Argentinian Vascular Access Products Seek to Enter Mexican Market

Q: What is P.S. Anesthesia’s value proposition for the Mexican market?
A: We represent an Argentinian company and go by P.S. Anesthesia in Mexico, where we are introducing high-quality vascular access products to the market. There are many Chinese products already available in the Mexican market, but we are bringing products of superior quality, manufactured under Latin American standards, to offer a new alternative to the Mexican market.

Q: How is the company adapting its strategy to changes in the Mexican market?
A: Chinese products, which are often inexpensive, are significant competitors. When selling to the government, price is the main differentiator, as public institutions often prioritize price over quality. The private sector, on the other hand, pays for quality. For that reason it is necessary to have a hybrid approach and remain adaptable.

Focusing on a single large government purchase limits distributors, and also puts us in direct competition with domestic manufacturers who do not pay tariffs and have lower transportation costs. Previously, one could participate in tenders for each public hospital, increasing opportunities. Now, it is just one annual purchase.

We are focusing on the private sector. For a long time, we undervalued private hospitals due to their smaller purchase volume. However, competition in the private sector has intensified, with about 20 companies competing, whereas previously there were only three or four.

Q: How are you positioning the company in the market?
A: Our strategy is to maintain a constant presence in hospitals, training medical staff and nurses on our products, including the materials, components, usage, and competitive advantages. Even when similar products exist under different brands, small variations can impact user experience. Proper training ensures that the staff will adopt our products and minimizes the risk of rejection. Continuous support for the end users, who are the healthcare providers, is key.

Q: What challenges have you faced in placing Argentinian brands in the Mexican market?
A: There is still little knowledge about Argentinian products, and Latin American countries often question the quality of products produced in the region. However, Argentina has made significant advances in changing that image. During the pandemic, most ventilators were manufactured in Argentina and exported worldwide, allowing Argentinian companies to prove their industrial capacity and quality. The Argentinian embassy supported this growth by creating networking opportunities.

P.S. Anesthesia specializes in the design, manufacturing, and commercialization of comprehensive healthcare solutions, with a strong commitment to innovation and quality.