 27,000 visitors. Healthcare mission participants will have individual turnkey booths in a well-defined U.S. pavilion. In addition to exposure provided by exhibiting in the fair, these U.S. companies will have a schedule of one-on-one appointments in their booths set up by CS Milan. The show will run from Thursday, May 25th, to Saturday, May 27th, 2006.
In Greece and Croatia, the U.S. Commercial Service will:
In Italy, the U.S. Commercial Service will:
Proposed Timetable:
Sunday, May 21, 2005
Arrive in Athens
Monday, May 22, 2006
Breakfast Market Briefing in Athens
Business Appointments in Athens
Evening Reception
Tuesday, May 23, 2006
Business Appointments in Athens
Travel to Zagreb
Wednesday, May 24, 2006
Breakfast Market Briefing in Zagreb
Business Appointments in Zagreb
Evening Reception
Thursday, May 25, 2006
Travel to Milan (depart Zagreb 7:35 a.m., May 25th, arrive Milan 8:40 a.m.)
Transfer by motor coach from Milan to Bologna
Market Briefing in Bologna
Trade Fair and Business Appointments in Bologna
Friday, May 26, 2006
Trade Fair and Business Appointments in Bologna
Saturday, May 27, 2006
Trade Fair and Business Appointments in Bologna
Conclusion of Trade Mission
Criteria for Participation:
Any partisan political activities of an applicant, including political contributions, will be entirely irrelevant to the selection process.
The mission will be promoted through the following venues: Export Assistance Centers and the Healthcare Team; USCS Trade Events List www.export.gov; industry newsletters; the Federal Register; relevant trade publications; relevant trade associations; past Commerce trade mission participants; various in-house and purchased industry lists, and on the Commerce Department trade missions calendar: www.ita.doc.gov/doctm/tmcal.html
Recruitment will begin immediately and will close approximately six weeks prior to the mission. The trade mission participation fee will be U.S.$ 4,400 per company. The participation fee does not include the cost of travel and lodging. Participation is open to the first 10 qualified U.S. companies. Applications received after that date will be considered only if space and scheduling constraints permit.
Contact Information:
Bill Kutson, Project Manager
U.S. Commercial Service
Global Trade Programs
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