GENORAY’s global business model proves successful: Supplying C-arms for Turkish government project

Global medical imaging device manufacturer GENORAY has successfully secured a Turkish government medical project, marking a transition from simple equipment sales to the successful export of a comprehensive business model. Industry experts note that the company’s system of leveraging local subsidiaries to manage government tenders has proven highly competitive in international public healthcare markets.

According to GENORAY on the 6th, the company will supply 55 mobile C-arms for the Turkish government’s medical project. This achievement is significant as it validates a global business model that integrates local subsidiaries with dedicated public bidding teams, moving beyond mere equipment supply to deliver tangible results.

The company is currently expanding its footprint in international markets by applying this same approach to large-scale public projects in regions including the European Union, Brazil, Russia, and Tanzania.

GENORAY’s competitive edge lies in its structure, where local subsidiaries manage the entire process—from market entry and government tender response to equipment supply, installation, training, and maintenance. Analysts suggest that by building local capacity to execute national-level projects rather than relying on simple exports, the company has significantly strengthened its bidding competitiveness.

The Turkish project was successfully secured as the local subsidiary leveraged its experience in public sector projects to build a strong track record and lead the government bidding process.

Because government medical projects require a comprehensive evaluation of product performance, certifications, price competitiveness, supply stability, and maintenance systems, local responsiveness is considered a core competency. GENORAY operates a dedicated public bidding team to systematize its strategy for each country.

The company’s business portfolio is also shifting toward high-value equipment. In the first half of the year, GENORAY supplied its premium mammography system, Hestia, for a Turkish government tender and plans to expand its participation in public projects with next-generation FPD mobile C-arms, such as the BELLIGER ACE and OSCAR 15FD.

Industry observers note that GENORAY is strengthening its foundation in the global public healthcare market by replicating its "local subsidiary-government tender-high-value equipment" business model across key countries.

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