International small or medium-sized enterprises that want to successfully launch their medical devices in Germany will have excellent market potential if they offer
- Highly innovative products with a clear competitive edge, or
- Competitively priced products in the me-too sector.
They must take the following conditions and requirements into consideration:
- Germany is a large, densely populated country
- Strong domestic competitors with sales force presence
- High quality standards
- Highly competitive pricing
- Some products/treatments are not covered by statutory health insurance
- Small private market
- Marketing communication must be in German
- Detailed distributor management is necessary
- Germany is Europe’s medical opinion-leader
Please see my article on launching medical devices in Germany.
PDF article: Introducing Medical Devices in Germany