The two brokers I've referred to have suggested that GE may have been focused only on the section of the market it sells ultrasound units to. This for me is enough of a reason to pursue a direct sales strategy once they've built enough of a foothold in North America through their partnership with GE. I think they've got enough of a foothold and momentum at the moment given they're in almost all of the top 50 hospitals.
If NAN did not do anything about this issue, I would've been asking the company - "What are you doing about the remaining two thirds of the North American market that GE Healthcare is not giving priority to?" At least now they've addressed that concern for me.
Yes, a direct sales strategy is not without risks and costs, but I would say it is an extremely worthwhile one. My view is that letting GE focus on only one third of what is the biggest single market in North America is lazy management. Are you happy for to sit back and not do anything to seize the potential rewards of the remaining two thirds of the U.S market?
NAN's CEO, Michael Kavanagh came from Cochlear. You can see from his Linkedin profile that his experience at Cochlear was largely about global marketing. Looks NAN got the kind of experience it needs for this point in time where sales and growth is such a big focus.
NAN Price at posting:
$1.58 Sentiment: Buy Disclosure: Held
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