Research On Optimal Path Of Marketing Strategy Of A Medical Device Company For National Centralized Procurement

At the beginning of 2020,the "Opinions on Deepening the Reform of the Medical Security System" clearly stated that it is necessary to deepen the reform of the medical system,adhere to the integration of recruitment and procurement,link volume and price,fully implement centralized procurement of medicines and medical consumables,and further optimize sales channels and reduce sales.Price,to provide the people with high-quality and inexpensive medical and health care services.In vitro diagnostic reagents,like medicines and high-value consumables,are also implemented through centralized national procurement.As the medical system continues to deepen reforms,the national centralized procurement and the two-invoice system have been accelerating the implementation of policies,which have had a profound impact on relevant in vitro reagent diagnostic pharmaceutical companies.At present,it is in the critical stage of deepening the reform of the medical system.With the comprehensive deployment of centralized procurement and national centralized procurement,more and more reagent diagnosis and medical device companies are facing the problem of transformation and development.Company A is a national high-tech enterprise engaged in the research and development,production and sales of in vitro diagnostic reagents and instruments.It is one of the few domestic manufacturers that can provide complete pathological diagnosis solutions for medical institutions.The research and analysis focused on the marketing optimization strategy of Company A in the field of pathological diagnosis has positive significance for the transformation practice of Company A and other similar companies.In this context,using the literature research method,interview method,and case study method,we have conducted surveys and interviews on the marketing status of A company,analyzed the marketing environment of A company using the PEST model,and analyzed the marketing advantages of company A using the SWOT analysis method.Disadvantages,challenges and opportunities,using Porter’s five-force competition model to analyze the marketing competition pattern of A company,formulate market segmentation,target market selection,market positioning and marketing strategy,and propose a company A’s marketing strategy transformation path.The main conclusions are as follows:1.In the context of national centralized procurement,Company A should formulate different market positioning strategies for the national centralized procurement market and the non-national centralized procurement market.The main factors influencing the national centralized procurement market are price and quality.For the national centralized procurement market,it is necessary to obtain and maintain regional benchmarks,enhance product authority,and pay attention to the price control of LBPHPV,HER-2 and other series of products.List of collection catalogs.For the non-national centralized procurement market,it is necessary to accelerate the expansion of sales channels to form a market scale.At the same time,in view of the impact of centralized national procurement on the company,the marketing model of company A was reformed,and two sets of marketing plans were implemented,national centralized procurement and non-state centralized procurement,so as to seize various market segments and form a competitive advantage.2.In terms of the optimization of marketing mix strategy,the national centralized procurement market product strategy includes: further strengthening the Main-subsidiary brand advantages of the three major liquid-based cells,microbial treatment and preservation reagents: Integrating the offline hospital channels and the retail pharmacies channels,design and increase an online digital medical production service platform channels to an omnichannel marketing.And make products at a lower price than that of competitors’ homogeneous to enter the market,Be sure expand market share quickly.Non-national centralized procurement market product strategy supporting coordinated development strategy,improve the scientific and technological content of in vitro reagent diagnostic products,and focus on making good use of the advantages of online platforms,Accelerate the development of third-party diagnostic institutions and private hospital markets,adopt differentiated price strategies,cultivate patient loyalty to Company A’s products,and establish an interconnected information platform based on new media to effectively meet the needs of doctors in medical institutions for consultation.3.Qualified personnel,management and technology are three key guarantee measures for the implementation of the transformation of A company’s marketing strategy include.Strengthening the introduction of technical talents,improving the governance structure of A company,improving the internal control mechanism,strengthening the production management and quality management of products,ensuring that the product sales channels are formal and reliable,and cooperating with hospitals to create an integrated Information management system.