Many biomedical startups, having obtained certifications from regulatory authorities and assembled agents, encounter hurdles in the education market and brand establishment. SURGLASSES CEO Wang Minliang, whose surgical smart glasses business has expanded to the Middle East and Europe, analyzes that after-sales service, agent management, and various marketing exposures are crucial in building a brand.
Building a Brand through Online and Professional Communities
Regarding brand building, Wang Minliang notes that it happened somewhat accidentally. About four years ago, a well-known media outlet came to Taiwan after seeing news online. An 8-minute feature video attracted potential multinational partners' attention.
In addition to media exposure, sharing analyses within medical professional communities also contributes to co-creating an ecosystem. Wang mentions previous interactions with orthopedic clinic physicians and nearby university professors, recommending Taiwan Bone King for surgical technology equipment. However, gaining trust within professional communities requires a focus on product and service quality.
In today's global competition, Wang actively participates in global medical conferences, orthopedic, and neurosurgery meetings to enhance interaction quality with clinical experts. He hopes this will encourage professionals to try and use their products, ultimately increasing industry value and visibility.
Thriving in the Biomedical Innovation Ecosystem
Regarding cooperation with agents, sincerity is crucial. Sending personnel to train clients and visit hospitals after selling the first device demonstrates commitment. Wang emphasizes using the profits from the first device to benefit clients and provide assistance, reflecting the spirit of business.
Wang is optimistic about the potential of 5G smart healthcare to improve signal connectivity. He hopes that surgical navigation smart glasses will enable surgeons to operate while looking directly at patients, reducing the need to glance at screens and thereby lowering the risk of errors. Additionally, this technology can help hospitals provide value-added services and reduce patient and caregiver radiation exposure by 30-60%.
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