Our Mandate: To support a leading manufacturer of minimally invasive surgical solutions in identifying and establishing partnerships with suitable distributors or agents in Ethiopia. The goal was to enable efficient market entry and expand the reach of innovative surgical products to healthcare providers and patients across the region.

About the Client: The client is a globally recognized company established in 2011, specializing in the R&D and industrialization of premium Minimally Invasive Surgery (MIS) solutions. Based in China. The company’s competitive product portfolio includes:

• Surgical stapling series.
• Surgical energy platform.
• Surgical endoscopy platform.

The client’s mission is to improve surgical outcomes in general, bariatric, thoracic, colorectal, urinary, and respiratory procedures, serving medical professionals and patients worldwide.

Client Industry: Medical device manufacturing with a focus on minimally invasive surgical solutions.

Project Duration: 6 months

Objective: To identify and secure reliable distributors or agents in Ethiopia, ensuring optimal market penetration, strong sales representation, and efficient product delivery.

Our Approach:

Understanding Client Requirements:

• – Engaged with the client’s leadership to understand their strategic goals for Ethiopia, target markets, and specific product positioning.
• – Defined the ideal profile for distributors, focusing on expertise in surgical equipment and established networks with hospitals and healthcare providers.

Market Research:

• Conducted extensive research to map the distribution landscape for medical devices in Ethiopia.
• Identified potential distributors and agents through online platforms, industry directories, and local healthcare associations.
• Created a comprehensive list of candidates categorized by their experience in surgical devices and market reach.

Pre-Screening:

• Reached out to shortlisted companies via email and phone to gauge interest and suitability.
• Assessed candidates based on their infrastructure, reputation, certifications, and alignment with the client’s requirements.

Business Meetings:

• Arranged virtual and in-person meetings between the client’s representatives and pre-screened candidates.
• Managed all logistical arrangements for in-country visits, including transportation and accommodations.

Client Support During Meetings:

• Provided briefings on Ethiopian business culture and market dynamics.
• Accompanied the client’s team to all meetings, facilitating discussions and translations as needed.
• Organized site visits to hospitals and healthcare facilities to provide insights into the local surgical equipment market.

Result:

• Identified five highly suitable distributors with extensive experience in medical devices and established connections with leading hospitals and healthcare providers across Ethiopia.
• The client successfully signed agreements with two distributors, ensuring coverage in the Ethiopian market.
• The partnerships positioned the client’s products to enter the Ethiopian market effectively, enhancing surgical outcomes and building brand recognition among healthcare professionals.

Conclusion: This project demonstrated the importance of a structured approach to navigating the complexities of Ethiopian distribution channels. By leveraging our expertise and local networks, the client was able to secure key partnerships, enabling their innovative minimally invasive surgical solutions to make a significant impact in the Ethiopian healthcare sector.