Law Lay Pheng
Director – Medical Specialty Care
Lay Pheng joined idsMED Singapore in 2022, to lead the Medical Specialty Care Department. She oversees the strategic development and implementation of MSC functions to become a cohesive, focused team of product, clinical and application specialists, supporting and partnering our Hospital, ILTC and Office Physician Solution Specialists in front-line revenue generation.
Lay Pheng is a veteran in the medical industry with 30 years of experience. Before joining idsMED, she was the Vice President, Southeast Asia, of Biosensors Interventional Technologies. She was responsible for the Sales and Marketing, Regulatory Affairs and Sales Operations team and had successfully restructured the team to improve on work efficiency and market position.
Before Biosensors, Lay Pheng had a 12-year stint with Asahi Intecc, where she built the business in the region from scratch. From being the first person developing the market, she established the Singapore representative office, which evolved to a full-fledged branch. Before leaving Asahi Intecc, Lay Pheng was the Vice President, Sales & Marketing, Southeast Asia and Taiwan, managing direct sales team in Singapore, Thailand and Taiwan, as well as distributors in other markets.
Lay Pheng holds a Bachelor of Science with Honours in Biology with the National University of Singapore and completed her Graduate Diploma in Marketing with the Marketing Institute of Singapore.