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Amber Diagnostics CEO Bobby Serros talks about doing business in India

by Philip F. Jacobus, CEO | February 20, 2012
Bobby Serros of
Amber Diagnostics explains
the Indian market
for radiology equipment.
Recently, I spoke with Bobby Serros, the president and CEO of Amber Diagnostics. Amber Diagnostics has been in business for twenty years.

Bobby is known as an innovative guy and a businessman who will go places not normally visited by most people from the U.S.

Although he started in Florida, he now has physical offices in India, Ukraine and Germany.

I was surprised to hear what really drives Bobby to expand internationally. It is the ability to include his four children (ages 20, 19, 17 and 16) and wife of 21 years to travel and explore new worlds together while running their core family business.

As I type this he is presently with his wife in their corporate home near Delhi preparing for their oldest son to arrive for a few weeks' visit and to also help with training staff in India. Bobby's other children are already in Delhi and will be traveling back to the states soon.

During our recent discussion, I asked Bobby how difficult it is to sell radiology equipment in India.

He shared his thoughts with me about the Indian market:

Bobby feels that the market there is very competitive. Not only is the market for selling equipment competitive but so is the market for treating patients.

Bobby pointed out to me that there is a huge problem with dust and dirt in the air. Dust clogs the filters and it takes its toll on HVAC. When you do not have chilled water or cold air, equipment shuts down and can fail. CT scanners are also involved in several service issues because of the various moving parts.

Plus, the infrastructure in India is still developing. You cannot count on finding the part you need at the local RadioShack, Home Depot or Granger. And it is not easy to overnight parts because the highways are still being developed.

In the end, Bobby believes that the only companies that will survive, let alone thrive, in India are the ones with service teams. In other words: No service, no sale.

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About Phil Jacobus

Phil Jacobus has been involved in health care since 1977, when he visited China to sell equipment. He has done business in 35 countries and still travels extensively. Phil is active in charity, helps rural clinics and always tries to help DOTmed users when he can.

Phil is a member of AHRA, HFMA, AAMI and the Cryogenic Society of America. He has contributed to a number of magazines and journals and has addressed trade groups.

Phil's proudest achievement is that he has been happily married to his wife Barbara since 1989, who helped him found DOTmed in 1998.

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