Study On Pacemaker Customer Management And Development Of MDT Company

Since the90s of the last century, pacemaker has been widely adopted with the promotion and development of interventional techniques from China Ministry of Health. Pacemaker has been used to successfully treat Brady patients, Tacky Arrhythmia and Non-ECG disease patients, which has given the timely remedy for the relative patients and relieve their pains and extend their life.MDT Company is the leading medical technology company in the world. Cardiac Rhythm Disease Management, CRDM, is the biggest department in MDT and its major product is pacemaker. Although CRDM started its business successfully in China from1998, the implant units have been increasing from2,348in1998to more than24,000units in2012. The number of patients who have accepted the therapy of implanting pacemakers is increasing, but the annual increasing rate is actually becoming slow. In the following years, several competitors, such as SJM, BOSTON, BTK, ELA and ELA, have entered China and enriched their own product lines. Under this situation, the regular4P marketing elements play weaker roles to help the company maintain the market leader position. It is quite limited for CRDM to keep the competition advantage and the annual increasing trend is on the decline. And MDT Company is called Whampoa Military Academy in the industry. And the market share is decreasing from100%fifteen years ago to around50%at present. As time goes on, the technology research in several companies is aimed at the physiological pacing and the gap is becoming smaller. Many physicians, who were trained through MDT training mechanism, transferred gradually to other brand. And in the first-tier cities such as Shanghai, Beijing and Guangzhou, very few hospitals have only one brand pacemaker.So MDT Company has to face the cruel status as mentioned above, and increasing the customer loyalty has become the key issue for CRDM.Based on the current problems such as the slow increasing growth of pacemakers and more entering competitors, this thesis will combine the relative marketing customer loyalty theory, customer life cycle theory, five levels of customer relationship and customer relationship management theory with the company situation. Then this article will analyze the current company operation situation and customer management with the industry development, current competition situation and theory learning. Under the guidance of the company’s overall marketing strategy, new customer management methods will put forward through market niche, customer development theory, improving the current CRM system and strengthening the company internal loyalty culture,.The research result of this thesis will not only offer value to the multinational companies in implementing the customer management strategy, but also offer important reference for other local companies in the industry.