How to write a marketing plan for medical devices

Marketing strategy

1. Sales strategy and goals

The products of this project belong to the medical device industry, but they are directly faced with consumers, mainly through retail sales. In the early stage, we will approach final consumers through the three major sales networks of pharmacies, supermarkets and hospitals. Establish strategic alliances with hospitals and pharmacies, mainly use personal promotion and certain promotional methods at major sales outlets, conduct follow-up surveys on sales products, provide timely feedback on post-use information, record user information, and enter their information into the company in the customer database. Provide rewards to users who provide valuable opinions.

In terms of sales methods, a variety of promotional activities will be considered in the early stage to enable consumers to quickly understand the efficacy and usage of the "anti-viral biochip".

The "antiviral biochip" has entered the market as a brand-new product, which has had an impact on the traditional methods of preventing and treating colds. It is hoped that its advantages such as good preventive effect, convenience, and no toxic side effects will be Be recognized by consumers and occupy a certain share of the market. Based on the analysis of the medical device industry and the company's philosophy, the following short, medium and long-term sales goals are formulated. In the longer term, we can also enter overseas markets, such as the nearby Southeast Asian market.

Short-term sales goals

"Build the brand through sales"

Through personal promotion, "buy one get one free", "prize sales" and other methods Consumers understand this product

Hold various theme activities in major pharmacies to collect customer information and establish an initial database

Mid-term sales targets

"Win with quality ”

Let consumers become loyal to the product

and further promote the product, such as various media advertisements, etc.

Long-term goals

Facing Asia and entering the international market

Further exploring the market through the expansion of sales channels

Promotion strategy

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Personal selling

Product sales are mainly based on door-to-door sales. The prerequisite for developing the market is to establish a high-quality sales team. Sales team members should frequently communicate with hospital executives to understand the requirements for the company and products and continuously promote product progress. At the same time, it was recognized by the hospital and recommended the product to patients. You also need to go to pharmacies and supermarket drug counters to promote the product to customers, explain to customers the advantages of the product and competing products, and win customers' desire to buy.

The sales team will be composed of personnel with biomedical knowledge and sales knowledge and experience, and will be regularly retrained on product and sales knowledge. Sales performance is linked to bonuses, and customers are given certain quantity discounts to drive sales.

After the product is sold, it is necessary to provide high-quality quality and after-sales service according to the psychology of the purchasing decision-maker, and establish a loyal relationship with customers.

Advertising

"Anti-viral biochip" is a new product with low awareness. The appeal of the advertisement should focus on introducing the effective efficacy of "anti-viral biochip" , no toxic side effects (especially suitable for pregnant women, children and other people who have special requirements for general cold medicine oil), low price and other characteristics.

The state has certain restrictions on medical device advertising. Advertisements must undergo strict review by the medical device advertising review agency, and the review time is generally fifteen days; when publishing advertisements, you can entrust a medical device dealer or advertising company to act as an agent.

There are many restrictions on promoting products from the front. You can establish a corporate image through public media to achieve the purpose of promoting products.

Corporate image advertising

Publish well-produced corporate image advertisements in mass media and professional media. The advertisement strives to convey information accurately and in place, and it will achieve better results if it is accompanied by text reports. effect.

Promote the company's philosophy - "YourHealth, ourResponsibility"

"Your health, our responsibility"

Product brand advertising

Brand advertising can occur through a variety of channels.

Radio and TV advertising information transmission time is short and can be used to increase awareness; newspapers and magazines are used to produce some profound and high-grade advertisements to enhance the brand image; product brand advertising maintains a unified style and uses the characteristics of different media to establish a comprehensive A directional and three-dimensional information dissemination network.

Public Service Advertisements

In addition to using newspapers, magazines, radio, television and other communication channels, we also establish a good image of the company in social welfare activities. For example, we jointly hold activities with the epidemic prevention department to promote knowledge on preventing colds and relieving fatigue, and pay more attention to the sub-health status of white-collar workers and students.

Public Relations

Start public relations work at the beginning of the company's establishment. The principle of public relations activities is to establish a good image of the company as technologically advanced, innovative, rigorous and pragmatic, and full of social responsibility.

In the early stages of the company's establishment, the focus of public relations activities was to increase the company's awareness and assist in the construction of a sales network.

