Management Centre Europe | MCE | Organizational and Management Development - Strategy Execution

Siemens Healthcare Ultrasound Germany

Sound You Can See, Enthusiasm You Can Feel

Under this slogan, Siemens Healthcare Ultrasound in Germany sells, delivers and services ultrasound equipment in the healthcare market in Germany. It focuses on the market segments of radiology, cardiology, internal medicine and gynecology in university clinics, hospitals, healthcare centers, clinics and private practitioners. The sales effort is performed by the Siemens direct sales force and a selected dealer channel.

 

Why did Siemens Healthcare Decide to Use an External Consultant?

Mr. Alexander Stanke, Vice President Ultrasound Germany and his team had to define the strategic plan for the FY 2011. As in previous years, business growth rates in Siemens Ultrasound were limited and not up to Siemens standards. Mr. Stanke, together with Mr. Wolfgang Bayer, CEO of Siemens Healthcare Germany, decided that it would be helpful to seek external expertise and help.

After evaluating different proposals, Siemens asked MCE to provide the consulting as well as services to support implementation. It is worth mentioning that part of the compensation for these services was to be based on the achievement of key objectives for this engagement.

 

How Did MCE Work with Siemens Ultrasound?

MCE selected two dedicated Senior Associates, with a combined total of 50 years of experience in the healthcare medical device market, to lead this project. The initial project work started with the analysis of the German ultrasound market in terms of size, sales into different application areas, customer buying behaviour and competition. Different members of the Siemens organization at various levels were interviewed, as well channel partners and customers.

 

MCE selected two dedicated Senior Associates, with a combined total of 50 years of experience in the healthcare medical device market, to lead this project. The initial project work started with the analysis of the German ultrasound market in terms of size, sales into different application areas, customer buying behaviour and competition. Different members of the Siemens organization at various levels were interviewed, as well channel partners and customers.

 

Development of the Solution for Siemens Ultrasound Germany

Alexander Stanke, VP Siemens Ultrasound Germany
“The value and the highest benefit by the MCE team were generated through coaching, steering and moderating the design and implementation processes. The real big plus, however, was the continuous challenging of the management and the team, based on the 50 years’ business experience of the MCE consultants.”
 

 

The MCE Senior Associates facilitated workshops with department leaders at Siemens Ultrasound Germany. Specific tools and methodologies like Hoshin planning – a tool for situation analysis, priority selection and setting, implementation, ownership, follow up and measurement – were introduced and used to define the necessary changes.


Participants in the workshop identified improvements that could be made in customer segmentation, market differentiation and penetration, acquisition focus in direct and indirect sales, quote to cash processes and customer satisfaction. They also worked together to establish measurements for all of the above areas.


For its part, MCE concentrated its effort on the Siemens Organization in Germany. MCE did not become involved in product development issues of applications or hardware.

 

Implementation of the Solution for Siemens Ultrasound Germany

The changes in organizations and tasks – who is doing what and how -- affected the direct sales and channel partner organization, the application department, the “back office” set-up, product installation, customer training and after sales support services. The team members received personal coaching from the MCE Senior Associates on the implementation of the plan.


The work took six month. It was concluded with a motivational kick-off meeting in Berlin, where the whole organization was informed about and engaged in the future changes in Siemens Ultrasound Germany.

Siemens Healthcare, Ultrasound Germany

Siemens Healthcare Ultrasound specializes in sales, distribution, application training and service of Ultrasound equipment in a wide range of applications in hospitals, clinics and with private practitioners.

For more information, contact:

www.siemens.com