Anodyne Services provides health and emergency services support in remote and hazardous environments internationally. They started in 2004 and saw early export success in the Middle East in 2005. Austrade has played a critical role in helping Anodyne establish in overseas markets through programs like NEDP and EMDG grants as well as introductions and contacts locally. Doing business in the Middle East requires cultural understanding and patience, and establishing relationships is key to success. Anodyne and Austrade have formed a winning combination for expanding Anodyne's trade in the Middle East.

1. Case Study: Anodyne Services Australia
And Austrade
“A winning combination for Middle Eastern Trade”
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Anodyne Services
My background/ my business partner Mr Brett Robertson
Specialised, niche market company- “hard to find” services
Two branches:
-Health and Emergency Services support-supply all categories of
emergency and health staff for remote and hazardous
environments, and
-Emergency and Health training-especially military medical
training
Started 23 Jun 2004-first export sale to UAE based company Feb
2005-subsequently services “snapped up” by ME buyers.
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2. Anodyne Services
Health and Emergency Services Support
Provide emergency services or healthcare wherever the client
operates, regardless of terrain, weather, security considerations-
but these are RISK ASSESSED by Anodyne ( especially Iraq)
Anodyne is robust and operates in a very large range of climates
and environments-for example, Sudan-difficult logistic
environment/ Iraq, difficult security environment
By being ready, experienced and prepared to operate alongside
the client in these areas, Anodyne has grown and exported
successfully
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Anodyne Services
Anodyne’s Typical Services Customer:
Resource sector or project management company requiring health
support for its expatriates in an area where healthcare is poor or
non-existent.
Business operating in the area, either expatriate, local ,or
partnership of both, requiring specialised consultancy.
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3. Anodyne Services
Emergency and Health training
Anodyne delivers competency-based training in the Middle East
Anodyne focuses on emergency and health related training,
especially with a military focus
Military medical training is very specialised with particular needs
and requirements in terms of training regimes, training staff,
techniques, course syllabus
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Some Support Projects
Avian flu business
continuation planning for
customers in the region and
beyond, i.e. Kazakhstan
Primary health care teams to
Southern Sudan
Emergency Response
Teams to Yemen/ Iraq
Picture: Anodyne MD, Dr Ronald Ti,
in Baghdad last year.
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4. Some Training Projects
Emergency Skills training in
Iraq for PSD’s
Military medic training
Jordan
Military medic training GCC
countries
Picture: Iraqi students during
Anodyne medic training course
in the south.
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Austrade’s Critical Role: Pre-market
NEDP-encourages new
exporters
NEDP-competitive entry-
Anodyne qualified after only
3 months in business.
EMDG-Anodyne is applying
for its third grant in a row
Picture: Dr Ti at HQ, Jordan Special
Forces Command after speaking
engagement Aug 2006
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5. Austrade’s Critical Role: in the market
Set up local contacts
Ground liaison for
exhibitions and trade shows
Local receptions-AS
Ambassador, Amman/
HMAS Toowoomba
Picture: Anodyne stand at IDEX
07, Abu Dhabi with MAJGEN
Molan ADF
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Austrade-Unique
Compared to other nations,
Australia has a tremendous
advantage through Austrade-ask
other nationalities: who actually
does help them out in the Middle
East?
For example: there is no equivalent
to Austrade’s system in most of the
EU
Austrade is very price competitive-
bargain basement price: AUD $190
per hour?!?
Picture: Chandelier in an Iraqi
palace-the plumbing is not so flash
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6. Doing Business in the Middle East 1
Some Tips:
Do your homework-get your
Business “Intelligence” right
Do your cultural homework-for
example: what is a Diwaniya?
Know the basic tips on how to
behave-conversation/ shaking
hands ( or not)
Picture: Dinner in the Kuwait
Towers
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Doing Business in the Middle East 2
Get used to being patient
Know some basic phrases in
Arabic
Understand how a lot of
Western businessmen are
viewed in the Middle East-avoid
the stereotype
Be politically savvy-i.e. i.e. Be
mindful of attitudes to the War
in Iraq/ seeing how Al Jazeera
portrays the Middle East
situation
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7. Doing Business in the Middle East 3
Business is about the
relationship between you and
the other person you are talking
to in the Middle East.
It is the relationship that will
establish your business in
this market
Picture: Dr Ti with Director of Mine
Action centre, Kabul ,Afghanistan-
training de-miners: community
project/ “zakat”
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Anodyne Services Australia
ABN 71 817 704 303
“Providing Health and Emergency Support Solutions”
For further information or questions regarding Anodyne’s
services please contact us directly.
14 Website: www.asa-australia.com
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