Choosing a Competitive Strategy for Launching a Medical Product on the Market: By the Example of Technical Rehabilitation Equipmen

Yulia Zuenkova
Bank of Ideas
#4. 2024. Ultimatum flexibility
Keywords:
pricing
,
import substitution
,
relationship marketing
,
competitive strategies
,
strategic marketing
,
sales forecast

DOI: 10.33917/es-4.196.2024.136-143

Competitive strategy of the company engaged in medical equipment in the B2G market is considered. The author analyzes the process of choosing a strategy for launching a new brand in conditions of high market competition — against the background of significant market monopolization and risks of the new competitors’ emergence. Driving forces of this market, regulation, target audiences and stakeholders are described.

permanent link >>>

References:

1. Kornienko D.A. Rynok rossiiskogo meditsinskogo oborudovaniya v period ekonomicheskikh sanktsii. Modernizatsiya rossiiskogo obshchestva i obrazovaniya: novye ekonomicheskie orientiry, strategii upravleniya, voprosy pravoprimeneniya i podgotovki kadrov [The Russian Medical Equipment Market During the Period of Economic Sanctions. Modernization of Russian Society and Education: New Economic Guidelines, Management Strategies, Law Enforcement Issues and Personnel Training]. Materialy XXIV Natsional’noi nauchnoi konferentsii (c mezhdunarodnym uchastiem). Taganrog, 2023. Tom I. Taganrog: Taganrogskij institut upravleniya i ekonomiki, 2023. pp. 412–429.

2.Kopylov M.A. Obespechenie ustoichivogo razvitiya rossiiskikh proizvoditelei medtekhniki v usloviyakh vneshne ekonomicheskikh sanktsii [Ensuring Sustainable Development of Russian Medical Equipment Manufacturers in the Context of Foreign Economic Sanctions]. Tsifrovizatsiya tekhnosfery: nauchnyi podkhod: Sbornik nauchnykh statei Natsional’noi nauchno-prakticheskoi konferentsii. Moskva: Rossiiskii tekhnologicheskii universitet, 2022. pp. 110–113.

3.Basil N. Stoma care: the market in products lets patients down. BMJ, 2013.

4.Simatov S.A. Problemy organizacii okazanija medicinskoj i reabilitacionnoj pomoshhi stomirovannym bol’nym na sovremennom jetape [Problems of the Organization of Medical and Rehabilitation Care for Stoma Patients at the Present Stage] // Vestnik medicinskogo instituta «REAVIZ». 2017. № 3. pp. 78–82.

5.Simatov S.A. Spornye i nereshennye voprosy okazanija pomoshhi stomirovannym pacientam v ambulatornyh uslovijah (obzor literatury) [Disputed and Unresolved Issues of Assistance to Stoma Patients in Outpatient Settings (a literature review)] / S.A. Simatov, M.Ju. Zasypkin, S.A. Stoljarov [et al.] // Vestnik medicinskogo instituta «REAVIZ». 2019. № 5. pp. 75–84.

6. Rasporyazhenie Pravitel’stva RF ot 22 noyabrya 2017 g. N 2599-r «O strategii razvitiya proizvodstva promyshlennoi produktsii reabilitatsionnoi napravlennosti do 2025 g.» [Order of the Government of the Russian Federation of November 22, 2017 No. 2599-r “On the Strategy for the Development of Industrial Production of Rehabilitation Products until 2025”]. Garant, available at: https://www.garant.ru/products/ipo/prime/doc/71719020/

7. Prikaz Ministerstva truda i sotsial’noi zashchity Rossiiskoi Federatsii ot 31.05.2023 № 482n «Ob utverzhdenii professional’nogo standarta «Pomoshchnik po ukhodu»» [Order of the Ministry of Labor and Social Protection of the Russian Federation dated May 31, 2023 No. 482n “On Approval of the Professional Standard Care Assistant”]. Garant, available at: https://www.garant.ru/products/ipo/prime/doc/407247740/

Продолжить чтение