7 Dayal, Joint Doctorate
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FOREIGN SECRETARY UCI 1993
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TRADE MISSION TO THAILAND, MALAYSIA, AUSTRALIA AND HONG KONG
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You know I led the trade mission by the British health care industry to Thailand, us Malaysia, Australia and Hong Kong. We met in Sydney during your visit as an official guest of the Australian Government.
The telegrams from the various posts have already reported on the mission. The assessment was that the mission was successful in terms of trade and of strengthened links with each of the countries. I am grateful for all the hard work your officials put into making it a success.
Mission members from the Association of British Healthcare Industries believe the mission achieved its objectives. They made important contacts in both the public and private sectors and in Government that they would not have made in any other way. They made good progress on developing and in some cases concluding joint ventures. Similarly they made good progress in identifying suitable local agents.
Ministerial involvement gave more publicity to the British industry and to particular initiatives like the nucleus hospitals in Malaysia and new factory openings than would have been available otherwise.
That said, there are a number of lessons to be learned both for future missions and more generally.
I have asked my officials to examine the more detailed aspects of the mission and take the lessons into account for future planning. But there are more general lessons to be learned, which apply to exports generally not just health care exports.
First, we can capitalise on our historic diplomatic, cultural and trading links but only if our industries are competitive, committed and long term in their approach. Our historic links with the four countries I visited could hardly be stronger. Yet our market share for health care products is not nearly as good as it should be the United States, Germany and Japan in particular have been more successful.
Second, our customers in health care look for commitment - commitment in terms of a strong local presence and of a high quality and reliable follow up service. Time and again it was made clear to us that while UK products were competitively priced, they did not offer the after sales reliability of, say, Japanese products. This was a crucial point, well taken by the mission.
Third, we under estimate at our peril the trading benefits of medical and other educational opportunities in this country. Doctors in particular have a powerful influence on purchasing decisions. Those who have trained here tend to prefer the
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