Hundreds of billions of Chinese medical device market sales strategy analysis
Date:2013-05-03 13:40 Source:Xinhua
At present, China's medical equipment industry with the developed countries compared to the gap, but the pace of development of the Chinese medical equipment makes the world look askance. The latest research and development of medical products in China also walk in the cutting-edge of international medical device industry. The next few years, China will surpass Japan to become the world's second largest medical device market.
Chinese medical device market capacity of 120 billion yuan, the traditional way of selling integrated the agents resources to sell the equipment to the hospital is the manufacturer, its drawback is that the single-cycle (after the department director, Equipment Division, vice president and president, tender and other sectors), the high cost of competition, low profit margins, it does not apply to all hospitals and medical equipment sales, because of the differences in hospitals at all levels of the procurement of medical equipment, more than 10 million large-scale medical equipment and a few million, a few thousand dollars of equipment procurement process is not the same, and, by extension, the following sales:
1, cooperation into
Some hospitals would like to procurement of medical equipment, but take a moment to pay medical equipment vendors to take the form of co-operation into, such as 50 million of equipment, the hospital to pay $ 100,000, and then divided into 55, when the supplier is divided into the amount of reach 40 million, the contract is terminated, all equipment to the Hospital.
This way of selling is conducive to avoid vicious competition, without bidding, the drawback is that risk, financial pressure, suppliers this contract is very cautious, usually the contract price is the selling price of 2.5 times, and suppliers and hospitals have up and down a good relationship. The most important is that there is no change in the life of the contract, the senior staff of the hospital.
2, medical items packaged
After 2005, with the medical equipment sales increasing competition, some hospitals for rating new building is completed, you need to purchase a number of equipment. Medical equipment dealers transformation test the water "medical items packaged together packaged to sell the hospital, the department equipment needed.
This way of selling the hospital's bargaining power, turnover, simple, efficient mode, some hospitals are willing to accept. In Beijing, Shanghai, Jiangsu, Anhui and other places, do "medical items packaged dealer has been formed.
3, equipment leasing
With the development of medical science and biological engineering technology, hospital surge in demand for high-end medical equipment, such as MRI, CT, PET, gamma knife and other high-tech imaging equipment and radiation therapy equipment, but these devices often need a few million dollars, even thousands of yuan of funds. Hospital take a moment not so much money, what should I do? The introduction of financial leasing companies.
It is a way of selling a win-win situation. In other countries, the finance lease has a very mature and a wide range of financial instruments, but for many domestic users, especially hospitals, is still relatively fresh things. Currently, nearly 1/3 of the global investment done through finance leases, banking, insurance, trust, securities tied for the top five financial pillars. It is reported that in 2003 the global total lease amounted to $ 461.6 billion, the United States, Japan, Germany $ 204 billion, $ 62.1 billion, $ 38.8 billion among the top three, the lease amounted to only $ 2.2 billion.
4, the medical equipment investment
Medical equipment investment is different from the co-sharing, the difference is that the co-sharing is still stuck in the level of selling equipment, medical equipment investment is integrated, complete, comprehensive solutions. It not only provides medical training, product maintenance and support services, in order to better and faster product value, and will also provide marketing, project management, publicity and promotion, and other related services, allow customers not to worry about the operations of the new project.
This mode provides value-added sales, so the value of services provided to be reflected in order to achieve the purpose of value-added sales, the latter also the introduction of other equipment, upgrade to "medical items packaged.
5, selling high-priced supplies to send equipment
This approach is generally used for the sale of biological agents, that is the first to send equipment to the hospital, hospital procurement supporting the biological reagents to be biological reagents to reach a certain consumption of equipment to the Hospital, which is essentially one of the exclusionist sales.
6, selling high-priced supplies do not sell equipment
Sell high-priced supplies do not sell equipment NovaSure technology sales in the Chinese market to take the first contact and hospitals, if the hospital is willing to NovaSure technology, first to buy expensive supplies, and equipment to take over the surgery, the surgery done, away. This way of selling and the several is not the same, the device is not in the hospital, surgery provided by the manufacturers. This mode in the actual operation was not successful, market uncertainty.
