Study Of High-value Medical Supplies Marketing Channel Strategy

Align with the progress of innovation, newly developed materials and technologies are used in medical industry, especially for high value medical consumer, more and more patients with cardiovascular disease have been treated. But the huge cost of medical treatment has been a burden of their life, the repercussion is becoming more and more acuate. Therefore, government has organized a central purchasing tendering for high value medical device since 2004, the listing price is declining gradually. The changing process of distribution channel which was mentioned on the proposal of medical reform announced in Apr.2009 will make significant impact to current medical device industry, the traditional distribution channel is facing challenge now.The text summarized the status of high value medical consumer industry, analysed different kinds of operational models based upon the theory of Service-Outcome. In terms of the analysis of existing issues in YK company, the text posed strategic design and selection of distribution channel under the changing environment of medical reform.As high value medical consumer industry is still relatively small and close, any topic related to the creation of operational model is a new task. The text use YK company as an example, more focus on the creation of operational model for distributors.