·Organize large-scale academic exchanges and seminars;

·Establish scholarships in schools, not only to cultivate potential customers, but also to establish corporate image in the minds of students and parents, and to prepare for mid- and later-term sales. Lay a good foundation;

After the company is officially operational, the focus of public relations activities is to establish the corporate image, attract public attention, conduct two-way communication with the public, deepen the public's understanding of the product, and increase product and brand awareness. and reputation.

·Joined with the media to organize popular science programs, develop popular science columns, and open a free consultation hotline;

·Produce a homepage with a lively format and friendly interface, and carry out online public relations.

Promotion strategy

Short-term promotion strategy

Considering the lack of initial funds, our promotion methods during the first one to three years will avoid Expensive publicity methods such as television, newspapers, and the Internet are promoted through more targeted publicity methods.

Promotional activities

We establish cooperative relationships with supermarkets, pharmacies and hospitals, and provide these locations with certain venue fees and promotion fees. Sales staff communicate directly with consumers to introduce the product's performance and efficacy, as well as its benefits compared with similar products, to gain consumers' interest and curiosity. In our survey, we found that most people are willing to give "antiviral biochips" a try. We adopt methods such as "buy one get one free" and "sales with prizes" to attract the public's attention.

Outdoor advertising

Since we hope that customers can quickly understand the product in the early stage, outdoor advertising is also one of the important means. Outdoor advertising is characterized by flexibility, high repeatability, low cost, and little competition. In the past few years, the proportion of advertising media such as outdoor and Internet has been increasing in China.

Based on the performance of our products, our outdoor advertising will choose wall-mounted TV advertisements in hospitals and pharmacies, as well as mobile TV advertisements and light box advertisements on buses and subways. Since the main customer groups of the product are people with poor physical fitness and susceptible people (pregnant women, the elderly, children, etc.) and people prone to fatigue (white-collar workers, drivers, students, etc.), people with poor physical fitness often visit hospitals and pharmacies. People who are prone to fatigue need to take transportation or go in and out of downtown areas every day, so these three publicity methods should be able to achieve the publicity effect we need while controlling costs.

Large-scale promotion activities

Seize the unique holidays, such as Mother’s Day, Father’s Day, Teacher’s Day, Youth Day, etc., with the theme of “Stay away from colds and stay away from fatigue”. Carry out a series of large-scale activities. Invite experts to give on-site knowledge lectures and Q&A.

Due to the technical difficulty of this series of products, ordinary customers do not understand the mechanism, so we adopt the form of on-site knowledge Q&A and give certain trial products to customers who answer the questions correctly. It can also be used for free on site, allowing customers to feel the efficacy of the product in a short period of time and achieve immediate results.

The investment in the promotion activity is expected to be around 300,000 yuan in the first year.

Long-term promotion strategy

The company has successfully gained a foothold. With stable financial support, we will gradually expand the intensity and scope of publicity and strive to make the "anti-viral biochip" This brand is deeply rooted in people's hearts.

TV

TV advertising covers the widest range of target consumers and conveys the most direct information. Through the simultaneous transmission of images and sounds, consumers can be stimulated to the greatest extent, so that the product image can be accepted by consumers and enter the market as quickly as possible. Recent data shows that TV advertising has increased and its proportion in the advertising market has risen to 41%. Therefore, TV advertising will be the focus of promotion after the "antiviral biochip" enters its mature stage.

In the advertisement, the product’s prevention and treatment effects on colds and its non-toxic side effects are highlighted. Advertisements should be based on family themes.

The time will be mainly concentrated in the prime time period every night, when the whole family sits together and watches TV to generate interest in this product, supplemented by some non-prime time periods, such as before and after the TV series is broadcast, Or advertising breaks. Played on some major TV stations.

In the filming of TV commercials, different series can be launched for different market segments, with different plots and content to target housewives, the elderly, students, white-collar workers, etc.

Network

Nowadays, the network has also become a focus. The Internet has the characteristics of fast communication speed, low cost, and various forms, and is favored by customers and manufacturers. We publish advertisements about this series of products on the website about health and wellness, with warm colors as the main body, giving people a warm feeling. Publish advertisements in the health columns of portal websites such as Sina and TOM, and design links to our company's website to query relevant information. Also on search websites such as Baidu, GOOGLE, and Yahoo, purchase keywords such as: "prevent colds", "treat colds", "eliminate fatigue", etc., and link to relevant information about this product. You can also conduct online questionnaires to provide timely feedback on customers' opinions and suggestions on products in the company's database.

