The medical industry is characterized by advancements and high-stakes environments where precision and reliability are paramount. As this field continues to evolve, companies face the challenge of maintaining quality while adapting to new technologies and market demands. Navigating industry norms and regulatory requirements adds to the complexity, demanding both innovation and adherence to stringent standards. The sector's nature requires agility and a forward-thinking approach to stay competitive and address emerging needs effectively.
Luzanne van Niekerk, the Managing Director, initially joined to oversee a transition; her role quickly expanded as she took on significant responsibilities, contributing to the company's rapid evolution. Her strategic approach, shaped by her unique expertise, has been crucial in driving the organization’s growth and adapting to industry challenges despite her lack of prior medical experience.
Maars Medical evolved from a small company with a single agency agreement with one employee into a major player in the medical field. This transformation, achieved amidst the challenges of the global pandemic, reflects the company’s commitment to innovation and excellence. By forging partnerships with prominent global brands and focusing on strategic growth, Maars Medical continues to advance in local and African markets, demonstrating a clear vision for future expansion and diversification.
Navigating Growth and Industry Norms
Looking back, Maars Medical grew from a startup to a mature company reaching a point of scaling up at the moment. There was very little in place when Luzanne joined; she initiated most of what is currently in place regarding culture, processes, building a team, and strategy. There are almost no tasks or roles in the company that she did not fulfill at some stage during the past five years.
Coming from a data analyst and industrial engineering background, Luzanne had no experience in the medical industry and, therefore, followed fairly unique strategies at the time compared to the industry. It is easier when one is a young, dynamic new player in the market, but there were many challenges in dealing with larger corporates. Thus far, it has worked in their favor, looking at opportunities with fresh eyes and not being blinded by industry norms.
Innovative Data-Driven Solutions and Continuous Improvement
Process optimization is second nature for Luzanne. The company continuously makes changes, tries new approaches, or alters current systems to improve outcomes. One specific focus has been the gathering of data. She has developed a proprietary IT system that integrates data creation with operational task management. While it is not the norm in the industry to collect data beyond financial metrics, this approach has provided significant benefits to clients (surgeons) by supplementing their clinical notes with additional data.
There are very few software options available for the industry, and continuously improving software implementations remains a relevant topic and one of her missions. Working smarter is a key objective. From the beginning, all decisions have been based on data, leveraging her background knowledge to extract insights from raw data.
Navigating Risk and Cultivating Entrepreneurial Mindset
One of the biggest problems or challenges in the business is spreading the risk that the company does not solely rely on one individual for guidance and leadership. Risk management, in general, is a continuous challenge, especially because the company does not always follow industry trends and operates in less predictable environments. Although there is a highly skilled team running the operation, cultivating, coaching, or teaching an entrepreneurial mindset and strategy for further business growth remains difficult. Despite this, it is still considered a luxury problem, as there is such a strong team that operates independently without requiring constant leadership in most day-to-day decisions.
Embracing Continuous Change Through Clear Communication
Change at Maars Medical is not a new topic—being a young, dynamic, and fast-growing organization, change is inevitable and a continuous process. Very few team members get nervous about change. Roles, functions, and processes are often re-evaluated, but the key aspect of change management within the team is communicating the reasoning, outcome, and process behind the change. People are not averse to change if they understand the bigger picture. There is typically a clear end vision, but the process is flexible; the company starts with a particular outcome in mind and collaboratively rethinks the approach with every obstacle or challenge. Large changes are rarely made based solely on theoretical plans.
Empowering Teams Through Flexibility and Motivation Luzanne considers her team to be her biggest asset; it is her responsibility to ensure they have everything needed not only to fulfill their tasks but also to thrive. As a very individualistic leader, Luzanne's focus is on understanding her team’s natural abilities and core strengths. She frequently changes roles and reassigns tasks to enable every employee to enjoy their work and feel motivated to enhance their strengths. Luzanne values attitude and personal motivation over previous experience, believing that any task can be taught to someone who wants to learn, work, and make a positive impact. Her team, similar to Luzanne, has no previous industry experience. With the right individuals and mindset, effective teamwork is easily achieved. Team members value each other’s strengths, acknowledge differences, and work towards a mutual goal. The team’s motto is: Do Good – Have Fun – Make Money!
