We talked to Elad Einav, CEO at Medibrane, about industrial covering solutions, and this is what he said about it.
First of all, how are you and your family doing in these COVID-19 times?
Elad Einav: The past year was not easy, but we managed to pull through and carry on. We are now hopeful due to the fact that most of the population is vaccinated, and we start re-living our lives again.
Tell us about you, your career, and how you founded Medibrane.
Elad Einav: I am a mechanical engineer in my background. I was a team member and co-founder of several start-up companies, and prior to Medibrane, I was the CEO of Biovo Technologies, an airway management products company.
How does Medibrane innovate?
Elad Einav: Medibrane is a Niche company, and as such, we have a very large portfolio of covering solutions. Covering metal scaffolds with Polymeric coating is our bread and butter, and as our customers constantly challenge us with requirements for their applications, we are expanding our portfolio further and further. Our clientele consists of innovation hubs that are developing novel applications, as well as large companies that are developing Gen 2 products; therefore, our solutions are custom made, and the development goes hand-in-hand with the customer.
How the coronavirus pandemic affects your business, and how are you coping?
Elad Einav: One of the things that are most important to us is the connection with customers, and since most of them are located in Europe and the US, we used to travel often in order to meet them. During the pandemic, we couldn’t travel anymore, and we had to find creative alternatives in order to fill the gap. Also, the absence of trade shows had a negative impact: since our service is on a product, it became very challenging to convey the quality of our work to prospective customers without presenting it at conferences.
Our close collaboration with Resonetics had the main role in adapting to the new situation; the Resonetics BD team, responsible for several territories all over the world, also represents Medibrane. The team members help tremendously in bridging the geographic gaps. Also, they are closely familiar with our work and have a set of Medibrane samples that assists them in spreading the word.
Did you have to make difficult choices, and what are the lessons learned?
Elad Einav: We chose to keep on fighting and not give up when the situation made us completely change the way we work. The most important lesson learned is actually a positive one: during the past year, we proved to ourselves that we could cope with the hardest of situations. Even when working shifts, working from home, enduring quarantines and social distancing, and completely shifting to video conferencing – we managed to provide the same good service as before and even shorten our lead times. This has proven the value of Team Medibrane and collaboration between departments, which have turned this year into success after all.
What specific tools, software and management skills are you using to navigate this crisis?
Elad Einav: I’m sure that like many other companies, we had to re-discover the video conferencing softwares. We used some features to strengthen our digital marketing abilities and started hosting Webinars and online events. They turned out to be a success, and we are likely to continue with these activities in the future, regardless of travel restrictions.
Who are your competitors? And how do you plan to stay in the game?
Elad Einav: We have very little competition, and none of our competitors is exclusively covering-dedicated like we are. We have several base technologies that we developed ourselves and have an IP for that are the core of many of our solutions. The unique properties given to the cover by these technologies are one of our strongest playing cards. But most of all, I believe that our mind flexibility is what keeps us in the game. Our team comes up with the most creative solutions to the weirdest of challenges. When a developer comes over to us with some jaw-dropping concepts, we don’t panic – we say, “bring in on”.
Your final thoughts?
Elad Einav: This COVID time has left us stronger than before, and yet, we are very ready for it to be over. I can’t wait to meet my colleagues and customers overseas and return to face-to-face communication.
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