B Company-Study On Marketing Strategy Of Tumor Radiofrequency Ablation

Medical instrument is an important branch in the pharmaceutical industry, the high value consumables is belongs to the specialist medical products in the field of the medical instrument. With the development of economic and the improvement of people’s living standards, the requirements to eliminate pain, restore health, prolong life demands are more and more high. The pursuit of high quality life after the diseases raised to an unprecedented height, especially for the tumor patients. This promotes the development of the high value consumables including the products related to tumor. In order to compete for the big market in China, foreign manufacturers have entered into China. The domestic enterprises take advantage of the low price to snatch the market. Owing to the fierce competition, the development of the pharmaceutical industry is not harmonious. The contradiction between doctor and patient is bigger and bigger. To end it, the central government has instructed the National Development and Reform Commission, Ministry of Health jointly a number of institutions to develop medical reform program. The reform is towards to the public medical institutions, community to development and increasing national universal health insurance coverage. The new medical reform program will undoubtedly have some impacts to the existing medical market. Then for the relevant companies, what impact will have on the marketing strategy? This is the focus of this paper as well.This paper takes B company as a case to study how to make and choose the marketing strategy after the reform of the new health care plan. B company is a manufacturer of high value medical equipment and sales of medical equipment, the main products are tumor ablation series products. How to size up the situation, grasp the opportunity, rapidly respond to the market changes, adjust the marketing strategy are very important for the development of company B. The paper uses PEST analysis, five forces model, SWOT analysis to study the marketing environment. Based on the analysis of the industry environment of high value consumables, the paper study the strategic positioning, segments the marketing from the aspect of customer and geographic. For the production and sale of medical supplies manufacturers, one of the effects of health care reform is the more strict bidding system, that will led to the decline in prices, which will decrease the profit in the middle part. That will force the company use a new marketing mode. By elaboration of the marketing strategy of radiofrequency ablation in B company under the new medical reform, especially for the analysis and discussion of the direct model of high value consumables, the company B should develop secondary market and manage customer relationships under the direct sales model, and use differentiated marketing strategy to enhance the doctor-patient relationship. The paper formulates a marketing strategy for the company B.This paper aims to establish a set of effective marketing strategies to help high value consumables in the context of health care reform through analyze the characteristics of high value medical consumables and marketing channel management theory. Through the analysis the environment, company B should take the secondary market as the focus and developing the secondary market, use the direct sales model and design a set of marketing strategy from the aspects of product, price, channel, secondary market developing, differentiation and interactive communication.