The medical equipment marketing situation has changed greatly! Most of the enterprises will be eliminated after two years.

Medical Network August 27th, the crisis brought by industry policy is far greater than the risk caused by competition! This view has been recognized by most medical device friends, facing the two-vote system of medical consumables, improving the centralized distribution, medical supplies, price reduction, Under the influence of policies such as medical associations and grading medical treatment, two-thirds of medical consumables agents and enterprises will be eliminated after 2020. As medical device manufacturers, and adapt to market changes, upgrade marketing strategies?

Case Study: A medical dressing production enterprise, with sales of 35.62 million in 2017, has a marketing team of 20 people, mainly as a hospital below the second level. proxy System, the target task set in 2018 is 60 million. Under the new situation, how to accomplish the target task? How to upgrade the marketing strategy of the enterprise?

2018 marketing strategy: Improve product category management, achieve private market and public hospitals go hand in hand, upgrade marketing system (channel optimization and matching, benchmarking, differentiation)

According to multiple industry policies, the specific response strategies are as follows:

City Medical Association (represented by Zhenjiang, Shenzhen Luohu) and cross-regional specialist alliance (represented by Beijing Children's Hospital): The author Wang Qiang believes that these two types of medical associations are led by the top three hospitals, so we must upgrade The skills of the sales staff, the second is the channel, the resources should be able to match, and the third is well-known to the benchmark industry. medical instruments produce enterprise , fill the marketing short board, and finally achieve the top three hospital Development and quantity.

Medical Community (represented by Anhui Tianchang Model): At present, Zhejiang, Shandong, and Anhui are pushing this medical community to achieve unified bidding for county-level hospitals and township hospitals, unified procurement, and unified payment. The measure is to increase the manpower and intensive cultivation.

Telemedicine Collaboration Network (represented by Beijing China-Japan Friendship Hospital, Tongren Hospital): In this case, the method we take is to do typical cases.

Policy on medical consumables price reduction, medical control fees, medical fee models, etc.: The measures we take are to optimize product categories, strengthen competitive advantage, and seize market share of imported brands.

Two-vote system for medical consumables and improved centralized distribution: The measures we take are to optimize the channels, establish a provincial or regional logistics distribution platform, support the core agents to achieve annual sales of more than 40 million, and then to large commercial companies such as Chinese medicine, Kyushu pass close.

There are six forms of graded diagnosis and treatment: the typical representative of family doctors and regional images is Shanghai; Sichuan/Hainan/Xinjiang mainly pushes telemedicine, Gansu and Guizhou are the main pushes. medicine Guizhou strengthens the construction of primary medical institutions, and Sichuan also manages chronic diseases. The author Wang Qiang believes that in the context of grading diagnosis and treatment, we must develop targeted and marketable products, mainly for popularization and general inspection projects. Government procurement project.

Development of private markets such as private hospitals, medical beauty market: The private market is not affected by industry policies, and there is no market entry threshold (not qualified for medical supplies in Jiangsu, Hunan, Hubei and other provinces, you are not qualified to develop hospitals) The private market started fast, but the competition was fierce and the customer conversion rate was relatively high.

Under the new situation, medical device manufacturers can only survive and develop if they follow the trend and upgrade their marketing strategies!