Research On The Development Strategy Of A Medical Device Company Under The Background Of New Medical Reform

Since March 17,2009,the State Council announced the "opinions of the CPC Central Committee and the State Council on deepening the reform of the medical and health system" so far,China’s new medical reform has gone through ten years.From the initial medical reform to the medical device reform in recent years,with the promulgation of the two-vote system,centralized procurement,domestic priority and other policies,China’s medical system reform has been deepening.Since the reform and opening up,our people’s living standards have gradually improved,people’s awareness of health has become stronger and stronger,the demand for medical care is higher and higher,the country’s attention and investment in the medical and health industry is also increasing.As an important part of the medical and health system reform,the medical device industry is facing both opportunities and challenges.Under the background of the new medical reform,there are a large number of medical device companies in China.How to develop these medical device companies is a problem worthy of attention.In this paper,A medical device company,for example,is a medical device business enterprise engaged in medical laboratory products.It is one of the earlier and larger general distribution companies in China,and its development process is representative.This paper describes the current situation of A medical device company,and combs the existing problems through field research,interview and questionnaire survey.It is found that due to unclear strategic objectives,insufficient implementation,insufficient response to the new health care reform policy,insufficient investment in private brand products,loose internal management,and large mobility of personnel,there are many problems.Such as unbalanced exhibition,unhealthy product structure,high business operation risk,slow growth of main products and poor substitutability of other product lines.Then,with the help of the SWOT matrix model and the survey results,through the detailed analysis of the external environment and the industry environment,the development strategy of the company is defined,that is,the dual cycle development strategy of the first level distribution of the advantageous imported products and the production and sales of the domestic product line,so as to realize the advantages of the imported products and the domestic products complementary and all kinds of resources to build and share,and ultimately achieve a win-win situation.It is proposed to expand the product portfolio,expand the sales network and hospital coverage,continue to develop the distribution business through a variety of cooperative ways,improve the research ability of the private brand products,accelerate the expansion of private brand product customer base,expand the after-sales advantages,and increase the added value of products as the specific strategy implementation,and ensure the quality and safety of private brand products,network information platform construction,and human resource management.In order to ensure the smooth implementation of the development strategy,we should take measures to guarantee the construction of resources,organizational structure,marketing management strategy and corporate culture.