Magazines

Magazines have the characteristics of credibility, credibility, good printing effect, long validity period and strong circulation. And reading magazines has become a living habit of most urbanites these days. The higher the income level, the higher the proportion of reading magazines. Women are more likely to read magazines than men. They are between 16-40 years old, which is consistent with our target consumers. . Targeting the target customers of pregnant women, students, children, the elderly and white-collar workers, combined with the actual situation of the product, exquisite color pages can be produced, which are outstanding in color and creativity, and put forward the concept of health prevention. Since the production and printing costs are relatively high compared to newspapers, it is enough to design one content format and arrange it once per issue.

When publishing magazine advertisements, we also considered two parts of the market segment, mainly targeting susceptible groups, and taking into account people prone to fatigue, etc., we selected the following major magazines to publish color page advertisements: "Health" "Friends", "Family Doctor", "Fashion Health", etc.

Production management

1. Factory site selection and layout Reasons for site selection

2. Storage and transportation

For today’s production enterprises , from the procurement of raw materials, to formal production, to the launch of finished products on the market, the efficiency of the entire logistics process is directly related to the company's operating costs and profit margins. It was decided to adopt the form of outsourcing, that is, hiring a professional logistics company to design and implement it and provide logistics guarantee. The inventory of finished products in the early stage is also handled by professional logistics and warehousing companies. After several years of development, large-scale production has been formed. Our company has established its own professional warehouse to conduct unified management of products and reduce costs.

Purchasing of raw materials

The raw materials for the production of "anti-viral biochips" are mainly electrical components, plastic casings, etc. These raw materials can be easily purchased from the market and come from various sources, which can ensure production supply and satisfy large-scale production.

However, in order to reduce costs, we publish purchasing information on the Internet, sign agreements with several nearby, high-quality, affordable, and fixed suppliers to form long-term cooperative relationships. We also work with the sales department to build a complete and optimized supply chain. The transportation of raw materials is provided by third-party logistics.

In-factory production

Adopting the principles of Japan's "lean production model" to eliminate all waste. Prepare material requirements planning (MRP) in a timely manner based on the existing and forecasted status of orders to minimize invalid inventory; production adopts an order-pulling mode rather than a raw material pushing mode; let every employee participate in quality management and collect information during the execution of the plan Or problems should be handled efficiently, decisions must be made quickly, and execution must be powerful to ensure timely control.

Outsourcing

Since the output and the company's scale are not very large in the early stage, the company plans to cooperate with outsourcers to outsource product assembly and product testing. Since this series of products is patented to prevent unauthorized use by illegal parties, the production of core component chips is completed by our own company. In the long term, the company expects to make a detailed evaluation within five years of operation, depending on the operating conditions, to evaluate whether to start setting up its own production lines or still adopt an outsourcing approach.

Technical service and maintenance system

In terms of after-sales service, since the products of this project are developed and designed by our company and have patent rights, the sales volume has not yet reached a critical scale in the initial stage of sales. Therefore, Initially, the company will send dedicated personnel within the company to perform maintenance. What needs to be emphasized here is that our company hopes to reduce after-sales maintenance problems through continuous technological advancement and control of product quality and yield rate. With the future development of the company, we will train professional maintenance talents in major cities and regions and establish maintenance outlets to serve the company.

Technical Risk

The product is a patented product, and there are still certain problems in the implementation of the country’s intellectual property protection policy. Combating counterfeit and shoddy products is still an important aspect of national development. Major events; high-tech develops rapidly, shortens the life cycle, and increases the possibility of being replaced; there are still certain problems in customers' acceptance of new products, and the use of products may change traditional prevention and treatment methods; the country's strict control of medical devices Product production, sales, inspection, advertising and other related policies.

Means of avoidance

Keep abreast of relevant national policy trends and take appropriate measures. Increase research and development funds and strengthen the technical advantages of products. Actively cooperate with relevant agencies to combat counterfeit and shoddy products.

Competition Analysis

In terms of market competition, various conditions of the existing market have been fully considered, and Porter's five major competitive forces are used for analysis: