Research On Marketing Strategy Of Orthopedic Medical Device Of N Company

The process of population aging in our country is intensifying,and the aging population is increasing year by year.Coupled with changes in the living environment and lifestyle,the incidence of orthopedic diseases is increasing year by year.The medical field is related to the national economy and people’s livelihood.The cost of disease treatment is huge,and the financial burden of the patient’s family is heavy.It also requires a huge investment in national medical security.With the gradual expansion of coverage and disease coverage,and the gradual increase in the reimbursement ratio,the pressure on national financial funds has increased sharply.In order to save medical security expenses and continue to expand the coverage,the government bidding and procurement departments have gradually tightened the price reduction and market access of medical devices,which has a huge impact on the industry.At the same time,with the continuous development of social economy and new medical technology,my country’s orthopedic medical device market has developed rapidly,and the industry development and profit margins are at a relatively high level.This has attracted a large amount of capital intervention,mergers and acquisitions within the industry occur from time to time,and competition is increasing.Intense,competition is gradually intensifying in the country’s new price-limiting bidding and procurement situation.N Medical Technology Group Company(hereinafter referred to as N Company),established in the 1990s,mainly engaged in high-value consumables for orthopedic implants.From the earliest German imported joint products,it gradually expanded the domestically produced orthopedic products.It also introduced German brands to establish domestic joint ventures and expanded other products in the medical field to gradually realize the group development of the medical sector.However,with the continuous deepening of medical reform and the deterioration of the market competition environment,N Company has suffered from the strong market impact of multinational foreign companies and local brands in recent years,and has been struggling to maintain market share.Customer satisfaction and market share have been declining year by year.The pressure of operation and competition is huge.Orthopedic medical devices are one of the largest branches of the medical device industry.In addition to the attributes of ordinary commodities,they are also subject to the administrative constraints of relevant government departments in my country.The special nature of the industry requires companies to pay more attention to the laws of market competition while paying more attention to public relations.Marketing.This article deeply analyzes the changes in the overall environment and future trends of the national medical reform.Based on the current marketing situation of N company’s orthopedic medical device market,this article deeply analyzes the macro-environment and industry competition environment of the orthopedic medical device market in my country,using literature research,case analysis and interview research.The research points out the marketing problems and causes of N company,analyzes the advantages and disadvantages,opportunities and challenges of N company in the industry competition,and re-markets my country’s orthopedic medical devices from the two influencing factors of regional economic development and medical level.Subdivision,selection and positioning,from the aspects of product,price,channel,promotion and relationship marketing,propose an optimization strategy suitable for N company,and propose a specific plan to ensure the implementation of the optimization strategy.The research in this article can help N company solve the problems faced by orthopedic medical device marketing strategy,can effectively increase market share and marketing performance,can also supplement and improve the marketing theory for orthopedic medical device industry,and contribute to the continued development of China’s medical device industry.Healthy development also provides a perspective and inspiration for thinking.