Wer bezahlt und wofür? 22 October 2013, C4 Videncenter, Hillerød

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Jeppe Jepsen
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1 Wer bezahlt und wofür? 22 October 2013, C4 Videncenter, Hillerød

2 Take away

3 Take away Hvordan kommer du ind på det tyske marked? Få gode råd og inspiration til at udvide din forretning til Danmarks nærmeste og største eksportmarked. Vækstmødet henvender sig til vækstorienterede virksomheder og iværksættere, som har besluttet eller overvejer at eksportere eller etablere sig i Tyskland. Der vil være en særlig præsentation af eksportmulighederne indenfor velfærdsteknologi og inspiration til, hvordan virksomheder kan booste produktudvikling og salg ved hjælp af internationale højtuddannede talenter. I løbet af arrangementet får du rig lejlighed til at reflektere og spørge ind til de emner, du ønsker belyst. Efter indlæggene har du mulighed for at få et kort møde en af eksportkonsulenterne. 1.Market requirements 2.Buying centres + purchase motivation 3.Fast track Praktiske oplysninger: Dato og tid: 22. oktober kl Sted: C4 Videncenter, Krakasvej 17, 3400 Hillerød

4 Founded in 2004 Sound, steady growth 24 employees DKK M20 turnover and DKK M5,5 EBITDA in % market share in Denmark! Innovative!

5 That s fine why again is it, your solution is solving our needs better?

6 Being considered an ordinary market player: Basic requirements Pflicht = obligatoriske øvelser = compulsory exercise Kür = fri øvelse = free skating

7 Being considered an ordinary market player: Basic requirements

8 Being considered an ordinary market player: Basic requirements Ahhhhhmmm actually one more thing is needed: Between 3 and 5 running installations in Germany! Yes it s required in every tender

9 Price level the bad news: 40% less than DK Note: This goes for Health IT sold to hospitals, it is not describing the general price differences between Denmark and Germany In Tenders in Germany overall costs usually amount between 50-65% of the decision criteria!

10 Pricing the good news: It s a huge market Number of hospitals: 2084 Hospitals (2009, Statistisches Bundesamt, Fachserie 12 Reihe 6.1.1) 55 K Patients 1,4 K staff 648 public, 769 charitable 667 private 34 University hospitals Number of ICU beds (2009): 24,553 intensive care beds, 81.5% utilization 2 Campuses 400 K Patients 2 K doctors 3 K nurses 10 Hospitals 250 K Patients 5 K staff 8 Hospitals 4 K staff 2,037,337 Treatments Market penetration ICU PDMS: 15-25% 2 sites 190 K Patients 6 K staff 48 Hospitals 1.6 M Patients 26 K staff 150 Hospitals/centres 2 M Patients 45 K staff Many e-health vendors for

11 Sales cycle and buying center Decision maker doctor and/or IT? 70 municipal hospitals No clear role definition However, IT lifted to strategic level lately CIO Doctors pay-back issue 1970 EUR Therefore, like mostly, map the constellation of decision makers Talk to doctors, IT and management. Nursing could be consulted, but in many hospitals there still is a hierarchy between doctors and nurses Tender at universities: receive 3 reference quotes application to DFG (Deutsche Forschungs Gesellschaftt) y/n > DFG to pay half, state to pay other half (large differences of financial situation of the German states) Tenders should only be attended when you ve been aware of the tender in advance like anywhere else

12 Purchase Motivation: Erlössicherung 135 public 45 private 135 K staff Zusatzerlös Komplexbehandlung

13 Fast track: Formalized networks + KOLs and consultants Fast track: Reference installation Canvas Speaking German

14 Status Daintel Reference installation Good pipeline with ongoing dialogue and negotiations Recognized player in the market

15 Summary 1. Market requirements: Do your homework! CE, integrations a little humble GO! 2. Buying centres and purchase motivation: Do your homework! Who is actually your client, who is in charge? In what way does your solution help your client making more money? 3. Fast track: Do your homework! Identify best suited formal network(s). Consider engagement of industry- expertise consultants Make sure to have a German face

16 Contact details Jörn Hamdorf dk.linkedin.com/in/joernhamdorf

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