From ZEISS fans in Taiwan

Leveraging the strength of our brand and its innovative power - the MED team in Taiwan has succeeded in doing just that.

A live vote during the Taiwan Spring Ophthalmology Congress in March became an impressive example of the strength of the ZEISS brand and its innovative power. Several ophthalmologists voted on the benefits of various laser vision correction methods. The big winner of the vote: the minimally invasive SMILE laser vision correction. An interview with Pengtat Cheong, who has been building up the MED business in Taiwan for nearly two years.

Pengtat Cheong, how do you assess the perception of the ZEISS brand in Taiwan?

The ZEISS brand is very present in Taiwan. There is a clear positioning of the brand and what it stands for. ZEISS stands for precision, innovation, and great brand promises. ZEISS is appreciated, whether it's customers, colleagues, friends - ZEISS is a very familiar brand to many people in Taiwan.

This impressive voting result for SMILE, which your team was able to achieve at this year's Ophthalmologists Spring Meeting, clearly shows: Physicians trust SMILE. What does that mean to you?

Indeed. A practice or clinic that chooses SMILE as its laser vision correction method places an enormous amount of trust in ZEISS, in MED and in our team. Trust in us and our products. However, this result was preceded by some hard work on the part of the entire team, because just 1.5 years ago we were facing a completely different situation. In the past, we faced the problem of not being able to penetrate the Taiwanese market via distributors. That's why we are now moving towards direct business and investing in our team and infrastructure to achieve deeper market penetration. We want to give as many customers as possible access to our products and solutions. The fact that we have mastered this transition in such a short time means a lot to me.

Team OPT Taiwan

Field Service Engineer (FSE) Team Taiwan

What role might professional service play in achieving this?

Our experience has clearly shown us that great technology and a great brand still require strong, dedicated customer service as well as developments from within the market to provide customers with an excellent brand experience.
Good products alone, unfortunately, cannot work. On the one hand, we need people, we need passionate ZEISSians who bring all of this to life and bring this experience, bundled in a comprehensive solution approach, to our customers. On the other hand, we need creative ZEISSians. Creativity within the team was one of the drivers of change, because creativity in turn is often a driver of good ideas and new, systematic approaches to solutions. We encouraged our team to try out new, unconventional things, to become creative. This is also how, for example, the waffle-shaped IOLs that we offered for the market launch of the ZEISS IOLs in Taiwan came about.

I think both of these points are where the difference lies now. If we look back - just two years ago, there were only three ZEISS VisuMax devices in all of Taiwan. By the end of this fiscal year, there will be 18.

So hard work is certainly paying off.

You could say that. On the one hand, this voting result obviously confirms us in what we are doing. It shows us that we are on the right track. It's motivating. And I can only encourage every manager to give their teams more personal responsibility and to encourage the creativity of each individual team member to a greater extent. To think outside the box is to look further and to try not thinking of the obvious things, but to try thinking of the things beyond them or even other than them.
On the other hand, this success also shows us that we need to continue working hard to return the trust placed in us to our customers.

How do you think the Taiwanese market will develop for ZEISS?

I believe that our innovations are a key element in our brand promise. We surprise and delight people around the world with leading innovations, products, and solutions. I would even say that many of our customers are "ZEISS fans" who are deeply impressed by our unique innovations. And innovations also represent a promise for the future.
Most customers choose ZEISS not just for the current solution, but as a strategic partner for the future. So, our innovative strength and our versatile, innovative product portfolio is what drives our customers to engage in long-term partnerships with ZEISS.

PT, thank you very much for the interview. We wish you and your team all the best for the future.

Team MCS Taiwan

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