Entrepreneurship Zone: 07 September 2020: The business of healthcare: Interview with founder of Ethiopia's Pioneer Diagnostics Center

Mon Sep 7 07:19:46 CAT 2020

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Entrepreneurship Zone: 07 September 2020: The business of healthcare:
Interview with founder of Ethiopia’s Pioneer Diagnostics Center

 <http://www.zb.co.zw/> 

We speak to Brook Fekadu, founder and CEO of Pioneer Diagnostics Center
(PDC), a medical diagnostic imaging service provider in Ethiopia. The
company, established in 2006, provides MRI, CT scan, X-ray and ultrasound
services. In May 2020, private equity firm Zoscales Partners acquired a
stake in PDC.

1. Tell us about one of the toughest situations you’ve found yourself in as
a business owner.

Some MRI scans require a substance, called contrast media, which is used to
enhance the contrast of structures within the body. Contrast media is given
to the patient during the scan. When we imported the MRI machine for Pioneer
Diagnostic Center, we had imported enough of this substance to last us a
year and assumed we could import more when we ran out. Since contrast media
is a pharmaceutical product, we later found out that it had to be registered
by the Ethiopian regulatory authority before it can be imported.

The initial shipment passed scrutiny because it was imported together with
the MRI machine. We came to find out there is a national list of drugs
imported into Ethiopia and contrast media was not on the list. This meant
that we had to find a supplier willing to register their product in
Ethiopia; get the product added on the national drug list; and then apply
for registration. Since Ethiopia had only two MRI machines at the time, and
the volume of contrast media expected to be consumed was not high, none of
the existing pharma importers were interested.

We had to come up with a short term and long term solution. In the short
term, we received a one-time import permit from the regulatory authority so
we could fulfil our immediate needs. To solve our problem long term, we set
up a separate medical supplies import company, got contrast media added to
the national drug list, completed the registration process and starting
importing contrast media. This company we set up as a solution to our
problem grew into a business in its own right and became an ISO 9001
certified medical equipment and supplies distributor with over 140
employees.

2. What business achievement are you most proud of?

I am very proud of the countless lives that have been positively impacted by
the imaging services we provide at Pioneer Diagnostic Center. I remember an
elderly man that walked into our centre and said he had fallen while hanging
a picture a couple of days back and now had a constant headache. An MRI scan
showed he had blood inside his skull. The fact that we were able to image
his brain and possibly save his life was a proud moment. Many children,
mothers, fathers, sisters, brothers, have come to get scanned and we have
diagnosed them and saved their lives.

I am also proud that the existence of our diagnostic centre has played a
significant role in the development of neurology and radiology practice in
Ethiopia. Prior to the availability of MRI, neurologists in Ethiopia were
using an invasive procedure called myelography in order to image a patient’s
spine. This procedure was very painful to the patients and did not provide
good images. Instead of undergoing this painful procedure, our MRI machine
enabled patients to lie down and get a scan for a few minutes while
listening to music resulting in much clearer images that the neurologists
can use treat the spine.

Now, many more MRI machines exist in Ethiopia. By being pioneers of MRI
imaging in Ethiopia, we had our own version the 4-minute mile. We showed
that such a sophisticated piece of equipment can be operated in a
sustainable manner in Ethiopia.

3. Describe your greatest weakness as an entrepreneur.

I believe in rewarding excellence. While this is a good thing, it should be
balanced with discouraging mediocrity. I tend to avoid confrontation and
later realised that I was not as honest and critical as I should be,
especially with the senior members of my team. Even though I did not enjoy
doing it, I realised the importance of being honest with senior team
members. I made sure criticisms and constructive disagreements were not
personalised and focused on seeking what is good for the company. Dialogue
and constructive criticism is now part and parcel of our organisational
culture and it has played a significant role in solving issues and achieving
goals.

4. What conventional business wisdom do you disagree with?

Company before employees. I believe happy employees who believe in what the
company is trying to achieve will make a company successful. There is
nothing like having a dedicated, motivated group of employees working
together for a goal. With such a team anything can be achieved.

5. Is there anything you wish you knew about entrepreneurship before you
started?

Delegate! When we were doing our first MRI project, I was directly involved
in every aspect of the execution. I was involved in small details like
picking up the installation team from the airport, arranging where they
stayed, clearing the machine from the port, renting a crane for unloading,
etc. Soon I realised, I was getting stretched and needed to rely on a team.
If I focused on managing the project and got execution help from the get-go,
it would have been less stressful. As an entrepreneur, the sooner you learn
to delegate and rely on others, the better.

6. Identify an untapped business opportunity in Africa.

Due to a shortage of clinicians in Africa and the emphasis on social
distancing, I believe telehealth is a good business idea. Experienced
primary care physicians and specialists are in short supply in Africa.
Patients have to travel long distances to get quality care. Connecting
remotely located clinics to a central telehealth facility with experienced
and specialised physicians will significantly improve the accessibility of
quality healthcare to most Africans. In addition to collaborating with
remotely located health facilities, telehealth can allow individual doctors
and nurses to start a home care practice by leveraging the telemedicine
infrastructure and centrally located experienced
clinicians.-Howwemadeitinafrica

Brook Fekadu

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