Research On Marketing Strategy Of Nerve Rehabilitation Products Of Company A

Medical device marketing strategy has always been an important practical problem in the field of medical consumables.Continuous improvement of marketing strategy is conducive to improving the overall efficiency of medical device industry and medical service quality.Although Company A is a commercial giant in the global medical industry,there are great differences between it and European and American countries in terms of Chinese doctors,patients and medical security conditions in China.Therefore,its marketing strategy in China needs to be improved to better adapt to the marketing environment of domestic target customers.This thesis takes the marketing strategy of A company’s neurorehabilitation products as the research object.Through literature review,in-depth interviews,and other methods,combined with STP and 4R related theories,the problems are analyzed,and optimization strategies and guarantee measures are proposed.First of all,this researcher reviews the literature related to marketing theories,existing problems in pharmaceutical industry marketing and strategy optimization.Secondly,through in-depth interview and case analysis,it is concluded that the main problems of A company’s marketing lie in four aspects,including the lack of harmony between customers,the lack of community between hospitals,patients and products,poor response mechanism to hospital demand,and single return form.Finally,in view of the above problems,according to the guidance of 4R marketing theory,the following four aspects of strategies and safeguard measures are proposed.First,the strategy to enhance the relationship between enterprises and customers,with A company’s overall product solution and clinical customers to generate more interaction and product-service bundle combination to manage sales behavior,to cultivate service awareness,and to improve the relationship harmony.The second is to improve the optimization strategy of correlation benefits,to create a doctor microenvironment,to establish a consultation mechanism for mental health evaluation,to transfer treatment information correctly,to return visit mechanism for post-operative discharge,and to hold a patient education activity every two months.Third,the strategy is to shift to a demand-oriented response,to improve service responsiveness,to optimize follow-up and maintenance of new technology promotion measures,and to deal with complaints from clinicians and patients timely;Fourth,to consider the multi-stakeholder return strategy,to jointly hold academic conferences with departments with the same target customers of Company A,and to improve dealer incentive and rebate policies.Fifth,to put forward the personnel guarantee,system guarantee,financial guarantee and technical guarantee to ensure the feasibility of the implementation of the strategy.Based on STP and 4R theory,this thesis proposes corresponding marketing problems and strategies for neurorehabilitation products of A company,which will have certain reference value for the marketing of medical device industry.At the same time,there are limitations of research data and methods,which are expected to be further improved in the subsequent research.