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Page 56

MEDICINE

FOCUS ON FOREIGN EXPANSION PROF. PIOTR H. SKARŻYŃSKI, MD, PhD, MSc, Member of the Board of the Centre of Hearing and Speech MEDINCUS, Director of the Institute of Sensory Organs in Kajetany talks to "Polish Market.” Almost from the very beginning, you have focused on foreign expansion. You are now focusing on patients in Central Asia. Why did you pick that region? Expanding our activities in that region is a natural consequence of our company's development plans which we have implemented for years. Initially, we focused on the Polish market, we wanted to provide Polish patients with access to otolaryngological services as close as possible to their place of residence. We gradually opened branches in various regions of the country and this month we are opening our new branch in Toruń. In previous years, we started to observe an increasing interest in our highly specialized services on the part of patients from across our eastern border. More and more of them started coming to our centre in Kajetany to undergo otosurgical operations or to have cochlear implants. They received world-class treatment (often exceeding even what French or Swiss clinics offer) at much lower costs. However, otorhinolaryngological therapy is not just about the procedures themselves, but also the preceding diagnostics and – very importantlyconsistent physiotherapy requiring regular visits to the facility, which was sometimes burdensome for foreign patients. We wanted to meet their needs by providing them with support closer to home. That is why we decided to open branches in Ukraine and Belarus. It was a big logistical challenge, but we succeeded, proof of which is the huge interest of local patients. PM

PM

You didn't stop there - more clinics have been established in Central Asia.

54  polish market 

WE TRY TO VENTURE INTO MARKETS WHERE WE CAN SEE NICHES FOR OUR SERVICES AND WHERE WE ARE AWARE OF THE POTENTIAL OF LOCAL SPECIALISTS. Central Asia - Kyrgyzstan and Kazakhstan - are demanding, but also very attractive markets for our services. These are large and dynamically developing countries, but their health care systems leave much to be desired. Due to geopolitical circumstances and the centralised system in the past, local patients still have difficulty in accessing highly specialised medical services. They must travel to Moscow, or – more frequently - to the Gulf or Korea. We gained our first experience in that region by organising hearing screening programmes for children. We found out about the situation of local patients, their problems and needs. We noticed a niche which we were able to fill based on our experience. That is why in 2016 we decided to open the first branch in Bishkek in Kyrgyzstan, followed by Osh, and Shymkent in Kazakhstan in August last year. What are your firm's plans for the future? We try to venture into markets where we can see niches for our services and where we are aware of the potential of local specialists. We rely on people who, with our substantive and technical support - telemedicine plays a huge role - are ready to build a wellfunctioning team and independently run the facility. We have developed this model based PM

on our experiences in Ukraine, the same in Kyrgyzstan and Kazakhstan. We will soon open another clinic in Dakar in Senegal. West African countries have a great development potential, and at the same time a historically conditioned distrust of investment coming from France and the UK. It is an opportunity for Polish medicine and Polish companies. You have mentioned telemedicine. In what way does the use of modern technologies support the foreign expansion of your firm? The use of telemedicine solutions to provide direct assistance to patients is now commonplace in our company. However, I would like to point out another aspect - our foreign partners in the developing countries are looking for effective, innovative solutions for patients, but also for mentors - people who will be able to offer them medical knowhow. The possibility of conducting regular teleconsultations with specialists from Poland improves the knowledge and skills of local doctors. We can see that after a while they rarely need our direct support, because in many cases they are already able to diagnose patients and implement proper medical management on their own. And that’s our great success. • PM

Profile for Polish Market

Polish Market No.2-3 (293)/2020  

"Polish Market” is a prestigious English-language magazine published since 1996. In its pages, it promotes the Polish economy, businesses,...

Polish Market No.2-3 (293)/2020  

"Polish Market” is a prestigious English-language magazine published since 1996. In its pages, it promotes the Polish economy, businesses,...

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