Hoyer Medical Company Limited (HMC)¡­

HMC is a German Company operating out of Hong Kong, comprising of a multinational team of Health Care Professionals such as Medical Doctors, Registered Nurses, Biochemists, RA Specialists, Engineers, Marketers and Management Consultants dedicated to the Medical device and Life Sciences Industry.

HMC provides personalized professional services to SME Medical Devices companies newly entering markets in Asia or expanding their current sales- , marketing and distribution activities.

HMC¡¯s multilingual team members lived and worked in Europe (Germany, Italy and UK) Americas (Canada and USA) as well as several countries in Asia (Hong Kong, Singapore, Beijing, Shanghai and Indonesia) and have access to a wide-spread international network.

HMC ¨C your dedicated medical device partner in Asia

Peter Hoyer, MBA, EMBA
Managing Director

Peter Hoyer, HMC's Founder and Managing Director, is a German Health Care and Life Sciences Professional with 20 years of International Business Experience. He has a proven track record and an in-depth understanding of Sales, Marketing, Distribution and General Management of Medical Devices and Life Sciences with a particular focus on markets in Asia. Peter has established Regional Offices as Legal Entities from "Greenfield Sites" and managed more than 100 medical devices distributors throughout Asia Pacific. Peter has successfully built strong brands for medical device companies and was capable to establish relatively unknown medical products as the "standard of care" both in developed as well as in developing markets in Asia.

Peter Hoyer started his professional career with Fresenius AG and Fresenius Medical Care AG (FMC) (www.fmc-ag.com) in Germany (1991). Already then as the Marketing Manager Dialysis Products & Services Asia Pacific he was frequently visiting the markets in China, Japan, Korea, Taiwan and India. Peter relocated to Hong Kong and helped establishing FMC's regional HQ's as a member of the regional leadership team and was in charge of setting up a sales and distribution structure in Asia Pacific. Peter moved on to work as the Executive Director and Lead Consultant of Integra Asia Ltd operating from Hong Kong and later as the Marketing Manager for Amgen GmbH (www.amgen.com) in Munich, Germany where he was in charge of the launch of Aranesp® (Erythropoietin; darbepoetin alfa).

The last 6 years Peter established and managed the DJO/Aircast regional offices in Hong Kong (www.djoglobal.com), heading the company's day-to-day operation as Managing Director facilitating, strong revenue growth for non invasive orthopedic devices.

Peter is an empathetic business professional, with a hands-on-attitude, able to motivate and proactively create sustainable growth for his clients; an accomplished leader and negotiator with thorough medical and cross-cultural knowledge

Originally trained as a RN and Teacher for Health Care, Peter holds an MBA in Strategic Marketing from the University of Hull as well as an EMBA in International Marketing from the KS Graduate Business School St. Gallen, Switzerland. Peter is fluent in German and English and conversational in Chinese.


Dr. Mark Dennison, MD, MBA
Dr. Dennison is Canadian and in the pharmaceutical, biotechnology and medical device industry since 25 years. He held various positions in marketing and general management in North America, Europe and in Asia Pacific (China, Hong Kong, Singapore and Indonesia). He may be best described as a multicultural person with a strong blend of medical knowledge and a good sense of business acumen. Dennsion has set up numerous businesses in Asian markets including distribution networks, subsidiaries, and joint ventures.

He started his career in Johnson & Johnson (www.jnj.com) and was involved in biotechnology. As Product Manager he was a strong advocate of the "mini-marketing concept" which he introduced in several organisations in order to target individual customers with specific and tailor-made approaches. He has a deep understanding of the health care distribution channels and enjoys high level contacts with key opinion leaders in many countries in Asia.

Early on, Dennison has recognized that the world is shifting eastwards and he has helped several small and medium sized enterprises (SMEs) "going east" with investments that are within the reach of those companies. Dennison is not only an expert of healthcare in Asia but also understands and enjoys the various cultures in the Orient.

