CBI EXPORT GUIDELINES
The Centre for the Promotion of Imports from developing
countries (CBI) was established in 1971.
CBI is an Agency of the Ministry of Foreign Affairs and
part of the development cooperation effort of The Netherlands.
CBI contributes to the equitable economic development of
selected developing counties by providing export marketing and management
support to their SME exporters and Business Support Organizations with the
purpose of increasing exports to Europe.
From survey to success Guidelines
for exporting medical devices and disposables to the EU
Publication date: November, 2008
These guidelines were compiled for CBI by CREM
Disclaimer CBI market information tools:
Are you already exporting to the
EU, but do you want to enlarge your exports to the EU? Or, if you are not yet
exporting to the EU, should your company start exporting to the EU?
Which (new) target market(s)
should you aim for and which key product(s) should you choose? Which trade
channel fits your company best and how do you promote yourselves to EU buyers?
These are common concerns of exporters from developing countries (DC) who want
to enlarge their exports to the EU or who consider to start exporting to the EU
but are not sure if it is right for them. That is what these export guidelines
are all about: to help you to evaluate whether or not to get involved in the EU
market or how to improve your approach of the EU market.
From survey to success: these
guidelines are a practical add-on to the CBI market surveys for the medical
devices and disposables. If you did not yet consult the CBI market survey ‘The
medical devices and disposables market in the EU’, you are advised to do so
before continuing with these guidelines. These guidelines are adapted to the
specific challenges in the medical devices and disposables industry and contain
many practical suggestions which will help you in making decisions.
First, you are advised to define
whether your company is ready to export or not. Chapter 1 helps you answering
this question. Then, if the answer to this question is positive, it is time to
prioritise. Chapter 2 guides you through a process of country- and product
selection, which helps you to focus your export efforts. Once you have defined a
target country in the EU and some priority products, you will have to choose the
right entry strategy and the appropriate sales channel. Chapter 3 deals with
this sales channel assessment. Chapter 4 gives you a range of practical
suggestions for your marketing tools and chapter 5 discusses the financial part
These guidelines are an addition
to related CBI information that covers the general theory of exporting, like the
CBI export manual ‘Export Planner’ and the CBI export tool ‘EMP Builder’. The
market surveys, export manuals and export tools are available at
Although these guidelines are
developed in particular for exporters, also Business Support Organisations (BSOs)
could very well make use of it. Staff of BSOs in DC can use this document to
support and advise their members about exporting to the EU.
1. Export: Yes or no?
As can be read in the CBI market
survey ‘The medical devices and disposables market in the EU’, exporters from DC
have several opportunities to enter the EU market; especially since producers
from DC are now able to offer good quality and low-cost medical devices and
disposables. However, there are some important requirements that DC have to meet
before they are able to export successfully to the EU on the long term. If your
company is not able to meet those requirements or is not able to overcome these
challenges in the near future, it is not advisable to start exporting to the EU.
DC exporters should be prepared (at least initially) to:
Comply with European market
Fulfilling European legislative
requirements is compulsory for all products traded within the EU. An exporter in
a DC must comply with the legislative requirements that are applicable to an
exporter’s product. For example, when wishing to import a specific medical
device in European legislation there are three directives that may apply and
1 : 2 :
3 : 4 :
5 : 6