Research On Marketing Strategies Of AYHN Medical Imaging Software

With the acceleration of China’s aging society recently, people gradually increase the demand for medical devices; Meanwhile China’s macro policies have explicitly proposed to expand health insurance coverage, improve the consumptioncapacity of the whole society and investmuch more on primary health care facilities, and these promote the development of the medical device industry to a certain extent.AYHN just has entered the Chinese market in recent years, and its parent company-EIT high-tech company has registered in Ontario, Canada. EIT mainly engages in high-end medical imaging technology research and development of related equipment software products. Vasqscan(Wisconsin) technology is a new medical imaging software products developed by EIT and medical imaging laboratory of University of Western Ontario(University of Western Ontario).The goal of Vasqscan medical imaging software is that in any area, whether in the center of the big city hospitals, community hospitals, medical clinics or small hospitals in rural and remote areas, people could use general equipment to generate a three-dimensional ultrasound carotid artery imaging to identify potential risk factors. The low- cost andhigh speed for scanning of the system make screening of patients for the risk of a large-scale possible.Based on the sales status quo of AYHN in domestic market, combined with fundamentaltheories of market and characteristics of markets of medical equipment products, this paper analyzes the macro environments of medical device industry and micro environments of medical imaging software productand then combined with marketing theoriesit analyzes external environment and internal environment of AYHN. Then itmakes a comparison ofdifferent marketing strategies of general software including an analysis of features and marketing strategies of general software products to analyze different marketing strategies of medical imaging software products. And the paper figures out how to design marketing strategies for AYHN and the author gives corresponding suggestions.