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common regional structures for meDical anD safety Divisions

In 2012, Dräger restructured its global business and orga- nized sales and service across multiple divisions in seven

different regions. Alongside three European regions (North, Central, South), which account for half of the Company’s business, Dräger has also created four regions outside of Europe: Asia/Pacific, Central and South America, North America and Middle East/Africa. Each region is headed by a Regional Sales and Service Manager. This regional concept guarantees the necessary intimacy with Dräger’s customers and helps the Company to develop infrastruc- ture and resources in individual markets in a consistent manner.

eXpansion of the global infrastructure

In August 2012, Dräger’s newest sales region CSA (Central and South America) moved into its new headquarters in Panama City. With this step, Dräger wants to enhance cus- tomer intimacy in the region and be able to have a better understanding of their specific requirements in order to operate successfully in this important growth region mov- ing forward.

groWing service business

Dräger’s business does not just include classic sales of equipment and accessories, the Company also offers ser- vices that guarantee the full operation and safety of its systems. Complete service packages for the hospital seg- ment, for example, range from on-site maintenance to Dräger equipment and systems through to the provision of the necessary accessories. In addition, Dräger also operates project business which will be illustrated in more detail in the following section. In Dräger’s safety divi- sion business with industrial customers, the Company not only protects its customers’ employees through our prod- ucts and solutions, but also external employees who, dur- ing large-scale changes to equipment and systems, can sometimes even outnumber the customer’s workforce. The service concept for such change projects ranges from solutions catering for additional safety equipment and gas detection systems, training and instruction and addition- al operative resources for managing and completing inspec- tion projects.

increaseD importance of proJect business

Dräger differentiates itself from its competitors through engineered project solutions. It reduces complexity for the customers and therefore offers them added value. This increases customer satisfaction and customer loyalty. Dräger solutions for hospitals, for example, allow existing network systems to be used for patient monitoring sys- tems and clinical patient data management systems and permits remote access to patient data and mobile moni- toring of patients’ vital signs. Dräger project management integrates all of these solutions into the existing IT infra- structure.

For operating rooms and critical care units, the Company develops systems to optimize workplace ergonomics and the positioning of patient and equipment. This provides notable improvements to safety, quality and efficiency in dealing with patients. Project business requires different means and methods in terms of acquisition, as Dräger engineers a solution together with our customers. This is why the Company continues to develop its 3D visualiza- tion tools and establish additional Design Centers in select- ed countries in addition to the modern Design Center in Lübeck. This allows Dräger customers to experience the Company’s products “live” and gain an insight into their appearance and ergonomics. In the summer of 2012, Dräger opened a new Design Center in Mumbai, India, which attracted a great deal of attention from potential customers.

Dräger also sees a great deal of potential in industry, min- ing and fire services to drive forward its project business. While the Company already supports a number of global customers in stationary gas detection system projects around the world, it believes there is still a great deal of potential in fire service training systems, tunnel rescue trains and refuge chambers for mining and industry – par- ticularly in emerging countries where these markets are growing rapidly.

Dräger acaDemy – knoWleDge for the real WorlD

Dräger develops products and solutions that protect and save lives. The most important aspect of the Company’s work is knowledge of laws and regulations, our products, their application and maintenance as well as of the latest topics and trends.

Dräger Academy offers seminars, training courses and workshops. Employees at hospitals or in the fire service, in mining, industry or the public sector can learn how to structure their work more safely and more effectively. They gain fundamental knowledge, expand their expertise and practice their skills in a realistic environment. This allows them to become accustomed to using Dräger products and solutions. They also learn how to make best use of the products in accordance with their own, respective require- ments. Over 22,000 customers in Germany alone have already taken part. Dräger intends to expand the Dräger Academy both in terms of content and in terms of global availability.

greater Diversity of sales channels

The diversity of the markets, customer segments, applica- tions and business areas at Dräger means that the Com- pany must consistently develop its sales channels. That’s why Dräger analyzes and evaluates its sales channels on a regular basis and adapts them where necessary to reach both existing customers and potential customers even better. Dräger currently uses a direct sales model, sales via distributors and specialist retails and, in selected mar- kets, also new sales channels such as electronic market- places or web shops. There, customers not in search of expert advice can simply and easily order products, acces- sories and replacement parts.

104 cOrpOraTe IT | Dräger eMplOyeeS IN FIgureS

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