'B2B Marketing Training' – John Kim / Bioprotech

Today I gave a special lecture on 'B2B Marketing Basics' to marketing and sales staff at 'BioProTech,' a medical device manufacturer in Seongnam. While mapping the buying center for medical equipment and consumables, covering manufacturers, distributors, purchasers, and users, I found it strikingly similar to other manufacturing industries such as semiconductors. A patient is not a wafer, of course, but structurally the two are alike. 

• Medical equipment vendors = semiconductor equipment makers like AMAT (they own equipment manufacturing and maintenance)

• Consumables = tools like CMP conditioners (key consumables supplier, balancing value and cost)

• Hospital purchasing team = semiconductor maker's purchasing team (values supply stability and cost efficiency)

• Facilities and biomedical engineering team = semiconductor maker's infrastructure maintenance team (verifies equipment stability and compatibility)

• Surgeons in the operating room = semiconductor fab production team (hands-on users who directly affect productivity)

• Large distributors = tool distributors and agents (manage distribution and the supply chain, secure inventory and margin)

• Hospital executives = VP of procurement at a semiconductor manufacturer (focused on risk and strategic decision-making)

• Infection control team = QC (quality control team) (manages safety and standard processes)

• Patient = workpiece (wafer): the object being processed and the benchmark for output quality