Imported medical devices occupy a large market share in China, especially high-end medical devices are almost monopolized, while local products can only struggle in the low-end market. Although some high-quality products have been exported abroad, domestic recognition is still Very low.
According to industry insiders, the current situation of small-scale and low-end industries has affected the image of the entire industry, resulting in lack of confidence of domestic institutions in local products. On the other hand, local enterprises lack good marketing methods and have not won the approval of doctors. The reason why imported products occupy the market is precisely because of these two aspects of continuous efforts.
Foreign medical device companies started a lot earlier than Chinese enterprises. They are now paying more attention to product quality, and their energy is mostly spent on R&D and sales. Therefore, the quality of products has been continuously improved, and it has long since deviated from the small-scale and low-end situation. The brand concept has been deeply rooted in the hearts of the people, so many times domestic medical institutions do not look at the price/performance ratio when choosing products, but look at the brand.
Foreign-funded enterprises also invest heavily in marketing. They pay more attention to the word-of-mouth effect of doctors. While local products try their best to export abroad, imported products are grasping the market by grasping doctors.
Medical students are the future doctors. This group is a potential stock. The trust of medical students has paved the way for imported medical devices to enter the market. Therefore, these foreign high-end medical device manufacturers have long infiltrated their products into domestic campuses.
Through the donation of products, technical cooperation and other forms, they integrate products and teaching materials, allowing students to have a deep understanding of the products, psychologically generate trust, and gradually become dependent on these used products after they become doctors. The marketing purpose is quietly realized in this process.
In addition to the school field, interns in medical institutions are also the focus of foreign medical device companies. They organize specialized training for these interns, promote their products during the training process, and even some companies develop diagnostic technologies for products. And this technology must be used in conjunction with their products to complete the diagnosis process, in order to achieve sales purposes.
Foreign-funded enterprises have invested heavily in marketing, which can be said to be a long-term fishing big fish. This kind of marketing means of grasping the doctor to master the market is very good, and although the quality of local products has gradually improved, there is no effective means in marketing. Should learn more from outside enterprises.
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