Thousands of people on the other side of the world could get better medical treatment - thanks to a pioneering training programme devised at Anglia Ruskin University.

UK Trade & Investment launched its East Meets East initiative to highlight the huge growth of Far Eastern economies, the opportunities for companies from the East of England, and the help UKTI commercial teams at British embassies around the world can provide to make a breakthrough.

Exporters were challenged to come up with fresh ideas on how to make an impact in Asia, predicted to become the world's top economic powerhouse within 2 decades, and to show how UKTI's flagship Overseas Market Introduction Service could help them.

Anglia Ruskin entered and won £1,000 of market research support from UKTI to pursue plans to market a unique package to train consultants in Asian countries in keyhole surgery.

This type of surgery has real advantages for patients with bowel cancer, the third most common, including reduced pain, less chance of infection, shorter times in hospital, quicker recovery and getting back to work sooner. The number of operations using keyhole surgery has tripled in the UK since the programme began in 2009.

Anglia Ruskin's Postgraduate Medical Institute (PMI) in Chelmsford, will be developing the Asian project at the ICENI Centre in Colchester, a joint venture with Colchester Hospital University NHS Foundation Trust.

Liz Basing, International Trade Director for UKTI in the East of England, said: "Running this competition has brought home to me the tremendous variety and creativity among the East of England's businesses. After making some really difficult decisions, along with the judging panel, I am delighted that UKTI will be providing expert advice and support to Anglia Ruskin University as it takes its training programmes for keyhole surgery to new countries in Asia.

"UKTI, as always stands ready to help businesses from across the East of England reach new markets in new countries. I wish success to the winners and to all the companies who entered our East Meets East competition."