Study On Optimization Of Digital Academic Marketing Strategy In Medical Devices Company A

The global pandemic of the new crown pneumonia epidemic has made digital contactless medical services widely recognized among doctors and patients,and the prospects of digital technology in various aspects are unlimited.As an important force in the development of the healthcare industry,medical device companies must be aware of the shift in customer behavior patterns,focus on upgrading digital strategies and enhancing capacity building to maintain a sustainable and stable industry leadership position.Company A is an American-owned medical device company that entered China in1994 and has been introducing innovative medical solutions while providing professional education solutions for Chinese healthcare professionals.Academic marketing is a common marketing method in the medical market,and this paper deeply studies the optimization of academic marketing strategy based on the goal of "changing customer behavior" from the actual situation of Company A.We hope to find a business breakthrough for medical device companies to provide high-quality and innovative academic services to doctors to promote the business development of the company.This paper describes the current situation of digital academic marketing of medical device company A.It is found that company A has not effectively established a customer relationship management mechanism,inaccurate target customer demand mining positioning,digital platform effectiveness evaluation is not in-depth.The paper aims to optimize the digital academic marketing strategy of medical device company A in terms of customers,content and communication through marketing communication theory and customer relationship management theory,and to give partial reference and reference to the related companies in China.