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.

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/

DOI: 10.33917/mic-4.117.2024.39-48

The article discusses the concept of clinical marketing as one of the types of marketing in healthcare. The imperative of clinical marketing has been defined. The prerequisites for the development of clinical marketing include the transition to the principles of evidence–based medicine, regulation, and an increase in the cost of R&D for innovative medical products. The key success factors of medical products that accelerate the penetration of medical innovations into the market are highlighted. The program and the main tools of clinical marketing, the scope of their application is described. The scope of application of clinical marketing has been determined in accordance with the class of medical devices. It is shown that the use of elements of clinical marketing can have a positive impact on the commercialization of innovations in the context of the import substitution policy of the medical industry.

References:

1. Kotler F., Armstrong G., Saunders D., Wong V. Marketing Fundamentals: Trans. from English. 2nd European ed. M.; St. Petersburg; K.: Williams Publishing House, 2005. pp. 502–512.

2. Shevchenko D.A. Fundamentals of Modern Marketing: Textbook for Bachelors / D.A. Shevchenko. M.: Dashkov i Ko Publishing and Trading Corporation, 2019. 604 p.

3. Yamshchikov A.S., Maeva E.I. Theoretical and Methodological Foundations of Marketing of Medical Institutions. Healthcare Manager. 2011;10:28–35.

4. Ahmed R.R. Pharmaceutical Marketing Mix Strategy and Physician’s Prescription Behavior. The Pharma Innovation Journal. 2014;3:8–12.

5. Jambulingam Thani. The R&D Marketing Interface in Biopharma and MedTech. Journal of Commercial Biotechnology. 2019. No. 24.

6. Eriksson Päivi & Rajamäki Heidi. Biotechnology marketing: Insider and outsider views. Journal of Commercial Biotechnology. 2010. No. 16.

7. Stremersch Stefan & Dyck Walter. Marketing of the Life Sciences: A New Framework and Research Agenda for a Nascent Field. Journal of Marketing American Marketing Association. 2009;73:4–30.

8. Appelt Peter & Hauser Tino. Marketing Innovation: Prescribing Innovations: A Practical Framework for Effective Marketing of Medical Device Innovations. Journal of Medical Marketing. 2006;6:195–202.

9. Zuyenkova Yu.A. Features of public relations in the promotion of high-tech medical products // Marketing in the new reality: monograph. Moscow: Limited Liability Company “Rusains”, 2024. pp. 88–97.

10. Garcia Gonzalez-Moral S., Beyer F.R., Oyewole A.O., Richmond C., Wainwright L., Craig D. Looking at the fringes of MedTech innovation: a mapping review of horizon scanning and foresight methods. BMJ Open. 2023. Vol. 13. No. 9.

11. Sharma Jitendar & Bunders, Joske & Zuiderent-Jerak, Teun & Regeer B. A Model for Priority Setting in Health Technology Innovation Policy. Global Clinical Engineering Journal. 2020;2:24–34.

12. Gupta Prakamya, Rai Charu, Shahi Anjaney, Sharma Manisha, Choudhury Ranjan, Kotwal Atul. A comprehensive roadmap for MedTech innovations uptake into the public healthcare system in India. Frontiers in Digital Health. 2023. No. 5. 13. Porter M.E., Teisberg E.O. Redefining Health Care: Creating Value-Based Competition on Results. Harvard Business School Press, 2006.

DOI: 10.33917/es-1.193.2024.132-137

The article describes the competitive strategy of a pharmaceutical company in the context of digitalization of society. It describes how the patient’s voice assistant allows the company to influence levels of demand, receive information about the behavior patterns of the target audience and increases the brand’s points of contact with the target audience. The technology of developing a voice assistant for the healthcare industry is presented, and mechanisms of influence on the target audience are described.

References:

1. Kovtyukh G.S. Osnovnye tendentsii razvitiya farmatsevticheskogo rynka v Rossii [Main Trends in the Development of the Pharmaceutical Market in Russia] Lechebnoe delo, 2023, no 2, pp. 134–140, DOI 10.24412/2071-5315-2023-12888, EDN GGLUIQ

2. Arzhanova K.A. Sovremennye PR-tekhnologii prodvizheniya kompanii [Modern PR Technologies for Company Promotion]. Kompetentnost’, 2020, no 5, pp. 30–35, available at: https://cyberleninka.ru/article/n/sovremennye-pr-tehnologii-prodvizheniya-kompanii-1

3. Vinichuk O.Yu. Sovremennye metody prodvizheniya farmatsevticheskikh kompaniy na regional’nykh farmatsevticheskikh rynkakh v usloviyakh tsifrovizatsii biznesa [Elektronnyy resurs]. Vestnik evraziyskoy nauki, 2023, vol. 15, no 3, available at: https://esj.today/PDF/77ECVN323.pdf

4. Prentice С., Loureiro S.M., Guerreiro J. Engaging with intelligent voice assistants for wellbeing and brand attachment. Journal of Brand Management, 2023, no 30, pp. 449–460. 10.1057/s41262-023-00321-0 Engaging with intelligent voice assistants for wellbeing and brand attachment.

5. McLean G., Osei-Frimpong K., Barhorst J. Alexa, do voice assistants influence consumer brand engagement? — Examining the role of AI powered voice assistants in influencing consumer brand engagement. Journal of Business Research, 2021, no 124, pp. 312–328. 10.1016/j.jbusres.2020.11.045.

6. Zuenkova Yu.A., Bogdanovich S.T. Beyond the Pill — strategiya marketinga otnosheniy na farmatsevticheskom rynke [Beyond the Pill —Relationship Marketing Strategy in the Pharmaceutical Market]. Mikroekonomika, 2023, no 5, pp. 39–47, available at: https://doi.org/10.33917/mic-5.112.2023.39–47

7. Andriyanova E.A. Sotsial’noe doverie v meditsine: vozmozhnosti onlayn-kommunikatsii: Nauka kak obshchestvennoe blago: Sb. Nauchnykh statey Vtorogo mezhdunarodnogo kongressa Russkogo obshchestva istorii i filosofii nauki. Sankt-Peterburg, 27–29 noyabrya 2020 g. [Social Trust in Medicine: Online Communication Opportunities: Science as a Public Good: Sat. Scientific Articles of the Second International Congress of the Russian Society for History and Philosophy of Science. St. Petersburg, November 27–29, 2020]. Sankt-Peterburgskiy gosudarstvennyy universitet; Russkoe obshchestvo istorii i filosofii nauki, vol. 5. Moscow, Mezhregional’naya obshchestvennaya organizatsiya “Russkoe obshchestvo istorii i filosofii nauki’, 2020, pp. 90–93, EDN ZWEESO

8. Porter M. Konkurentnaya strategiya. Metodika analiza otrasley i konkurentov. Moscow, Al’pina Pablisher, 2015, 456 p.