Healthcare Technologies Trade Mission

Stockholm, Sweden and Copenhagen, Denmark
Optional Spin-off to Oslo, Norway

March 17-21, 2003

Mission Description:

The U.S. Department of Commerce's office of Export Promotion Services will lead a Healthcare Technologies Trade Mission to Stockholm, Sweden and Copenhagen, Denmark with an optional spin-off to Oslo, Norway March 17-21, 2003. The Trade Mission will target the healthcare technologies industries, with an emphasis on the tele-medicine sector, which is experiencing strong growth in these markets. The focus of the delegation will be to match participating U.S. companies with qualified agents, distributors, representatives, licensees, and joint venture partners in these markets.

Commercial Setting:

Denmark's total estimated import medical market is approximately $375 million. Tight government budgets are motivating cost cutting measures in the Danish healthcare market. Denmark's hospitals are almost completely publicly owned and all healthcare delivery, including the growing trend of home healthcare for seniors, is subsidized by the government. These home healthcare services represent growing export opportunities as the population ages and the market is increasingly privatized. As the Danish population ages, demand in hearing and vision markets (comprised of 25 % Danish products), has increased. Telemedicine is also a developing trend in the Danish market, as Denmark is a part of the Nordic telemedicine association and recognizes the efficiency of this new technology.

Sweden is one of the most advanced medical equipment markets in the world, importing approximately $850 million in medical equipment and technology. As the population continues to age, the demand for new technologies is reaching a new high. There is also a strong increase in demand for telemedicine, as it presents new, efficient methods of caring for the Swedish population. Sweden has made advances in this market internally, as a part of the Nordic telemedicine association. Currently, the healthcare system in Sweden is set up to care for the elderly at home as long as possible, as this is tradition and more cost effective. All Swedish healthcare is government funded including in-home services. Less expensive and more efficient technologies and equipment are in strong demand in Sweden. U.S. products are highly regarded in Sweden and dominate the import medical market, valued at approximately $278 million in 2001.

Norway spends a higher percentage of its GDP on healthcare than any other country except the U.S. and Switzerland. Its healthcare system is government funded and striving for improvement as its population ages. Each of the five regions of Norway funds their own healthcare system. Private clinics have gained more acceptance since waiting for public healthcare services can be tedious. In these private clinics, competition is strong and the best equipment is always sought. As with the private clinics, public healthcare providers use state of the art equipment and tend to spend liberally on new technology and innovations. Telemedicine has become popular primarily due to the efficiencies it generates, and has become an important part of the Norwegian medical system.

Mission Goals:

The Trade Mission's goal is to gain first-hand market information and provide access to key government officials and potential business partners for new-to-market, and/or new-to-export U.S. healthcare technologies firms desiring to enter these three promising markets.

Mission Scenario:

The Trade Mission will spend two days each in Denmark and Sweden, and one day in Norway. At each stop, the Commercial Service will provide market briefings highlighting opportunities in the healthcare industry, and schedule one-on-one appointments with potential business partners for each participant. Hospitality events will be arranged in Denmark and Sweden to introduce participants to key business, industry, and government officials.

Timetable:

 

Trade Mission promotion will include but not be limited to the following venues: the USEACs and teams; relevant trade publications; relevant trade associations; past Commerce trade mission participants; various in-house and purchased industry lists, the Federal Register, and ITA's Internet home page.

The participation fee will be $2,300 for Denmark and Sweden and $600 for the optional spin-off to Norway. The mission will target 10-15 U.S. companies. Recruitment will begin immediately and will close on January 31, 2003. Applications received after that date will be considered only if space and scheduling constraints permit.

Criteria for Participation:

• Relevance of the company's business line to mission goals
• Potential for business in the selected markets
• Timeliness of the company's completed application, participation agreement, and payment of the mission participation fee
• Provision of adequate information on the company's products and/or services and communication of the company's primary objectives to facilitate appropriate matching with potential business partners
• Certification that the company's products and/or services are manufactured or produced in the United States or if manufactured/produced outside of the United States, the product/service must be marketed under the name of a U.S. firm and have U.S. content representing at least 51% of the value of the finished good or service.

Any partisan political activities of an applicant, including political contributions, will be entirely irrelevant to the selection process.

Contact Information:

Bill Kutson, Project Manager
Export Promotion Services
U.S. Department of Commerce, Room 2117
Washington, D.C. 20230
Tel: (202) 482-2839
Fax: (202) 482-2718
E-mail:william.kutson@mail.doc.gov