STORY INLINE POST
Q: After the high demand of N95 masks and ventilators caused by the pandemic, how is Dräger adapting its portfolio to post-pandemic times?
A: During the pandemic, we did not sell large volumes of ventilators in Mexico due to the global demand. Additionally, the orders we had for Mexico did not arrive in time so we worked on the equipment already installed in hospitals, especially in the public sector, giving preventive and corrective maintenance to hundreds of pieces of equipment that were out of a maintenance contract scheme with Dräger Mexico. In the case of masks, there was a strong demand during the pandemic but it contracted due to the broader offer and enormous competition. We focused on keeping industrial clients, with whom we switched from masks with a valve to masks without a valve to avoid contagion.
This year, there was a smaller demand for ventilators, especially because the government’s tender was postponed. But there is more demand for anesthesia and thermoregulation. We are also offering comprehensive services for intensive care, helping hospitals incorporate the latest technology in ventilation without a large investment because we charge per the use of the equipment. This way, hospitals can have state-of-the-art technology but through a service.
Q: How is Dräger growing its presence in Mexico’s public sector, which prioritizes lower prices over quality?
A: Tenders are always price sensitive. We are focusing on offering the option that best suits the needs of our customers and to retain our customers through our training services and support department. When our clients buy equipment, we ensure that it always remains functioning. We have technicians throughout the country ready to support our clients. Additionally, we support our clients with continuous education thanks to our academy department, who are in charge of the transmission of knowledge.
Q: How can Dräger boost the applications of the Internet of Medical Things (IoMT) in Mexico’s healthcare system?
A: We are one of the pioneering brands in the implementation of the SDC communication protocol, where we allow the communication of equipment from different brands, providing the clinician with a much broader spectrum of information for decision-making. We hope that soon other brands will finally decide to join this initiative in favor of better health for millions of patients around Mexico and the world.
Q: How is Dräger promoting the smart hospitals trend through its design and planification of hospital services?
A: Our Solution Center department employs architects with deep knowledge of Mexican and international hospital regulations. This department works with hospitals that want to redesign their critical areas. We also help new hospitals to design entire spaces to optimize workflows of patients and health professionals. In this way, we help hospitals to adhere to existing global standards.
Q: How does Dräger ensure the safe delivery of the products sold through e-commerce?
A: Not all our equipment is sold online; some of it is sold through traditional channels. Through the internet, we sell products that do not need tracking, such as disposable consumables and masks. If there is any problem, the client calls us and we address the situation. The products that require tracking are monitored from the moment they leave our warehouse.
We wanted to take advantage of our online platform during the pandemic since we observed that the prices of some products were too high. Our e-commerce page shows suggested sale prices. This initiative also helped us access the remote areas that were out of reach for our distributors. With this experience, we realized that the platform works better for our industrial security products because in many cases clients are individual users.
Q: Dräger supports small hospitals by offering financing options. What results have you experienced from this initiative?
A: The initiative is working but not at the speed that we would like because small hospitals rarely want to sign a multiyear financing contract. Instead, we offer equipment, such as an anesthesia machine, free of charge and sell the kits the hospital needs to use it. Through this strategy, we can provide service for a long time and help small hospitals to access the latest technology without having to pay for that equipment. In addition, we have several leasing companies. These are our two models to support small, private hospitals, of which Mexico has about 2,200.
Q: Which is the biggest area of opportunity in the Mexican market?
A: There is a large potential market in integral services in Mexico. Our portfolio is much better than our competitors’. Since we are manufacturers, we have 70 percent of what it takes to offer integral services. Our pricing model does not manage a minimum number of procedures. For example, if a hospital has 50 procedures, we charge 50 procedures. Together with the hospital, we analyze the most appropriate pricing.
Q: What strategies have you implemented that have led to a transformation within the company?
A: Three years ago, we set out to put Mexico back on Dräger’s global map. We are now achieving this goal. We have an excellent service response. Our comprehensive services offer did not exist before us and we are achieving excellent clinical results in the hospitals where we are present.
Dräger specializes in medical technology and safety. It produces solutions for hospitals, fire departments, emergency service companies, government agencies, mining and other industries.