Objective

Cosmo has worked with member companies of the American Chamber of Commerce in Japan (ACCJ), Medical Devices and Diagnostics (MD&D) Subcommittee since 2002. In 2009 the majority of member companies formed an independent association. Cosmo was instrumental in supporting the launch of the association, the American Medical Devices and Diagnostics Manufacturers’ Association (AMDD), and in positioning it as the representative association of the U.S. medical devices and diagnostics industry in Japan in the eyes of the government and regulatory officials. AMDD represents the Japanese operations of 62 companies that provide medical devices and in-vitro diagnostics (IVD) and other advanced medical technology in Japan.

Strategic Approach

Cosmo worked with a corporate identity company to develop the name and logo for the new association. These were utilized in the development of collateral material to differentiate the association. In addition, a Web site and newsletter was launched to reach out to target audiences. AMDD was launched at a press conference in April 2009 to raise awareness of the association and garner interest in upcoming activities. The press conference which featured speeches from; Dr. Huimin Wang, Corporate Vice President, Japan, Asia Pacific and Latin America, Edwards Lifesciences, and Chairman, AMDD; Mr. David Powell, President, Johnson & Johnson Japan, and Vice Chairman, AMDD; and Mr. Derrick Buddles, Manager, Public Affairs / Health Policy, Stryker Japan and Director, AMDD, also aimed to ensure a clear understanding of the independent status of the organization and clarify any confusion with the ACCJ MD&D.

Impact

The press conference was attended by 31 journalists from national daily newspapers, newswire services, health magazines, trade and medical industry publications and online media. Coverage from the launch generated 30 articles, achieving 7,000,000 media impressions. The launch and follow-up also resulted in four feature articles in non-Japanese publications, and the opportunity to develop a series of opinion articles in a U.K. medical trade publication.

Recognition for AMDD is increasing, and in August 2009 Chuikyo (Central Social Insurance Medical Council) invited AMDD as a representative of the U.S. industry to attend a meeting to discuss reimbursement revisions. Reimbursement revisions, which occur every two years, are scheduled for 2010 and discussions with the government and ministries are intensifying.

"Learn more about Cosmo's healthcare partners, The Social Systems Design Institute and The Japan Medical Journalists Association"