He is trained as a medical doctor and also holds an MBA. He is passionate about education as one of the key elements of Confucianism and believes in training and coaching of organisations under the motto: Never stop learning!


Scott EM Roberts
Senior Consultant
Scott EM Roberts, a Medical Device Strategic Business professional, assists SME biotech manufacturers in business growth, strategic planning, investment partnerships, and internationalisation projects.
Since 1985, he has held director and executive management roles for major global players including, Bard Inc, Pfizer HpG , Sorin Group, and Ohmeda (GE). As International Strategic Business Unit Director, Corporate International Marketing & Product Manager, and International Sales Director, he has held decision maker roles in corporate policy and international strategy.

Scott now dedicates himself to expansion projects for SMEs, guiding companies through business planning and growth phases, on to international distribution networks worldwide. He is also an expert in OBL and OEM contractual agreements.
His multinational background and his invaluable hands-on experience with SMEs provide him with the necessary skills to determine successful pathways for expansion projects.
Scott studied Economics, and has a Master in International Business from Buckingham Business school UK. He has been a guest lecturer at International Business forums, and numerous European universities. He has also assisted and consulted for USA and Canadian foreign attaches.

Ms Xing Li
RA Specialist

Ms. Xing Li is HMC Specialist for medical device regulatory affairs in China. Xing has worked for several foreign companies and has more than 5 years experience in registering Class I-III medical devices with Chinese SFDA. Xing has successfully managed the registration of many Class III orthopaedic implants and dental products with SFDA including devices with biomaterial which had never been tested and registered in China before.

Medical device SMEs often hesitate to enter the Chinese market due to the complicated SFDA registration process. Xing believes the critical success factor for SFDA registration is overcoming the cultural and communication hurdles. Xing¡¯s experience enables her to help foreign companies understanding and preparing for common problems may arise; sourcing for the related evidence for SFDA and tools for local test centres; and therefore streamlining the registration process.

Xing possesses strong communication skills in English and Chinese and is determined to follow through. Xing has well established relations with SFDA and its appointed testing institutes in China.


C.Y. Chan , MSc, MBA
General Manager

CY is a Sales and Marketing professional with more than 15 years of work experience in the medical device and life sciences industry in Asia. Chan worked in large Healthcare Multinational Companies (MNCs) as well as for medical device Small and Medium-sized Enterprises (SMEs) in the Asia Pacific Headquarters. Chan has a proven track record of effectively initiating and implementing business development projects in Asia and possesses strong communication, motivation and negotiation skills.

Her work experience includes "on-the-ground sales and business development" in 27 out of the 30 provinces in Mainland China. She further managed a large medical devices distributor net work (>50 distributors) for different brands in more than 25 Asian countries. She has hands-on registration and Regulatory Affairs agent management expert knowledge for medical devices in mainland China, Korea, Japan and South East Asia.


J.J. Wong
Medical Device Market Researcher

Wong is HMC's market researcher and has more than 8 years of working experience in different medical device companies operating in China. Wong's experiences include recruiting and managing hundreds of distributors in Ophthalmology, Home Care, Rehabilitation and Patient Monitoring Products.

Educated as a clinical doctor, Wong combined her scientific background with commercial sales and marketing experience. She has solid expertise in medical device market research, distributor screening and distributor qualification in Asia.

Ms. May Liu
Information Technology and Human Resources Consultant

May is HMC¡¯s IT and Human Resources consultant and has more than 10 years working experience in IT and 5 years in Human Resources. May managed numerous IT projects including design and management of several company-, government-, community and e-Commerce websites such as online shops, online banking and government tendering. May had been in charge of the launch of recruitment, traveling and education service platforms for large government enterprises in China, and published articles on e-Commerce in ¡®China Internet World¡¯ magazine.      

In recent years, May has been working as Human Resource director in a large enterprise in China with several thousand employees. May uses her experiences and network to develop the IT and HR infrastructure for HMC.


Hoyer Medical Company Limited    peter.hoyer@hoyer-medical.com    M:+49 1714716097
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