Regional Factbooks

Local production has lost competitiveness since 1989 and export sales have declined. The share of the market covered by domestic production is estimated at about 10 percent. The main products are: dental units, microscopes, surgical instruments, intensive care equipment, magnetodiaflux equipment, E.C.G. machines, prosthesis, and cardiovascular valves. Due to the poor manufacturing capability of the local medical equipment industry, it is not likely that domestic production will increase much in the near future.

Imports:

There are no special limits on medical equipment imports imposed by the government. In order to import medical equipment a company must obtain an import licence from the Department of Foreign Trade and also an authorization from the Ministry of Health which is valid for a period of five years.

The main medical equipment exporters to Romania are Western European companies which have used aggressive promotion and qualified local consultants to penetrate the market. Hospitals, clinics and district health department buy directly non expensive medical devices. For other medical devices like advanced diagnostic equipment, cardiology equipment, laboratory equipment the procurement is made by Ministry of Health which has a tender and an acquisition department. In addition, the Ministry of Health at times changes its strategic objectives for the development of the national health care system and does so generally through central procurement.

US Market Share U.S. companies and products are well represented on the Romanian market. Several major U.S. companies have representatives and distributors in Romania: General Electric, Hewlett Packard, Stryker, ATL, Diasinics, Control X, Gendex, Becton Dickinson, Johnson & Johnson, Bennett, and 3M. U.S. companies have penetrated approximately 15 percent of the Romanian market for medical equipment. This share is expected to grow as these and other U.S. companies continue to market their products in Romania. U.S. products are well-received by the population and health care professionals.

Price is the main criterium for hospitals on buying medical equipment from suppliers. However, if the products are necessary and are of very good quality, price may become a secondary criterium, even for hospitals.

Effective marketing and promotion can dramatically influence the market as very little marketing had been by companies until recently. Also an important factor is the product's reputation. Some companies may consider joint-ventures and cooperation ventures with Romanian companies to further penetrate the Romanian market.

Source: US Dept. of Commerce

Demographics & Economic Situation

Source: Factbook.net