Year: 2015-16

Company: BD

Liaison(s): Grant Howes

BD Biosciences (BDB) is one of three segments of
Becton, Dickinson, and Company (BD). BDB is a
world leader for flow cytometers, reagents, software,
and services to support the work of researchers and
clinicians who seek a deeper understanding of disease
and work to improve care. The company’s purpose is
“Helping all people live healthy lives” by advancing
the quality, accessibility, safety and affordability of
healthcare around the world. BD earned revenues of
$10.28 billion in fiscal year 2015, with $1.07 billion
in operating income. BD has more than 50 offices
worldwide, employing nearly 30,000 people in total.
As the BRIC countries continue to emerge, it is
important that BD keeps pace by expanding its
international presence in China. The purpose of this
project was to develop a go to market plan for the
clinical use of a flow cytometer (FACSVia) in the
Chinese market in addition to looking at best ways to
define product penetration and marketing strategies,
the project also was intended to identify barriers to
entry such as limited Chinese market information
concerning the country’s dynamic regulatory
This team spent its initial time researching in order to
better understand the product value proposition, main
applications and the Chinese marketplace, specifically
the organization of its hospitals, its health insurance
system, and its applications and perception of medical
devices. Additionally, primary market research with
employees at Chinese hospitals was conducted. After
combining this information with data regarding the
Chinese competitive landscape in China, the KGI team
developed a go to market strategy for expanding the
FACSVia in China.