Knowledge

How should small and medium-sized medical device enterprise open up the market?



In 2018, the market capacity of medical devices in China was about 520 billion yuan, and there were 16000 medical device manufacturers, of which more than 85% were small and medium-sized enterprises, with annual sales of less than 30 million yuan. In the next few years, China's medical device industry is expected to grow by 20 percent a year, with a growth rate of 30 percent in the area of middle and low end medical devices. In terms of category, at present, 80% of our country's CT, ultrasonic instruments, magnetic resonance equipment, electrocardiogram machines, medium and high-grade monitors, high-grade physiological recorders, and so on, are all treated by GE, Philips, Toshiba, Siemens, Olympus, etc. Multinational companies such as Stryker monopolize, while Chinese enterprises mainly concentrate on massage instruments, blood pressure measuring instruments and other low value-added categories.

Status quo of small and Medium-sized Medical device Enterprises

On the one hand, we should resist the squeeze of foreign medical device companies and large domestic enterprises, on the other hand, we should deal with the policy changes brought about by medical reform.

1.The Sword deviates forward and opens up a New Road

In the early stages of enterprise development, small and medium-sized medical device enterprises can put their energies into the following goals: selecting a large number of grass-roots hospitals, wide distribution and insufficient procurement funds, sensitive to price, Therefore, the purchase and use of domestic medical devices more, especially low-value consumables. However, the use of primary hospitals is small, the impact is small, and it is difficult to be large and strong by relying only on grass-roots hospital enterprises. At present, there are 15000 private hospitals in our country, and the purchase amount of medical equipment is more than 300 billion yuan per year. The distribution of private hospital market is relatively easy to achieve profit, because compared with public hospitals, private hospitals do not need bidding for purchasing equipment, the procurement time is short, the cost is relatively low, and the bulk procurement can be formed in the later stage. Layout maternal and child health care field maternal and child health care institutions cover a wide range, from cities, districts to towns have set up grass-roots units. In fact, every province's maternal and child health care institutions have government procurement plans every year, small and medium-sized medical device enterprises can make full use of this resource. Make foreign orders for the processing of plate to earn processing fees, especially suitable for medical consumables. It is easy to do foreign brand agent to open up the market, the acceptance degree of the hospital is high, the profit is also high. Although grass-roots hospitals, private hospitals, family planning systems, and foreign order processing can solve the survival problems of enterprises to a certain extent, the sales volume of grass-roots hospitals, private hospitals and family planning systems is limited, and the impact is relatively small. But the order sticker card processing profit is limited, can not fundamentally solve the enterprise's development problem. The author thinks that in the early stage of enterprise development, it is wise and feasible to be a foreign brand agent to accumulate funds, talents, technology, etc. For example, Shenzhen Mirui Medical Co., Ltd., Shanghai Kangda Group, etc., are the second line brands of foreign medical devices, and then develop rapidly. It is important to stress that this is only the path of initial development. If the enterprise wants to develop continuously for a long time, it must take the road of independent research and development and establish its own brand.

2.Conversion of cocoons into butterflies

Public hospitals, which are the mainstream channels of the medical device industry, have been dominated by GE Medical, Siemens, Philips, Johnson, Medtronic, Stryker, Roche and other well-known foreign first-line brand enterprises through the strategy of holding high the competition, so, How do small and medium-sized medical device enterprises use limited funds and resources to occupy public hospitals in a relatively short period of time? I believe that should be long-term goals to do the brand, short-term targets to do sales. Do the market should stand at the height of brand, integrate dealer resources, with academic activities to expand the impact. Branding is a long-term process that requires a lot of time, effort, and investment. To promote the sales volume, we can mine the county hospital by integrating the reseller's resources, reach the sales as soon as possible, realize the payback, and lay a good foundation for the enterprise's follow-up development.

3.To seek new and change and seize the opportunity


At present, China's medical device industry faces many market opportunities, enterprises should be good at seizing opportunities, reasonable layout. The reform of rural medical treatment and the development of community health service center have opened up a larger market for domestic medical device enterprises, and the demand for medical equipment in primary hospitals has increased sharply from 2009 to 2011. China spent 850 billion yuan in three years on medical equipment procurement, of which 2 / 3 went to primary hospitals. By the end of 2017, there were 940,000 primary medical and health institutions in China, including 37000 township health centers, 35000 community health service centers and 230000 outpatient departments. Market demand should not be underestimated. The rapid development of private hospitals also provides new opportunities for medical device enterprises. According to statistics, there are nearly 15000 private hospitals in China in 2016, with a market scale of more than 300 billion yuan, which provides a good development platform for medical equipment enterprises. National policies bring about development dividends. In accordance with the overall plans of the "13th Five-Year Plan" and the "healthy China 2030" program, China's medical device industry will focus on five areas during the 13th Five-Year Plan period, including digital diagnostic and therapeutic equipment. Tissue repair and Renewable Materials, Molecular Diagnostic Instruments and Reagents, artificial organs and Life support equipment, Health Monitoring equipment. Under the guidance of national policy and the need of upgrading the equipment of domestic medical and health institutions, medical devices will have a huge domestic consumer market. The continuous emergence of new technologies has also brought broader development space to medical device enterprises. New technologies, such as mobile medicine, telemedicine, surgical robot and gene sequencing, make miniaturized and intelligent medical devices the future development direction. Mini Programs can search the address, contact information, company introduction, production license, business license, registered product and so on. In addition to individual enterprises, regions, product inquiries, can also be combined query oh, welcome to experience.