Entering a new market without a clear local path
Helping manufacturers and healthcare partners grow across Croatia and South-East Europe.
Expanding in the region is complex. The right local partner makes it clear.
Growing without a focused market strategy
Your business is already present, but lacks clear priorities, segmentation or a long-term plan for growth.
Building trusted professional and business relationships
You need stronger engagement with key market stakeholders, healthcare stakeholders and reliable regional partners.
Turning opportunity into sustainable growth
You want to improve commercial results, respond faster to opportunities and build lasting market momentum.
Managing complex projects with confidence
You need experienced support in planning, preparing and delivering high-value medical technology projects.
How RoRay helps
From market opportunity to measurable growth.
RoRay combines strategic insight, regional expertise and hands-on execution to help medical technology companies navigate complex markets and build sustainable growth.
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Why RoRay Advisory
Local insight.Senior expertise.Hands-on delivery.
RoRay Advisory combines more than 16 years of experience in medical diagnostics with a deep understanding of the Croatian and South-East European healthcare markets.
16+ years in medical diagnostics
Experience across medical imaging, commercial strategy and market development.
Deep regional market knowledge
Practical understanding of healthcare systems, procurement environments and market dynamics across Croatia and South-East Europe.
Trusted professional and business relationships
An established network of key opinion leaders, healthcare stakeholders and regional partners.
Independent advice & practical execution
Strategic thinking paired with hands-on support - from market entry through complex project delivery.
Expertise & Regional Reach
Primary Areas
- Radiology
- Nuclear Medicine
- Medical Diagnostic Software Solutions
Additional Areas
- Cardiology
- Medical Robotics
- Other Healthcare Technologies
RoRay Advisory has hands-on experience across Croatia, Slovenia, Bosnia and Herzegovina, Serbia, Montenegro, North Macedonia, and Romania with an established understanding of the wider South-East European market.
The practice is also open to supporting opportunities in neighbouring countries as projects and partnerships evolve.
Training Programs
Sales Training & Speaking
Practical sales training designed for individuals, teams, distributors, and business partners who want to communicate with greater confidence and sell more effectively.
Drawing on extensive commercial experience in medical technology, RoRay Advisory offers one-to-one coaching, group workshops, tailored corporate programmes, and guest lectures. Every programme is adapted to the participants, their industry, and their commercial objectives.
Ways to work together:
- Individual coaching
- Team workshops
- Corporate programmes
- Distributor training
- Lectures and conference presentations
- Guest university lectures
Selected Speaking Engagements
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A track record across medical imaging
More than 16 years of market development, clinical engagement and complex project delivery across Croatia and South-East Europe.
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Education
Graduate studies in Organisation and Management, University of Zagreb
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Education
Specialist postgraduate studies in Sales Management, University of Zagreb(Thesis: Improving sales process of medical diagnostic systems on the Croatian market)
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Recognition
Outstanding Contribution Award - Shimadzu Croatia
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Professional engagement
Application specialist for C-arms
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Recognition
Best sales result on the Croatian market - Shimadzu Corporation
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Key achievement
Successfully led high-value sales projects and public procurement contracts, achieving record profitability and expanding market presence through advanced medical system implementations
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Recognition
Team of the Year for record sales - Shimadzu Corporation & Medical award for leading performance in angiography - Shimadzu Europa
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Professional engagement
Active international and regional congress participation (ECR, RSNA, Medica, Arab Health, euroPCR, EANM)
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Key achievements
+120 medical systems delivered
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Professional engagement
Organised, led and presented at professional events for up to 300 participants across Croatia and the region
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Experience that connects strategy, technology and local execution
Josip Roca, M.Econ.
Sales Management Specialist
Founder & Managing Director, RoRay Advisory
Josip Roca is a medical imaging and healthcare market-development specialist with more than 16 years of experience in sales, distribution and strategic business consulting. His work combines commercial strategy, technical understanding and a deep knowledge of healthcare markets across Croatia and South-East Europe.
Through RoRay Advisory, Josip supports medical technology manufacturers and partners in navigating complex market environments, building trusted clinical relationships and developing opportunities from initial strategy through to project delivery.
Professional experience across leading medical technology organizations
Experience includes direct or indirect collaboration across sales and market development within the medical diagnostics ecosystem.
Let’s explore yournext opportunity
Whether you are planning market entry, regional expansion, a complex medical technology project or tailored sales training, feel free to get in touch directly. We would be glad to discuss how RoRay Advisory can support your next step.
Josip RocaFounder & Managing Director