A global operation Merivaara

A GLOBAL OPERATION

Merivaara is a Finnish-based producer of hospital equipment such as operating tables, medical lights and delivery beds. Indeed, as its CEO Mr Vesa Vihavainen says, the company is involved in anything that “aids physical patient flow in the hospital and makes the life of the doctor or medical worker easier.” Victoria Hattersley reports.

Merivaara has been active for more than 100 years but its current focus on hospital equipment is something that has evolved over the years as it realised the benefits to be derived from operating in this particular sector. As recently appointed CEO Vesa Vihavainen explains: “Throughout our history this company has made many different kinds of products, such as baby beds for example. But step by step it has developed towards healthcare and hospitals and this is where we intend to stay.”

The company has distributors throughout the world today. Its main client base is public and private hospitals, with public hospitals taking the larger share. It also serves some clinics and health centres in certain markets.

Tables, beds and lights

But what exactly does Merivaara offer these core groups of customers? Basically, its products fall into three main categories – operating tables, hospital beds and medical lights – but within these groups

there are several specific uses. Its operating tables come in three ranges: Promerix is a heavy-duty electro-hydraulic operating table for a wide range of complex surgical procedures; Practico is a mobile, electricall-powered operating table for a variety of procedures and also suitable for day surgery; and Rapido is a lightweight and easy-to-use operating trolley for busy day surgery units. These beds also come with a number of useful accessories such as arm rests, restraint straps or shoulder supports, for example.

The hospital beds offered by the company come in three main models. Carena, Adatto and Futura Plus. Carena is the most ergonomic choice for both patients and healthcare workers with several electronic features making it highly versatile and suitable for emergency rooms, long-stay patients or care homes. Adatto is available with both electronic and hydraulic features but is less versatile, being more suited to long-term and intensive care. Lastly, Futura Plus is a basic patient bed which is suitable for various care environments.

Mr Vihavainen discusses the popularity of these beds and tables: “The Carena beds are historically the biggest driver of sales and continue to be so. The Promerix operating table is a newer product for more specialist and high-level applications.”

In the area of medical lights, the company has been producing halogen lights under the Merilux trademark for many years, designed for multiple healthcare functions. However, Mr Vihavainen explains that halogen lights are gradually being phased out and one of Merivaara’s aims for the future

is to gradually increase the market share of LED lights for surgical procedures. “The traditional halogen lights are disappearing step by step, and we are now also offering LED lights as a replacement.”

Global sales

Merivaara’s headquarters and main production site are based in Lahti, Finland, but it also has full subsidiaries in Stockholm, Sweden and Oslo, Norway, as well as two representative offices serving the Russian market (in Moscow and St Petersburg).

However, Merivaara is an increasingly global, not just a European, supplier and works with distributors in all the markets in which it is present throughout the world today. Mr Vihavainen elaborates on the company’s global presence: “We try to find one or two main distributors who can import and distribute our products in each market – as is common for many companies of our size.

“Aside from the domestic market, our biggest local export markets are Sweden, Norway and Russia but we are growing in Latin America and Asia. We are also looking at the possibilities in Italy and North Africa. At the moment, though, we are still concentrating most of our efforts on Europe. For example, we have recently signed one big deal in Finland, one in Russia and one in Africa – but as yet it is too soon to give any specific details.”

Plans for growth

Over the past year Merivaara has been investing in people, with new product development, communication and marketing managers in order to take its expansion plans to the next level. Mr Vihavainen himself was hired as CEO in August 2011, and is keen to highlight how this growth will come about.

“Following our investment in new management we want to bring our new

products to new markets. In terms of future product development, although I can’t say anything specific I would hint that the material science sector is looking interesting. We are also looking to invest in new manufacturing methods.

“We also want to continue adding value for customers, for example by improving delivery times and our after-sales services such as maintenance or repairs. This will be important as the financial crisis has led to a tightening of budgets, meaning that people will be looking to fix or update existing equipment rather than buying in more.”

In terms of financial targets, Merivaara is confident that it can achieve double-digit growth in the next few years through bringing its new products to growing markets such as South America, Asia and North Africa. As Mr Vihavainen concludes, “We are 110 years old this year so we are not a ‘one-day butterfly’. We put a lot of emphasis on strong product development and improving the ergonomics of our products to help make the job of the doctor or medical worker easier. This will help us to meet our growth ambitions.” n