Leveraging Agility for Strategic Partnerships and Innovation
Maars Medical has the advantage of being dynamic and fast-moving; it can quickly identify and exploit market gaps compared to large multinationals—much like a small black ant finding its way through tiny spaces. The company is proactive, forward-thinking, and resilient in its ability to adapt. Immediate financial gain is rarely the primary objective; instead, the focus is on offering technologically advanced and trendsetting solutions, which may not always be immediate best sellers but are part of a larger strategy. Consequently, partnerships with similar suppliers have been established.
The company provides excellent service and builds strong alliances within the industry, often finding great collaborations to create win-win opportunities. The company often aims for a larger win for a partner as long as both parties benefit from the collaboration.
Balancing Quality, Cost, and Trust in a High-Risk Environment
Defining a client in the South African industry is complex; the company considers the patient to be a client deserving of the best quality products and services at a cost-effective price. The approach involves obtaining products directly from manufacturers to streamline the value chain, ensuring high quality while remaining cost-effective.
The surgeon is a decision-maker and the primary client. Operating in a high-risk environment, it is crucial to establish a trusting relationship so that surgeons feel confident with product recommendations and receive continuous exposure and training on new technology. The Maars team member assumes a conductor’s role in the operating room, assisting and managing the high level of stress and risk as part of their offering to surgeons.
Fostering Ownership and Alignment for Mutual Growth
It is essential to genuinely care about the team, as they contribute not only a significant portion of their lives but often a part of themselves. Aligning this dedication with the business strategy and philosophy benefits both the individuals and the company.
Maars Medical strives to have all staff eventually become shareholders. Over the past year, the company has taken the first step by empowering team members to become shareholders. The goal is for staff members to become integral to the business, building their own business rather than merely working for the company.
Essential Lessons for Successful Entrepreneurship
Luzanne has been an entrepreneur since a young age, starting her first business at 15 and winning a national prize in Rio de Janeiro as a top school entrepreneur. Maars Medical is her fourth startup, and she has gathered several lessons over time:
1. It requires a lot of hard work—if one wants an 8-5 job, owning a business is not the right path. It is a 24/7 commitment that demands a deep passion for the work.
2. One cannot save oneself rich; spending money is necessary to make money.
3. Cash flow is crucial—many startups have brilliant ideas and execution but fail due to poor cash flow management.
4. The concept of win-win is often misunderstood in business; it is rarely 50/50. Achieving a 10% win with minimal effort because the other party wins 90% can lead to the other party putting in most of the effort.
5. No one person can outthink or outwit a team working together—surrounding oneself with trustworthy people is essential.
6. Continuously rethink everything—one can never ask the question “Why” too many times.
7. Mistakes are inevitable, but one does not need to make all the mistakes personally—learn from others, visit experts, and travel to gather knowledge that cannot be acquired alone.
8. It is acceptable to “fire” a supplier or client if they are not beneficial to the business.
9. It is impossible to be an expert in everything—surround oneself with experts in their respective fields.
Balancing Entrepreneurial Spirit with Strategic Growth
Going ahead, the challenge will be to stay true to the philosophies that initially made Maars Medical successful—maintaining an entrepreneurial mindset during the scale-up phase.
Maars Medical has partnered with fantastic global brands, including Mavera Medical, Claronav, Maxmore Spine, Spectra, and Ilumark. With these brands in the company's corner, Maars Medical can position itself as a major player in the local and African markets.
The vision is to expand Maars Medical’s product offering to be more diversified. While there is a clear direction, the exact path will always remain somewhat of a mystery.
