2015 medical device dealership transformation only these five roads
The marketing model of the medical device industry is a typical proxy model. Dealers have become a pivotal player in this industry. However, in today's medical environment, medical device agents have become high-risk industries. So, the medical device agency industry really has no way out, can't get out of the deep water area?
The answer is of course no. Now, the transformation of medical device agency enterprises is imminent, how to adjust the direction of enterprise development and become a common thinking in the industry. There are several directions for reference on how to transform medical device agents.
Develop upstream to the industry
Companies with successful product agency experience and a certain capital reserve may consider developing to the upstream of the medical device industry, that is, nationwide promotion of domestic products or introduction of imported products, professional promotion, construction of distributor networks, and specialized medical devices. Marketing model transformation.
For example, in the mid-1990s, a medical device agency successfully represented a German imported endoscopic product in Beijing. After ten years of development, the company has grown to a sales scale of 50 million, and the company's transformation is imperative. After careful thinking, the leader of the company decided to change the direction of the company's development, from agent to professional promotion.
Therefore, after many overseas investigations and investigations, the company decided to introduce a German electrosurgical product, signed a long-term agency agreement with the manufacturer, and gradually introduced the product from the registration of medical devices. After five years of hard work, the electrosurgical product has built a network of distributors covering the whole country, avoiding risks, and establishing close cooperative relations with German manufacturers to achieve a successful transformation.
Develop upstream of the industrial chain
In the industrial chain of the medical device industry, production and sales are the two most important aspects. However, the risks faced by both are completely unequal. Since we have taken control of one of these links, we can of course develop along the industrial chain, upstream, research and development and production, from dealers to producers.
For example, an orthopaedic high-value consumables manufacturer in Liaoning, whose founder first entered the medical device industry, is an agent in Liaoning province that imports the high-value consumables. In the process of product sales promotion, the person in charge of the company organized the R&D personnel. After five years of research and development and clinical trials, the company successfully developed new products. Based on the original imported products, the company improved the design and applied for patents to realize the agent to production. The transformation of business.
At present, the company has become the top three producers in the product field, and it can be said that the transformation is very successful.
Development towards horizontal platform
After the original accumulation of the medical device business, the financial security has become a top priority. At this stage, it is possible to expand the agency products, establish a distribution system, and develop into a medical device logistics platform.
For example, a medical device company in Heilongjiang started with a US-based enterprise care consumables, gradually built a network of distributors around the country, and enriched the agent product line, gradually developing from a product agent to a specialized logistics platform. Currently, nearly 200 million have been formed. Yuan’s distribution scale has been prepared to establish a specialized medical product logistics center with the local health department to achieve a platform transformation.
To high-end, new product development
Taking new products and purely academic routes, the speed of product innovation in medical devices is still much faster than that of drugs, especially with the breakthrough of new technologies in recent years.
For example, 3D printed bone joints have been applied in the market, and many new testing equipments are also being listed one after another. These new technologies and new products are not ignored by any major hospital, and are the practical needs of clinical medical care. It is possible to take advantage of the academic transformation of the dealers without taking or leaving the profit route.
Extend to the retail market
With the improvement of people's material living standards and the aging of the population, the medical device market related to the treatment and detection of chronic diseases in the home market will be promising. Therefore, the layout of the retail market for clinical device manufacturers is also a good strategic choice. Great health" industry!
The above are several ideas and examples of the transformation of medical device agency enterprises. Of course, each transformation must be meticulously researched and long-term persistence. Moreover, each transformation requires the company to have certain conditions.
For example, to develop upstream, you need to have a strategic vision and an international perspective, and promote products in the industry. To develop upstream of the industrial chain, it is necessary to have a strong R & D team, or a strong financial strength for corporate acquisitions. For the development of the platform, it is necessary to build a broad enterprise network and get enough product agents.
In short, the transformation of medical device companies will go through a long and painful transition period. Only by choosing the transformation direction that suits you, and persisting for a long time, you can successfully transform and break away from the deep waters filled with stormy waves.
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